CSDs Have Most — and Proliferating — SKU's,
but Number Is Small Relative to Volume.
CSDs have far more individual stock-keeping units (SKU's) than other non-alcoholic beverages and also had most new SKU's during 52 weeks through Oct. 6 in supermarkets. Increase at least partly due to new products. Perspective. CSD volume dwarfs other categories. Accordingly, while CSDs have most SKU's, category is so large that volume to SKU ratio is very high. CSDs had average 13.6 mil cases per SKU. Bottled water -- marketed like CSDs -- is close to CSDs with 12.5 mil cases per SKU. Milk has by far most cases per SKU, 31.5 mil. By contrast, there are only 2 mil-2.5 mil cases per SKU in sports drink and juices categories, and only 1.6 mil cases per SKU in juice/drink concentrates. Note. One SKU represents one brand/flavor/package combination. So Coke Classic 12-pack is one SKU, Pepsi 2-liter is another, etc.
| SKU and Volume - Non-Alcoholic Beverages in Supermarkets |
| |
| Category |
SKU/Week |
SKU +/- |
Cases (mil) |
Vol. +/- |
| Carbonated Soft Drinks |
245.9 |
+13.5 |
3,341.6 |
+2.1% |
| Milk |
70.6 |
+5.9 |
2,226.0 |
-0.5% |
| Bottled Water |
74.7 |
+3.2 |
937.7 |
+7.6% |
| Refrigerated Juices/Drinks |
90.4 |
+3.9 |
655.7 |
-4.8% |
| Bottled Juices/Drinks |
186.6 |
+1.9 |
466.2 |
+2.6% |
| Shelf-Stable Non-Fruit Drinks |
23.1 |
flat |
287.9 |
-10.3% |
| Frozen Juices/Drinks |
46.7 |
-2.9 |
156.4 |
-13.2% |
| Sports Drinks |
59.3 |
+5.1 |
126.6 |
+18.5% |
| Aseptic Juices |
53.5 |
+4.6 |
117.0 |
+10.1% |
| Canned Juices |
43.3 |
-0.3 |
92.7 |
+1.5% |
| Ready-To-Drink Tea/Coffee |
38.1 |
+1.5 |
85.0 |
+1.2% |
| Refrigerated Tea/Coffee |
5.3 |
+0.5 |
30.1 |
+0.9% |
| Juice/Drink Concentrates * |
11.0 |
-2.8 |
17.9 |
-12.1% |
| * volume in reconstituted (liquid) cases |
|
|
|
Table. Using IRI supermarket data, BD compares average number of SKU's per week; change in average SKU's/week; 192-oz case volume; and case volume growth or decline for major non-alcoholic beverage categories. Volume for juice/drink concentrates in reconstituted (water-added) cases. Supermarket bottled water includes single-serve and bulk. Details. Milk is large category with few SKU's. Bottled juices/drinks is lower-volume category with many SKU's, indicating relatively wide variety of brands, packages and flavors. CSD, milk, sports drinks and aseptic juices had most new SKU's over 12-month period.
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