Only Dannon and Private Label Gain Share in Supermarket Water Data. Dannon Pricing Near Private Label.

Coke continues to drive Dannon bottled water volume up and pricing down, as brand gains +2.0 share points in supermarket data YTD through June 15. Overall category grows +32.3%. In comparison, Dannon volume is up +86.3% and up +166% in most recent four weeks. Coke handles its own Dasani brand; also Danone's Dannon, Evian and smaller brands like Sparkletts. Dannon moves mainly via broker/warehouse and entirely via broker/warehouse for supermarkets.

Pricing. Coke pursues three-tier strategy, with Evian at top of price range, Dasani at mid-level and Dannon at low point. Evian indexes at 221.8% of water category price average, Dasani at 127.1% and Dannon at 84.9%. Dannon pricing is just above private label which indexes at 77.8% of average. In comparison, Aquafina pricing indexes at about 109.9% of average, or somewhat less than Dasani. However, Dasani's pricing falls more steeply than Aquafina's (table). Nestlé pricing indexes at 85.2% of category, or just slightly higher than Dannon.

Plus. With Danone brands, Coke now holds 19.4 share of category. That is far smaller share than Nestlé, but greater than Pepsi which markets only Aquafina.