Home » Pandemic Lockdowns Fuel 2020 Soda Sales Growth
Pandemic Lockdowns Fuel 2020 Soda Sales Growth
C-Stores Sales Lag
November 11, 2020
Sales of US carbonated soft drinks at retail surged +10% by dollars and +7.0% by volume during the first nine months of this year as consumption shifted from restaurants, convenience stores and workplaces to home during the ongoing pandemic lockdown. Keurig Dr Pepper led gains and was the clear share winner for the period, as shown in the table with this story. Cola-Cola and PepsiCo grew dollar and volume sales while losing share on both measures. Private label also lost dollar and volume share. The sales gains for the category were driven by supermarkets, a large channel where volume grew +9.5% and dollars grew +16.0%. Drug and other channels also added volume and dollars. Convenience stores declined -0.7% by volume, while growing slightly by dollars driven by Keurig Dr Pepper and Coca-Cola. In the convenience channel, full-calorie sodas generally fared better than diet versions.
MTN DEW, PEPSI-COLA. From a brand perspective, No. 2 Pepsi-Cola outperformed No. 3 Mtn Dew by dollar and volume sales so far this year (Green Sheet). Pepsi-Cola also outperformed Mtn Dew in convenience stores, where Mtn Dew lost ground by both dollars and volume. PepsiCo has said it is stepping up investment in Mtn Dew, the benefit from which would be amplified by an eventual turnaround in the convenience channel, where Dew has traditionally been strong.
COKE ZERO ON THE MOVE. From a dollar share perspective, No. 8 CSD brand Coca-Cola Zero Sugar inched a tenth of a point closer to Diet Pepsi for the nine-month period (see Green Sheet) compared to the first half of 2020 (BD 7/29/20). While both brands grew, Coke Zero Sugar handily outperformed Diet Pepsi in dollar and volume sales and share growth. In addition, Coke Zero Sugar declined at a slower rate than Diet Pepsi in the convenience channel. Diet Mtn Dew, meanwhile, was the only Top 10 brand to post a sales decline.
DATA. Quarterly, BD tracks multi-channel soda sales at retail from two data sets. The data have been combined to present a snapshot of the industry. It covers supermarkets, c-stores, drug chains, mass merchandisers including Walmart, some dollar/club stores and the military channel. The Green Sheet that accompanies this newsletter shows corporate and top-10 brand shares for the combined data sets, plus breakouts for major channels. The data cover the first nine months of 2020. The table within this story shows volume, dollar and pricing metrics by company from the combined data set covering the same nine-month period.