Plain Water Down as Enhanced Water Gains.
Powerade Power Water, Dole Lemonade Grab Share in Debut Year.
Green Sheet Details 1Q Non-Carb Category, Brand Performance.
BodyArmor and Gatorade Zero drove sports drink category sales gains at US retail during the first quarter. Dollar sales for the category grew +7.3% on higher volume and pricing (see table). As detailed in the Green Sheet included with this newsletter, BodyArmor reached a 16.2 dollar share of the US sports drink category after adding more than 3.0 share points on dollar growth of +34%. BodyArmor is priced higher per-ounce than PepsiCo- owned Gatorade and Coke-owned Powerade. On a dollar basis, BodyArmor surpassed Powerade, which ended the quarter with a 14.3 share of the category. Gatorade led the category in volume and dollars. Powerade held the No. 2 spot by volume. Coca-Cola is a minority owner of BodyArmor and Coke’s US bottling network distributes the brand. Coke has said it plans to exercise an option to take control of BodyArmor, which could happen during the third quarter of this year. Meanwhile, Gatorade Zero added three share points after dollar sales jumped +35%. Full-calorie Gatorade lost volume and dollar share.
BOTTLED WATER DOWN. Dollar sales for the plain volume despite pricing that grew +1.9% (see table). carbonated beverages included with this issue, Coca-Cola and PepsiCo each lost volume and dollar share of the plain water category. Both Essentia, recently purchased by Nestlé USA, and Core Hydration, owned by Keurig Dr Pepper, gained share and grew sales. bottled water category declined on lower As shown in the Green Sheet for non-
POWER WATER GETS ON SHELF. More than a year after launch, Powerade Power Water, Coca-Cola’s answer to PepsiCo’s Propel, ended the quarter with nearly a 3.0 share of the flavored and enhanced water category (Green Sheet). Propel lost share in the period.
DOLE LEMONADE MOVES IN. Last April, PepsiCo used its Dole partnership to answer Coke’s Minute Maid lemonade juice drinks. The product in 12-oz aluminum cans, 20-oz PET bottles, and 2-liter PET bottles has picked up a 3.0 volume share and 1.8 dollar share of the shelf stable juices and juice drinks segment tracked by BD.
DATA. Beverage Digest’s Green Sheet details performance for select brands within the water, sports drinks, ready-to-drink tea, and shelf-stable juice categories. The multi-outlet data in the Green Sheet covers supermarkets, c-stores, drug chains, mass merchandisers including Walmart, club stores, dollar chains and the military channel. The data draws from two separate information sources. Data points were chosen to provide the best possible metrics for the brands, companies and categories for which data is provided.
© 2023 Beverage Digest.
Design, CMS, Hosting & Web Development :: ePublishing