The table at right shows volume and dollar sales as well as pricing for selected non-carbonated beverage categories at U.S. retail for the first nine months of 2018. The data covers supermarkets, c-stores, drug chains, mass merchandisers including Walmart, plus some dollar/club stores and the military channel. Pricing grew in all five non-carb categories tracked by BD, with ready-to-drink tea increasing most. Bottled water pricing grew only slightly. Bottled water, sports drinks and enhanced waters grew volume, dollars and pricing in the period. The Green Sheet included with this issue shows brand volume shares within the tracked categories.
Bottled Water. Lifewtr (not Sobe Life Water) posted an almost +29% volume gain during the period, reaching a 0.4% share of the bottled water market in this data. The much larger Smartwater gained volume as well. Aquafina and Dasani both lost share during the period. Nestlé Pure Life lost volume and share while private label gained on both measures. Fiji, which has parted ways with distributor Keurig Dr Pepper, saw its volume growth decelerate to +4.5% from +8.9% during the first six months of this year.
Enhanced/Flavored Water. Coca-Cola’s Vitaminwater Zero’s volume growth far outpaced that of base Vitaminwater, which is twice as large. PepsiCo’s Propel posted volume growth of almost +16% while Bai grew +24%.
Tea. Coke’s Gold Peak posted a +6.1% volume gain while the company’s Honest brand declined -9.4% in the nine-month period. Coke’s Fuze tea declined -46%. Volume growth of PepsiCo’s Lipton Pure Leaf, a premium offering, helped offset declines for core Lipton and Brisk. The premium Tea House Collection declined -3.9%. Snapple and Arizona both declined on a volume basis.
Sports Drinks. Gatorade and Powerade each lost share in the period despite volume gains as Body Armor (now distributed by Coca-Cola) took share on volume growth that more than doubled.
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