Pricing for the carbonated soft drink category (excluding energy) grew 2% during the first nine months of this year, according to quarterly data tracked by BD. That was an acceleration over the +1.3% gain achieved during the first half of the year (not in table). Coke, PepsiCo and Keurig Dr Pepper all boosted pricing, with Coke outperforming the category (table below). Private label pricing fell -1.6%, compared to declines of -2.5% in the second quarter and -3.7% during the first quarter (not in table).
Data. Quarterly, BD tracks multi-channel CSD retail sales from two data sets. The data has been combined to present a snapshot of the industry. It covers supermarkets, C-stores, drug chains, mass merchandisers including Walmart, plus some dollar/club stores and the military channel. The data does not include energy drinks. The Green Sheet included with this issue shows nine-month corporate and top-10 brand shares for the combined data sets, plus breakouts for major channels. The table below shows volume, dollar and pricing metrics for the combined data set.
Coca-Cola. As shown in this Green Sheet Data, dollar sales for Diet Coke grew during the 9-month period, after higher pricing offset volume declines. This trend accelerated during the third quarter (not shown). Diet Coke’s 2018 performance is notably better than in 2017, when volume declined -4.6% and dollars fell -3.1% (BD 8/28/18). Coke Zero Sugar turned in double-digit percentage volume and dollar gains. Pricing for brand Coke offset a volume decline to generate dollar growth.
Pepsi. Volume and dollar declines for brand Pepsi have decelerated to -4.0% and -2.3% respectively, according to this data set. That compares to -5.4% and -3.7% after the first six months (not shown in Green Sheet). Similarly, Mtn Dew volume and dollar declines decelerated to -3.1% and -2.1% from -3.6% and -3.0%.
Keurig Dr Pepper. Among the Top-10 soda brands, Canada Dry recorded the only other volume gain besides Coke Zero Sugar. Canada Dry volume and dollars grew by a double-digit percentage.
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