Product Targets Supermarket Juice Aisle. Limited Packaging. No Sugar Added.
February 21, 2020
Next month, PepsiCo will launch a new sports drink, Gatorade Juiced, aimed at youth athletes and earmarked for the juice aisle. In an exclusive interview, Gatorade Senior Vice President and General Manager Brett O’Brien said the brand is looking to expand its base by creating a sports drink for pre-high school consumers that includes an ingredient profile attractive to their adult caretakers. “It’s bringing younger athletes into the portfolio with a product that their moms, dads and coaches feel great about,” O’Brien said. “We’re not asking them to step up into base Gatorade at an early age. We’re now creating this product specifically for this generation of athletes.” The launch comes as a critical time for the Gatorade brand...
LaCroix Lost Share as Bubly Gained. Coke Poised to Further Shake Up Category With Aha Launch.
February 7, 2020
The US sparkling water category grew in 2019, driven by the consumer shift to lower-sugar beverages with simpler ingredient panels. Here's a brand-level look and comprehensive data table detailing the category.
Globally, as in the US, the diet soda segment has performed better than the regular soda segment as consumers worldwide heed medical advice to reduce sugar consumption and governments tax sugar-sweetened drinks to discourage use. Volume sales for the diet soda segment globally in 2019...
Pricing Gains in Most Categories. Coke, PepsiCo, Keurig Dr Pepper Lose LRB Share
February 7, 2020
BD will soon publish 2019 all-channel sales data for the US liquid refreshment beverage (LRB) market, including both packaged and fountain products. The tables below and on page 2 provide a preliminary look at the results for last year...
Most beverage and retailer stocks tracked by BD boosted their market value during 2019 as the broader S&P 500 Index grew. Just three companies tracked – Coca-Cola Consolidated, Starbucks and Monster Beverage...
Coke Zero Sugar Now Bigger Than Diet Mtn Dew. Plus, Coke Life Volume Down -26%.
January 21, 2020
Coke Zero Sugar was last year’s star growth performer at retail among the 10 largest US carbonated soft drinks (CSDs). As shown in the Green Sheetattached to this article, the brand posted dollar growth of almost...
Coca-Cola’s Powerade will reassert itself in the US this year with increased marketing and advertising spending, and two major product introductions. A new Powerade Power Water will go head-to-head with PepsiCo’s Propel fitness water for the first time since Propel’s introduction 20 years ago. Like Propel, the sugar-free electrolyte- and vitamin-enhanced Power Water will target lower-impact workout occasions or casual daily hydration. The second new product, Powerade Ultra, will focus on endurance workouts ranging from triathlons to body building...
Private Label Bottled Water Gains as Leaders Nestle, Coke and PepsiCo Shed Share. Tea and Sports Drink Volumes Decline
November 13, 2019
Private label offerings, which account for half of the plain bottled water market at retail, added 4 share points during the first nine months of this year, according to data tracked by BD. As shown in the Green Sheet attached to this issue,
Brand to Challenge LaCroix, Bubly, Polar; Looks to Make Up Lost Ground.Punchier Flavors, Trendy Flavors and Caffeine Lead Effort to Stand Out From Crowd
November 13, 2019
Coca-Cola has now confirmed details of its mainstream sparkling water launch, which we first wrote about in August (BD 8/29/19). Called Aha, the brand’s March debut will challenge National Beverage’s LaCroix and PepsiCo’s Bubly. Until now, Coke has resisted entering the mainstream sparkling water category with a sweeping challenger, opting instead for line extensions of Dasani and Smartwater, plus Topo Chico. Aha marks a reversal of that strategy as Coca-Cola aims to capitalize on the struggles of market leader LaCroix while slowing down the relatively unchecked growth of category disruptor Bubly. Aha’s success will depend largely on Coke’s ability to grab consumers’ attention in a crowded category that offers little differentiation between mainstream formulas.