beverages
Carbonated Soft Drinks
Where the Gains Are
CSD Price Trends
C-store sales, 52 weeks ending Dec. 29, 2012
C-store sales, 52 weeks ending Dec. 29, 2012
Repeating its sales performance from 2011, carbonated soft drinks (CSDs)
gained a little in dollars and slipped slightly in volume sales, according to figures
from Nielsen covering the 52 weeks ending Dec. 29. Both regular and diet
gained more than 2% in dollar sales and lost less than 1% in volume.
For non-colas, sales trends were frozen in time, with dollars up nearly 3%
and volume off one-tenth of a percent.
According to SymphonyIRI, c-store sales of CSDs were flat at $8.81 billion
The 20- to 21-ounce CSD bottle saw a 0.4-cent price
increase when averaged across a 288-ounce case.
in the 52 weeks ending Dec. 30, 2012, with unit sales off 1.6%.
20-21-oz. bottles Average price per 288-oz. case Price change
$21.11
+0.4 cent
12-pack, 12-oz. cans
$8.62
+0.1 cent
2-liter $7.26
+0.2 cent
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
Carbonated Soft Drinks
CSD type
Package type
Dollar sales
Volume sales
($ millions)PCYA*
(millions)PCYA*
Regular CSDs
$6,070.5
+2.9%
432.5
–0.5%
Diet CSDs
$2,023.5
+2.4%
134.2
–0.9%
Total CSDs
$8,094.0 +2.8% 566.7–0.6%
Non-Cola Carbonated Soft Drinks
CSD type
Regular Diet Dollar sales
Volume sales
($ millions)PCYA*
(millions)PCYA*
$3,704.8
+2.7%
253.9
0.0
$780.0
+3.3%
48.2
+0.5%
Total CSD flavored $4,484.8 +2.8%
302.1+0.1%
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
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beverages
Carbonated Soft Drinks
CSD Package-Size Trends
10
C-store sales, 52 weeks ending Dec. 29, 2012
UPC
More than one-third of c-store CSD volume came from 20- to
21-ounce packages in the 52 weeks ending Dec. 29, although
volume growth was flat, according to Nielsen. C-store sales of sixpacks of 12-ounce cans grew nearly 2%.
Volume Sales
Package size
Volume sales (millions)
PCYA*
20- and 21-oz.
191.6
2-liter
135.5–2.7%
0.0
12-pack, 12-oz. cans
106.3
–4.6%
Coke Classic (20-oz.)
$110.8+0.9% 71.0–2.4%
Dr Pepper (20-oz.)
$82.3 +5.7% 54.4+3.7%
Pepsi (20-oz.)
$76.7 –4.9% 51.0–7.8%
Diet Mountain Dew (20-oz.)
$60.8 –1.5% 41.1–3.9%
Diet Coke (20-oz.)
$60.8 –2.0% 38.7–6.0%
Coke Classic (12 12-oz. cans)
$60.4 –7.1% 13.0–7.5%
68.0
Volume Share Volume share
23.9%
C-store sales Unit sales
($ millions)PCYA*(millions)PCYA*
+8.1%
12.2
All other**
n 2-liter
UPC +1.8%
6-pack, 12-oz. cans
33.8%
C-store sales of CSDs fell more than 4% in the final quarter of 2012,
with units down nearly 6%, according to SymphonyIRI figures. This
compares to fourth-quarter 2011, when both figures bumped up.
The 20-ounce Mountain Dew continues to be the top-selling CSD
UPC in c-stores, with 20-ounce Coke Classic in second. From there,
20-ounce Dr Pepper rose to No. 3. While 20-ounce bottles dominate
the top six UPCs, other package sizes made a showing further down
the ranking.
$163.5 –5.0%109.2–7.4%
53.2+0.3%
n 20- and 21-oz.
C-store sales, 13 weeks ending Dec. 30, 2012
Mountain Dew (20-oz.)
1-liter
Package size
Quarterly Look: CSD UPCs
Mountain Dew (1-liter)
$49.2 –4.6% 26.3–7.3%
n 12-pack, 12-oz. cans 18.8%
Coke Classic (2-liter)
$47.5 –11.9% 24.9–16.0%
n 1-liter
9.4%
Diet Pepsi (20-oz.)
$39.1 –1.7% 25.9–4.8%
n 6-pack, 12-oz. cans
2.1%
n All other**
Total
12.0%
$2,110.4 –4.1%1,266.5 –5.8%
(including UPCs not shown)
Sources: SymphonyIRI Group Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
** Package sizes with less than 2% volume share
* Percent change from a year ago
Consumer in Focus
20-Ounce CSD SKUs
5
C-store sales, 52 weeks ending Dec. 29, 2012
SKU
This most popular of package sizes for CSDs was flat in terms of volume sales during the 52 weeks ending Dec. 29, according to Nielsen.
SKU Volume sales
(millions)PCYA*
Mountain Dew
30.6
Coca-Cola
19.0+3.8%
Pepsi Cola
15.1
–0.5%
Dr Pepper Cherry
14.3
+7.4%
Diet Coca-Cola
10.7
–0.9%
Total +3.3%
191.60.0%
(including SKUs not shown)
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
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According to research from Mintel International,
Chicago, diet cola and non-cola grew its male
consumer base from 2005 to 2011 at almost the same proportion as it lost its female consumer base. Men who are 55 years
and older are driving growth for diet soda, Mintel says, citing
health reasons rather than product innovation or marketing.
“Diet brands targeting men may want to include older men in
their marketing push,” Mintel recommends, “a strategy that
most brands have eschewed in diet-soda marketing.”
beverages
Carbonated Soft Drinks
5
SKU
Regular and Diet CSDs by SKU
CSD Flavor Trends
C-store sales, 52 weeks ending Dec. 29, 2012
C-store sales, 13 weeks ending Dec. 29, 2012
Regular CSD c-store sales bumped up nearly 3% in the 52 weeks
ending Dec. 29, with volume up 2%, slightly outpacing the previous
year’s growth rate, according to Nielsen. The 1-liter Mountain Dew
also jumped up into the ranking of top five regular CSD SKUs.
Diet kept its previous pace, with the same SKUs making up the
top five, led by the 20-ounce Diet Coke.
5
SKU
Regular
SKU
C-store sales
Unit sales
($ millions)PCYA*(millions)PCYA*
Regular non-cola flavors made up more than 46% of CSD c-store
dollar sales, with citrus and its variants—lemon/lime, orange—the
most popular varieties, according to Nielsen data.
Type
Dollar share
n Regular flavors
46.1%
n Regular cola
29.5%
n Diet cola
15.0%
n Diet flavors
Flavor
9.4%
VolumePoint
sharechange
Mountain Dew (20-oz.)
$645.2 +5.0% 440.1+3.3%
Coca-Cola (20-oz.)
$416.0 +6.2% 273.2+3.8%
n Cola
46.7%
–0.4
Pepsi-Cola (20-oz.)
$323.0 +1.2% 217.2–0.5%
n Citrus
22.6%
0.4
Dr Pepper Cherry (20-oz.)
$307.0 +9.9% 205.3+7.4%
n Pepper
11.2%
0.0
Mountain Dew (1-liter)
$223.9 +3.1% 122.2+0.7%
n Lemon/lime
8.0%
0.0
n Orange
3.2%
–0.2
n Other**
8.3%
N/A
Total
$6,070.5 +2.9%3,862.3 +2.0%
(including SKUs not shown)
5
SKU
Diet
SKU
C-store sales
Unit sales
($ millions)PCYA*(millions)PCYA*
Diet Coke (20-oz.)
$233.9 +1.4% 154.4–0.9%
Diet Mountain Dew (20-oz.) $219.1 +4.3% 150.2+2.6%
Diet Pepsi (20-oz.)
$156.2 –0.2% 105.1–2.0%
Diet Dr Pepper Cherry (20-oz.) $126.4 +4.6% 84.3+2.6%
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
** Flavors with less than 2% volume share
Market Share: Nonalcohol Beverages
C-store sales, 52 weeks ending Dec. 29, 2012
(including SKUs not shown)
CSDs shrank to 35% dollar share of c-store beverage sales, according to Nielsen; it was only a few years ago that more than 40% of
dollar sales came from this (still) largest of subcategories. Picking up
ground: energy drinks, bottled water and sports drinks.
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
Subcategory
Diet Coke (12-oz. 12-pack)
Total
$85.5 –6.0% 19.1–8.1%
$2,023.5 +2.4%1,276.3 +1.7%
Dollar share
Carbonated soft drinks
35.0%
Energy drinks
24.6%
Water12.2%
Sport drinks
9.7%
RTD tea
5.6%
Fruit drinks
4.8%
Fruit juice
3.4%
RTD coffee
2.6%
Other*2.1%
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Beverages with less than 2% dollar share
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