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beverages Specialty Beverages

Where the Gains Are

Ready-to-Drink Tea and Coffee C-store sales, 52 weeks ending Dec. 30, 2012

C-store energy-drink sales (non-aseptic) rose more than 14%, according to figures from SymphonyIRI; seven of the top 10 brands posted double-digit or greater gains in the 52 weeks ending Dec. 30, 2012. Sports drinks also had a banner year, with dollar sales up more than 8%, thanks to the strong performance of PepsiCo’s Gatorade brand. Nielsen also shows big gains for energy drinks, with sales up more than 16% in the 52 weeks ending Dec. 29, 2012, and sportsdrink sales up more than 13%. In the ready-to-drink (RTD) tea category, sales rose more than 8%, while RTD coffee sales grew by double-digits, according to SymphonyIRI. Drink type

C-store sales Unit sales ($ millions) PCYA* (millions)PCYA*

Energy drinks – Non-aseptic – Energy shots** – Energy-drink mix

$7,188.9

+12.7% 2,833.4 +13.0%

$6,276.5

+14.5% 2,546.5 +14.6%

$882.4

–1.1%

$29.9 +2,386.9%

276.9

–2.1%

9.9 +390.5%

Sports drinks

$2,478.1

+8.3% 1,480.0

+5.5%

RTD tea***

$1,222.3

+8.2% 1,001.1

+7.7%

RTD cappuccino and iced coffee

$664.3

+12.6%

244.8

+6.2%

Source: SymphonyIRI Group C-store sales, 52 weeks ending Dec. 30, 2012

Drink type Energy drinks Energy shots**

$850.8

+16.6% 2,195.4 +16.8% +0.1%

260.4

–1.8%

Sports drinks

$2,227.5

+13.5% 1,287.7

+9.8%

RTD tea

$1,099.6

+10.8%

887.2

+9.9%

$851.0

+15.1%

318.0 +12.0%

RTD coffee

Sources: The Nielsen Co., Red Bull GmbH C-store sales, 52 weeks ending Dec. 29, 2012 * Percent change from a year ago ** See p. 12 for brand ranking *** Canned/bottled only. Refrigerated teas totaled $189.8 million (+3.1%) and 109.1 million units sold (+1.0%), according to SymphonyIRI.

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Ready-to-Drink Teas by Brand

Brand

C-store sales Unit sales ($ millions) PCYA* (millions) PCYA*

AriZona

$282.7 –1.2% 267.8 –0.1%

Lipton Brisk Tea

$198.1

Lipton Pure Leaf

C a t e g o ry M a n a g e m e n t H a n d b o o k 2013

–3.0%

186.5 –2.2%

$112.6

+7.1%

63.5 +5.0%

AriZona Arnold Palmer

$96.3

+7.1%

92.1 +8.0%

Gold Peak

$85.7 +37.7%

50.9 +38.8%

Total

$1,222.3 +8.2% 1,001.1 +7.7%

(including brands not shown)

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BRAND

Ready-to Drink Coffees by Brand

Brand

C-store sales Unit sales ($ millions) PCYA* (millions) PCYA*

Frappuccino

$406.5 +10.5% 147.5 +4.1%

Doubleshot

$221.3 +9.5% 81.7 +5.3%

Starbucks Doubleshot

C-store sales Unit sales ($ millions) PCYA* (millions)PCYA* $5,467.5

In RTD tea, c-store sales rose 8.2% in 2012, with strong lifts for Lipton Pure Leaf, AriZona Arnold Palmer and Gold Peak brands, according to SymphonyIRI. Sales of RTD cappuccino and iced coffee grew more than 12% in 2012, with more than 94% of dollars generated by Starbucks’ Frappuccino and Doubleshot brands, according to SymphonyIRI.

$21.3

N/A

7.7

N/A

Private label

$6.6 +40.7%

4.2 +37.9%

Doubleshot Light

$4.4 +17.2%

1.7 +14.7%

$664.3 +12.6%

244.8 +6.2%

Total (including SKUs not shown)

Source: SymphonyIRI Group * Percent change from a year ago

What’s New In 2012, Red Bull and Monster contributed 92% of total energy category growth, fueled by strong baseline brand growth from Red Bull’s launch of Total Zero and Monster’s Rehab line extension. According to Guy Wootton, director of category insights for Red Bull GmbH, the energy category will help lead beverage growth in 2013, contributing three of the top five total beverage SKUs, and—coming soon—the launch of Red Bull Editions and Monster Zero extensions.

Energy-Drink Trends The tea and energy-drink blend Monster Rehab from Monster Energy Co. gained more than 2 points in share of c-store energy-drink sales in 2012, becoming the No. 3 brand in the channel by dollar sales, according to SymphonyIRI. With nearly 38% share of dollar sales, Red Bull remains the top-selling brand and, by unit sales, had the top-selling UPC with its 8.4-ounce can.

10 BRAND

Brand

Energy Drinks by Brand

Market Share: Energy Drinks by Brand

C-store sales, 52 weeks ending Dec. 30, 2012


Brand


Red Bull

$2,383.0

+11.8%

808.1

+11.7%

Monster Energy

$1,382.5

+12.8%

604.1

+13.8%

Monster Rehab

$269.6

+145.4%

119.6

+143.9%

Rockstar

$253.7 +12.1% 124.1 +13.3%

Nos

$227.2 +5.0% 105.8 +6.4%

Java Monster

$224.0

+24.8%

88.4

+28.2%

Monster Mega Energy $212.2

+18.1%

68.8

+17.7%

Amp Energy

$142.3

+6.1%

71.4

+9.7%

Red Bull Total Zero

$112.6

N/A

39.7

N/A

Rockstar Recovery

$107.7

–7.8%

53.1

–7.2%

Total

$6,276.5

+14.5%

2,546.5

Dollar share Point change

Red Bull

38.0%

Monster Energy

22.0%

–0.3

Monster Rehab

4.3%

+2.3

Rockstar

4.0% –0.1

Nos

3.6% –0.3

Java Monster

3.6%

+0.3

Monster Mega Energy

3.4%

+0.1

Others**

–0.9

21.1% N/A

Source: SymphonyIRI Group * Percent change from a year ago ** Brands with less than 3% market share

+14.6%


Market Share: Energy Drinks by Manufacturer C-store sales, 52 weeks ending Dec. 29, 2012

According to Nielsen, more than 40% of c-store energy-drink dollar sales were generated by products from Red Bull GmbH. Manufacturer

Dollar share

Red Bull

40.1%

Monster Beverage Corp.

29.4%

Rockstar Inc.

14.7%

PepsiCo 4.1% All others*

11.7%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc. * Brands with less than 4% market share

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beverages Specialty Beverages

Sports-Drink Trends

Market Share: Sports Drinks by Brand

Coca-Cola Co.’s Powerade, Powerade Ion4 and Zero Ion4, along with PepsiCo’s Gatorade, Gatorade Cool Blue, Gatorade G2 and Gatorade Fierce, all posted gains in c-store sales during 2012, according to SymphonyIRI. Gatorade gained 3.5 points in share of sports-drinks sales last year, while Gatorade Perform contributed nine of the top 10 UPCs in the last quarter of the year.

10 BRAND

Brand

Dollar share

Point change

Gatorade Perform

55.8%

–3.6

Powerade Ion4

15.4%

–0.9

Gatorade Gatorade G2 Perform

5.2%

–0.9

3.2%

+0.2

Others*


* Brands with less than 3% share


Gatorade Perform $1,379.2

+2.0% 772.3

–1.3%

Powerade Ion4

$379.6

+2.9% 265.3

+3.7%

Gatorade

$175.5 +113.5%

Gatorade G2 Perform $128.5 Powerade Zero Ion4

93.4 +109.2%

–7.6%

70.5 –10.0%

$80.2 +15.2%

53.9 +14.1%

Gatorade Cool Blue

$63.3 +18.1%

46.1 +11.2%

Gatorade Frost

$42.2

30.7

Gatorade G2

$41.7 +28.5%

28.6 +17.0%

Gatorade Fierce

$39.7 +94.6%

21.5 +89.9%

Powerade

$33.3 +17.9% 27.8 +21.9%

Total

$ 2,470.8

–1.7%

+8.6% 1,476.1

–5.8%

+5.8%


* Percent change from a year ago

** Non-aseptic only

7.1% +3.5

Powerade Zero Ion4

Sports Drinks**

Brand


10 UPC

13.3% N/A

Quarterly Look: Sports Drinks C-store sales, 13 weeks ending Dec. 30, 2012

UPC

C-store sales Case sales ($ millions) PCYA* (millions)PCYA*

Gatorade Perform Thirst Quencher (Lemon Lime, 32-oz.)

$25.0 –6.0% 12.7 –9.6%

Gatorade Perform Thirst Quencher (Fruit Punch, 32-oz.)

$22.2 –7.0%

Gatorade Perform Thirst Quencher (Orange, 32-oz.)

$22.0 –5.4% 11.2 –8.9%

Gatorade Perform Thirst Quencher (Cool Blue, 32-oz.)

$21.6 –0.9% 11.0 –5.1%

Gatorade Perform Thirst Quencher Frost (Glacier Freeze, 32-oz.)

$18.4 +6.9%

11.3 –10.7%

9.3 +2.5%

Powerade Ion4 (Mountain Berry Blast, 32-oz.)

$16.8 +4.8% 11.2 +7.2%

Gatorade Perform Thirst Quencher (Fruit Punch, 20-oz.)

$15.2 –1.0% 10.7 –7.6%

Gatorade Perform Thirst Quencher (Fierce Grape, 32-oz.)

$13.8 –6.4%

7.1 –8.9%

Gatorade Perform Thirst Quencher (Lemon Lime, 20-oz.)

$13.8 +0.2%

9.7 –6.3%

Gatorade Perform Thirst Quencher (Orange, 20-oz.)

$13.0 –1.6%

9.2 –7.6%

Total

$1,666.5

+6.2%

656.6 +6.4%

(including UPCs not shown)

Source: SymphonyIRI Group

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* Percent change from a year ago