SOI Category Focus: Mixed Results for Beverage Subcategories

CSDs hold their own as energy, bottled water, sports drinks grow sales

By 
Steve Holtz, Editor in Chief, CSP Daily News

Energy drinks catching up to CSDs

ROSEMONT, Ill. -- Despite frequent reports about the decline of carbonate-soft-drink sales, the beverage category did actually grow in convenience stores in 2013, according to preliminary NACS State of the Industry (SOI) survey figures.

CSDs account for 34.3% share of the beverage category in c-stores, according to the data reported last week during the SOI Summit, and grew 0.7% in dollar sales and 0.2% in unit sales.

Gaining ground, however, are energy drinks, which make up the bulk of the alternative beverages subcategory. According to SOI data, alternative beverages now account for 24.6% share of all beverage sales in c-stores, up 6.8% in dollar sales and 8.6% in units.

“Alternative beverages now account for 72% of CSD sales,” said Kevin Smartt, CEO of Kwik Chek Food Stores, who presented the category numbers during the summit. By that, he meant for every $10 of CSDs sold in convenience stores, $7.20 in alternative beverages are sold, up from $6.40 in 2012. (See related graphic above.)

In other key beverage categories:

  • Juice/juice drinks grew 3.9% in dollars and 2.2% in units.
  • Bottled water drew 2.2% in dollars and 2.5% in units.
  • Sports drinks grew 2.2% in dollar sales and 1.7% in units.
  • Ready-to-drink iced tea grew 0.9% in dollar sales, but lost 1.7% in unit sales.
  • Enhanced water grew 0.7% in dollars, but lost 0.7% in unit sales.

Steve Holtz, CSP/Winsight By Steve Holtz, Editor in Chief, CSP Daily News
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