Market Share: Nonalcohol Beverages
C-store sales, 52 weeks ending Dec. 27, 2014
Energy drinks and water gained share of c-store sales of nonalcohol packaged-beverage sales at CSDs’ expense in 2014, according to Nielsen.
| Subcategory | Dollar share | Point change |
| Carbonated soft drinks | 33.0% | -1.1 |
| Energy drinks | 26.9% | 0.5 |
| Water | 12.3% | 0.2 |
| Sports drinks | 9.8% | 0.2 |
| RTD tea | 5.5% | 0.2 |
| Fruit drinks | 4.6% | -0.1 |
| Fruit juice | 3.5% | -0.1 |
| RTD coffee | 2.4% | -0.1 |
| Other** | 2.0% | NA |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
** Beverages with less than 2% dollar share
Where the Gains Are
C-store sales, 52 weeks ending Dec. 27, 2014
C-store dollar sales of carbonated soft drinks (CSDs) rose 1.6% in 2014 as volume sales fell 2.4% and units were off 0.1%, according to Nielsen. None of the segments posted growth, although low-calorie CSDs suffered the biggest drop over the year prior, continuing a trend from the previous year.
According to IRI, c-store CSD dollar sales rose 0.3% to $8.7 billion in the 52 weeks ending Dec. 28, 2014, with units off 0.1%.
Carbonated Soft Drinks (CSDs)
| CSD type | C-store sales ($ millions) | PCYA* | Volume sales (millions) | PCYA* |
| Regular | $6,519.4 | 3.8% | 424.2 | -0.7% |
| Low-calorie | $1,814.9 | -5.6% | 112.2 | -8.6% |
| Total | $8,334.3 | 1.6% | 536.3 | -2.4% |
Non-Cola CSDs
| CSD type | C-store sales ($ millions) | PCYA* | Volume sales (millions) | PCYA* |
| Regular | $4,016.9 | 4.2% | 251.7 | -0.2% |
| Low-calorie | $705.9 | -5.9% | 41.6 | -7.9% |
| Total non-cola | $4,722.8 | 2.6% | 293.3 | -1.3% |
Cola CSDs
| CSD type | C-store sales ($ millions) | PCYA* | Volume sales (millions) | PCYA* |
| Regular | $2,502.5 | 3.0% | 172.4 | -1.4% |
| Low-calorie | $1,109.0 | -5.4% | 70.6 | -9.1% |
| Total cola | $3,611.5 | 0.2% | 243.0 | -3.7% |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
20-Ounce CSDs
C-store sales, 52 weeks ending Dec. 27, 2014
Sales of this core CSD package size rose nearly 6% in 2014, according to Nielsen, with 20-ounce Mountain Dew the top-selling UPC.
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Mountain Dew | $711.0 | 6.5% | 471.2 | 5.7% |
| Coca-Cola | $524.8 | 10.0% | 335.1 | 8.7% |
| Dr Pepper | $350.3 | 3.7% | 224.0 | 2.0% |
| Pepsi | $339.0 | 4.2% | 221.5 | 3.6% |
| Diet Coke | $249.0 | 1.6% | 159.5 | 0.6% |
| Total (including UPCs not shown) | $4,468.0 | 5.8% | 2,950.5 | 4.5% |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
Quarterly Look: CSD UPCs
C-store sales, 13 weeks ending Dec. 28, 2014
C-store CSD dollar sales rose 2% in the final quarter of 2014, with units off 0.6%, according to IRI.
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Mountain Dew (20-oz.) | $177.1 | 9.1% | 114.9 | 6.6% |
| Coca-Cola (20-oz.) | $137.9 | 11.4% | 85.6 | 8.0% |
| Dr Pepper (20-oz.) | $94.7 | 7.5% | 59.8 | 4.6% |
| Pepsi (20-oz.) | $84.5 | 5.6% | 54.8 | 3.3% |
| Diet Coke (20-oz.) | $66.0 | 5.3% | 41.1 | 2.2% |
| Diet Mountain Dew (20-oz.) | $60.9 | 3.2% | 39.7 | 0.5% |
| Coca-Cola (12 12-oz. cans) | $55.5 | -3.2% | 10.9 | -10.3% |
| Mountain Dew (1-liter) | $50.9 | 1.8% | 26.5 | 0.6% |
| Sprite (20-oz.) | $48.4 | 14.6% | 29.8 | 11.3% |
| Coca-Cola (2-liter) | $45.1 | -4.1% | 24.5 | -1.4% |
| Total (including UPCs not shown) | $2,146.8 | 2.0% | 1,273.7 | 0.6% |
Source: IRI
* Percent change from a year ago
CONTINUED: Pricing, Flavor & Package-Size Trends
Regular and Low-Calorie CSDs
C-store sales, 52 weeks ending Dec. 27, 2014
C-store sales of regular CSDs rose nearly 4% in 2014, according to Nielsen, while low-calorie fell nearly 6%.
Regular
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Mountain Dew (20-oz.) | $711.0 | 6.5% | 471.2 | 5.7% |
| Coca-Cola (2-liter) | $192.8 | -2.7% | 101.7 | -5.6% |
| Coca-Cola (20-oz.) | $524.8 | 10.0% | 335.1 | 8.7% |
| Coca-Cola (12 12-oz. cans) | $210.4 | -1.8% | 44.4 | -6.7% |
| Dr Pepper (20-oz.) | $350.3 | 3.7% | 224.0 | 2.0% |
| Total (including UPCs not shown) | $6,519.4 | 3.8% | 4,072.9 | 2.1% |
Low-calorie
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Diet Coke (20-oz.) | $249.0 | 1.6% | 159.5 | 0.6% |
| Diet Mountain Dew (20-oz.) | $226.9 | 2.4% | 151.2 | 1.5% |
| Diet Coke (2-liter) | $59.3 | -7.9% | 31.8 | -10.8% |
| Diet Pepsi-Cola (20-oz.) | $160.0 | 4.5% | 104.4 | 3.7% |
| Diet Coke (12 12-oz. cans) | $67.2 | -10.4% | 14.2 | -14.8% |
| Total (including UPCs not shown) | $1,814.9 | -5.6% | 1,119.9 | -6.6% |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
CSD Price Trends
C-store sales, 52 weeks ending Dec. 27, 2014
Most of the major CSD package sizes saw a price increase in 2014, according to Nielsen figures.
| Package type | Average price per 288-oz. case | Price increase |
| 20-ounce bottle | $21.81 | $0.27 |
| 12-pack, 12-oz. cans | $9.33 | $0.52 |
| 2-liter | $7.63 | $0.17 |
| 1-liter | $16.20 | $0.38 |
| 6-pack, 12-oz. cans | $12.26 | -$3.96 |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
Cross-Category Opportunity
According to an analysis of retail POS data by Management Science Associates, CSDs were the most popular item included in cigarette or OTP market baskets, and the second most common item in beer or general-merchandise market baskets.
CSD Flavor Trends
C-store sales, 52 weeks ending Dec. 27, 2014
More than 48% of c-store CSD sales in 2014 came from regular, non-cola varieties, but cola was the top flavor overall, according to Nielsen.
| Type | Dollar share |
| Non-cola regular | 48.2% |
| Cola regular | 30.0% |
| Cola low-calorie | 13.3% |
| Non-cola low-calorie | 8.5% |
| Flavor | Dollar share |
| Cola | 43.3% |
| Citrus | 27.2% |
| Pepper | 11.2% |
| Lemon/lime | 7.5% |
| Orange | 2.7% |
| Other** | 8.1% |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
** Beverages with less than 2% dollar share
CSD Package-Size Trends
C-store sales, 52 weeks ending Dec. 27, 2014
Among CSD package sizes, the 20-ounce dominates in c-stores by dollar and unit sales, according to Nielsen.
Unit Sales
| Package size | Unit sales (millions) | PCYA* |
| 20-oz. | 2,950.5 | 4.5% |
| 2-liter | 505.0 | -5.6% |
| 1-liter | 408.7 | -4.9% |
| 12-pack, 12-oz. cans | 164.1 | -13.2% |
| 6-pack, 12-oz. cans | 1.7 | 1,319.1% |
Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.
* Percent change from a year ago
Consumer in Focus
According to Mintel consumer research, the top reason (58%) purchasers of CSDs chose that particular beverage was because they like the flavor. Refreshment follows at 54%.
“Consumers who drink CSDs are doing so based on taste, rather than health,” Mintel says. “It will be important to remember that no matter what changes manufacturers make to their formulation to appeal to current health trends, their flavors should not be altered.”
However, only 30% of consumers said they purchased a CSD because it was their favorite beverage.
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