Beverages: Specialty 2014

By 
Samantha Oller, Senior Editor/Fuels, CSP

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Sports-Drink Trends

After strong gains in 2012, sports drinks saw sales decelerate in 2013, according to figures from IRI and Nielsen. PepsiCo’s Gatorade Perform supplied more than two-thirds of dollar sales in the 52 weeks ending Dec. 29, 2013, and nine of the top 10 UPCs in the final quarter of the year, IRI reports.

Sports Drinks by Brand

C-store sales, 52 weeks ending Dec. 29, 2013

Brand C-store sales
($ millions)
PCYA Unit sales
(millions)
PCYA
Gatorade Perform $1,629.0 -1.3% 908.7 -2.9%
Powerade Ion4 $359.3 -16.1% 256.6 -15.1%
Gatorade G2 Perform $153.6 -12.1% 86.9 -14.3%
Gatorade $138.7 596.5% 67.6 590.7%
Powerade Zero Ion4 $62.7 -12.8% 42.4 -11.1%
Powerade $59.6 235.9% 44.5 227.4%
Private label $10.0 0.0% 9.1 18.1%
Gatorade G2 $9.6 3.0% 9.1 -1.1%
Bodyarmor $7.3 73.7% 3.1 85.0%
Gatorade X Factor $3.6 30.0% 1.7 20.7%
Total (including
brands not shown)
$2,447.0 -0.3% 1,433.0 -2.4%

Source: IRI


Quarterly Look: Sports Drink UPCs

C-store sales, 13 weeks ending Dec. 29, 2013

UPC C-store sales
($ millions)
PCYA Unit sales
(millions)
PCYA
Gatorade Perform Thirst Quencher (Lemon Lime, 32-oz.) $24.5 -1.8% 12.3 -3.2%
Gatorade Perform Thirst Quencher (Orange, 32-oz.) $21.6 -1.9% 10.8 -3.3%
Gatorade Perform Thirst Quencher (Cool Blue, 32-oz.) $21.5 -0.4% 10.7 -2.1%
Gatorade Perform Thirst Quencher (Fruit Punch, 32-oz) $21.5 -3.2% 10.7 -5.1%
Gatorade Perform Thirst Quencher Frost (Glacier Freeze, 32-oz.) $19.2 4.7% 9.6 3.8%
Gatorade Perform Thirst Quencher (Glacier Cherry, 32-oz.) $16.2 NA 7.9 NA
Powerade Ion4 (Mountain Berry Blast, 32-oz.) $16.1 -4.2% 11.1 -0.2%
Gatorade Perform Thirst Quencher (Fruit Punch, 20-oz.) $15.9 5.0% 11.1 4.1%
Gatorade Perform Thirst Quencher (Lemon Lime, 20-oz.) $14.9 8.2% 10.4 6.7%
Gatorade Perform Thirst Quencher (Cool Blue, 20-oz.) $14.6 15.7% 10.3 14.5%
Total (including UPCs not shown) $453.4 6.4% 262.6 5.5%

Source: IRI


Market Share: Sports Drinks by Brand

C-store sales, 52 weeks ending Dec. 29, 2013

Brand Dollar share Point change
Gatorade Perform 66.6% -0.7
Powerade Ion4 14.7% -2.8
Gatorade G2 Perform 6.3% -0.8
Gatorade 5.7% 4.9
Powerade Zero Ion4 2.6% -0.4
Powerade 2.4%  
Others 1.7% NA

Source: IRI

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