Where the Gains Are
C-store sales, 52 weeks ending Dec. 28, 2014
C-store sales of water—including sweetened and enhanced varieties—rose 6.5% in 2014, according to IRI. Within plain water, all pack types—single-serve, multipacks and bulk—saw increases in dollars and units, while sparkling varieties enjoyed double-digit gains, according to Nielsen figures. Sweetened/enhanced c-store sales rose nearly 2%, with unit sales up just under 1%, according to Nielsen.
| Water type | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Convenience/PET** | $2,998.3 | 5.0% | 1,916.3 | 2.9% |
| Jug/bulk | $217.9 | 8.0% | 114.4 | 5.7% |
| Sparkling/mineral | $146.8 | 48.0% | 101.6 | 51.1% |
| Total category** | $3,363.0 | 6.5% | 2,132.3 | 4.7% |
Source: IRI
** Includes sweetened/enhanced varieties
Plain Water
C-store sales, 52 weeks ending Jan. 3, 2015
| Water type | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Single-serve | $2,081.6 | 8.6% | 1,453.5 | 4.7% |
| Take-home multipack | $270.4 | 14.5% | 61.3 | 14.1% |
| Convenience serve/PET (less than 53 ounces) | $2,352.0 | 9.2% | 1,514.8 | 5.1% |
| Multiserve/bulk | $195.5 | 3.3% | 100.2 | 2.0% |
| Sparkling | $64.6 | 19.1% | 42.4 | 26.2% |
| Total category | $2,612.1 | 9.0% | 1,657.4 | 5.3% |
Sweetened/Enhanced Water
| Water type | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Sweetened/enhanced | $517.9 | 1.8% | 316.1 | 0.9% |
Sources: The Nielsen Co., Nestlé Waters
* Percent change from a year ago
Cross-Category Opportunity
According to an analysis of c-store POS data by Management Science Associates, bottled water is a frequent purchase in tobacco market baskets. The beverage ranks in the top 10 products most often purchased with e-cigarettes, premium and discount cigarettes, smokeless tobacco and cigars.
Bottled-Water Gallon Growth
C-store sales, 52 weeks ending Jan. 3, 2015
Gallons of bottled water saw gains in every quarter of 2014, besting their 2013 performance, according to Nielsen.
| Quarter | Gallons PCYA* |
| Q1 2011 | 7.0% |
| Q2 2011 | -2.5% |
| Q3 2011 | 5.1% |
| Q4 2011 | 7.7% |
| Q1 2012 | 12.9% |
| Q2 2012 | 12.3% |
| Q3 2012 | 7.7% |
| Q4 2012 | 10.2% |
| Q1 2013 | 1.4% |
| Q2 2013 | 2.8% |
| Q3 2013 | 4.2% |
| Q4 2013 | 3.3% |
| Q1 2014 | 7.2% |
| Q2 2014 | 5.2% |
| Q3 2014 | 7.1% |
| Q4 2014 | 13.4% |
Sources: The Nielsen Co., Nestlé Waters
* Percent change from a year ago
Latest Quarter: Bottled-Water UPCs (Plain and Enhanced)
C-store sales, 13 weeks ending Dec. 28, 2014
The top c-store UPC by dollars in fourth-quarter 2014 was the 33.8-ounce Glacéau smartwater, with the 20-ounce Aquafina tops in unit sales.
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Glacéau smartwater (33.8-oz.) | $41.4 | 29.6% | 19.2 | 28.2% |
| Aquafina (20-oz.) | $35.8 | 13.5% | 30.9 | 15.5% |
| Aquafina (33.8-oz.) | $34.5 | 11.7% | 22.1 | 11.4% |
| Dasani (20-oz.) | $32.8 | -2.4% | 26.8 | -9.8% |
| Glacéau smartwater (23.7-oz.) | $32.7 | 6.1% | 18.5 | 3.5% |
| Dasani (33.8-oz.) | $29.6 | 8.8% | 18.3 | 4.6% |
| Fiji (33.8-oz.) | $17.5 | 25.1% | 6.7 | 21.1% |
| Deer Park (33.8-oz.) | $14.6 | 30.2% | 9.3 | 30.2% |
| Poland Spring (33.8-oz.) | $14.2 | 34.8% | 8.4 | 31.3% |
| Glacéau vitaminwater XXX (acai blueberry pomegranate, 20-oz.) | $13.0 | 8.2% | 7.6 | 4.2% |
| Total (including UPCs not shown) | $720.9 | 12.0% | 454.0 | 9.0% |
Source: IRI
* Percent change from a year ago
Plain-Water UPCs by Units, Dollars and Gallons
C-store sales, 52 weeks ending Jan. 3, 2015
By dollars and gallons, the 33.8-ounce Glacéau smartwater was the top c-store UPC in 2014. The 20-ounce Aquafina led by units.
Units
| UPC | Unit sales (millions) | PCYA* |
| Aquafina (20-oz.) | 100.2 | 1.0% |
| Dasani (20-oz.) | 98.9 | 2.0% |
| Glacéau smartwater (33.8-oz.) | 94.2 | 31.6% |
| Glacéau smartwater (23.8-oz.) | 82.9 | 3.6% |
| Aquafina (33.8-oz.) | 82.3 | 5.3% |
Dollars
| UPC | C-store sales ($ millions) | PCYA* |
| Glacéau smartwater (33.8-oz.) | $197.4 | 32.1% |
| Glacéau smartwater (23.8-oz.) | $146.4 | 4.0% |
| Aquafina (33.8-oz.) | $131.7 | 5.9% |
| Dasani (20-oz.) | $122.5 | 6.0% |
| Aquafina (20-oz.) | $121.7 | 0.5% |
Gallons
| UPC | Gallon sales (millions) | PCYA* |
| Glacéau smartwater (33.8-oz.) | 24.9 | 31.6% |
| Aquafina (33.8-oz.) | 21.7 | 5.3% |
| Dasani (33.8-oz.) | 18.9 | 6.4% |
| Aquafina (20-oz.) | 15.6 | 1.0% |
| Dasani (20-oz.) | 15.4 | 2.0% |
Sources: The Nielsen Co., Nestlé Waters
* Percent change from a year ago
Consumer in Focus
C-store bottled-water sales posted strong gains in 2014, driven by a macro trend toward health and wellness, says Becki Schick, group manager of away from home for Nestlé Waters North America.
Total bottled-water household penetration grew to 72.7% in 2014, a 2.3-point increase from the year prior. “This means that 3.2 million households just began purchasing bottled water in the past year,” Schick says, pointing out that this is the biggest single increase in household penetration since 2001.
CONTINUED: Multipacks, Sparkling & Enhanced
Bulk and Multipack
C-store sales of jug/bulk water rose 8% in 2014, according to IRI. Multipack sales grew more than 14%, per Nielsen.
Jug/Bulk Water Brands by Dollars
C-store sales, 52 weeks ending Dec. 28, 2014
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Private label | $46.2 | 20.0% | 27.1 | 16.5% |
| Ozarka | $21.5 | 0.6% | 11.0 | -0.2% |
| Arrowhead | $21.0 | 4.2% | 9.3 | 1.8% |
| Poland Spring | $17.9 | 6.4% | 8.6 | 6.9% |
| Deer Park | $17.7 | 13.8% | 8.2 | 11.8% |
| Total (including brands not shown) | $217.9 | 8.0% | 114.4 | 5.7% |
Source: IRI
* Percent change from a year ago
Multipack UPCs
C-store sales, 52 weeks ending Jan. 3, 2015
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Nestlé Pure Life (20-pack, 16.9-oz.) | $69.5 | 15.7% | 16.1 | 13.2% |
| Dasani (24-pack, 16.9-oz.) | $21.6 | 42.8% | 3.9 | 43.0% |
| Aquafina (24-pack, 16.9-oz.) | $18.6 | 5.6% | 3.5 | 3.1% |
| Ozarka (24-pack, 16.9-oz.) | $16.1 | 45.9% | 3.2 | 48.6% |
| Poland Spring (24-pack, 16.9-oz.) | $14.4 | -1.5% | 2.8 | 1.3% |
| Total (including UPCs not shown) | $270.4 | 14.5% | 61.3 | 14.1% |
Sources: The Nielsen Co., Nestlé Waters
* Percent change from a year ago
Bottled-Water Manufacturer Share by Gallons and Dollars
C-store sales, 52 weeks ending Jan. 3, 2015
Coca-Cola gained share of c-store bottled-water gallon and dollar sales in 2014, thanks to its Glacéau subsidiary, according to Nielsen.
Gallon Sales
| Manufacturer | Gallon share | Point change |
| Nestlé Waters North America | 45.2% | -0.4 |
| Private label | 18.4% | -0.6 |
| Coca-Cola | 16.3% | 1.2 |
| Pepsi-Cola | 9.4% | -0.4 |
| All others | 10.7% | NA |
Dollar Sales
| Manufacturer | Gallon share | Point change |
| Nestlé Waters North America | 39.9% | -1.0 |
| Coca-Cola | 25.1% | 1.7 |
| Private label | 11.4% | -0.4 |
| Pepsi-Cola | 11.3% | -0.5 |
| All others | 12.3% | NA |
Sources: The Nielsen Co., Nestlé Waters
Single-Serve Bottled-Water Share by Package
C-store sales, 52 weeks ending Jan. 3, 2015
The 31- to 35.9-ounce package size grew share of c-store bottled-water gallons and dollars in 2014, per Nielsen figures.
| Package size | Gallon share | Point change |
| 31-35.9-oz. | 51.1% | 1.6 |
| 19-20.9-oz. | 20.5% | -0.9 |
| 21-30.9-oz. | 13.3% | -0.3 |
| 16-18.9-oz. | 9.4% | -0.4 |
| 36-52.9-oz. | 5.7% | -0.1 |
| Package size | Dollar share | Point change |
| 31-35.9-oz. | 47.3% | 1.8 |
| 19-20.9-oz. | 22.0% | -0.5 |
| 21-30.9-oz. | 15.2% | -0.9 |
| 16-18.9-oz. | 11.0% | -0.3 |
| 36-52.9-oz. | 4.3% | -0.1 |
| All others | 0.2% | NA |
Sources: The Nielsen Co., Nestlé Waters
Sparkling and Mineral Waters
C-store sales, 52 weeks ending Dec. 28, 2014
The sparkling-water segment posted strong gains in c-stores in 2014, according to IRI and Nielsen figures.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Perrier | $47.3 | 20.9% | 30.0 | 19.0% |
| Sparkling Ice | $28.1 | 119.2% | 19.7 | 117.7% |
| Glacéau fruitwater | $19.6 | 46.6% | 12.9 | 51.0% |
| Topo Chico | $11.8 | 26.2% | 8.3 | 28.5% |
| Schweppes | $8.1 | 56.8% | 6.5 | 57.1% |
| Total (including brands not shown) | $146.8 | 48.0% | 101.6 | 51.1% |
Source: IRI
* Percent change from a year ago
C-store sales, 52 weeks ending Jan. 3, 2015
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Perrier (16.9-oz.) | $21.8 | 23.7% | 14.2 | 21.7% |
| Perrier (citron, 16.9-oz.) | $9.1 | 27.3% | 6.0 | 25.2% |
| Topo Chico (20-oz.) | $6.6 | 26.0% | 4.6 | 22.6% |
| Perrier (lemon, 16.9-oz.) | $3.2 | 0.0% | 2.1 | 0.0% |
| San Pellegrino (16.9-oz.) | $3.0 | 20.8% | 1.8 | 20.5% |
| Total (including UPCs not shown) | $64.6 | 19.1% | 42.4 | 26.2% |
Sources: The Nielsen Co., Nestlé Waters
Sweetened/Enhanced Waters by UPC
C-store sales, 52 weeks ending Jan. 3, 2015
C-store sales of sweetened/enhanced waters rose slightly in the 52 weeks ending Jan. 3, 2015, according to Nielsen.
| UPC | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
| Glacéau vitaminwater XXX (acai blueberry pomegranate, 20-oz.) | $54.1 | 1.1% | 31.3 | -1.3% |
| Glacéau vitaminwater Power-C (dragonfruit, 20-oz.) | $46.8 | 3.2% | 27.2 | 0.3% |
| Glacéau vitaminwater Energy (tropical citrus, 20-oz.) | $40.6 | 1.7% | 23.5 | -1.5% |
| Glacéau vitaminwater Revive (fruit punch, 20-oz.) | $28.9 | -9.7% | 16.8 | -12.1% |
| Glacéau vitaminwater Essential (orange-orange, 20-oz.) | $20.3 | -1.4% | 11.9 | -3.7% |
| Glacéau vitaminwater XXX (acai blueberry pomegranate, 32-oz.) | $24.9 | -8.0% | 11.0 | -9.7% |
| Glacéau vitaminwater Focus (kiwi strawberry, 20-oz.) | $16.3 | 8.6% | 9.6 | 5.6% |
| Glacéau vitaminwater Power-C (dragonfruit, 32-oz.) | $20.6 | -4.0% | 9.0 | -6.8% |
| Glacéau vitaminwater Energy (tropical citrus, 32-oz.) | $20.9 | 1.1% | 8.9 | -2.5% |
| Glacéau vitaminwater zero (lemonade, 20-oz.) | $13.9 | -9.8% | 8.3 | -11.6% |
| Total (including UPCs not shown) | $517.9 | 1.8% | 316.1 | 0.9% |
Sources: The Nielsen Co., Nestlé Waters
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