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CSP Magazine

Beverages: Carbonated Soft Drinks 2014

Where the Gains Are

C-store sales, 52 weeks ending Jan. 25, 2014

C-store volume sales of carbonated soft drinks (CSD) fell more than 3% in the 52 weeks ending Jan. 25, 2014, with dollars up 1.1%, according to The Nielsen Co. Both regular and diet CSDs lost ground. For non-cola CSDs, volume sales were off nearly 2%. According to IRI, c-store sales of CSDs fell 2.8% to reach $8.6 billion, with unit sales down 3.9%.

Carbonated Soft Drinks    
CSD typeDollar sales
($ millions)
PCYAVolume sales
(millions)
PCYA
Regular CSDs$6,267.43.1%425.2-1.7%
Diet CSDs$1,917.7-5.1%122.3-8.6%
Total CSDs$8,185.21.1%547.6-3.3%
Non-Cola Carbonated Soft Drinks    
CSD typeDollar sales
($ millions)

PCYA
Volume sales
(millions)
PCYA
Regular$3,843.43.6%251.0-1.2%
Diet$754.5-3.2%45.4-5.6%
Total CSD flavored$4,598.02.4%296.4-1.9%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.


Market Share: Nonalcohol Beverages

C-store sales, 52 weeks ending Jan. 25, 2014

CSDs contributed more than 34% of c-store sales of nonalcohol beverages in the 52 weeks ending Jan. 25, 2014, down nearly a full point from the year prior, according to Nielsen. Gaining ground: energy drinks, which supplied more than one-quarter of sales.

SubcategoryDollar share
Carbonated soft drinks34.1%
Energy drinks25.7%
Water11.8%
Sport drinks9.7%
RTD tea5.5%
Fruit drinks4.6%
Fruit juice3.6%
RTD coffee2.9%
Other2.1%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.


Quarterly Look: CSD UPCs

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

In the last quarter of 2013, c-store CSD sales fell 1.5%, although individual UPCs countered the category trend, according to IRI.

UPCC-store sales
($ millions)
PCYACase sales
(millions)
PCYA
Mountain Dew
(20-oz.)
$159.9-2.1%106.5-2.5%
Coca-Cola (20-oz.)$120.48.7%77.08.5%
Dr Pepper (20-oz.)$85.84.3%55.82.6%
Pepsi (20-oz.)$79.33.5%52.73.5%
Diet Coke (20-oz.)$61.10.5%39.21.1%
Diet Mountain Dew
(20-oz.)
$57.9-4.8%38.9-5.2%
Coca-Cola
(12 12-oz. cans)
$56.9-5.9%12.2-6.3%
Mountain Dew
(1-liter)
$49.60.7%26.1-0.7%
Coca-Cola (2-liter)$46.8-1.4%24.7-0.6%
Sprite (20-oz.)$41.28.4%26.28.1%
Total
(including UPCs not shown)
$2,079.6-1.5%1,249.2-1.4%

Source: IRI


20-Ounce CSDs

C-store sales, 52 weeks ending Jan. 25, 2014

C-store volume sales of 20-ounce CSDs rose more than 2% in the 52 weeks ending Jan. 25, 2014, according to Nielsen.

UPCUnit sales
(millions)
PCYA
Mountain Dew30.91.1%
Coca-Cola21.512.6%
Dr Pepper Cherry15.36.9%
Pepsi Cola14.8-1.5%
Diet Coke11.02.5%
Total (including UPCs not shown)196.12.3%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.

Regular and Diet CSDs

C-store sales, 52 weeks ending Jan. 25, 2014

While c-store sales of regular CSDs rose more than 3% in the 52 weeks ending Jan. 25, 2014, according to Nielsen, diet CSD sales slipped more than 5%.

 C-store sales
($ millions)
PCYAVolume sales
(millions)
PCYA
Regular    
Mountain Dew (20-oz.)$667.73.1%445.71.1%
Coca-Cola (20-oz.)$479.114.3%309.512.6%
Dr Pepper Cherry (20-oz.)$338.99.8%220.26.9%
Pepsi-Cola (20-oz.)$325.20.7%213.7-1.5%
Coca-Cola (12 12-oz. cans)$214.4-3.1%47.3-4.4%
Total
(including UPCs not shown)
$6,267.43.1%3,969.22.7%
Diet    
Diet Coke (20-oz.)$244.64.4%158.32.5%
Diet Mountain Dew
(20-oz.)
$220.90.5%148.5-1.3%
Diet Pepsi-Cola (20-oz.)$152.9-1.9%100.5-4.0%
Diet Dr Pepper Cherry
(20-oz.)
$129.72.3%84.2-0.3%
Coca-Cola Zero (20-oz.)$81.610.3%52.48.4%
Total
(including UPCs not shown)
$1,917.7-5.1%1,194.1-6.2%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.


Cross-Category Opportunity

According to an analysis of POS data from three midsize c-store chains by Management Science Associates (MSA), CSDs ranked as the No. 4 top purchased item with e-cigarettes, and packaged beverages in general ranked as the second most popular purchase with e-cigs, after energy shots.


CSD Flavor Trends

C-store sales, 13 weeks ending Jan. 25, 2014

Most of the top-selling flavor varieties of CSDs lost volume share in the 52 weeks ending Jan. 25, 2014, according to Nielsen. The most popular flavor—cola—gave up nearly 1 point of share.

CSD typeDollar share
Regular flavors47.0%
Regular cola29.6%
Diet cola14.2%
Diet flavors9.2%
CSD flavorVolume sharePoint changePCYA
Cola45.9%-0.8-1.7%
Citrus22.4%-0.2-0.9%
Pepper11.2%0.00.3%
Lemon/lime7.7%-0.2-2.2%
Orange3.6%0.38.9%
Other9.2%NANA

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.

CSD Package-Size Trends

C-store sales, 52 weeks ending Jan. 25, 2014

With nearly 36% of c-store CSD volume sales, the single-serve 20- to 21-ounce package size also saw a 2.2% gain in the 52 weeks ending Jan. 25, according to Nielsen.

Package sizeVolume sales
(millions)
PCYA
20- and 21-oz.196.12.2%
2-liter125.1-7.5%
12-pack, 12-oz. cans93.8-11.7%
1-liter50.2-5.2%
6-pack, 12-oz. cans12.20.4%
All other70.13.4%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.


CSD Price Trends

C-store sales, 52 weeks ending Jan. 25, 2014

The average price for a case of 20- to 21-ounce CSD bottles rose four-tenths of a cent in the 52 weeks ending Jan. 25, according to Nielsen.

Package typeAverage price
(per 288-oz. case)
Price increase
20-21-oz. bottles$21.530.4 cents
12-pack, 12-oz. cans$8.840.2 cents
2-liter$7.470.2 cents

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc.


Customer in Focus

Males ages 18 to 34 are most likely to buy regular and low- or mid-calorie CSDs, according to research by Mintel. A survey of soda shoppers found that 47% in this age group had purchased a low- or mid-calorie CSD, with 83% purchasing a regular soft drink. Males ages 35 to 54 were the most likely to report buying a diet CSD.

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