Where the Gains Are
C-store sales, 52 weeks ending Dec. 29, 2013
While not gaining at the double-digit clip of 2012, energy-drink sales in convenience stores rose a respectable 6.2% in 2013 to reach $6.7 billion in the 52 weeks ending Dec. 29, 2013, according to IRI. Unit sales grew nearly 8%.
Nielsen figures show c-store energy-drink dollar sales up 7.7% in the 52 weeks ending Jan. 25, 2014, to reach $6.2 billion, with units up 9.9%.
Sales of sports drinks, according to IRI figures, hit the brakes in 2013, with units off 2.5%. Nielsen data shows a tepid 1.6% bump up in units for the 52 weeks ending Jan. 25, 2014.
In other beverages, RTD coffee saw a healthy 10% jump in dollar and unit sales, driven by the North American Coffee Partnership’s Starbucks line, according to IRI.
| Drink type | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Energy drinks | $7,521.4 | 4.1% | 3,035.0 | 5.9% |
| -Non-aseptic | $6,704.5 | 6.2% | 2,775.3 | 7.6% |
| -Energy shots | $803.5 | -8.8% | 254.5 | -8.0% |
| -Energy-drink mix | $13.3 | -55.4% | 5.3 | -46.5% |
| Sports drinks | $2,454.0 | -0.3% | 1,435.4 | -2.5% |
| RTD tea (canned/bottled only) | $1,229.0 | 2.2% | 975.7 | -0.6% |
| RTD cappuccino/ iced coffee | $733.3 | 10.3% | 269.5 | 10.0% |
| RTD milk/milk substitutes | $182.9 | 6.2% | 93.9 | 7.0% |
| Shelf-stable non-fruit drinks | $53.8 | -6.5% | 34.5 | -8.2% |
Source: IRI
C-store sales, 52 weeks ending Jan. 25, 2014
| Energy drinks | $6,165.9 | 7.7% | 2,517.8 | 9.9% |
| Sports drinks | $2,317.5 | 2.5% | 1,324.8 | 1.6% |
| RTD tea | $1,308.3 | 1.1% | 982.5 | -1.6% |
| RTD coffee | $685.9 | 12.2% | 251.7 | 12.4% |
Sources: The Nielsen Co., Dr Pepper Snapple Group
RTD Tea and Coffee
C-store sales, 52 weeks ending Dec. 29, 2013
While c-store sales of ready-to-drink (RTD) teas appear stuck in neutral—IRI data shows units off 0.6% for the 52 weeks ending Dec. 29—RTD coffee and cappuccino saw unit sales up 10%.
The segment is dominated by brands from North American Coffee Partnership, a joint venture between Starbucks and PepsiCo.
| Ready-to-Drink Teas by Brand | ||||
| Brand | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| AriZona | $269.4 | -6.5% | 257.2 | -5.8% |
| Lipton Brisk Tea | $153.2 | 6.3% | 139.4 | 3.9% |
| Lipton Pure Leaf | $125.1 | 25.1% | 71.2 | 26.3% |
| Gold Peak | $96.4 | 12.5% | 57.8 | 13.6% |
| AriZona Arnold Palmer | $86.3 | -5.3% | 83.1 | -4.6% |
| Total (including brands not shown) | $1,229.0 | 2.2% | 975.7 | -0.6% |
| Ready-to-Drink Coffees by Brand | ||||
| Starbucks Frappuccino | $424.7 | 4.5% | 150.6 | 2.1% |
| Starbucks Doubleshot | $249.2 | 2.7% | 91.1 | 1.9% |
| Starbucks | $42.8 | -- | 20.0 | -- |
| Private label | $5.9 | -10.9% | 3.5 | -16.2% |
| Starbucks Doubleshot Light | $5.0 | 11.9% | 1.9 | 12.7% |
| Total (including brands not shown) | $733.3 | 10.3% | 269.5 | 10.0% |
Source: IRI
Customer in Focus
The negative buzz about potential health concerns surrounding energy drinks has given some consumers pause, according to research by Mintel. “Those who are active in the segment have either added or kept consumption the same in 2013 compared to 2012,” the research firm says in its latest report on the category. “Yet the media attention had some effect, with 11% of respondents drinking fewer energy drinks and 8% cutting back on energy shots in 2013.” Almost four in 10 respondents who were drinking fewer energy drinks said it was because they believed the beverages were not good for their health, Mintel reports.
Energy-Drink Trends
Red Bull gained nearly a point in share during the 52 weeks ending Dec. 29, 2013, to provide more than 38% of c-store energy-drink sales, according to IRI. Data for the last quarter of 2013 shows that the eight of the top 10 UPCs picked up dollar and unit sales, with the 16-ounce Monster the top-selling item.
Energy Drinks by Brand
C-store sales, 52 weeks ending Dec. 29, 2013
| Brand | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Red Bull | $2,595.2 | 8.6% | 896.4 | 10.7% |
| Monster | $847.9 | 0.8% | 378.7 | 1.4% |
| Monster Rehab | $289.1 | -1.8% | 130.1 | -1.0% |
| Java Monster | $251.0 | 12.0% | 100.6 | 13.9% |
| Nos | $244.2 | 7.5% | 117.3 | 10.9% |
| Monster Energy Zero Ultra | $231.0 | 662.8% | 105.6 | 653.9% |
| Monster Energy Lo-Carb | $231.0 | -15.5% | 97.1 | -16.2% |
| Rockstar | $222.1 | -4.0% | 108.9 | -3.1% |
| Monster Mega Energy | $217.1 | 2.3% | 70.9 | 3.1% |
| Monster Energy Absolutely Zero | $149.3 | -21.2% | 64.6 | -23.3% |
| Total (including brands not shown) | $7,521.4 | 4.1% | 3,035.0 | 5.9% |
Source: IRI
Latest Quarter: Energy UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
| Brand | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Monster (16-oz.) | $196.9 | 10.2% | 89.6 | 9.5% |
| Red Bull (12-oz.) | $181.4 | 12.1% | 62.4 | 12.4% |
| Red Bull (8.4-oz.) | $122.1 | -3.5% | 55.8 | -4.0% |
| Red Bull (16-oz.) | $95.4 | 6.0% | 25.0 | 5.9% |
| Monster Mega Energy (24-oz.) | $53.8 | 12.0% | 17.6 | 13.2% |
| Monster Energy Zero Ultra (16-oz.) | $52.7 | 76.2% | 23.9 | 72.9% |
| Red Bull (20-oz.) | $49.5 | 4.4% | 10.7 | 4.2% |
| 5-hour Energy Extra Strength (berry, 1.93-oz.) | $42.3 | -10.0% | 12.7 | -9.6% |
| Rockstar Energy (16-oz.) | $39.7 | 3.2% | 20.7 | 5.1% |
| Red Bull (12-oz.) | $39.6 | 7.0% | 13.5 | 6.9% |
| Total (including UPCs not shown) | $1,807.1 | 7.9% | 730.5 | 10.1% |
Source: IRI
Market Share: Energy Drinks by Brand
C-store sales, 52 weeks ending Dec. 29, 2013
| Brand | Dollar share | Point change |
| Red Bull | 38.7% | 0.9 |
| Monster Energy | 12.6% | -0.7 |
| Monster Rehab | 4.3% | -0.4 |
| Java Monster | 3.7% | 0.2 |
| Nos | 3.6% | 0.0 |
| Monster Energy Zero Ultra | 3.4% | 3.0 |
| Monster Energy Lo-Carb | 3.4% | -0.9 |
| Rockstar | 3.3% | -0.4 |
| Monster Mega Energy | 3.2% | -0.1 |
| Monster Energy Absolutely Zero | 2.2% | -0.8 |
| Others | 21.6% | NA |
Source: IRI
Category Management Tip
According to Nielsen data covering the 24 weeks ending Jan. 25, 2014, tea dollar sales in c-stores are growing, with premium teas accounting for the bulk of the increase. Ivan Alvarado, director of category management for Dr Pepper Snapple Group, says retailers can drive margin by enhancing the position and space of premium teas. “Focus on brands that will help drive profitability (penny profit) for your tea category by placing them in more visible positions and ensure sufficient space is provided to these brands,” says Alvarado.
Sports-Drink Trends
After strong gains in 2012, sports drinks saw sales decelerate in 2013, according to figures from IRI and Nielsen. PepsiCo’s Gatorade Perform supplied more than two-thirds of dollar sales in the 52 weeks ending Dec. 29, 2013, and nine of the top 10 UPCs in the final quarter of the year, IRI reports.
Sports Drinks by Brand
C-store sales, 52 weeks ending Dec. 29, 2013
| Brand | C-store sales ($ 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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