CHANNEL CHECK
What’s hot – and what’s not – in stores now
SPOTLIGHT CATEGORY
BOTTLED WATER 52 Weeks through 2/24/2013 SOURCE: Symphony/IRI Total food/drug/c-store/mass.
High-end water continues to grow as Smartwater and Fiji strongly outpaced gains for the rest of the category. That said, evian appears to have slowed ahead of new bottle innovation and other varieties that Symphony IRI lumps into the category, like the Vitaminwater family, SoBe and Capri Sun are also showing some share erosion. Meanwhile, the category continues to show movement at the high and and at the low – Private Label and Pure Life have developed into the share leaders by quite a bit.
Brand
Dollar Sales
Private Label
$1,659,150,000
13.31%
Nestle Pure Life
$940,171,600
0.39%
Dasani
$905,262,500
6.33%
Aquafina
$893,547,800
3.25%
Glaceau Vitaminwater
$662,929,300
-9.48%
Poland Spring
$557,218,200
4.17%
Glaceau Smartwater
$497,581,500
25.82%
Deer Park
$412,163,100
14.08%
Ozarka
$320,555,200
0.22%
Glaceau Vitaminwater Zero
$253,612,600
-0.48%
Ice Mountain
$247,326,100
7.73%
Fiji
$233,051,300
17.81%
Arrowhead
$227,958,600
-2.73%
Propel Zero
$218,581,700
-4.07%
Zephyrhills
$211,451,000
4.32%
SoBe Life Water
$202,012,800
-5.37%
Crystal Geyser
$114,638,600
-5.63%
Capri Sun Roarin Waters
$105,925,100
-18.72%
Evian
$95,410,660
-1.88%
Niagra
$86,243,320
24.58%
TOPLINE CATEGORY VOLUME 52 WEEKS THROUGH 2/24/2013
22 BEVNET MAGAZINE APRIL/MAY 2013
Change vs. year earlier
SOURCE: Symphony/IRI Total food/drug/c-store/mass.
BEER
$29,262,560,000
5.07%
BOTTLED JUICES
$7,005,736,000
-2.61%
BOTTLED WATER
$11,471,470,000
6.17%
ENERGY DRINKS
$9,690,171,000
11.01%
SPORTS DRINKS
$5,675,002,000
4.88%
TEA/COFFEE
$4,140,959,000
5.23%
Tea Brand
HOT! Peace Tea Dollar Sales
Change vs. year earlier
ENERGY SHOTS Brand
HOT! Street King Dollar Sales
Change vs. year earlier
AriZona
$678,528,300
-2.78%
5 Hour Energy
$1,175,493,000
-0.01%
Lipton
$369,325,300
-4.86%
Stacker 2 6 Hour Power
$19,725,700
-26.95%
Lipton Brisk
$305,079,300
-5.95%
Private Label
$19,131,710
17.56%
Snapple
$210,195,800
-4.89%
Stacker 2 Xtra
$18,234,580
3.97%
Diet Snapple
$199,067,500
14.15%
Stacker 2
$11,069,720
110.42%
AriZona Arnold Palmer
$191,865,200
14.13%
Worx Energy
$10,772,260
-26.94%
Lipton Pureleaf
$174,874,000
11.36%
E6
$4,962,403
-4.21%
Diet Lipton
$147,554,700
6.58%
Gold Peak
$122,120,300
32.40%
Peace Tea
$78,156,890
33.62%
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
ENERGY DRINKS Brand
Dollar Sales
Tweaker
$4,073,934
148.33%
Street King
$3,494,858
2,488.97%
VPX Redline Power Rush
$3,194,927
-6.31%
NOT! Lipton Brisk
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
NOT! Stacker 2 6 Hour Power
HOT! Monster Rehab
SPORTS DRINKS
HOT! Gatorade
Change vs. year earlier
Red Bull
$3,179,110,000
7.93%
Monster Energy
$1,898,765,000
10.77%
Monster Rehab
$414,562,400
112.87%
Brand
Gatorade Perform
Dollar Sales
Change vs. year earlier
$2,767,218,000
0.93%
Powerade ION4
$882,399,600
4.95%
Gatorade G2
$509,321,100
-10.09%
$424,786,100
39.93%
Rockstar
$324,623,500
8.81%
Gatorade
NOS
$266,311,100
6.03%
Powerade Zero ION4
$235,398,900
16.15%
$146,560,700
12.23%
Java Monster
$254,895,200
20.08%
Gatorade G2
Monster Mega Energy
$230,444,800
14.16%
Gatorade Frost
$102,139,500
-3.56%
AMP
$181,681,200
0.82%
Gatorade Cool Blue
$69,115,980
12.05%
Red Bull Total Zero
$170,675,700
N/A
Gatorade Fierce
$65,714,740
36.37%
Gatorade All Stars
$55,911,140
1.35%
Rockstar Sugar Free
$143,510,100
-0.55%
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
NOT! Rockstar Sugar Free
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
DOMESTIC BEER
HOT! Michelob Ultra Light
CRAFT BEER
Brand
Dollar Sales
Change vs. year earlier
NOT! Gatorade G2
HOT! Lagunitas
Brand
Dollar Sales
Change vs. year earlier
Bud Light
$5,974,820,000
2.09%
Samuel Adams
$294,985,200
7.45%
Coors Light
$2,303,235,000
5.80%
Sierra Nevada
$174,241,100
16.44%
Budweiser
$2,146,570,000
-3.96%
New Belgium
$125,185,600
10.27%
Miller Lite
$1,924,492,000
2.12%
Shiner
$104,272,900
13.62%
Natural Light
$1,187,720,000
-0.11%
Deschutes
$47,873,610
11.25%
Busch Light
$829,625,900
1.71%
Widmer
$41,208,620
-5.64%
Michelob Ultra Light
$710,890,000
15.20%
Redhook
$38,136,670
9.41%
Busch
$701,172,700
-3.31%
Lagunitas
$32,641,910
55.42%
Miller High Life
$513,989,500
-4.33%
Magic Hat
$32,509,210
5.90%
Keystone Light
$507,500,500
-6.31%
Kona
$27,805,190
19.99%
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
24 BEVNET MAGAZINE APRIL/MAY 2013
NOT! Keystone Light
SOURCE: Symphony/IRI Total food/drug/c-store/mass. 52 Weeks through 2/24/13
NOT! Widmer
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CHANNEL CHECK
What’s hot – and what’s not – in stores now
SPOTLIGHT CATEGORY
sports drinks 52 Weeks through 1/27/2013 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
A couple of interesting brands debut in our spotlight category this month: Starbucks Refreshers, which seem to be pulling in convenience and grocery. It would be neat if Starbucks could somehow tell us all how its brands do at retail in its own stores, right? Also appearing in the rankings is Body Armor, which is close to $6 million here but is likely showing equal growth in uncharted, up and down the street channels. Still, after a long year-plus of pushing, the numbers have to come in as something of a vindication for its founders.
Brand
Dollar Sales
Gatorade Perform
$2,764,380,000
1.23%
Powerade Ion4
$881,465,500
5.44%
Gatorade G2 Perform
$513,596,400
-9.48%
Gatorade
$412,039,800
37.36%
Powerade Zero Ion4
$233,249,700
16.88%
Gatorade G2
$145,220,300
10.87%
Gatorade Frost
$104,018,900
-1.99%
Gatorade Cool Blue
$69,060,280
14.42%
Gatorade Fierce
$65,120,670
38.71%
Gatorade All Stars
$56,020,600
1.81%
Powerade Zero
$55,439,570
2.19%
Starbucks Refreshers
$46,397,160
11,473.90%
Powerade
$42,602,330
27.80%
Gatorade Recover
$22,647,870
-32.02%
Private Label
$22,305,160
45.84%
Gatorade X Factor
$21,179,580
1,325.25%
Gatorade Fierce Bring It
$19,903,960
20.33%
Gatorade Rain No Excuses
$8,531,563
-3.01%
Gatorade Rain
$8,248,934
-25.74%
BodyArmor
$5,439,818
2,416.48%
TOPLINE CATEGORY VOLUME 52 WEEKS THROUGH 1/27/2013
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
BEER
$29,244,240,000
5.43%
BOTTLED JUICES
$7,033,366,000
-2.42%
BOTTLED WATER
$11,455,360,000
6.52%
ENERGY DRINKS
$9,692,761,000
12.55%
SPORTS DRINKS
$5,651,794,000
4.95%
$964,690,500
22.69%
TEA/COFFEE
26 BEVNET MAGAZINE MARCH 2013
Change vs. year earlier
Tea Brand
FUNCTIONAL SHOTS THAT HELP THE BODY WORK BETTER
HOT! Gold Peak Dollar Sales
AriZona
$682,701,500
-2.03%
Lipton
$370,479,700
-4.83%
Lipton Brisk
$306,736,300
-5.31%
Snapple
$211,384,100
-4.40%
Diet Snapple
$199,155,000
14.79%
AriZona Arnold Palmer
$191,261,900
15.61%
Lipton Pureleaf
$171,272,500
8.93%
Lipton Diet
$147,781,000
8.52%
Gold Peak
$120,508,200
32.39%
Nestea
$78,013,790
-32.09%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
NOT! Nestea
ENERGY DRINKS
ENERGY
reduces fatigue and tiredness
SLEEP
promotes sleep and wake refreshed
PERFORM calms anxiety and nervousness
RELAX
soothes tension and reduces stress
WELLNESS helps improve blood circulation
SPORT
boosts muscle energy and recovery
ORDER BY PHONE OR ONLINE: (877) 475-9762 | BodyWorksForMe.com @bodyworksforme /bodyworksforme
28 BEVNET MAGAZINE MARCH 2013
Change vs. year earlier
Brand
HOT! Monster Rehab Dollar Sales
Change vs. year earlier
Red Bull
$3,184,013,000
9.71%
Monster Energy
$1,892,492,000
11.75%
Monster Rehab
$365,508,700
116.38%
Rockstar
$325,400,300
10.45%
NOS
$265,182,800
6.27%
Java Monster
$253,048,000
21.43%
Monster Mega Energy
$231,338,600
16.28%
AMP
$183,164,600
2.13%
Red Bull Total Zero
$158,645,400
N/A
Rockstar Sugar Free
$143,980,200
0.01%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
IMPORT Brand
Corona Extra
NOT! Rockstar Sugar Free
HOT! Dos Equis XX Lager Special Dollar Sales
Change vs. year earlier
$1,143,081,000
3.06%
Heineken
$672,374,300
2.28%
Modelo Especial
$466,886,900
26.85%
Corona Light
$206,054,000
3.66%
Dos Equis XX Lager Special
$194,246,300
33.98%
Stella Artois Lager
$167,758,700
26.75%
Tecate
$161,354,800
-0.70%
Labatt Blue Light
$102,112,500
-6.92%
Labatt Blue
$101,749,600
-11.85%
Newcastle Brown Ale
$85,599,690
-0.85%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
NOT! Labatt Blue
ENERGY SHOTS Brand
5 Hour Energy
HOT! Street King Dollar Sales
$1,184,925,000
Change vs. year earlier
0.98%
Stacker 2 6 Hour Power
$20,453,270
-25.22%
Private Label
$19,365,100
25.09%
Stacker 2 Xtra
$18,483,500
7.82%
Worx Energy
$11,471,740
-18.17%
Stacker 2
$10,690,120
112.77%
E6
$5,210,138
8.08%
Tweaker
$3,896,613
157.13%
Street King
$3,276,439
3,074.81%
VPX Redline Power Rush
$3,234,912
-4.92%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
NOT! Stacker 2 6 Hour Power
JUICE DRINKS Brand
COLD FILL ENERGY SHOTS FROM 1.5 OZ TO 10 OZ CARBONATED ENERGY DRINKS IN 8.4 OZ CANS FLAVORED/FORTIFIED WATER ENHANCERS CAPSULES TABLETS AND POWDERS ENERGY MINTS
HOT! Private Label Dollar Sales
Change vs. year earlier
Capri Sun
$576,691,300
-15.09%
Kool Aid Jammers
$226,501,700
50.00%
Hi C
$90,526,170
11.75%
Apple & Eve Fruitables
$40,068,730
-12.88%
Capri Sun Super V
$32,562,160
N/A
Honest Kids
$24,922,440
39.25%
Private Label
$23,652,540
65.99%
Minute Maid Coolers
$19,899,340
21.11%
Jumex
$11,224,410
11.69%
Nestle Juicy Juice Fruitifuls
$9,531,477
N/A
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
NOT! Capri Sun
PROGRESSIVE ADULT BEVERAGES
HOT! Twisted Tea
Brand
Dollar Sales
Mikes Hard
$397,144,600
8.24%
Smirnoff Ice
$219,244,800
-4.75%
Bud Light Lime-A-Rita
$161,788,800
N/A
Four Loko
$146,018,700
0.63%
Twisted Tea Hard Iced Tea
$111,068,100
24.81%
Smirnoff Premium Mixed Drinks
$47,198,660
2.17%
Sparks
$30,556,170
-10.76%
Bacardi Silver
$26,477,700
-27.00%
Tilt
$15,078,830
-71.06%
Joose
$14,922,600
-35.21%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 1/27/13
Change vs. year earlier
NOW MANUFACTURING & CO-PACKING WATER ENHANCERS AND ENERGY MINTS
NOT! Tilt
MARCH 2013 BEVNET MAGAZINE 29
CHANNEL CHECK
What’s hot – and what’s not – in stores now
SPOTLIGHT CATEGORY
Weight control/protein 52 Weeks through 12/2/2012 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
Take a look at the growth numbers for weight control and nutritional drinks – the domain of protein-ehanced products like Muscle Milk and Slim-Fast and it’s not hard to see why Coca-Cola made a deal for Core Power, the protein-enhanced milk made by Select Milk Producers, Inc. The product allows the company to try to draft off of Muscle Milk’s ongoing growth – despite word the company faced legal and regulatory challenges concerning its use of the word “Milk,” it continued to grow like a fungus last year, topping $250 million in charted channels (to say nothing of up-and-down-the-street accounts, where it has always been strong.) More puzzling, however, is the lack of investment behind Hershey-owned Mix1, which shut its doors in January despite having a strong natural channel footprint. This category nevertheless has fuel to burn.
Brand
Dollar Sales
Ensure
$323,201,100
13.96%
Muscle Milk
$255,086,400
32.05%
Pedia Sure
$220,880,400
11.00%
Private Label
$213,876,600
2.31%
Boost
$175,449,300
23.09%
Slim Fast 321 Plan
$144,845,500
241.23%
Ensure Plus
$140,265,800
30.77%
Body Fortrss Spr Advncd Why Prot
$97,744,370
20.63%
Glucerna
$91,973,980
32.43%
Kelloggs Special K
$89,548,380
21.35%
Atkins Advantage
$82,485,600
10.48%
Ensure Revigor
$56,951,590
-7.05%
Six Star Pro Nutrition
$54,648,720
13.84%
Pure Protein
$50,068,330
43.02%
EAS Advantedge Carb Control
$42,657,790
10.85%
EAS
$39,943,270
-28.40%
Muscle Milk Light
$32,687,710
21.82%
Pedia Sure Sidekicks
$30,537,030
17.02%
Boost Plus
$29,065,090
21.04%
EAS Myoplex Original
$20,361,580
35.29%
TOPLINE CATEGORY VOLUME 52 WEEKS THROUGH 12/2/2012
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
BEER
$27,724,269,000
6.16%
BOTTLED JUICES
$7,045,604,000
-2.66%
BOTTLED WATER
$11,389,950,000
7.11%
ENERGY DRINKS
$9,651,583,000
14.92%
SPORTS DRINKS
$5,607,281,000
4.88%
$940,545,900
21.01%
TEA/COFFEE
18 BEVNET MAGAZINE JANUARY/FEBRUARY 2013
Change vs. year earlier
Tea
HOT! Gold Peak Change vs. year earlier
SPORTS DRINKS
Brand
Dollar Sales
AriZona
$687,034,400
-0.84%
Gatorade Perform
Lipton
$371,123,400
-5.13%
Brand
HOT! Gatorade Fierce Dollar Sales
Change vs. year earlier
$2,749,424,000
1.52%
Powerade Ion4
$874,569,500
5.64%
Lipton Brisk
$309,179,400
-3.81%
Gatorade G2 Perform
$516,382,600
-8.54%
Snapple
$211,783,200
-3.50%
Gatorade
$398,210,700
32.66%
Diet Snapple
$196,041,300
14.37%
Powerade Zero Ion4
$230,857,200
18.65%
AriZona Arnold Palmer
$189,973,600
18.83%
Gatorade G2
$142,600,900
9.30%
Lipton Pureleaf
$164,316,800
4.16%
Gatorade Frost
$107,459,300
1.94%
Lipton Diet
$147,272,200
11.09%
Gatorade Cool Blue
$68,471,180
18.01%
Gold Peak
$117,001,600
30.87%
Gatorade Fierce
$64,803,780
38.95%
Nestea
$91,974,080
-19.59%
Gatorade All Stars
$55,873,320
2.58%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
NOT! Nestea
ENERGY DRINKS Brand
HOT! Monster Rehab Dollar Sales
Change vs. year earlier
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
NOT! Gatorade G2 Platorm
SPARKLING WATER Brand
HOT! Sparkling Ice Dollar Sales
Change vs. year earlier
Red Bull
$3,175,201,000
12.61%
Private Label
$240,819,000
9.86%
Monster Energy
$1,878,902,600
13.64%
Sparkling Ice
$139,623,100
343.98%
Perrier
$135,087,400
17.57%
San Pellegrino
$113,573,900
25.53%
La Croix
$57,397,060
30.85%
$31,336,710
49.70%
Monster Rehab
$364,398,800
181.73%
Rockstar
$324,262,500
13.10%
NOS
$263,903,700
8.37%
Java Monster
$248,543,000
23.19%
Crystal Geyser
Monster Mega Energy
$231,463,200
19.62%
Topo Chico
$29,249,200
10.39%
AMP
$185,077,700
3.91%
Poland Spring
$24,747,830
14.65%
Rockstar Sugar Free
$144,668,200
1.28%
Cascade Ice
$20,808,650
46.11%
Rockstar Recovery
$139,834,100
-0.77%
Arrowhead
$20,684,190
23.94%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
DOMESTIC BEER Brand
NOT! Rockstar Recovery
HOT! Michelob Ultra Light Dollar Sales
Change vs. year earlier
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
BOTTLED WATER Brand
Bud Light
$5,989,201,000
3.27%
Private Label
Coors Light
$2,286,144,000
6.18%
NOT! Private Label
HOT! Glaceau Smart Water Dollar Sales
Change vs. year earlier
$1,619,016,000
12.80%
Nestle Pure Life
$937,872,200
2.86%
Budweiser
$2,175,318,000
-2.54%
Dasani
$896,888,100
7.22%
Miller Lite
$1,933,147,000
3.32%
Aquafina
$892,868,200
3.15%
Natural Light
$1,205,474,000
2.07%
Glaceau Vitamin Water
$683,305,300
-7.55%
Poland Spring
$557,191,500
6.55%
Busch Light
$824,140,000
1.76%
Busch
$710,491,000
-2.63%
Glaceau Smart Water
$480,419,400
27.55%
Michelob Ultra Light
$698,994,200
17.39%
Deer Park
$408,023,100
15.16%
Miller High Life
$523,631,600
-2.04%
Ozark
$318,670,100
0.56%
Keystone Light
$517,758,400
-4.21%
Glaceau Vitamin Water Zero
$254,868,800
2.56%
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
NOT! Keystone Light
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart. 52 Weeks through 12/2/12
NOT! Glaceau Vitamin Water
JANUARY/FEBRUARY 2013 BEVNET MAGAZINE 19