Category - Drug Store News

Category REVIEW
CONSUMABLES
MID-YEAR REPORT: HOT CATEGORIES
Low-calorie options
energize sports drinks
BY BARBARA WHITE-SAX
Sports drinks and energy beverages remain the driving forces behind the beverage category. Dollar volume across all three
channels for both segments spiked nearly
15% for the 12-week period ended April 17,
according to SymphonyIRI Group data.
Consumers have responded to lighter
versions of traditional sports drinks. The
category still is led by PepsiCo’s Gatorade,
which, boosted by the popularity of its G Series label, grabbed the title of the fifth-largest
beverage trademark by volume during the
year, according to Beverage Marketing Corp.
“After declining in 2009, Gatorade enlarged
by more than 6%,” said Gary Hemphill,
SVP information services.
Coca-Cola’s Powerade
trademark is nipping at
its competitor’s heels. The
brand grew more than
19% last year, according
to Hemphill. Buoyed
by sales of Powerade
Zero, it is gaining
share and outpacing
category growth.
Energy beverages
continue to post doubledigit sales growth. Despite waves of bad press
for the products, consumers show no sign of losing
their appetite for the caffeine-fueled drinks. Energy shots also are showing
significant growth.
“The reality is that energy drinks are uniquely
and provably delivering
that benefit [more energy],
and are at times delivering it
with ingredients other than
common caffeine and sugar,” said a recent report from
Packaged Facts.
1 • JUNE 27, 2011
Top 20 shelf-stable
nonaseptic sports drinks
BRAND
Gatorade Perform
Top shelf-stable aseptic
sports drinks
BRAND
SALES*
% CHG
Gatorade Prime
$2,764.6
NA
SALES*
% CHG
$185,963.8
154.3%
Powerade Ion4
69,955.9
21.8
G2 Perform
43,740.8
148.3
Powerade Zero
25,004.5
14.7
Gatorade
20,992.3
-72.7
Gatorade G2 Perform
9,220.3
NA
G2
4,213.3
-86.4
Gatorade
200.7
-31.6%
Gatorade Frost
2,595.2
-82.1
Gatorade Frost
185.1
-19.0
Gatorade Recover
2,298.5
NA
Gatorade Fierce
46.6
-33.0
Powerade
2,187.4
-13.3
Gleukos
11.2
28.2
Private label
1,506.7
1.3
Capri Sun Sport
0.3
-69.1
Powerade Play Ion4
1,005.7
285.7
Honest Kids
0.1
NA
Gatorade All Stars
300.7
-61.6
389.6%
Gatorade Cool Blue
251.1
-95.1
Honest Ade
213.4
38.1
Title
150.4
70.3
Gatorade Rain No Excuses
142.7
-97.7
RW Knudsen Family Recharge
111.6
-5.6
Gatorade Fit Perform
101.3
NA
84.1
-33.7
TOTAL
* In thousands
$3,208.6
Source: SymphonyIRI Group for the
12 weeks ended April 17 across FDMx
PepsiCo’s
Gatorade and
Coca-Cola’s
Powerade
All Sport
TOTAL
$370,525.4
14.6%
Top 20 shelf-stable sports drink mixes
BRAND
SALES*
% CHG
Propel
$4,884.2
-21.8%
Gatorade
2,769.3
Gatorade Perform
1,341.4
NA
G2 Perform
1,130.6
222.6
-30.9
Propel Calcium
838.7
3.5
Propel Zero Powder
688.6
NA
Gatorade Frost
504.2
18.0
Gatorade G2 Perform
301.7
NA
Powerade Ion4
173.1
NA
Private label
62.7
17.6
Replenish
10.4
-13.2
G2
7.5
NA
Pure Sport Recovery
3.5
-17.4
G2 Sticks
3.4
-99.6
Gleukos
2.7
-27.3
Capri Sun Sport On The Go
0.5
-59.8
Powerade
0.3
-99.4
4C Totally Light 2Go Energy Rush
0.2
-91.5
Zym
0.1
223.8
Sport USA
0.05
-83.9
TOTAL
* In thousands
$12,723.0
-1.3%
Source: SymphonyIRI Group for the
12 weeks ended April 17 across FDMx
DRUGSTORENEWS.COM
Category REVIEW
CONSUMABLES
MID-YEAR REPORT: HOT CATEGORIES
Top shelf-stable aseptic energy drinks
Top 20 shelf-stable
nonaseptic energy drinks
BRAND
SALES*
Red Bull
$101.7
Monster Energy
50.9
Rockstar
BRAND
NA
11.1%
10.6
-0.2%
31.7
TOTAL
$94.7
791.0%
20.5
4.5
8.4
14.3
Amp
6.0
-4.7
Java Monster
4.1
-6.6
Nos
4.1
1.4
Rockstar Recovery
3.5
424.2
Monster Mega Energy
3.3
3.8
Full Throttle
2.7
-21.2
2.5
Amp Energy
2.0
SALES*
Crystal Light Energy On The Go
$3,145.4
% CHG
0.82%
4C Totally Light 2Go Energy Rush
228.3
44.9
Emergen-C
166.8
42.3
ZipFizz
54.3
-61.6
-6.1
Intense NRG
26.7
18.6
-6.7
Power Edge On The Go
26.3
-7.9
4C Totally Light 2Go
25.6
-59.2
Power Edge
147.1
Monster Khaos
1.8
9.0
Private label
1.6
4.7
Rockstar Punched
1.6
-16.0
Monster Energy XXL
1.5
3.2
Venom
1.4
Monster Nitrous
Rockstar Juiced
-34.4
18.5
-20.7
Powerade
5.9
-91.5
Crystal Light On The Go
1.7
-98.5
PhD 2Go
1.2
NA
Wylers Light Singles To Go
1.1
-86.0
-22.2
Crystal Light Energy
0.03
-15.9
1.3
79.3
TwinLab Ultra Fuel
0.02
31.3
1.3
-45.3
Crystal Light
0.01
-44.4
$238.0
11.1%
Source: SymphonyIRI Group for the
12 weeks ended April 17 across FDMx
2 • JUNE 27, 2011
BRAND
528.6
1.9
* In millions
Top shelf-stable energy drink mixes
Private label
FRS
TOTAL
Calnaturale Svelte
% CHG
Gleukos
Doubleshot
Amp Overdrive
SALES*
$84.1
% CHG
TOTAL
* In thousands
$4,231.2
-9.3%
Source: SymphonyIRI Group for the
12 weeks ended April 17 across FDMx
DRUGSTORENEWS.COM