Energy Drink Sales Power Up While Soda Fizzles

BEDFORD HILLS, N.Y.Carbonated soft drink (CSD) sales decline for the eighth straight year, while energy drink sales soar in volume, according to a report from Beverage Digest. Per capita consumption of CSDs fell to the lowest level since 1987, and total sales volume dropped to levels not seen since 1996.

In the energy drinks sector, category leader Monster Energy reported a 19.1% sales volume increase Red Bull coming in second with 17%. Meanwhile, Coca-Cola reported a sales decline of 1%, while PepsiCos volume for 2012 declined by 2.5%.

Total sales volume of 9.166 billion 192-ounce cases of carbonated soft drinks is down to approximately the level it was in 1996. Per capita consumption in the U.S. fell to 701 8-ounce servings in 2012, from 714 in 2011 and 728 in 2010.

Coca-Cola remains the category sales leader among top CSD brands. Coke possesses a 17% share of the overall market, and Diet Coke is in second place at 9.4%. Next is Pepsi-Cola at 8.9%;Mountain Dew with 6.8%; and Dr. Pepper rounding out the top 5 at 6.5%.

For liquid refreshment beverages (LRB) overall, a category which includes CSDs, energy drinks, sports drinks, juices, bottled water and tea, the top three leaders are Coke with 18.3% market share; Pepsi at 9.5%; and Mountain Dew at 5.8%. Further down on the list in seventh place for mega brands, bottled water appears with Nestlé Pure Life at 3.5% of the market share; Dasani at 2.3%; and Aquafina at 2%. Tea squeaks in at 10th place with Arizona holding a 2% market share.