Energy drink sales: Pre-Christmas boost for Red Bull, while Monster loses momentum

In a research report on c-stores released on January 11 and based on Nielsen data, it says energy drink sales rose an impressive 16.9% in the year to December 22, 2012 compared with the previous 52 weeks.

However, data from the 12 weeks to Dec 22 showed sales were up a much more modest 12.5% year-on-year (YoY), while sales growth in the four weeks to Dec 22 was slower again at +11.2% YoY.

Red Bull posted the strongest sales growth ​

Red Bull posted the strongest sales growth in the run-up to Christmas, up 18.1% YoY in the four weeks to Dec 22, only slightly behind its 19.4% YoY growth in the 52 weeks to Dec 22.

However, the pace of growth for Monster decelerated sharply to 10.5% YoY in the four weeks before Christmas compared with an impressive 21.8% YoY rise in the 52 weeks to Dec 22.

Rock Star - which notched up 5.5% growth YoY in the 52 weeks to Dec 22 - also posted a more muted 2.5% rise in sales YoY in the four weeks before Christmas.

Growth in other beverage categories was far less inspiring​

Growth in other beverage categories was far less inspiring, meanwhile, with sales of carbonated soft drinks via c-stores (excluding energy drinks) up just 1% and volumes down 3.5% in the four weeks to Dec 22.

Beer sales were up 1.7% over the same period, although volumes were down -1.5%; while salty snacks were up a more respectable 4.6% YoY, with volumes up 3.9%.

As for the biggest winners and losers in the salty snacks aisles, Kellogg (+15.6%), Hain Celestial (+25.2%) and ConAgra (+13.1%) all performed strongly in the four week period YoY, while sales dropped sharply YoY for Kraft Foods (-10.2%) and Diamond Foods (-18.4%).