SUPER ANIMAL: Soft drink rankings

Sunday 22 July 2012

Soft drink rankings

The volume of the U.S. CSD business declined -0.5% in 2010, to a total of about 9.36 bil cases. That is better
than the -2.1% decline in 2009. The CSD category in the U.S. last grew in 2004. With the volume declines of the last
six years, the category's volume is back down to about where it was in 1996, eliminating years of growth (right chart
page 2). As shown by the left chart on page 2, the CSD industry has moved from roughly +3% growth in the 1990's to
varying rates of decline. BD's CSD data includes carbonated energy drinks.
Top-10 Brands. Two diet brands -- Diet Mt. Dew and Diet Dr. Pepper -- posted volume growth rates in excess of +5%.
Diet Coke, though down -1%, moved ahead of regular Pepsi in the brand rankings and is now the #2 brand. Pepsi's
volume was down -4.8%. Beyond Diet Mt. Dew and Diet Dr Pepper, four other top-10 brands posted volume growth:
Dr Pepper, Sprite, Mt. Dew and Fanta. The two big colas -- Coke and Pepsi -- continued to decline: Coke down -0.5%