Corporate Profiles - 2020 - 33

America rose 11% to $1.39 billion, and second-place Monster Beverage Corp.,
Corona, Calif., increased 4.9% to $1.23 billion.
"Since mid-March 2020, the company has seen a shift in consumer channel
preferences and package configurations, including an increase in at-home consumption and a decrease in immediate consumption," said Rodney Cyril Sacks,
chairman and CEO of Monster Beverage Corp., in an Aug. 4 earnings call. "Our
sales in the second quarter were initially adversely affected as a result of a
decrease in foot traffic in the convenience and gas channel, which is our largest
channel, but improved sequentially throughout the quarter. Our e-commerce,
club store, mass merchandiser and grocery and related business continued to
increase in the quarter while our foodservice on-premise business, which is a
small channel for us, remains challenged."
PepsiCo, Inc., Purchase, NY, sees promise in energy drinks. The company in
March entered into an agreement to acquire Rockstar Energy Beverages for
$3.85 billion. Then in April, PepsiCo entered into an agreement with Vital Pharmaceuticals, Inc. to distribute the Bang Energy drink portfolio in the United States.

SOFT DRINKS' MIXED RESULTS
Carbonated beverage sales in US Retail rose 9% to $21.44 billion in the
52-week period ended July 12, according to IRI.Yet two soft drink giants struggled in the second quarter.
Organic revenue dipped 7% for PepsiCo North America Beverages as declines in the convenience and gas and foodservice channels more than offset
growth in other channels. Coca-Cola sparkling soft drinks declined 12% in
sales in the second quarter, led by a decline in India, Western Europe and
the fountain business in North America due to pressure in away-from-home
channels. COVID-19 has influenced Coca-Cola's strategy across its beverage
portfolio, Mr. Quincey said.
"The learnings from the last several months and the insights from our already accelerated SKU (stock-keeping unit) rationalization has convinced us

LEADING REFRIGERATED

1
2
3
4
5

Tropicana Dole Beverages
Simply Orange Juice Co.
Citrus World, Inc.
Coca-Cola Co.
TWS Marketing Group, Inc.
Private label
Total

LEADING REFRIGERATED

1
2
3
4
5

orange juice vendors% change

Tropicana Pure Premium
Simply Orange
Florida's Natural
Minute Maid Premium
Homemaker Premium
Private label
Total

Dollar sales
$890,209,930
$719,813,808
$327,260,602
$203,115,070
$49,481,587
$592,846,440
$2,923,830,502

orange juice brands
Dollar sales
$885,274,968
$719,813,808
$302,119,541
$191,564,787
$49,481,587
$592,846,440
$2,923,830,502

from
year ago
11.1%
9.7%
18.0%
-4.7%
10.5%
14.5%
10.9%

to go even deeper on this opportunity by streamlining brands," he said. "We
are shifting to prioritizing fewer but bigger and stronger brands across various
consumer needs."
The company plans to discontinue its Odwalla juice brand.
"This gives us the flexibility to support our investments in brands like Minute
Maid and Simply and to continue to scale rising stars like Topo Chico," Mr.
Quincey said.

MORE COFFEE AT HOME
IRI reported US retail sales of ground coffee were up 3.2% to $4.05 billion
in the 52 weeks ended July 12. Starbucks brand sales rose 12% to $518.4
million, ranking behind brand category leader Folgers, which dropped 1.8%
in sales to $1 billion.
Keurig Dr Pepper led vendor sales in single-cup coffee at $1.22 billion, a
1% increase. Starbucks led in brand sales in single-cup coffee sales at retail at
$762.1 million, up 10%.
"On the coffee side of the business, you're actually seeing a skew toward
more premium brands in this environment, and I believe that's because as
people trade off from making or purchasing coffee outside of the home to making it in home, they want to take their brands with them, and the coffee shop
brands that they can get now in our system skewed toward the premium end,"
Mr. Gamgort of Keurig Dr Pepper said. "So that's very bullish."

IMMUNITY IS IN
Interest in products that support immunity, sleep and stress reduction likely
will remain strong due to COVID-19, said Holly McHugh, marketing associate
at Imbibe, a Chicago-based beverage development company. Expect to see a
greater focus on familiar functional ingredients with established supply chains,
like probiotics, turmeric and ginger for immunity and lavender, chamomile and
green tea for mood enhancement. CP

LEADING SINGLE-SERVE

1
2
3
4
5
6

Red Bull North America, Inc.
Monster Beverage Corp.
Vital Pharma, Inc.
Rockstar, Inc.
Reign Beverage Co. LLC
High Performance Beverage
Total

LEADING SINGLE-SERVE
% change
from
year ago
11.3%
9.7%
17.4%
3.0%
10.5%
14.5%
10.9%

1
2
3
4
5
6

energy drink vendors% change
Dollar sales
$1,392,343,417
$1,232,143,813
$297,069,452
$220,480,466
$112,896,347
$93,682,601
$3,513,321,521

energy drink brands

Red Bull
Monster Energy
VPX Bang
Red Bull Sugarfree
Monster Energy Zero Ultra
NOS
Total

Dollar sales
$769,041,477
$595,621,375
$293,375,878
$246,159,675
$242,273,758
$93,495,558
$3,513,321,521

from
year ago
11.3%
4.9%
50.7%
-3.6%
678.6%
1.6%
14.6%

% change
from
year ago
5.7%
4.9%
51.2%
7.1%
4.3%
1.9%
14.6%

Data for 52 weeks ended July 12, 2020
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers, Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Information Resources, Inc.

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