CHANNEL CHECK
What’s hot – and what’s not – in stores now
SPOTLIGHT CATEGORY
Weight control/protein 52 Weeks through 12/2/2012 SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
Take a look at the growth numbers for weight control and nutritional drinks – the domain of protein-ehanced products like Muscle Milk and Slim-Fast and it’s not hard to see why Coca-Cola made a deal for Core Power, the protein-enhanced milk made by Select Milk Producers, Inc. The product allows the company to try to draft off of Muscle Milk’s ongoing growth – despite word the company faced legal and regulatory challenges concerning its use of the word “Milk,” it continued to grow like a fungus last year, topping $250 million in charted channels (to say nothing of up-and-down-the-street accounts, where it has always been strong.) More puzzling, however, is the lack of investment behind Hershey-owned Mix1, which shut its doors in January despite having a strong natural channel footprint. This category nevertheless has fuel to burn.
Brand
Dollar Sales
Ensure
$323,201,100
13.96%
Muscle Milk
$255,086,400
32.05%
Pedia Sure
$220,880,400
11.00%
Private Label
$213,876,600
2.31%
Boost
$175,449,300
23.09%
Slim Fast 321 Plan
$144,845,500
241.23%
Ensure Plus
$140,265,800
30.77%
Body Fortrss Spr Advncd Why Prot
$97,744,370
20.63%
Glucerna
$91,973,980
32.43%
Kelloggs Special K
$89,548,380
21.35%
Atkins Advantage
$82,485,600
10.48%
Ensure Revigor
$56,951,590
-7.05%
Six Star Pro Nutrition
$54,648,720
13.84%
Pure Protein
$50,068,330
43.02%
EAS Advantedge Carb Control
$42,657,790
10.85%
EAS
$39,943,270
-28.40%
Muscle Milk Light
$32,687,710
21.82%
Pedia Sure Sidekicks
$30,537,030
17.02%
Boost Plus
$29,065,090
21.04%
EAS Myoplex Original
$20,361,580
35.29%
TOPLINE CATEGORY VOLUME 52 WEEKS THROUGH 12/2/2012
SOURCE: Symphony/IRI Total food/drug/c-store/mass excluding Wal-Mart.
BEER
$27,724,269,000
6.16%
BOTTLED JUICES
$7,045,604,000
-2.66%
BOTTLED WATER
$11,389,950,000
7.11%
ENERGY DRINKS
$9,651,583,000
14.92%
SPORTS DRINKS
$5,607,281,000
4.88%
$940,545,900
21.01%
TEA/COFFEE
18 BEVNET MAGAZINE JANUARY/FEBRUARY 2013
Change vs. year earlier