According to data from Nielson, Starbucks' $-share in K-cups declined 70 bps in the four weeks ending March 16th. Starbuck's sequential $-share declined 70 bps to 15.8 percent. Meanwhile, Green Mountain Coffee Roasters added 190 bps to $-share.
"Total KCups (all brands exprivate label) $ sales as a % of the ground coffee category were 26.5% down from 26.9% last period, although these do not include private label kcups, suggesting that kcups continue to take $ share of ground. Similarly, total KCups units (ex kcups) comprised 16.9% of the ground coffee category, from 17.3% last period. Total KCup (all brands) $ sales growth remains strong but decelerating increasing 35.7% this period, on a 36.4% increase in avg. eq. units and ~0.7% decrease in avg. eq. unit price," said Herzog, citing the Nielson Data.