The Coca-Cola Co. reports strong fourth quarter 2010 operating results, with reported worldwide volume growth of 6 percent, cycling 5 percent growth in the prior year quarter. For the full year, reported worldwide volume grew 5 percent, ahead of our long-term growth target. Excluding the benefit of new cross-licensed brands in North America, primarily Dr Pepper brands, worldwide volume grew 5 percent in the quarter and 5 percent for the full year. The company achieved broad-based volume growth in the quarter across each of our five geographic operating groups, with growth of 14 percent in Eurasia and Africa, 5 percent in Latin America, 2 percent in Europe, 1 percent in Pacific and 8 percent in North America (3 percent excluding the benefit of new cross-licensed brands), its third consecutive quarter of organic growth.
In the quarter and for the full year, the company gained global volume and value share in NARTD beverages, with share gains across most beverage categories. The company continued to see strong growth in sparkling beverages, with worldwide brand Coca-Cola volume up 4 percent in the quarter driven by a wide array of global markets, including 37 percent in Russia, 20 percent in Turkey, 10 percent in India, 8 percent in Brazil, 7 percent in South Africa, 5 percent in Japan, 5 percent in Mexico and 2 percent in France. Worldwide sparkling beverage volume increased 5 percent in the quarter (3 percent excluding the benefit of new cross-licensed brands in North America), with international sparkling beverage volume increasing 4 percent.
Worldwide still beverage volume increased 9 percent in the quarter, led by growth across the portfolio, including juices and juice drinks, sports drinks, teas and water brands. Still beverage volume in the quarter increased 11 percent internationally and 7 percent in North America with the continued strong global performance of sports drinks, driven by Powerade (+12 percent). Sports drink growth in the quarter was balanced across key geographies, led by North America (+20 percent), South Korea (+43 percent), South Africa (+21 percent) and Mexico (+14 percent) as we continued to benefit from our powerful FIFA World Cup™ programs and successful innovation like Powerade Zero in the U.S. Minute Maid Pulpy, which became our 14th billion dollar brand at the end of 2010, continues to expand globally and achieved 23 percent growth in the quarter and 31 percent growth for the full year. The company also grew vitaminwater in the quarter, with double-digit growth internationally and 10 percent growth in North America.
Muhtar Kent, chairman and chief executive officer of The Coca-Cola Co. said in a prepared statement, "We once again delivered strong results this quarter, with volume growth realized across all five of our geographic operating groups. Importantly, we achieved solid growth in our developed markets with 3 percent growth in North America, 2 percent growth in Europe and 2 percent growth in Japan. Together with our global bottling partners, we are decisively executing our 2020 Vision, and I am pleased that we met or exceeded all of our long-term growth targets for both the quarter and the year, all while we completed our acquisition of CCE's North American business, began successfully integrating Coca-Cola Refreshments and operated in a still uncertain global economic environment. Further, as we strategically invest in inspirational marketing as well as sales and marketplace execution, we again gained broad-based worldwide volume and value share. 2010 was the first year in our journey to realize our 2020 Vision and our reported results today underscore the strength of our foundation.