On Tuesday, Coca-Cola announced that it was planning to roll
out its first energy drink marketed under the Coca-Cola brand in the US in January
2020. The beverage was launched earlier this year in several countries across
Europe.
In 2015, Coca-Cola and Monster entered into a strategic partnership under which Coca-Cola took a stake of around 16.7% in Monster. In July, the companies settled a dispute over the launch and sale of Coca-Cola Energy, allowing Coca-Cola to roll out its own energy drinks in global markets.
In its most recent quarter, Monster posted an 8.7% increase in net sales to $1.10 billion. Net sales in the Energy Drinks segment increased 9.6% to $1.02 billion. Net sales in the Strategic Brands segment, which includes the energy drink brands acquired from Coca-Cola, fell 0.8% to $79.1 million. Net sales to customers outside the US rose 16.8% to $343.3 million.
Also read: Ford: 2019 has been a year of strategic partnerships
Based on data
from Report Linker, the global energy drinks market size was valued at
$53.01 billion in 2018, and is expected to grow at a CAGR of 7.20% to reach
$86.01 billion by 2026.
Monster is likely to face significant competitive risks from
Coca-Cola, as the latter has significant scale and resources that give it an
edge.
Over the past three months, Monster’s stock has dropped 16%. The average price target is $66.57.