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Investing.com -- Monster Beverage Corporation (NASDAQ:MNST) is expected to deliver an optimistic tone at its shareholders’ meeting after the close Thursday, according to RBC, which maintains an Outperform rating on the company despite recent market share challenges.
The energy drink category has shown healthy, sequentially accelerating volume growth amid a difficult global consumer environment, making Monster shares among the strongest performers in RBC’s coverage universe year-to-date.
RBC recently removed the stock from its focus list due to relative performance but remains bullish on the name.
In U.S. tracked channels, Monster has lost market share every quarter since early 2020, with the traditional Monster Green Can (22% of U.S. volume) being the largest contributor to these losses.
Data shows Green Can has approximately 39% lapsed households, with these consumers shifting to lower/zero sugar options like Alani Nu, C4, and Celsius Vibe.
RBC believes Monster can regain market share by broadening its marketing mix to re-engage older and higher-income consumers, launching female-focused brands, and refocusing innovation efforts on its core products rather than supporting underperforming lines like Reign Storm.
Recent successful innovations like Monster Ultra Vice Guava and Blue Hawaiian have already helped moderate share losses.
Internationally, Monster is gaining share in 73% of markets discussed in earnings calls, with particularly strong performance in EMEA where the company is gaining share across 84% of countries, supporting RBC’s long-term bull case that Monster is poised to become the next global mega-brand in beverages.
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