Question · Q4 2025
Dara Mohsenian with Morgan Stanley inquired about the drivers behind the recent acceleration and sustainability of Monster Beverage's international market share gains, specifically asking about the performance and incrementality of the affordable energy strategy in emerging markets.
Answer
Hilton Schlosberg, Vice Chairman and CEO, explained that the affordable energy category, including brands like Fury and Predator, is growing and represents a significant opportunity in emerging markets like Nigeria, Egypt, Kenya, Mexico, India, and China, with estimated 2025 unit cases around 100 million. Guy Carling, CEO of EMEA and OSP, added that strong double-digit category growth internationally, driven by value proposition and multi-occasion usage, allowed Monster to outperform, with two-thirds of European growth from existing business and a third from innovation, notably the Ultra brand platform and Lando Norris Zero Sugar.
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