Question · Q4 2025
Filippo Falorni from Citi asked for Monster Beverage's perspective on the U.S. energy drink category outlook for 2026, specifically regarding expected growth drivers, continued distribution gains, and potential space expansion in retail.
Answer
Hilton Schlosberg, Vice Chairman and CEO, highlighted key drivers for continued growth including the energy drink's value proposition relative to CSDs and coffee, increasing household penetration, innovation, expanding need states, and more diverse day-part consumption. He noted that retailers allocate space based on sales performance, and given the category's growth, space is expected to continue expanding, potentially gaining from underperforming alcohol and other beverage categories, with innovation space always being incremental.
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