Consumer Staples
Faces an uphill battle to win back share as competition increases, trends move toward ‘better-for-you’ options and ongoing supply chain problems that have caused defections do not return. Blueshift's industry sources also stated that MNST's reduced promotions risks alienating a customer base that is trained to expect discounts. Red Bull remains the dominant competitor and gained share last year with its aggressive marketing as well as its success in bars and restaurants (an opportunity MNST missed). Celsius Holdings is also taking share and stands out as a primary healthier option along with Alani Nu.
Edition: 129
- 18 February, 2022
Consumer Discretionary
Celsius’ growth is sustainable. An established leader in functional-energy drinks, with popular flavours, it is not a fad and is growing in strength amongst customers interested in healthier options. CELH can grow even faster with a stronger distribution network and increased marketing. It is navigating supply chain problems well and has not raised prices yet.
Edition: 121
- 15 October, 2021