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US: Hansen Natural's Monster Energy outpacing category - analyst

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Hansen Natural's Monster Energy and rival Red Bull are expected to grow faster than the energy drinks category in the US, according to analyst group Stifel Nicolaus.

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Stifel Nicolaus analyst Mark Swartzberg said today (8 October) that growth in the US energy drink category has accelerated in 2010, driven by demand for functional beverages and strong product perception by target consumers.

“We believe Monster Energy continues to gain share faster than any competitor,” Swartzberg said. “Additionally, category leaders Monster and Red Bull account for about 70% of overall market share and continue to benefit at the expense of wholly owned brands from Coke and Pepsi, which account for approximately 12% of category share.

“As a result, we believe Monster and Red Bull will grow faster than the category for the foreseeable future,” he added. “Relatedly, we believe Monster Energy continues to increase share of category shelfspace due to innovation and competitor attrition.”

Swartzberg said Hansen’s innovation pipeline remained “robust”.

Continued growth for the Monster Energy drink brand helped Hansen Natural to increase sales in the first half of 2010, but the drinks firm reported a slip in net profits.


Sectors: Soft drinks, Water

Companies: Red Bull, Coke

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