Related Searches: Tea Vitamin Nutrients Ingredients paper cup packing

Food & Health Ingredients
Health & Nutrition
Processing & Packaging
Starch & Starch Derivatives

Analysts report Monster Beverage likely to enter hard seltzer segment

ingredientsnetwork 2020-07-22
Share       

Both seltzer and sparkling water are two effervescent categories that have attracted a waterfall of attention in recent years. As the energy drink space becomes progressively more competitive, it is not surprising that Monster is looking outside its established brand portfolio to bring some energy to its earnings reports.

“While we are unsure of product positioning, Monster is likely to launch a value-added hard seltzer that adds key product attributes ultimately expanding category usage occasions similar to how it has utilized innovation in energy drinks,” wrote Astrachan. “We think Monster is likely to seek distribution via a large beer network, with a product rollout in 2021.”

Brewbound reported that Monster filed for four trademarks for four names in June. The names are True North, Real North, Pure North and Northstar, and the trademark applications reveal that these new labels will be used for “seltzer water; water beverages; flavored waters; beer; brewed sugar based beer” and “hard seltzer; flavored brewed malt beverage; alcoholic beverages, except beer.”

Although popular, seltzer is a tight market. In the report from Stifel, data show that White Claw and Truly raked in 88% of the hard seltzer sales for 2019. However, there may be an opening for Monster. In the analysis, Stifel showed that these brands’ market lead slipped to 78% in the four weeks ending July 5. At the same time, demand for hard seltzer is still growing. Bump Williams Consulting data cited by Brewbound noted that sales dollars for seltzer jumped 295.8% to $1.54 billion during the year ending June 21. These figures are up from last 2019 when sales jumped 200% per Nielsen data; in the four weeks ending July 30, they increased 164%.

Monster has proven to be a successful innovator, and if Monster can replicate the success it mustered with the introduction of its Reign energy drink line, there is a good chance that it will be able to take a substantial slice of the seltzer market. Monster’s Reign brand is the fifth-largest energy drink in the category with 3.3% of the market share, according to the Stifel analysis.

Not only did Reign claim a top-five spot 14 months after launch, but the company simultaneously released other popular products onto the market, including its Java Monster Farmer’s Oats, a vegan oat milk-based energy drink. First quarter sales gained 12.3% earning the company $1.06 billion and indicating that the energy drink company is using innovation to its benefit. Likely it will be a similar story if Monster steps into the hard seltzer space.

E-newsletter

Subscribe to our e-newsletter for the latest food ingredients news and trends.

Tags

Recommended Products

32 Heads Mixing Multihead Weigher

32 Heads Mixing Multihead Weigher

Aloe Vera Gel Qmatrix

Aloe Vera Gel Qmatrix

Cassava starch processing line

Cassava starch processing line

Natural Vitamin E Powder 30%

Natural Vitamin E Powder 30%

Bifidobacterium Infantis BI211

Bifidobacterium Infantis BI211

Valve positioner IL TOP

Valve positioner IL TOP

Medicine packaging NO.CFA—57

Medicine packaging NO.CFA—57

VF Series Vacuum Filter

VF Series Vacuum Filter

Top

SJGLE B2B Website : 中文版 | ChineseCustomer Service: 86-400 610 1188-3 ( Mon-Fri 9: 00-18: 00 BJT)

About Us|Contact Us|Privacy Policy|Intellectual Property Statement

Copyright 2006-2023 Shanghai Sinoexpo Informa Markets International Exhibition Co Ltd (All Rights Reserved). ICP 05034851-121