Monster’s massive market share suddenly looks a lot less menacing…

After growing rapidly for several years and edging out Red Bull as market leader, Monster’s energy-drink market share is slipping due to competition and changing tastes.


April 18, 2019

Monster Energy’s market share fell from 45% to 41%, The Wall Street Journal reports.

Monster, an energy drink company known for its sexual harassment problem and its boys-club marketing, is up against several new competitors — and many people seem more interested in wellness than “Monster Girls” at NASCAR races. 

Monster’s macho buzz is wearing off

In 2016, Red Bull more than doubled Monster’s sales. But a lower price point and aggressive marketing helped Monster claw its way to the top of the market, beating out Red Bull with 43% market share.

But, thanks to new competitors and shifting consumer preferences, Monster’s grip on the market is slipping.

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Monster marketed its drinks with extreme motorsports, scantily clad women, and video games, amassing a loyal following among Xbox-playing teenage boys — but the company may have limited its audience. 

Now, everyone’s into energy

As it turns out, Call of Duty fans aren’t the only people who want a caffeine kick. In fact, market research shows that many caffeine consumers are looking for health and wellness options.

Several companies have already doubled down on wellness-focused energy drinks: AB-InBev bought HiBall, Amazon launched its own Monster competitor, and fitness-focused Bang is growing rapidly. Keurig Dr Pepper will soon launch a new competitor called Adrenaline Shoc.

Even Coca-Cola, which owns an 18.5% stake in Monster and distributes the brand, is trying to kill the creature under the bed: Coke launched a product called “Coca-Cola Energy” in Europe.

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