KO · 10-Q · 2026Q4 · Full report

Competition and Market Share

COCA COLA CO · 2026-10-28 · Importance 46 · Surprise 42

The company said BodyArmor’s operating results and lower expectations for future performance prompted a reassessment of its trademark projections. The revised projections reflected a slowing long-term growth rate for the sports performance and hydration beverage category, an intensifying competitive environment, and more focused innovation and international rollout plans. The filing states that the trademark’s fair value approximated its carrying value as of October 2, 2026, and that the company will continue monitoring it.