KO vs V: Which Is the Better Buy?
Side-by-side comparison of The Coca-Cola Company and Visa Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-05-04.
The Coca-Cola Company · Consumer Defensive
$78.19
-7.8% upside to fair value
Grade D
High Quality
VS
Visa Inc. · Financial Services
$304.36
+37.7% upside to fair value
High Conviction
Grade A-
QuantHub Verdict
V has more upside to fair value
(+37.7%).
V trades at a lower forward P/E
(23.7x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
V |
| Current Price |
$78.19 |
$304.36 |
| Fair Value Estimate |
$72.12 |
$419.00 |
| Upside to Fair Value |
-7.8%
|
+37.7%
|
| Market Cap |
$336.5B |
$586.8B |
| Forward P/E |
24.6x
|
23.7x
|
| EV / EBITDA |
19.9x
|
22.3x
|
| Price / Sales |
6.8x
|
14.2x
|
| Price / FCF |
26.8x
|
25.6x
|
| Revenue Growth YoY |
+12.1%
|
+11.3%
|
| Gross Margin |
61.7%
|
81.08%
|
| Operating Margin |
29.3%
|
59.18%
|
| Return on Equity |
43.6%
|
54.22%
|
| Dividend Yield |
0% |
0.83% |
| FCF Yield |
3.73%
|
3.91%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
The Coca-Cola Company is a leading global beverage company specializing in non-alcoholic drinks with a diversified portfolio including sparkling soft drinks, juices, water, coffee, and energy beverages. The business quality is high due to its durable brand moat, consistent earnings growth, and strong operational efficiency, reflected in a 43.6% return on equity and 12.1% revenue growth in the mos…
Visa is the world's dominant payment network with $40B in net revenue (FY2025), 50%+ net margins, and a capital-light toll-booth model processing $14.2T in annual payment volume across 257.5B transactions. The business compounds at 10-12% revenue CAGR with operating leverage pushing EPS growth to 12-15% over a cycle, funded by $21.6B in annual free cash flow against only $1.5B in capex. At 28.0x …
Accumulation Zones
| Metric |
KO |
V |
| Zone Low |
$54.09 |
$265.00 |
| Zone High |
$61.30 |
$300.00 |
| In Buy Zone? |
No
|
No
|