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 2026-09-19.
The Coca-Cola Company · Consumer Defensive
$88.71
+15.5% upside to fair value
Med Conviction
Grade C
High Quality
VS
Visa Inc. · Financial Services
$368.29
+25.7% upside to fair value
Med Conviction
Grade B
High Quality
QuantHub Verdict
V has more upside to fair value
(+25.7%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
KO |
V |
| Current Price |
$88.71 |
$368.29 |
| Fair Value Estimate |
$102.44 |
$463.00 |
| Upside to Fair Value |
+15.5%
|
+25.7%
|
| Market Cap |
$381.7B |
$687.6B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
20.8x
|
24.0x
|
| Price / Sales |
7.6x
|
15.5x
|
| Price / FCF |
26.7x
|
33.5x
|
| Revenue Growth YoY |
+6.7%
|
+14.4%
|
| Gross Margin |
61.9%
|
80.2%
|
| Operating Margin |
29.6%
|
60.7%
|
| Return on Equity |
43.0%
|
61.3%
|
| Dividend Yield |
2.37% |
0.73% |
| FCF Yield |
3.75%
|
2.98%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
The Coca-Cola Company is a global non-alcoholic beverage concentrate, brand-management and bottling-system business with products sold in more than 200 countries and territories, supported by powerful trademarks, 2.2 billion daily servings and an entrenched distribution network. Business quality is high: TTM gross, operating and net margins are 61.9%, 29.6% and 28.6%, respectively, ROE is 43.0%, …
Visa operates the world's largest retail payments network, connecting consumers, merchants, issuers, and acquirers through VisaNet, which authorizes, clears, and settles transactions across more than 200 countries. The business quality is exceptional: TTM gross margin of 80.2%, operating margin of 60.7%, net margin of 50.8%, and ROE of 61.3% reflect a two-sided network with powerful scale economi…
Accumulation Zones
| Metric |
KO |
V |
| Zone Low |
$76.83 |
$347.25 |
| Zone High |
$87.07 |
$393.55 |
| In Buy Zone? |
No
|
Yes
|