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 2026-07-17.
The Coca-Cola Company · Consumer Defensive
$84.92
-10.2% upside to fair value
Grade C
High Quality
VS
Visa Inc. · Financial Services
$327.24
+27.8% upside to fair value
Grade A
High Quality
QuantHub Verdict
V has more upside to fair value
(+27.8%).
KO trades at a lower forward P/E
(26.6x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
V |
| Current Price |
$84.92 |
$327.24 |
| Fair Value Estimate |
$76.30 |
$418.15 |
| Upside to Fair Value |
-10.2%
|
+27.8%
|
| Market Cap |
$365.4B |
$627.3B |
| Forward P/E |
26.6x
|
28.2x
|
| EV / EBITDA |
20.7x
|
22.6x
|
| Price / Sales |
7.4x
|
14.6x
|
| Price / FCF |
29.1x
|
29.6x
|
| Revenue Growth YoY |
+12.1%
|
+17.1%
|
| Gross Margin |
61.7%
|
81.3%
|
| Operating Margin |
29.3%
|
61.1%
|
| Return on Equity |
43.6%
|
58.9%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
3.44%
|
3.38%
|
| 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 durable competitive moat driven by its strong brand and extensive distribution network. The business quality is high, evidenced by a 43.6% return on equity, robust gross margin of 61.7%, and solid revenue and earnings growth of 12.1% and 17.8% respectively in the most recent quarter. Despite the…
Visa Inc. operates a global payments network that facilitates electronic funds transfers worldwide, primarily through credit and debit cards. The company benefits from a very strong and widening moat driven by its extensive global card network and acceptance infrastructure, supported by a shareholder-friendly capital allocation policy including high buybacks and dividends. Visa's business quality…
Accumulation Zones
| Metric |
KO |
V |
| Zone Low |
$57.22 |
$313.61 |
| Zone High |
$64.85 |
$355.43 |
| In Buy Zone? |
No
|
Yes
|