New York, Jan 8, 2026, 15:37 EST — Regular session
- Coca-Cola shares rise about 2.5% to $69.23 as consumer staples lead.
- U.S. stocks are mixed as megacap tech slips; traders eye Friday’s payrolls report.
- Soda makers face fresh policy scrutiny after new U.S. dietary guidelines urged less added sugar.
Shares of The Coca-Cola Company rose about 2.5% to $69.23 in afternoon trading on Thursday, outpacing a near-flat U.S. market.
The move matters now because investors are rotating into defensive pockets as they reassess stretched valuations in parts of big tech. “It’s become a ‘show me’ sector,” Art Hogan, chief market strategist at B. Riley Wealth, said, as traders waited for Friday’s U.S. nonfarm payrolls report. 1
The Consumer Staples Select Sector SPDR Fund (XLP) climbed about 2.4%. PepsiCo gained 1.6% and Keurig Dr Pepper rose 1.7%.
Coca-Cola often trades as a defensive holding because beverage demand tends to hold up when shoppers cut back on bigger purchases. The company is also preparing for a CEO handover, with Chief Operating Officer Henrique Braun set to take over on March 31, a filing showed. 2
Food and beverage names have also been in the spotlight after the Trump administration rolled out new dietary guidelines on Wednesday. The document urged Americans to cut added sugar and steer away from sugar-sweetened beverages and highly processed foods, and it discouraged non-nutritive sweeteners, Reuters reported. 3
For Coca-Cola, the next company-specific marker is the next earnings update and any read-through on volumes and pricing into 2026. Nasdaq’s earnings calendar pegs the next report around Feb. 10, an estimated date that can shift. 4
But the defensive bid can unwind fast. A hotter payrolls print could lift yields and pull money back toward growth stocks, while tougher moves on sugar and additives could muddy demand assumptions for soda makers.
The next catalyst is Friday’s U.S. jobs report for December, due Jan. 9. After that, Coca-Cola investors pivot to that February earnings window and what management says about demand, pricing and any regulatory fallout.
