Celsius Stock Decline Amid Competitive Pressure from Costco
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 08 2026
0mins
Should l Buy CELH?
Source: NASDAQ.COM
Celsius Holdings Inc's stock has dropped 3.23% and hit a 20-day low as investors react to competitive pressures from Costco's new energy drink launch.
The launch of Costco's Kirkland Signature Sparkling energy drink at a significant discount has raised concerns about its impact on Celsius's market share, despite Costco accounting for only a small portion of Celsius's projected sales. Analysts remain optimistic, with TD Cowen reiterating a 'Buy' rating and a price target of $66, reflecting confidence in Celsius's growth potential despite the current competitive landscape.
This decline highlights the sensitivity of Celsius's stock to competitive dynamics, even as investor sentiment has shifted positively in recent months, indicating a complex interplay between market pressures and long-term growth prospects.
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Analyst Views on CELH
Wall Street analysts forecast CELH stock price to rise
17 Analyst Rating
14 Buy
2 Hold
1 Sell
Strong Buy
Current: 35.480
Low
45.00
Averages
62.85
High
80.00
Current: 35.480
Low
45.00
Averages
62.85
High
80.00
About CELH
Celsius Holdings, Inc. is engaged in the development, processing, marketing, sale, and distribution of functional energy drinks to a range of consumers. The Company's flagship asset, CELSIUS, is marketed as a lifestyle and energy drink. This product line comes in two versions: a ready-to-drink form and an on-the-go powder form. It also offers a new CELSIUS Essentials line, available in 16-ounce cans and a Hydration line of zero-sugar powders that are infused with electrolytes and are available in a variety of fruit-forward flavors. Celsius products are offered in retail channels across the United States, including conventional grocery, natural, convenience, fitness, mass market, vitamin specialty and e-commerce platforms. Its product's formulation includes ingredients and supplements such as green tea (EGCG), ginger (from the root), calcium, chromium, B vitamins and vitamin C. The Company's product portfolio also includes the health and wellness brand Alani Nu.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Celsius Begins Early Stages of International Expansion
- International Expansion Initiated: Celsius is in the early stages of international expansion, although specific markets and strategies have not been detailed, this move could provide new momentum for future growth.
- Investment Recommendation Absence: Despite Celsius's market attention, The Motley Fool's analyst team did not include it in their current top 10 recommended stocks, which may affect investor confidence and short-term stock performance.
- Market Performance Comparison: The Motley Fool's Stock Advisor shows an average return of 884%, significantly outperforming the S&P 500's 179%, indicating that investors should be cautious in stock selection, and Celsius's absence from the recommendation list may reflect relative uncertainty.
- Competitive Landscape Analysis: As Celsius expands, other companies like Nvidia and Intel dominate the technology sector, necessitating Celsius to increase investments in technological innovation and market strategies to maintain competitiveness and achieve long-term growth.
See More
Celsius Shares Rise 4.5% After Upgrade by Deutsche Bank
- Rating Upgrade Impact: Deutsche Bank upgraded Celsius from Hold to Buy, citing a recent 33% stock decline as an overreaction to new competition, with Costco expected to account for only 10% of 2025 sales, thereby boosting market confidence in the stock.
- Price Target Adjustment: Despite the upgrade, Deutsche Bank lowered its price target from $56 to $44, reflecting a cautious stance on market competition, while TD Cowen reiterated a Buy rating, viewing the recent pullback as excessive.
- Market Volatility: Celsius shares have experienced 25 moves greater than 5% over the past year, and today's rise indicates that the market considers this news significant, though it does not fundamentally alter perceptions of the business, highlighting investor caution.
- Long-term Investment Returns: Although Celsius is down 25.5% year-to-date, investors who bought $1,000 worth of shares five years ago would now see their investment worth $2,220, demonstrating potential long-term gains despite short-term challenges.
See More
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- S&P 500 Performance Review: The S&P 500 has faced nearly a 6% decline in March, marking its fifth consecutive weekly loss, yet it narrowly avoids entering correction territory, with upcoming job reports expected to provide insights into economic health.
- Meta Platforms Investment Advice: Morgan Stanley recommends buying Meta Platforms, asserting that sentiment has bottomed out, and despite the company facing two litigation losses last week that impacted stock prices, early trading shows a slight recovery, indicating renewed investor confidence.
- Oracle's Positive Outlook: Bernstein analysts view Oracle's cloud and database sectors as potential AI winners, setting a price target of $319, which is more than double Friday's closing price of nearly $140, reflecting strong market confidence in its growth prospects.
See More
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CELSIUS HOLDINGS INC: DEUTSCHE BANK UPGRADES TO BUY FROM HOLD; LOWERS TARGET PRICE TO $44 FROM $56
Celsius Holdings Inc. Update: Celsius Holdings Inc. has announced a strategic move to buy from Deutsche Bank.
Target Price Adjustment: The company has reduced its target price from $56 to $44.
See More
Celsius Begins Early Stages of International Expansion
- International Expansion: Celsius is in the early stages of its international expansion, indicating the company's commitment to global markets, which may lay the groundwork for future growth despite the lack of specific details on markets and strategies.
- Stock Performance: As of the afternoon of March 27, 2026, Celsius's stock price stood at $4.41, reflecting the market's initial reaction to its expansion plans, with increasing investor interest despite being in the early stages.
- Market Potential: The international expansion of Celsius could attract more consumers, especially as health beverages gain popularity, potentially driving sales growth and enhancing brand recognition.
- Strategic Implications: By entering international markets, Celsius not only diversifies its revenue streams but also strengthens its competitive position in the global beverage industry, further solidifying its market presence.
See More
Celsius Begins Early Stages of International Expansion
- International Expansion Initiated: Celsius is in the early stages of international expansion, although specific markets and strategies have not been detailed, this move could provide new momentum for future growth.
- Investment Recommendation Absence: Despite Celsius's market attention, The Motley Fool's analyst team did not include it in their current top 10 recommended stocks, which may affect investor confidence and short-term stock performance.
- Market Performance Comparison: The Motley Fool's Stock Advisor shows an average return of 884%, significantly outperforming the S&P 500's 179%, indicating that investors should be cautious in stock selection, and Celsius's absence from the recommendation list may reflect relative uncertainty.
- Competitive Landscape Analysis: As Celsius expands, other companies like Nvidia and Intel dominate the technology sector, necessitating Celsius to increase investments in technological innovation and market strategies to maintain competitiveness and achieve long-term growth.
See More
Celsius Shares Rise 4.5% After Upgrade by Deutsche Bank
- Rating Upgrade Impact: Deutsche Bank upgraded Celsius from Hold to Buy, citing a recent 33% stock decline as an overreaction to new competition, with Costco expected to account for only 10% of 2025 sales, thereby boosting market confidence in the stock.
- Price Target Adjustment: Despite the upgrade, Deutsche Bank lowered its price target from $56 to $44, reflecting a cautious stance on market competition, while TD Cowen reiterated a Buy rating, viewing the recent pullback as excessive.
- Market Volatility: Celsius shares have experienced 25 moves greater than 5% over the past year, and today's rise indicates that the market considers this news significant, though it does not fundamentally alter perceptions of the business, highlighting investor caution.
- Long-term Investment Returns: Although Celsius is down 25.5% year-to-date, investors who bought $1,000 worth of shares five years ago would now see their investment worth $2,220, demonstrating potential long-term gains despite short-term challenges.
See More
Market Dynamics and Investment Opportunities Analysis
- Market Opening Outlook: The S&P 500 is set for a higher open as President Trump signals progress in U.S.-Iran war talks, reflecting investor optimism despite typically rising oil prices dragging down stocks, indicating a potential shift in market sentiment.
- S&P 500 Performance Review: The S&P 500 has faced nearly a 6% decline in March, marking its fifth consecutive weekly loss, yet it narrowly avoids entering correction territory, with upcoming job reports expected to provide insights into economic health.
- Meta Platforms Investment Advice: Morgan Stanley recommends buying Meta Platforms, asserting that sentiment has bottomed out, and despite the company facing two litigation losses last week that impacted stock prices, early trading shows a slight recovery, indicating renewed investor confidence.
- Oracle's Positive Outlook: Bernstein analysts view Oracle's cloud and database sectors as potential AI winners, setting a price target of $319, which is more than double Friday's closing price of nearly $140, reflecting strong market confidence in its growth prospects.
See More
Latest Wall Street Rating Updates
- UBS Upgrade: UBS upgrades Adecoagro from Neutral to Buy, raising the price target from $8 to $16.2, indicating the company is poised to benefit from the ongoing Middle East conflict, which is expected to enhance its financial performance.
- HSBC Bullish on Carnival: HSBC upgrades Carnival from Hold to Buy, asserting that the current share price undervalues the resilience of experience-led demand, which is likely to improve the company's market performance in the near future.
- Morgan Stanley Reiterates Meta: Morgan Stanley lowers its price target for Meta from $825 to $775 but maintains it as a top investment idea, suggesting that market sentiment has bottomed out, making it an opportune time to buy.
- Deutsche Bank Upgrades Colgate: Deutsche Bank upgrades Colgate-Palmolive from Hold to Buy, highlighting the company's core business as having long-term investment value and the ability to weather current market volatility effectively.
See More
CELSIUS HOLDINGS INC: DEUTSCHE BANK UPGRADES TO BUY FROM HOLD; LOWERS TARGET PRICE TO $44 FROM $56
Celsius Holdings Inc. Update: Celsius Holdings Inc. has announced a strategic move to buy from Deutsche Bank.
Target Price Adjustment: The company has reduced its target price from $56 to $44.
See More
Celsius Begins Early Stages of International Expansion
- International Expansion: Celsius is in the early stages of its international expansion, indicating the company's commitment to global markets, which may lay the groundwork for future growth despite the lack of specific details on markets and strategies.
- Stock Performance: As of the afternoon of March 27, 2026, Celsius's stock price stood at $4.41, reflecting the market's initial reaction to its expansion plans, with increasing investor interest despite being in the early stages.
- Market Potential: The international expansion of Celsius could attract more consumers, especially as health beverages gain popularity, potentially driving sales growth and enhancing brand recognition.
- Strategic Implications: By entering international markets, Celsius not only diversifies its revenue streams but also strengthens its competitive position in the global beverage industry, further solidifying its market presence.
See More
