Wall Street Upgrades Celsius Holdings: Costco Fear Overdone and the Franchise Is Still Growing

"Powers describes Celsius as a 'still-expanding, profitable, and cash-generative franchise' operating within a 'high-growth' energy drink category. Deutsche Bank views the stock as oversold, with the Costco private-label threat failing to justify the magnitude of the selloff."

"Celsius shares have fallen 32.94% over the past month and are down 25.8% year-to-date, trading at $33.94 as of March 27 - well below the 52-week high of $66.74."

"The business has scaled rapidly through acquisitions. Alani Nu delivered $370M in record Q4 net sales, with retail sales up 76.9% year-over-year in tracked channels."

"CEO John Fieldly noted the company is 'entering 2026 with positive momentum, scale and confidence in our ability to deliver sustainable, long-term shareholder value.'"

Deutsche Bank analyst Steve Powers upgraded Celsius Holdings to Buy from Hold, setting a price target of $44. The firm believes the stock is oversold after a significant decline, arguing that concerns over Costco's private-label energy drink are exaggerated. Celsius shares have dropped nearly 28% year-to-date, despite strong Q4 earnings. The company has expanded rapidly through acquisitions, achieving significant revenue growth. Analysts view the current selloff as overdone, with private-label competitors historically struggling in the energy drink market.

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