NEW YORK, August 6, 2026, 08:00 (EDT)
- Celsius shares dropped roughly 17% to $24.17 in early premarket activity.
- Rockstar accounted for about 85% of the company’s disclosed increase in revenue.
- Revenue from the CELSIUS brand dropped 11.7%, and tracked retail sales were down 2%.
Celsius Holdings’ shares fell as the company’s second-quarter revenue and adjusted earnings came in below expectations. Revenue from its flagship brand declined by 11.7%.
The headline sales growth concealed a softer core performance. Revenue climbed by $78.7 million, with $66.5 million of that boost coming from the acquired Rockstar.
Company figures indicate Rockstar accounted for nearly 85% of additional revenue. Without Rockstar, overall group sales increased just 1.6% to an estimated $751.4 million.
| Q2 metric | Reported | Published consensus estimate | Q2 2025 | Result |
|---|---|---|---|---|
| Revenue | $817.9 mln | $870.1–$887.7 mln | $739.3 mln | Shortfall of 6.0%–7.9% |
| Adjusted EPS | $0.36 | $0.42–$0.43 | $0.47 | Missed by 14.3%–16.3% |
| Gross margin | 48.1% | — | 51.5% | Declined 340 bps |
| Adjusted EBITDA | $184.2 mln | — | $210.3 mln | Fell 12% |
Different data sources reported varying consensus estimates. Company data and published projections are rounded values.
Profit decreased at a steeper rate than sales. Adjusted EBITDA declined by 12%, and attributable net income fell 57% to $36.4 million.
Gross margin dropped to 48.1% from 51.5%. Profitability was impacted by increased promotions, shifts in product mix, and higher aluminium expenses.
Chief Executive John Fieldly stated the main focus was to “return brand CELSIUS to sustainable growth.” The company’s management is cutting underperforming products and shifting shelf space to more popular items. Business Wire
| Brand or portfolio | Q2 revenue | Revenue change | U.S. retail-sales change | U.S. market share |
|---|---|---|---|---|
| CELSIUS | About $387.0 mln | Decreased by 11.7% | Lower by 2.0% | 9.5% |
| Alani Nu | $364.4 mln | Increased by approximately 21% | Rose by 55.7% | 8.7% |
| Rockstar | $66.5 mln | Not applicable | Fell by 13% | 1.9% |
| Total portfolio | $817.9 mln | Grew by 10.6% | Climbed by 31% | 20.1% |
Calculated by deducting reported revenue from Alani Nu and Rockstar from the overall revenue. Alani Nu’s adjustment is based on its disclosed Q2 2025 revenue of $301.2 million.
The discrepancy between product shipments and actual consumer sales provides a counterpoint. CELSIUS posted an 11.7% drop in revenue, while measured retail sales slipped just 2%.
The 9.7 percentage point gap indicates that adjustments in inventory and distribution may have exaggerated the decline reported. However, this is not sufficient to confirm a rebound in consumer demand.
Efficiency increased as well. CELSIUS achieved a 16% rise in sales per distribution point sequentially, even as total distribution points fell by about 7%.
This brings the key question for investors into focus. The company’s leaders need to turn improved shelf efficiency into lasting, wider cooler presence—while avoiding a return to expensive promotional activity.
Alani Nu continues to be the leading brand in the portfolio, accounting for 44.6% of revenue for the quarter and increasing its retail market share in the period.
The move to the PepsiCo NASDAQ:PEP distribution network boosted order volumes, but also led to fluctuations in shipping schedules and inventory levels.
| Research firm | Analyst | Rating | New target | Previous target | Action date |
|---|---|---|---|---|---|
| Deutsche Bank ETR:DBK | Steve Powers | Buy | $39 | $44 | Aug. 3 |
| JPMorgan Chase NYSE:JPM | — | Overweight | $56 | $70 | July 30 |
| Stifel Financial NYSE:SF | Matthew Smith | Buy | $45 | $62 | July 16 |
| Citigroup NYSE:C | Filippo Falorni | Buy | $50 | $60 | July 14 |
These actions were confirmed before the results and thus do not reflect Thursday’s announcement.
The consensus ahead of the report was Buy, and the mean price target stood at $54.33. This number is now outdated and could decline as analysts update their forecasts.
Risks: Ongoing declines at CELSIUS and Rockstar might prompt greater promotional activity. Inflation in aluminium costs and a slower pace of shelf expansion could hold back margin recovery. The biggest potential upside lies in accelerating the conversion of recent productivity improvements.
Nasdaq’s standard trading hours start at 09:30 EDT. The premarket price is an early figure and can be updated following the management earnings call and the opening auction.
Related articles: NASDAQ:PEP
