Deutsche Bank Upgrades Celsius Holdings to Buy Despite Lowered Price Target

Deutsche Bank analyst Steve Powers has upgraded Celsius Holdings (CELH) to a 'Buy' rating from 'Hold,' while adjusting the price target to $44. The bank suggests that market concerns regarding performance at Costco are overblown, specifically noting that the entry of the 'Kirkland Energy' brand poses limited risk to Celsius's market share. Furthermore, the normalization of Pepsi distribution and ongoing international expansion are highlighted as significant, yet underappreciated, growth drivers. This upgrade follows a sharp selloff in the stock fueled by competition fears and distribution volatility, which the analyst believes ignores the company's strong financial results. Ultimately, the bank views the current valuation as a reflection of excessive fear rather than the brand's fundamental trajectory, providing a potential catalyst for recovery.