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StocksMediumUpdated•Originally published 30 March 2026•Updated 31 March 2026•

1 min read

Deutsche Bank Upgrades Celsius Holdings to Buy Despite Lowered Price Target

A crumbling building with "ODDITY TECH" on it, a red downward arrow, and "-49%". Gavels, scales of justice, and legal documents are scattered on an orange background.

Key Facts

1Deutsche Bank analyst Steve Powers upgraded Celsius Holdings (CELH) to Buy from Hold.

2 months ago

Version History

2 additional sources confirmed this story

Version 12 months ago

What changed: Added specific details regarding the limited competitive threat from Costco's Kirkland brand and identified Pepsi distribution and international expansion as key growth drivers.

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.