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Upturn AI Summary - About
Celsius Holdings Inc(CELH)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for CELH
11/13/2026: CELH (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Celsius Holdings Inc is a high-growth consumer company that markets health-oriented energy drinks, primarily positioned for fitness-minded consumers. Its main strength lies in a strong brand, effective viral marketing, and a transformative distribution partnership with PepsiCo that has driven rapid retail expansion. While the company's growth story is compelling, investors must monitor risks related to intense industry competition, high marketing costs, and potential saturation in domestic markets. The stock is best suited for growth-oriented investors with a high risk tolerance, as it lacks dividends and displays high volatility. Key developments to monitor include international expansion progress and ongoing margin health.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | The company exhibits high revenue growth rates and expanding market share in a popular consumer category. |
| Momentum investor | Strong fit while signal remains positive | The stock often displays significant price trends, though it requires a positive technical upturn signal. |
| Value investor | Weak fit | High valuation multiples and a focus on growth make it a poor fit for traditional value strategies. |
| Dividend investor | Weak fit | The company pays no dividend and focuses entirely on growth reinvestment. |
| Low-risk investor | Weak fit | High price volatility and competitive industry risks make this unsuitable for risk-averse portfolios. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | High | The stock price is subject to large swings based on growth expectations and retail sentiment. |
| Valuation risk | High | High P/E ratios require near-perfect execution to justify current pricing. |
| Competition risk (Energy Drink dominance) | High | Large incumbents like Monster and Red Bull have deep pockets to defend shelf space. |
| Business quality | Medium / high | The business has strong brand equity but faces execution risks during rapid scaling. |
| Dividend income | Low / none | Investors receive no income, relying solely on capital appreciation. |
| Execution risk | Medium | Sustaining growth as the company matures is harder than the initial 'hockey stick' growth phase. |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 8.12B USD | Price to earnings Ratio 36.43 | 1Y Target Price 41.71 |
Price to earnings Ratio 36.43 | 1Y Target Price 41.71 | ||
Volume (30-day avg) 5.6M shares | Beta 0.95 | 52 Weeks Range 23.56 - 59.31 | Updated Date 11/14/2026 |
52 Weeks Range 23.56 - 59.31 | Updated Date 11/14/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 0.89 |
Sector & Industry Intelligence
Sector
Consumer Defensive
Defensive- Sentiment
- Correction Expected
- Momentum
- BUY Breadth Improving
- BUY participation
- 95.0%
- Active BUY / eligible
- 19 / 20
- 30-Day BUY Count Change
- +13
- Market state
- Correction Expected
More qualifying stocks are receiving or maintaining BUY advisories, indicating improving market participation.
Industry
Beverages - Non-Alcoholic
- BUY participation
- 100.0%
- Active BUY / eligible
- 5 / 5
- 30-Day BUY Count Change
- +4
Eligible universe: 5 stocks.
Sector signal summarizes BUY breadth conditions for the sector. It does not override this stock’s BUY, SELL, or PASS advisory.
Price Behavior
Steep Decline
The stock price has dropped sharply with strong downward pressure.
Choppy
The stock has experienced frequent reversals and pronounced short-term price swings.
Analysis of Past Performance
Type Stock | Historic Profit -9.98% | Avg. Invested days 26 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/13/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| North America Retail | Sales of energy drinks through retail chains, convenience stores, and fitness centers. | The vast majority of the company's revenue comes from selling drinks in US stores. |
| E-Commerce | Direct-to-consumer sales and sales through platforms like Amazon. | E-commerce serves as a key channel for testing new products and reaching digital-native consumers. |
| International | Early-stage expansion into select global markets. | This is a small but critical area for long-term future growth beyond the US market. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2026-11-05 | When Before Market | Estimate 0.34 | Actual 0.41 |
Profitability
Profit Margin 10.01% | Operating Margin (TTM) 20.56% |
Management Effectiveness
Return on Assets (TTM) 7.82% | Return on Equity (TTM) 10.57% |
Valuation
Trailing PE 36.43 | Forward PE 18.32 | Enterprise Value 9.71B | Price to Sales(TTM) 2.56 |
Enterprise Value 9.71B | Price to Sales(TTM) 2.56 | ||
Enterprise Value to Revenue 3.07 | Enterprise Value to EBITDA 20.29 | Shares Outstanding 250.56M | Shares Floating 190.80M |
Shares Outstanding 250.56M | Shares Floating 190.80M | ||
Percent Insiders 29.2 | Percent Institutions 74.36 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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