Celsius Keeps Taking Market Share as Its Revenue Falls: Here's How That's Possible

In the dynamic world of energy drinks, Celsius Holdings, Inc. (CELH) has been making waves despite facing revenue challenges. The company, known for its premium lifestyle energy drink, CELSIUS, has managed to maintain and even grow its market share, a feat that deserves closer scrutiny. Let's delve into the factors that have enabled Celsius to buck the trend and continue capturing market share.

Celsius' revenue decline in the third quarter of 2024, primarily due to a large distributor's inventory optimization, masks its market share growth. Retail sales of Celsius in total U.S. MULO Plus with Convenience grew by 7.1% year over year, indicating strong consumer demand. The company's product innovation, such as CELSIUS Essentials, which reached 64% ACV and 4.4 average items sold per store, and strategic acquisitions like Big Beverages, have unlocked innovation and manufacturing capabilities, driving market share gains despite revenue headwinds.

Celsius' distribution and sales channel strategy has been pivotal in driving market share growth, even as overall revenue declined. The company's largest distributor, which accounted for a significant portion of its revenue, implemented a supply chain optimization program in the third quarter of 2024, leading to a 31% decrease in revenue year-over-year. However, Celsius' retail sales in total U.S. MULO Plus with Convenience grew by 7.1% year-over-year during the same period, indicating a shift in distribution strategy. This growth was driven by increased sales in the club channel, which grew by 30% year-over-year, and sales to Amazon, which increased by 41% year-over-year. Additionally, Celsius gained approximately 35% more retail shelf space, increasing the average SKUs selling per store to 20 from 15. This strategic focus on alternative growth drivers and expanding distribution channels has allowed Celsius to maintain and even grow its market share, despite the temporary decline in overall revenue.

Celsius' cost optimization and operational efficiency are key to maintaining profitability despite revenue decline. In Q3 2024, despite a 31% drop in revenue, Celsius managed to turn a profit. This was achieved by significantly reducing orders from their largest distributor, which implemented a supply chain optimization program, and managing sales and marketing spend to minimize interruptions. Additionally, Celsius' strong balance sheet enabled the acquisition of a long-time co-packer, Big Beverages, which is expected to unlock innovation and other supply chain efficiencies. This strategic move allows Celsius to maintain profitability by optimizing costs and improving operational efficiency, even when revenue fluctuates.
Celsius' aggressive pricing strategy and promotional activities have contributed to its market share growth, despite declining revenue. The company's largest distributor implemented a supply chain optimization program, leading to a $123.9 million reduction in sales. However, Celsius managed to maintain retail sales growth of 7.1% year-over-year. This was achieved by focusing on the growth of the sugar-free energy category and acquiring a co-packer to unlock innovation and manufacturing capabilities. By optimizing its supply chain and leveraging promotional allowances, Celsius was able to drive category growth and increase its market share, despite the temporary setback in revenue.
In conclusion, Celsius' market share growth, despite declining revenue, can be attributed to its strategic focus on product innovation, distribution channel expansion, cost optimization, and aggressive pricing and promotional activities. The company's ability to maintain and even grow its market share in the face of revenue challenges demonstrates its resilience and adaptability in the competitive energy drink market. As an investor, keeping an eye on Celsius' long-term strategies and performance metrics can provide valuable insights into its potential for growth and enduring market presence.