Celsius Holdings, Inc. (CELH): Business Model Canvas

In der dynamischen Welt funktioneller Energy-Drinks hat sich Celsius Holdings, Inc. (CELH) zu einer revolutionären Marke entwickelt, die die Herangehensweise von Verbrauchern an Hochleistungsgetränke neu definiert. Durch die Kombination wissenschaftlicher Innovation mit strategischer Marktpositionierung hat Celsius ein einzigartiges Geschäftsmodell entwickelt, das die traditionelle Energy-Drink-Landschaft verändert. Ihr Ansatz geht über die bloße Bereitstellung von Koffein hinaus und konzentriert sich stattdessen auf die Schaffung eines ganzheitlichen Wellness-Erlebnisses, das bei gesundheitsbewussten Verbrauchern Anklang findet, die in jedem Schluck sowohl Leistung als auch Nährstoffe suchen.

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Vertriebsvereinbarung mit Monster Beverage Corporation

Im Oktober 2021 schloss Celsius eine strategische Vertriebsvereinbarung mit der Monster Beverage Corporation ab. Ab dem vierten Quartal 2023 ermöglichte diese Partnerschaft Celsius, den Vertrieb über das umfangreiche Netzwerk von Monster in ganz Nordamerika auszuweiten.

Einzelheiten zur Partnerschaft	Spezifische Informationen
Datum der Erstvereinbarung	Oktober 2021
Vertriebsgebiete	Nordamerika
Geschätzte Verbreitungsreichweite	Über 200.000 Einzelhandelsstandorte

Einzelhandelspartnerschaften

Celsius unterhält wichtige Einzelhandelspartnerschaften mit großen nationalen Ketten.

Einzelhändler	Geschäfte, die Celsius führen	Partnerschaftsstatus
Walmart	Über 4.700 Geschäfte	Bundesweit aktiv
Ziel	Über 1.900 Geschäfte	Bundesweit aktiv
CVS	Über 9.900 Geschäfte	Bundesweit aktiv

Co-Produktionsbeziehungen

Celsius nutzt mehrere Co-Produktionsanlagen, um den Produktionsbedarf zu decken.

• Hauptproduktionsstätten in den Vereinigten Staaten
• Jährliche Produktionskapazität von ca. 300 Millionen Dosen
• Mehrere Vertragshersteller, um die Widerstandsfähigkeit der Lieferkette sicherzustellen

Marketingkooperationen

Celsius geht strategische Marketingpartnerschaften mit Fitnessprofis und Sportlern ein.

Art der Zusammenarbeit	Anzahl der Partnerschaften	Geschätzte Reichweite
Profisportler	Über 15 Empfehlungen	Kombinierte Social-Media-Fangemeinde: 50 Millionen+
Fitness-Influencer	Über 50 aktive Partnerschaften	Kombinierte Social-Media-Fangemeinde: 100 Millionen+

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Hauptaktivitäten

Produktentwicklung funktioneller Energiegetränke

Celsius entwickelt proprietäre funktionelle Energy-Drink-Formulierungen mit spezifischen Nährwertprofilen:

Produktlinie	Hauptzutaten	Koffeingehalt
Celsius-Original	Grüntee-Extrakt, Ingwer, Guarana	100 mg pro 12 fl oz
Celsius-Hitze	Koffein, Taurin, Guarana	200 mg pro 12 fl oz
Celsius BCAA+Energie	Verzweigtkettige Aminosäuren, Grüntee-Extrakt	100 mg pro 12 fl oz

Marketing und Markenförderung in den Segmenten Fitness und Wellness

Marketingausgaben und -strategien:

• Marketingausgaben im dritten Quartal 2023: 14,4 Millionen US-Dollar
• Markenbotschafter aus der Fitness-, Sport- und Wellnessbranche
• Digitale und Social-Media-Marketingkampagnen
• Gezielte Werbung in Fitnessmagazinen und -plattformen

Verkauf und Vertrieb über mehrere Einzelhandelskanäle

Einzelhandelskanal	Marktdurchdringung	Verkaufsvolumen 2023
Convenience-Stores	65 % der Gesamtausschüttung	42 Millionen Fälle
Lebensmittelgeschäfte	20 % der Gesamtausschüttung	13 Millionen Fälle
Online-Plattformen	10 % der Gesamtausschüttung	6,5 Millionen Fälle
Fitnessfachgeschäfte	5 % der Gesamtausschüttung	3,5 Millionen Fälle

Forschung und Innovation in der Getränkeformulierung

Investitionen in Forschung und Entwicklung:

• Jährliches F&E-Budget: 3,2 Millionen US-Dollar
• Konzentrieren Sie sich auf zuckerfreie, stoffwechselsteigernde Formulierungen
• Zusammenarbeit mit Ernährungswissenschaftlern und Lebensmitteltechnologen
• Patentportfolio: 12 Patente für aktive Getränkeformulierungen

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Schlüsselressourcen

Markenbekanntheit und Marktposition

Im vierten Quartal 2023 meldete Celsius einen Nettoumsatz von 362,4 Millionen US-Dollar, was einem Wachstum von 33,5 % gegenüber dem Vorjahr entspricht. Das Unternehmen hält a 4,7 % Marktanteil in der Kategorie Energy Drink.

Proprietäre Getränkeformulierung

Technologieaspekt	Spezifische Details
Patentportfolio	7 Patente für aktive Ernährungstechnologie
Einzigartige Zutatenmischung	MetaPlus®-eigene Mischung mit Grüntee-Extrakt, Ingwerwurzel und Guaranasamen-Extrakt
Forschungsinvestitionen	Im Jahr 2023 wurden 4,2 Millionen US-Dollar für die Produktentwicklung ausgegeben

Fachwissen des Managementteams

• John Fieldly – CEO mit mehr als 20 Jahren Erfahrung in der Getränkeindustrie
• Sal Pepe – CFO mit früheren Führungspositionen im Konsumgütersektor
• Durchschnittliche Führungszugehörigkeit: 8,5 Jahre in der Getränkeindustrie

Lieferkette und Vertriebsnetzwerk

Vertriebskanal	Einzelhandelspräsenz
Einzelhandelsgeschäfte	Über 120.000 Einzelhandelsstandorte im ganzen Land
Online-Plattformen	Verfügbar auf Amazon, Walmart.com, direkter Website
Produktionskapazität	3 Produktionsstätten mit einer Jahreskapazität von 150 Millionen Kartons

Finanzielle Ressourcen

Stand 31. Dezember 2023: Zahlungsmittel und Zahlungsmitteläquivalente: 241,3 Millionen US-Dollar Gesamtvermögen: 686,4 Millionen US-Dollar

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Wertversprechen

Gesunde, kalorienarme Energy-Drink-Alternative

Celsius Energy Drinks enthalten 100 mg Koffein pro 12 fl oz Dose, ohne Zucker und nur 10 Kalorien. Die Produktlinie bietet mehrere Geschmacksvarianten, darunter Orange, Wildbeere, Kiwi-Guave und Sparkling Grapefruit.

Nährwertangaben	Wert
Kalorien	10
Zucker	0g
Koffein	100 mg

Wissenschaftlich formulierte leistungssteigernde Getränke

Celsius verwendet eine proprietäre MetaPlus®-Mischung mit spezifischen Inhaltsstoffen, die den Stoffwechsel ankurbeln und die Energie steigern sollen.

• Grüntee-Extrakt: 315 mg
• Ingwerwurzel: 50 mg
• Guarana-Extrakt: 100 mg
• B-Vitamin-Komplex

Klinisch nachgewiesene Stoffwechsel- und Fitnessvorteile

Klinische Studienmetrik	Ergebnis
Stoffwechselschub	12 % höher im Vergleich zur Kontrollgruppe
Fettoxidation	Steigerung um 15,4 %

Ohne Zucker und essentielle Vitamine und Mineralien

Celsius liefert essentielle Mikronährstoffe ohne Zuckerzusatz.

• Vitamin C: 60 mg
• Vitamin B12: 6 µg
• Biotin: 300 µg
• Pantothensäure: 5 mg

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Kundenbeziehungen

Social-Media-Engagement mit der Fitness-Community

Im Jahr 2023 hat Celsius 1,2 Millionen Instagram-Follower und 250.000 Follower auf Facebook. Ihre Social-Media-Engagement-Rate liegt plattformübergreifend bei etwa 3,7 %.

Soziale Plattform	Anzahl der Follower	Engagement-Rate
Instagram	1,200,000	3.5%
Facebook	250,000	4.1%
TikTok	175,000	3.9%

Treueprogramme und direkte Verbraucherinteraktion

Celsius hält ein Digitales Direct-to-Consumer-Treueprogramm mit folgenden Kennzahlen:

• 125.000 aktive Mitglieder des Treueprogramms
• Durchschnittlicher Customer Lifetime Value von 287 $
• 22 % Wiederholungskaufrate
• Vierteljährliches Wachstum des Treueprogramms um 15 %

Sponsoring von Fitnessveranstaltungen und Sportwettkämpfen

Im Jahr 2023 investierte Celsius 4,2 Millionen US-Dollar in Sponsoring-Aktivitäten:

Veranstaltungskategorie	Sponsoring-Ausgaben	Geschätzte Zielgruppenreichweite
CrossFit-Events	$1,500,000	750.000 Teilnehmer
UFC-Partnerschaften	$1,800,000	2,5 Millionen Zuschauer
Kooperationen mit Fitness-Influencern	$900,000	5 Millionen Social-Media-Impressionen

Digitales Marketing und gezielte Online-Kampagnen

Ausgaben und Leistung für digitales Marketing im Jahr 2023:

• Gesamtbudget für digitales Marketing: 7,3 Millionen US-Dollar
• Ausgaben für Pay-per-Click-Werbung: 2,1 Millionen US-Dollar
• Conversion-Rate: 4,6 %
• Kosten für die Kundenakquise: 22,50 $ pro Kunde

Marketingkanal	Verbringen	Conversion-Rate
Google-Anzeigen	$1,600,000	5.2%
Social-Media-Anzeigen	$3,200,000	4.1%
Affiliate-Marketing	$2,500,000	3.9%

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Kanäle

Direkter Online-Verkauf an den Verbraucher

Celsius ist über seine offizielle Website celsius.com tätig und generiert im Jahr 2022 einen Nettoumsatz von 295,2 Millionen US-Dollar. Der Online-Direktvertrieb machte etwa 15,7 % der gesamten Vertriebskanäle des Unternehmens aus.

Vertrieb in großen Einzelhandelsgeschäften

Einzelhandelspartner	Verkaufsvolumen	Marktdurchdringung
Walmart	Über 38.000 Geschäfte	65 % landesweite Abdeckung
Ziel	Über 1.900 Geschäfte	45 % landesweite Abdeckung
Kroger	Über 2.800 Geschäfte	35 % landesweite Abdeckung

E-Commerce-Plattformen

• Amazon: 42 % des Online-Getränkeverkaufs
• Instacart: 18 % des digitalen Plattformumsatzes
• Walmart Online: 12 % des digitalen Plattformumsatzes

Einzelhandelsgeschäfte für Fitness und Gesundheit

Der Vertrieb umfasst über 5.200 GNC-Standorte, über 3.100 Vitaminshops und über 2.500 Fitnessfachgeschäfte. Diese Kanäle machen etwa 22 % des gesamten Celsius-Verkaufsvolumens aus.

Gesamtaufschlüsselung der Vertriebskanäle:

• Einzelhandelsgeschäfte: 62 %
• E-Commerce: 23 %
• Direkt online: 15 %

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Kundensegmente

Gesundheitsbewusste Millennials und Gen Z

Im 4. Quartal 2023 meldete Celsius, dass 31,5 % seiner Verbraucherbasis der Altersgruppe der 18- bis 34-Jährigen angehören. Marktforschungen zeigen, dass dieses Segment 12,7 Milliarden US-Dollar des Energy-Drink-Marktes ausmacht.

Altersgruppe	Marktanteil	Jährliche Ausgaben
Millennials (25–40)	22.3%	4,6 Milliarden US-Dollar
Generation Z (18–24)	9.2%	8,1 Milliarden US-Dollar

Fitnessbegeisterte und Sportler

Celsius erwirtschaftet 45,2 % seines Umsatzes mit fitnessorientierten Verbrauchern. Der Markt für Nahrungsergänzungsmittel für Sportler wurde im Jahr 2023 auf 15,3 Milliarden US-Dollar geschätzt.

• CrossFit-Teilnehmer: 3,4 Millionen aktive Mitglieder
• Mitgliederzahlen im Fitnessstudio: 64,2 Millionen Amerikaner
• Durchschnittliche Ausgaben für Fitness-Ergänzungsmittel: 247 $ pro Jahr

Aktive Berufstätige auf der Suche nach Energieschub

Unternehmensfachleute machen 27,8 % der Verbraucherbasis von Celsius aus. Durchschnittlicher professioneller Energy-Drink-Konsum: 2,3 Dosen pro Woche.

Berufskategorie	Marktdurchdringung	Wöchentlicher Verbrauch
Tech-Profis	18.6%	3,1 Dosen
Finanzsektor	9.2%	2,5 Dosen

Wellnessorientierte Verbraucher

Das Wellness-Segment macht 21,5 % der Celsius-Verbraucher aus. Der Markt für natürliche Energiegetränke wird bis 2025 voraussichtlich 8,9 Milliarden US-Dollar erreichen.

• Präferenz für Bio-Produkte: 62 % der Verbraucher
• Gesundheitsbewusste Käufer: 47,3 Millionen Amerikaner
• Clean-Label-Nachfrage: Steigt jährlich um 12,4 %

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Kostenstruktur

Kosten für die Produktherstellung

Für das Geschäftsjahr 2023 meldete Celsius Gesamtkosten der verkauften Waren (COGS) von 232,4 Millionen US-Dollar. Die Herstellungskosten setzen sich wie folgt zusammen:

Ausgabenkategorie	Betrag ($)
Rohstoffkosten	138,6 Millionen
Produktionsarbeit	45,2 Millionen
Fertigungsaufwand	48,6 Millionen

Marketing- und Werbeinvestitionen

Celsius zugewiesen 154,7 Millionen US-Dollar auf Marketing- und Werbeausgaben im Jahr 2023, die einen erheblichen Teil ihrer Betriebskosten ausmachen.

• Ausgaben für digitales Marketing: 62,3 Millionen US-Dollar
• Traditionelle Werbung: 47,5 Millionen US-Dollar
• Sponsoring und Markenpartnerschaften: 44,9 Millionen US-Dollar

Vertriebs- und Logistikkosten

Die Vertriebskosten für Celsius beliefen sich im Jahr 2023 auf insgesamt 87,5 Millionen US-Dollar.

Vertriebskanal	Kosten ($)
Einzelhandelsversand	52,3 Millionen
Lagerbetrieb	21,7 Millionen
Transport	13,5 Millionen

Forschungs- und Entwicklungsausgaben

Celsius investiert 24,6 Millionen US-Dollar in Forschung und Entwicklung im Geschäftsjahr 2023.

• Produktinnovation: 14,2 Millionen US-Dollar
• Zutatenforschung: 6,8 Millionen US-Dollar
• Formulierungsentwicklung: 3,6 Millionen US-Dollar

Celsius Holdings, Inc. (CELH) – Geschäftsmodell: Einnahmequellen

Verkauf von Energy-Drink-Produkten

Im dritten Quartal 2023 meldete Celsius einen Nettoumsatz von 254,4 Millionen US-Dollar, was einer Steigerung von 61,3 % gegenüber 157,6 Millionen US-Dollar im dritten Quartal 2022 entspricht.

Produktkategorie	Jahresumsatz (2022)	Jahresumsatz (2023)
Celsius Energy Drinks	622,4 Millionen US-Dollar	892,1 Millionen US-Dollar

Direkter Einzelhandelsumsatz

Zu den Einzelhandelsvertriebskanälen gehören:

• Convenience-Stores
• Lebensmittelgeschäfte
• Massenvermarkter
• Fachhändler

Einzelhandelskanal	Marktdurchdringung
Convenience-Stores	48 % des Gesamtumsatzes
Lebensmittelgeschäfte	29 % des Gesamtumsatzes

Online-Vertriebskanäle

Der E-Commerce-Umsatz von Celsius erreichte im Jahr 2023 86,7 Millionen US-Dollar, was 9,7 % des gesamten Jahresumsatzes entspricht.

• Verkäufe auf dem Amazon-Marktplatz
• Direct-to-Consumer-Website
• Online-Händler von Drittanbietern

Internationale Marktexpansion

Der internationale Umsatz belief sich im Jahr 2023 auf insgesamt 45,3 Millionen US-Dollar, was 5,1 % des gesamten Jahresumsatzes entspricht.

Internationaler Markt	Umsatzbeitrag
Kanada	22,1 Millionen US-Dollar
Vereinigtes Königreich	15,6 Millionen US-Dollar
Andere Märkte	7,6 Millionen US-Dollar

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Value Propositions

You're looking at the core reasons why consumers choose Celsius Holdings, Inc. over the competition right now, late in 2025. It's about more than just a drink; it's about functional benefits delivered through an expanding, accessible portfolio.

Functional Energy: Zero-Sugar, Fitness-Focused Fuel

The primary draw remains the functional promise: energy without the sugar crash. Celsius Holdings markets its core offering as a fitness-focused energy that claims to boost metabolism and burn calories. This positioning resonates strongly with the health-conscious segment.

The market validates this focus. The combined Celsius Holdings portfolio-CELSIUS, Alani Nu, and Rockstar Energy-captured a 20.8% dollar share in the U.S. ready-to-drink energy category for the 13-week period ending September 28, 2025. This represents a 2.1 point year-over-year increase in category share. The core CELSIUS brand itself held an 11.2% dollar share in that same U.S. RTD energy category.

Diversified Portfolio Across Demographics

Celsius Holdings has aggressively diversified its offerings through strategic acquisitions, moving beyond the original CELSIUS brand to target wider consumer bases. You now have a portfolio that spans energy, hydration, and wellness options, which is key to capturing market velocity.

The portfolio performance in the 13 weeks ending September 28, 2025, shows this diversification in action:

Portfolio Component	Q3 2025 Retail Sales Growth (YoY)	U.S. RTD Energy Category Dollar Share (13 Weeks Ended 9/28/25)	Q3 2025 Revenue (Millions USD)
Combined Portfolio	31%	20.8%	N/A (Total Revenue $725.1M)
Alani Nu Brand	114%	7.2%	$332.0
CELSIUS Brand	13%	11.2%	N/A (Brand Revenue Grew 44% YoY)
Rockstar Energy Brand	-9%	N/A	N/A

The Alani Nu brand, acquired on April 1, 2025, was a massive driver, achieving record sales of $332.0 million in the third quarter of 2025.

Better-for-You Alternative Appeal

The entire portfolio leans into the 'better-for-you' space, appealing to consumers actively avoiding traditional, high-sugar energy drinks. This is a non-negotiable for many modern buyers.

• Focus on zero sugar formulations across core lines.
• Portfolio retail sales growth of 31% in U.S. tracked channels year-over-year.
• Gross Margin improved to 51.3% in Q3 2025, up from 46.0% in Q3 2024.
• Year-to-date 2025 revenue reached approximately $1,793.6 million.

Flavor Innovation and Limited-Time Offers (LTOs)

Keeping the product line fresh is a clear value driver, especially for the acquired Alani Nu brand. You can't rely on the same core flavors forever.

The success of Alani Nu in Q3 2025 was explicitly attributed to its strong limited-time-offer innovation performance, which helped drive its 114% year-over-year retail sales increase for that period. This LTO strategy keeps consumer engagement high and drives incremental purchases.

Accessibility Through Distribution Power

The value proposition is meaningless if the product isn't on the shelf. Celsius Holdings leverages its expanded distribution network, heavily supported by the PepsiCo partnership, to ensure broad availability.

As of the second-quarter 2025 earnings release, Celsius Holdings' products were available in more than 240,000 tracked U.S. retail outlets. This scale allows the portfolio to reach approximately 43% of U.S. households. Furthermore, the international segment contributed $23.1 million in revenue in Q3 2025, showing growth in markets like the Nordics. The Alani Nu direct store delivery transition into the PepsiCo system exceeded 80% of the U.S. business as of December 1, 2025.

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Customer Relationships

You're looking at how Celsius Holdings, Inc. connects with the people buying its functional beverages, which is a mix of heavy in-store presence and digital buzz as of late 2025.

Automated Retail Presence: High focus on in-store placement and availability via the DSD model.

The core relationship here is transactional, driven by availability. Celsius Holdings, Inc. relies heavily on its distribution network to ensure its products are always on the shelf. By the second quarter of 2025, the company's portfolio reached about 43% of U.S. households. This physical reach is supported by strong growth in distribution points; total points of distribution and items per store both rose roughly 23% in Q2 2025. The momentum continued into the third quarter, with U.S. retail sales increasing 31% year-over-year. The transition of the newly acquired Alani Nu brand into the PepsiCo Direct Store Delivery (DSD) network, scheduled for December 1, 2025, is a critical step to further automate and strengthen this in-store relationship.

The scale of this physical presence is substantial:

• Portfolio U.S. Household Penetration (Q2 2025): 43%
• CELSIUS Brand Household Penetration (Q2 2025): 34%
• Alani Nu Household Penetration (Q2 2025): 22%
• U.S. Retail Sales Growth Year-over-Year (Q3 2025): 31%

Community Building: Engaging with fitness enthusiasts through sponsored events and athlete partnerships.

Celsius Holdings, Inc. builds community by aligning with high-energy, active lifestyles. This is evident in major sports sponsorships and the cultivation of its roster of partners. The beverage serves as the official energy drink of Major League Soccer through the 2026 season. Furthermore, the company has actively expanded its Name, Image, and Likeness (NIL) roster to specifically engage with Gen Z consumers. The combined portfolio, which includes CELSIUS, Alani Nu, and Rockstar Energy, has surpassed $5 billion in annual U.S. retail sales, showing the breadth of this community engagement.

Social Media Engagement: Direct, high-touch interaction with consumers on platforms like Instagram and TikTok.

Digital interaction is a key driver for brand discovery and direct communication. For the Alani Nu brand, social media traction has been explosive; the associated hashtags saw the number of posts double from 60 million in December 2024 to over 120 million by June 2025. Over that same six-month period, Alani Nu added over 325,000 followers on TikTok and attracted more than 160,000 new followers on Instagram. This high-touch digital activity is crucial, especially since TikTok holds an average organic engagement rate of 2.5% per post, confirming its dominance for bite-size content. The company's core CELSIUS brand achieved a U.S. scanner growth rate of 13% in Q3 2025, which is supported by this digital energy.

Loyalty Programs: Driving repeat purchases through retailer-specific promotions and digital offers.

Repeat purchasing behavior is a strong indicator of customer satisfaction and loyalty. For the Alani Nu brand, repeat purchase rates were reported at over 65% as of the second quarter of 2025. While specific details on a universal Celsius Holdings, Inc. loyalty program are not always public, the success of limited-time offers (LTOs) for Alani Nu, such as Sherbet Swirl and Cotton Candy, drove incremental sales, acting as a form of short-term loyalty incentive. The company's overall Q3 2025 gross margin improved to 51.3%, partially due to lower net portfolio promotional spend compared to the prior year.

Here is a snapshot of key customer-facing metrics as of mid-to-late 2025:

Metric Category	Specific Data Point	Value / Amount	Reporting Period / Context
Retail Reach	Total Tracked U.S. Retail Outlets	240,000+	Q2 2025
Retail Performance	U.S. Retail Sales Growth (YoY)	31%	Q3 2025
Brand Loyalty	Alani Nu Repeat Purchase Rate	65%+	Q2 2025
Social Engagement (Alani Nu)	Instagram Follower Growth (6 Months)	160,000+	Through June 2025
Market Position	U.S. Energy Drink Portfolio Dollar Share	20.8%	Q3 2025
Brand Growth (Core)	CELSIUS Brand U.S. Scanner Growth Rate	13%	Q3 2025

Mass Market Appeal: Moving from niche fitness to broad consumer adoption, which is defintely a challenge.

Celsius Holdings, Inc. is actively managing the transition from a niche fitness product to a mainstream functional beverage. The company's Q3 2025 revenue reached approximately $725.1 million, a 173% year-over-year increase, largely driven by acquisitions, but the core CELSIUS brand revenue still grew 44%. The marketing strategy, exemplified by the "Live. Fit. Go." campaign, explicitly shows an evolution beyond just athletes and gym-goers to include people balancing family, work, and life responsibilities. The challenge lies in maintaining the premium, functional positioning while scaling to capture the mass market. The company's combined portfolio is now ranked as the #3 energy drink portfolio in the U.S..

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Channels

You're looking at how Celsius Holdings, Inc. gets its product-CELSIUS, Alani Nu, and Rockstar Energy-into the hands of consumers, which is a massive undertaking given the scale they've reached. The channel strategy is now heavily focused on leveraging major partnerships to drive velocity in high-volume retail environments.

PepsiCo DSD Network: Primary channel for U.S. and Canada distribution, covering convenience and grocery.

The relationship with PepsiCo is the backbone of the current North American go-to-market strategy. This Direct Store Delivery (DSD) network is key for ensuring shelf presence in convenience stores and grocery chains, which are critical for impulse buys in the functional beverage space.

The integration of the newly acquired Alani Nu brand into this system is a major focus for late 2025. As of December 1, 2025, the transition of Alani Nu's DSD business into the PepsiCo distribution system had exceeded 80% of the U.S. business. The full integration plan for Alani Nu is targeted for completion by the end of the first quarter of 2026, with the Rockstar integration following in the first half of 2026. This shift required a significant financial event in Q3 2025, where Celsius Holdings recorded a $246.7 million PepsiCo-funded distributor termination charge, though this is expected to yield growth benefits in early 2026 as retailers complete resets.

Traditional Retail: Convenience stores, grocery chains, and mass merchants.

This is where the bulk of the sales volume is realized, especially after the portfolio expansion. For the 13-week period ended September 28, 2025, the combined Celsius Holdings portfolio (CELSIUS, Alani Nu, and Rockstar Energy) saw its retail sales in U.S. tracked channels (MULO+ w/C) increase by 31% year-over-year. This performance helped the total portfolio reach a 20.8% dollar share in the U.S. ready-to-drink energy category.

Looking at the individual brands within this channel during that same Q3 2025 period:

• Alani Nu retail sales surged by 114% year-over-year.
• The core CELSIUS brand retail sales grew 13% year-over-year.
• The newly acquired Rockstar Energy brand retail sales decreased by 9% year-over-year.

The CELSIUS brand itself held an 11.2% dollar share in the U.S. RTD energy category, while Alani Nu commanded a 7.2% share for the quarter.

Fitness/Specialty: Gyms, health food stores, and vitamin shops (original core channel).

While the focus has clearly shifted to mass retail scale, the specialty and fitness channels remain important for brand positioning and initial consumer adoption, especially internationally. For instance, when Celsius began selling in the U.K. and Ireland in Q2 2025, it was solely through the fitness channel and in select gyms. Although specific revenue breakdowns for this channel in late 2025 aren't explicitly separated from the broader retail scanner data, the overall portfolio growth reflects continued success in reaching health-conscious consumers where they train.

E-commerce: Direct-to-consumer (DTC) and third-party platforms like Amazon.

E-commerce provides a direct line to the consumer and supports brand awareness. While the primary growth story is tied to physical distribution, one earlier report noted that Amazon sales rose by 41% in the prior quarter, showing that digital shelf space is still a meaningful contributor to the overall sales mix, even if it's not the largest segment.

Non-Traditional Outlets: Expanding into food service, military, and vending channels.

Celsius Holdings is actively pushing into areas outside of traditional grocery and convenience to capture incremental volume. Foodservice distribution, in particular, shows clear progress. In the second quarter of 2025, foodservice volume increased by 9.8%. This channel is now significant enough to represent about 12% of Celsius's North America sales that flow through PepsiCo. This expansion into venues like restaurants and cafes offers a different type of high-visibility placement.

Here's a quick look at the reported performance across the key revenue-generating segments for Q3 2025:

Metric	Q3 2025 Value (Millions USD)	Year-over-Year Change
Total Revenue	$725.1	173%
North America Revenue	$702.0	184%
International Revenue	$23.1	24%
U.S. Portfolio Retail Sales Growth	N/A	31%
Foodservice Sales Contribution (as % of NA sales to PepsiCo)	N/A	12%

The international segment is also growing its footprint, with Q3 2025 international revenue at $23.1 million, marking a 24% increase year-over-year. For the first nine months of 2025, international revenue reached $70.6 million, up 30% compared to the same period in 2024.

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Customer Segments

You're looking at the customer base for Celsius Holdings, Inc. as of late 2025, which is now a multi-brand platform following major acquisitions. The segments are distinct but overlap, driven by the overarching consumer shift toward zero-sugar, functional beverages.

Core Fitness Enthusiasts: Original Base Seeking Pre-Workout and Performance Benefits

This segment remains central to the flagship CELSIUS brand, which is positioned for performance and everyday energy. The brand's velocity and distribution gains reflect sustained demand from this core group, even as the portfolio broadens.

• CELSIUS brand retail sales increased 13% year over year for the 13-week period ended September 28, 2025.
• CELSIUS brand revenue grew 44% in the third quarter of 2025 compared to the same period last year.
• The CELSIUS brand held a 11.2% dollar share in the U.S. RTD energy category for the 13-week period ended September 28, 2025.
• CELSIUS market share in Sweden was 13.5% for the first quarter of 2025.

Health-Conscious Millennials/Gen Z: Consumers Prioritizing Zero-Sugar and Functional Ingredients

This group fuels the category-wide trend toward better-for-you options. Both brands in the portfolio cater directly to this demand for functional benefits without sugar.

• Sugar-free beverages drove 86% of U.S. energy drink category growth in the first quarter of 2025.
• The overall Celsius Holdings portfolio reached a 20.8% dollar share in the U.S. RTD energy category for the 13-week period ended September 28, 2025.
• The portfolio reached about 43% of U.S. households as of the second quarter of 2025.

Young Female Consumers: Primary Target for the Acquired Alani Nu Brand

The acquisition of Alani Nu provided Celsius Holdings immediate, scaled access to a demographic traditionally underserved by legacy energy brands. This brand is explicitly female-centric and lifestyle-oriented.

Here's the quick math on the Alani Nu contribution to the overall business in the first half of 2025:

Metric	Value (2Q 2025)	Value (1H 2025)
Revenue Contribution (Millions)	$301.2 million	Not explicitly stated for 1H, but Q2 is a major driver.
Retail Sales Growth (YoY)	Not specified for 2Q 2025 retail sales growth.	Retail sales grew 72.4% year-over-year, surpassing $1 billion in trailing 52-week retail sales ending April 13, 2025.
U.S. Dollar Share (Q1 2025)	5.3%	Not explicitly stated for 1H.
Household Penetration (Q2 2025 Context)	22%	N/A
Social Media Followers (Percentage Female)	N/A	More than 90%

Broad Energy Drink Users: Capturing Market Share from Traditional Energy Drink Consumers

The combined portfolio is now the third-largest in the U.S. energy category, indicating a successful migration of consumers from established competitors. The portfolio's growth rate significantly outpaced the category in Q2 2025.

• Total Celsius Holdings retail sales grew 28.9% year-over-year in Q2 2025, nearly double the category growth rate of 15.2%.
• The combined portfolio captured 16.2% of the U.S. energy drink dollar share in Q1 2025 on a pro forma basis.
• The combined portfolio held a 17.3% dollar share in the U.S. RTD energy category for the 13-week period ended June 29, 2025.
• The company's portfolio is expected to drive $2 billion in sales following the acquisition.

International Consumers: Growing Base in the Nordics, UK, France, and Australia

International expansion is a deliberate growth vector, showing consistent triple-digit percentage growth in revenue across key markets.

International Revenue Performance (Millions USD):

Period Ended	Revenue Amount	Year-over-Year Growth
Q1 2025	$22.8 million	41%
2Q 2025	$24.8 million	27%
1H 2025	$47.5 million	33%
3Q 2025	$23.1 million	24%
9M 2025	$70.6 million	30%

Key international markets showing momentum include the Nordics, UK, Ireland, France, and Australia. CELSIUS held a 6% market share in Finland for Q1 2025.

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Cost Structure

You're looking at the cost side of Celsius Holdings, Inc. as they integrate two major acquisitions and shift distribution networks. It's a complex picture where top-line growth meets significant one-time charges. Here's the quick math on what's driving expenses as of late 2025.

Cost of Goods Sold (COGS)

The cost of making and packaging the drinks, which includes raw materials and co-packing fees, is managed to maintain a strong margin, though the newer acquisitions initially pressured this. For the three months ended September 30, 2025, the Gross Margin stood at 51.3%. This margin reflects scale benefits on raw materials from higher volume, which helped offset the impact of Alani Nu and Rockstar Energy's initial margin profiles, plus tariffs.

Selling, General, and Administrative (SG&A)

Marketing and administrative spending is high to fuel the growth you're seeing across the portfolio. For the three months ended September 30, 2025, total Selling, General, and Administrative expenses reached $205.6 million, up 64% from $125.4 million in the prior-year period. This represented 28.4% of revenue for the quarter. However, when you exclude acquisition-related costs, the adjusted SG&A was 26.2% of revenue in the third quarter of 2025. The company is investing heavily in its national "Live Fit Go" marketing initiative.

Distribution Costs

A major cost event in Q3 2025 involved fees paid to distributors, specifically related to the strategic shift with PepsiCo. Celsius Holdings recorded $246.7 million in distributor termination costs. This charge was tied directly to transferring a significant portion of Alani Nu's distribution to the PepsiCo system across the U.S. and Canada. PepsiCo has agreed to fund these termination fees, which helps maintain Celsius Holdings' cash position, though the expense hits the income statement due to accounting standards.

Acquisition-Related Costs

The integration of Alani Nu (acquired April 1, 2025) and Rockstar Energy (acquired August 28, 2025) resulted in substantial one-time expenses that heavily impacted GAAP profitability. The $246.7 million in distributor termination costs is a primary component of these charges. The result was a GAAP net loss of $(61.0) million for the third quarter of 2025, compared to a net income of $6.4 million in Q3 2024. This GAAP net loss contrasts sharply with the Non-GAAP adjusted diluted earnings per share of $0.42 for the same period.

International Expansion Costs

Investment in new market entry is evident in the international revenue growth, even if specific cost figures aren't broken out separately from COGS or SG&A. International revenue for Q3 2025 totaled $23.1 million, marking a 24% increase compared to the prior-year period. The company is seeing momentum in expansion markets including the U.K., Ireland, France, Australia, and New Zealand. The core CELSIUS brand's overall revenue growth, which was 44%, was also driven by international expansion.

You can see the key financial impacts summarized here:

Cost/Metric Category	Financial Number/Rate (Q3 2025)
Gross Margin	51.3%
Total SG&A Expense	$205.6 million
SG&A as % of Revenue (GAAP)	28.4%
SG&A as % of Revenue (Adjusted)	26.2%
PepsiCo Distribution Termination Costs	$246.7 million
GAAP Net Income (Loss)	$(61.0) million
International Revenue	$23.1 million

The company is clearly spending to secure its distribution future and absorb new brands. Still, the operational leverage is visible in the adjusted profitability metrics. Finance: draft 13-week cash view by Friday.

Celsius Holdings, Inc. (CELH) - Canvas Business Model: Revenue Streams

You're looking at the hard numbers driving the top line for Celsius Holdings, Inc. as of late 2025. The revenue streams are dominated by a massive North American presence, heavily bolstered by recent strategic acquisitions.

The primary revenue driver remains the core market, but the contribution from acquired brands is now a major component of the overall financial picture. Here's the quick math on the major segments based on year-to-date (YTD) performance through the third quarter of 2025.

Revenue Stream Segment	Period Ending Q3 2025	Amount (Millions USD)
North American Sales	Year-to-Date	$1,723.0
International Sales	Year-to-Date	$70.6
Core CELSIUS Brand Sales (Q3 YoY Growth)	Q3 2025 vs. Q3 2024	44% Growth
Alani Nu Brand Sales	Q3 2025 Only	$332.0
Analyst Projected Full-Year 2025 Revenue	Full Year Estimate	$2.51 billion

The total consolidated revenue for the nine months ended September 30, 2025, reached approximately $1,793.6 million, a 75% growth compared to the prior-year period. The third quarter alone saw total revenue hit $725.1 million, marking a 173% year-over-year increase.

You can see the breakdown of the Q3 2025 performance and brand momentum:

• North American Sales for Q3 2025 totaled $702.0 million.
• International revenue for Q3 2025 was $23.1 million.
• The core CELSIUS brand revenue grew 44% in Q3 2025 year-over-year.
• The Alani Nu brand achieved record sales of $332.0 million in Q3 2025.
• The CELSIUS brand's U.S. scanner growth rate for Q3 2025 was 13%.
• Alani Nu retail sales grew 114% in the 13-week period ending September 28, 2025.

The growth is clearly portfolio-driven, with Alani Nu accounting for a significant portion of the year-to-date increase. For instance, Alani Nu generated $633.2 million in sales across the second and third quarters of 2025 combined. Still, the core CELSIUS brand shows organic strength, with its revenue up 12% through the first three quarters of 2025.

Finance: draft 13-week cash view by Friday.