Celsius Holdings Sales Declined in Third Quarter
The energy drink brand faces a projected 12% sales drop amid an ongoing product cleanup and innovation pause.
Updated on Oct. 6, 2026 in Consumer Goods
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Celsius Holdings is expected to report $803 million in third-quarter sales for 2026, representing a 12% decline. The brand has been hindered by deliberate product cuts and out-of-stocks as the company cleans up its inventory.
Why it matters
The company paused product innovation to focus on streamlining its offerings, which weighed on brand performance. Household penetration fell 1.5 percentage points since the end of 2025 as the brand adjusted to its new lineup.
Celsius expects $803 million in third-quarter sales and $711 million in adjusted EBITDA for 2026. The brand's market share now sits at 8.4%, reflecting a 2 percentage point decline from the end of 2025.
The players
Celsius Holdings
Celsius Holdings is a company that manufactures and distributes energy drinks with a focus on functional fitness.
The details
The brand's phase-out of certain products accounted for just 2.5% of retail sales by September 19, 2026, down significantly from 14% in the fourth quarter of 2025. While active SKUs increased 5% year over year, the company's strategic decision to limit innovation has contributed to the current sales contraction.
Timeline
Q4 2025 saw phased-out products reach 14% of retail sales.
September 19, 2026, marked the period when phased-out items accounted for 2.5% of sales.
Q3 2026 reflects the expected 12% decline in sales.
2026 overall revenue is forecasted to hit $3.2 billion.
2027 serves as the target year for the innovation pipeline to rebuild consumer interest.
Market Landscape
Celsius Holdings is navigating a broader industry shift where beverage companies are prioritizing streamlined portfolios over rapid, experimental product launches. This consolidation reflects a strategic pivot common among major players attempting to stabilize market share after years of aggressive SKU expansion.
Customers may notice fewer product variations on store shelves as the company removes underperforming items from its lineup. These changes are part of a long-term plan to focus on core offerings before launching new products in 2027.
The takeaway
The company is sacrificing short-term sales volume to prune its product list and stabilize its brand presence. Consumers can look for a renewed innovation strategy starting in 2027 as the company attempts to rebuild its trial base.
Further reading
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