CELH
The stock isn’t moving much — but people inside are
Celsius Holdings spent Friday in the “so what now?” bucket, with the stock basically treading water even as traders kept obsessing over margin pressure and product mix. The bigger headline, though, was a fresh round of open-market buys from top brass — the kind of move that says, in plain English, “we think this thing is cheap.”
CEO John Fieldly bought 8,475 shares around $29.36, Director Hal Kravitz picked up 8,400 shares near $29.73, and President/COO Eric Hanson added 7,500 shares around $29.04. That’s a decent-sized trio of insider buys, and in a market that treats insider activity like a confession booth, it usually gets attention.
The market still wants answers on growth
Here’s the catch: Celsius isn’t being judged just on whether sales are growing. Investors want to know what kind of growth this is. Expanded distribution is helping volume, sure, but the worry is that the mix is leaning harder on lower-margin brands. And after a strong first-quarter earnings beat, management also flagged about a 4% drop in gross margins — which is not exactly the sort of thing that makes bulls start doing cartwheels.
Meanwhile, the competitive backdrop isn’t doing Celsius any favors. Alani Nu posted record first-quarter 2026 sales of about $368.1 million, while Rockstar Energy came in around $66.6 million. Celsius still cited roughly 20.9% U.S. energy drink dollar share, but the market is clearly asking whether that share is translating into durable profitability or just busier shelves.
Chart people are still waiting for a breakout
If you’re staring at the tape, the setup looks more like a repair job than a victory lap. The stock is still below its 50-day moving average and well under the 100-day and 200-day lines, with a death cross already in the books from March. Translation: the trend is still wearing a frown.
That said, the stock is holding above its 20-day moving average, which gives the bulls a little breathing room. So this isn’t doom, just a reminder that a “good company” and a “good stock” are not always the same thing. Big picture: Celsius got an insider-confidence boost, but the market still wants cleaner margins and a clearer growth story before it throws the party.