Celsius Holdings Inc. (CELH) saw its shares plummet 5.02% during intraday trading on Friday, as the stock came under pressure following negative analyst actions.

The decline came after Morgan Stanley cut its price target on the energy drink maker to $55.00 from $64.00. Separately, Roth Capital also lowered its price target on Celsius to $65 from $67, though maintained a Buy rating on the shares.

These analyst revisions, indicating reduced near-term expectations for the stock, appear to have driven the selling pressure. The moves contrast with a price target raise from Deutsche Bank earlier in the session, which was not enough to offset the negative sentiment generated by the more significant cuts from other firms.