1452 ET - When it comes to energy drinks, consumers tend to be loyal to their favorite brands, according to Needham analyst Gerald Pascarelli. Several brands in the category have raised prices in recent years with little pushback from consumers, he says. That should work in Celsius Holdings's favor as the company contends with a new line of cheaper energy drinks from Kirkland Signature, Costco's popular private-label brand, Pascarelli says. "You have a resilient consumer that's at times looking for more than just value," Pascarelli says in an interview. "This is a category that rewards brand equity, and the market-leading brands, including Celsius and Alani, certainly have proven that they have that." (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

March 25, 2026 14:52 ET (18:52 GMT)

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