*I have no affiliation with CELSIUS. All content was created for the 2025 Spring Comprehensive Exam at USC Annenberg School for Journalism and Communication.
SWOT Analysis (Full Version)
Strengths:
- Strong Brand Loyalty: Despite being a newer brand in comparison to competitors, CELSIUS has built a reasonable loyal following especially among those who prioritize functional products with clean ingredients and zero sugar.
- Strong Social Media Presence: CELSIUS has a strong social media presence with more than 8.6 million followers across various social media platforms which is valuable in connecting with consumers.
- Natural Ingredients: CELSIUS stands out amongst its competitors by highlighting the all-natural ingredients included in its beverages and the benefits that come along with consuming their products.
Weaknesses:
- Niche Audience: CELSIUS is solely reliant on gym-goers, athletes, and overall health-conscious consumers with a fit lifestyle. This limits the appeal of its products to the mass market.
- Lack of Online Availability: Currently, CELSISUS beverages are sold primarily in-store only with a limited amount of flavors available online exclusively through Amazon.
- Low ESG Rating: CELSIUS’s S&P Global ESG score is 11. Although CELSIUS has shown some commitment to sustainability, efforts can be improved.
Opportunities:
- Consumer focus: Consumer behaviors and preferences shifted post-pandemic. “Many consumers’ personal priorities shifted towards health and wellness” (Mintel, 2025).
- Ashwagandha Trend: There has been an upward trend in health and wellness brands incorporating ashwagandha into their products as a result of the herb’s rise in popularity. According to the American Botanical Council, ashwagandha was the seventh most purchased supplement in 2021, with its sales rising more than 220% from the previous year.
- Partnerships are Highly Valuable: “According to Forbes, in 2023, some brands generated over 28% of their total revenue through partnerships.” More than ever, the right brand partnerships and partnerships with influencers, celebrities, or professional athletes are most often beneficial and valuable for brands.
Threats:
- Competitors: In a saturated market, CELSIUS is consistently competing with already well-established brands with a large and loyal following alongside high brand recognition.
- Economic Hardship: The current state of the economy can cause a shift in consumer spending, where the energy drink market might be directly affected.
- Public Perception and Misinformation: Some view energy drinks as extremely harmful products filled with sugar and harmful additives that can cause unhealthy side effects.
*I have no affiliation with CELSIUS, Bucky Irving, or the Tampa Bay Buccaneers. All content was created for the 2025 Spring Comprehensive Exam at USC Annenberg School for Journalism and Communication.