Morgan Stanley:
Weak Category and CELH Share Trends in Scanner Data: The US energy drink
category has slowed further in 2Q along with most beverage categories, reflecting
low-end consumer weakness and softness in the gas & convenience channel, and
secondarily some weather headwinds. Energy category sales in NielsenIQ tracked
channels have slowed from +8.5% in 4Q, to +4.1% in 1Q, and +1.6% in 2QTD, with
L4W essentially flat, While CELH continues to drive the lion's share of category
growth, its sales in Nielsen 1Q have slowed from +129% in 4Q to +71% in 1Q and
+44% in 2QTD (with L4W +37%). As we highlighted this morning in our bi-weekly
Celsius Temperature Check (here), Celsius's market share (excluding powders)
declined sequentially from 10.7% five weeks ago to 10.0% in the latest week (its
share is higher but the directional trend is similar in other services, which include
Costco and Amazon). CELH % sales on promotion remained elevated, reflecting 100
days of summer promos and new shelf space, and CELH price/mix declined -MSD%
for L4W, likely reflecting mix from the growth of Essentials and multipacks. CELH
TDP growth was +45% y/y and stable sequentially, with velocity down -9% y/y in
the L2W and -6% for L4W.
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Lowering Estimates: We are lowering 2Q and FY24/25 estimates for CELH due to:
(1) further inventory reductions by its primary distributor PepsiCo in Q2, and (2)
weaker than expected energy category growth and CELH market share in scanner
data. At an investor conference this afternoon, CELH quantified the PEP inventory
reduction in 2Q at $20-30M sequentially, following a $20M inventory reduction in
1Q. While some of the reduction was driven by PEP's working capital efficiencies and
CELH starting to ship more to PEP's smaller distribution warehouses vs larger
mixing centers, we believe the bulk of the 1H inventory cut reflects that PEP's
inventories of Celsius exiting 2023 were too high for the recent sales rate. CELH
noted that its 2Q depletions through the PEP system were running up +mid-
teens from 1Q, which along with our assumptions for non-PEP growth (e.g. Amazon,
Costco, international) implies high-teens y/y reported revenue growth in 2Q. As a
result, we are lowering our 2Q revenue estimate from $430M to $388M vs the
current $419M Visible Alpha consensus (which we expect to come down). Our $42M
revenue revision is driven by $30M of PEP inventory cuts, and $12M of underlying
revenue reduction (see below for detail). We are also lowering our FY24/25 revenue
estimates by 5%/6%, and our PT from $75 to $68.