Celsius Holdings Inc (CELH)

[Rainmaker88]

Celsius has scientific validation as it relates to functionality claims, and is marketing to a "consumer niche" where those other companies don't have a real presence. As a result, I don't consider them competition in the true sense of the word. You just can't compare AMP, Monster, Full Throttle and Red Bull to Celsius in terms of the consumer demographic that each brand is attempting to appeal to. Unfortunately, many companies are now discovering just how important functionality claims are becoming among consumers. Many are scrambling to develop their own studies in order to validate what they are telling consumers. It's also interesting to note that the kind of "niche marketing" Celsius has engaged in has rapidly become the fastest growing segment of the beverage marketplace.

http://www.bevnet.com/magazine/issue/2012/more-is-more