Celsius drink prices have generally been pressured downward by heavy discounting and promotions, especially online and at big retailers. Recent listings show 12-packs around the high teens to low 20s, and 24-packs around the high 30s at some major sellers, while competing private-label drinks have undercut Celsius more aggressively.

What changed

  • Retail competition got sharper, especially from Costco’s Kirkland-branded energy drink, which was priced much lower than Celsius and appears to have pushed market sentiment lower.
  • Online prices have also shown frequent markdowns across different Celsius flavors and package sizes, suggesting more price sensitivity and promo activity.
  • At the same time, Celsius stock fell sharply in March and April 2026 after the Costco competitor launch, which added pressure around the brand’s pricing power.

In plain terms

The short version is that Celsius is facing more competition, so the price you see has tended to soften through discounts rather than stay firmly high. A simple example: a Costco 24-pack Kirkland option was reported at about $16.99, while a Celsius 24-pack there was about $37.99, which helps explain why buyers may be waiting for sales or switching brands.

Bottom line

So, what happened to the price of Celsius drinks? They didn’t just become “cheaper” across the board, but they have been put under real pricing pressure by rival private-label products and repeated promotions.