Vital Farms price target lowered to $20 from $55 at Craig-Hallum

Craig-Hallum lowered the firm’s price target on Vital Farms (VITL) to $20 from $55 and keeps a Buy rating on the shares. The stock has been under pressure since management lowered fiscal 2026 guidance in February and subsequent scanner data showing “volatile and at times lackluster” volume growth, the analyst tells investors in a research note. The firm sees a heightened competitive environment in the broader egg category and within Vital’s outdoor access egg subcategory. Competing brands are offering “extreme discounts,” including 50% off and buy-one-get-one deals, Craig-Hallum adds.