Is Now the Time to Buy Supermarket Stocks?

Consumer defensive names look expensive thanks to a price rally, but a handful of firms remain undervalued

Ken Perkins 7 July, 2016 | 10:10AM
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Valuations within the consumer defensive sector have remained elevated, trading at around a 4% premium to our fair value estimate. From our vantage point, this premium reflects a rotation into higher-quality names amid the uncertainty within the global macroeconomic landscape, along with investors' appetite for yield, the strong shareholder returns that characterize the sector, and continued optimism for merger-and-acquisition activity in the space.

The first quarter of 2016 was challenging for many consumer companies; as expected, however, defensive firms delivered more stable results than many firms on the consumer cyclical side especially clothing retailers. In general, organic revenue growth remains positive but relatively uninspiring across the consumer defensive landscape.

Although the consumer staples space tends to be fairly defensive in a more challenging market climate, global consumer spending, particularly in emerging markets, remains tepid. But beyond these pressures, we expect the pace of emerging-markets growth to exceed more developed markets in the longer term, given favourable demographic and disposable income trends.

Given that most competitively advantaged firms in the sector are relatively mature, although some are benefiting from increasing exposure to emerging markets, we think market expectations for low- to mid-single-digit revenue growth are reasonable. We don't see many firms mispriced based on unrealistic revenue growth assumptions.

Companies Need to Cut Costs to Drive Growth

In light of the persistent pressure to accelerate top-line growth, cost-cutting remains a key area of focus for consumer defensive firms looking to drive bottom-line growth. But in this ultracompetitive environment, we don't believe the bulk of the savings derived from cost-cutting activities will merely drop to the bottom line; rather, we contend that these initiatives offer an effective means by which to free up funds to support brand investments and, ultimately, a firm's competitive positioning.

But this take hasn't always aligned with the market. We still believe that the market's overly optimistic outlook regarding the long-term market expansion trajectory for Campbell Soup (CPB) has sent shares of the leading soup manufacturer to lofty heights.

However, while few moaty firms in the consumer-defensive space are screaming bargains, we see value in a handful of competitively advantaged firms that have more muted margin assumptions baked into their shares. For example, we think the market is overlooking the margin opportunity for Danone (DANOY). We see 15% upside to owning Danone's shares.

We also see long-term upside to owning higher-risk European grocers, such as Tesco and Carrefour (CA), although near-term results could be volatile. These firms still face intense price competition from discounters, alongside general market deflation, driven by lower commodity prices. These dynamics have resulted in declining sales and margins for several quarters, prompting many investors to give up hope that these firms will recover. However, traditional U.K. grocers such as Tesco are progressing toward competitive price architectures, more sustainable margins, and healthy volume increases, giving us confidence that conditions could normalize over the medium term.

Stock Picks

Sainsbury (SBRY
Star Rating: 4 Stars

As one of the largest grocers with a well-known history in the United Kingdom, Sainsbury has enough scale to compete with other large rivals on price while also touting its areas of differentiation. Sainsbury has been one of the few traditional firms to increase market share over the past few years, and its solid online and convenience-store presence should continue to fuel growth. In addition, the firm's above-average private-label penetration, Nectar loyalty program, and consumer banking services could bolster customer loyalty and drive solid like-for-like sales growth.

However, switching costs are virtually nonexistent in the grocery industry, and it's not clear that no-moat Sainsbury's points of differentiation are strong enough to ensure that excess returns on capital can be sustained over the long term. Despite numerous challenges, Sainsbury is well positioned to capture incremental share in the faster-growing convenience store channel, in our view, and we view shares as attractive at current levels.

Tesco (TSCO)
Star Rating: 4 Stars

Given its standing as the largest food retailer in the U.K., we portend that Tesco's scale should allow the company to invest in its value proposition and ultimately maintain its leading U.K. market share position. Price cuts remain a headwind, though, as Tesco attempts to improve the competitiveness of its products relative to those of discounters. While these price cuts could continue to weigh on profits, we see signs that Tesco's shift to more everyday low prices is having a positive effect.

With Tesco's challenges so clear for all to see, we believe the market's forecast, which projects declines in like-for-like sales to persist for a decade and operating margins around 2.5%, is a bit dire. As such, we contend that Tesco's positive traffic trends, sharper prices, and solid online and convenience-store businesses are getting less credit than they deserve.

The information contained within is for educational and informational purposes ONLY. It is not intended nor should it be considered an invitation or inducement to buy or sell a security or securities noted within nor should it be viewed as a communication intended to persuade or incite you to buy or sell security or securities noted within. Any commentary provided is the opinion of the author and should not be considered a personalised recommendation. The information contained within should not be a person's sole basis for making an investment decision. Please contact your financial professional before making an investment decision.

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Securities Mentioned in Article

Security NamePriceChange (%)Morningstar
Campbell Soup Co46.02 USD-0.02Rating
Carrefour16.38 EUR0.80Rating
Danone SA ADR12.97 USD-0.92Rating
Sainsbury (J) PLC283.40 GBX0.00Rating
Tesco PLC311.60 GBX-0.10Rating

About Author

Ken Perkins  is a Morningstar equity analyst covering consumer packaged goods firms.

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