Gautam Duggad ([email protected]); +91 22 3982 5404 Manish Poddar ([email protected]) / Vishal Punmiya ([email protected]) 9 June 2015 Annual Report Update | Sector: Consumer Hindustan Unilever CMP: INR820 TP: INR875 (+7%) Neutral Fundamentals strengthened; demand growth is key RoE contracts (still in triple digits); payout ratio at ~86% Key takeaways from HUVR’s FY15 annual report are: Though ahead of market, HUVR’s volume growth remains muted; FY15 witnessed moderation in demand despite improved consumer sentiment. New initiatives in Go-To-Market; accelerated pace of innovation. RoE contracts, but still in triple digits. Higher working capital impacts FCF. Overall, HUVR has further strengthened its fundamentals in FY15. Retain Neutral on expensive valuations. Domestic volume growth continues to be soft; broad-based moderation: HUVR posted sales growth of 9.9% YoY to INR308b, with even volume and price/mix-led growth. Volume growth of 4.8% was slightly better than 4% in FY14, but lower than the five-year average volume growth (7.5%). Demand environment continued to be soft across categories, channels and geographies, as per the management. Soaps & detergent and personal products segments posted sales growth of 8.7% and 10.9% respectively. Beverages registered 9.7% revenue growth and processed foods 12.2%. Soaps and detergents contributed 43% of incremental value growth, while personal products contributed 32%. Gross and EBITDA margins expand 30bp and 60bp, respectively: Gross margin expanded 30bp to 49.1% in FY15, led by softening in crude and crude derivatives prices in 2HFY15 (PFAD prices corrected by 23% and LAB prices by 25% YoY). Lower ad spends (down 30bp YoY) aided EBITDA margin expansion of 60bps to 16.6%. Soaps and detergents EBIT margin expanded 60bp YoY (lower input costs offset by price cuts initiated in 2HFY15). Personal products EBIT margin expanded 150bp YoY, led by mix improvement and lower input costs. Recurring PBT grew 12.9% YoY to INR54b; however higher tax rate (up 420bp YoY) resulted in modest 6.5% recurring PAT growth. Balance sheet: Slight contraction in RoE (still in triple digits); payout ratio 86%: Cash conversion cycle went up by two days over FY14, led by decline in payable days (working capital still negative). RoE came off from 120% to 108%, primarily due to lower PAT margins (impacted by higher tax rate). FCF declined 19% due to higher tax rate and working capital. Dividend payout stood at 86%. Project WIMI (Winning in Many Indias): HUVR has launched Project WIMI for better focus on market execution and store throughput. As part of this project, it has added branches in UP, MP, Bihar, Chhattisgarh and Rajasthan. It now has five branches and 14 consumer clusters v/s four branches earlier. The combined population of these is ~500mn, with much lower per capita consumption and penetration v/s average levels (50-60% of average BSE Sensex S&P CNX 26,481 8,022 Stock Info Bloomberg HUVR IN Equity Shares (m) 2,163.1 52-Week Range (INR) 979/610 1, 6, 12 Rel. Per (%) -6/7/26 M.Cap. (INR b) 1,872.2 M.Cap. (USD b) 29.9 AvgVal. INRm/Vol‘000 1228/1550 Free float (%) 32.8 Financial Snapshot (INR Billion) Y/E March 2015 2016E 2017E Net Sales 301.7 340.5 392.2 EBITDA 51.0 61.6 74.7 Adj PAT 37.9 45.2 53.5 EPS (INR) 17.5 20.9 24.7 Gr. (%) 6.4 19.5 18.3 BV/Sh.INR 17.2 18.4 19.1 RoE (%) 108.2 117.4 131.8 RoCE (%) 145.0 160.2 185.7 P/E (x) 46.9 39.2 33.2 P/BV (x) 47.6 44.6 42.8 Shareholding pattern (%) As on Mar-15 Dec-14 Mar-14 Promoter 67.2 67.2 67.3 DII 3.8 3.9 4.1 FII 15.0 15.0 14.1 Others 13.9 13.9 14.5 *Note: FII includes depository receipts Stock Performance (1-year) 500 650 800 950 1,100 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15 Hind. Unilever Sensex - Rebased Investors are advised to refer through disclosures made at the end of the Research Report. Motilal Oswal research is available on www.motilaloswal.com/Institutional-Equities , Bloomberg, Thomson Reuters, Factset and S&P Capital.
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Fundamentals strengthened; demand growth is key RoE contracts (still in triple digits); payout ratio at ~86%
Key takeaways from HUVR’s FY15 annual report are: Though ahead of market, HUVR’s volume growth remains muted; FY15 witnessed
moderation in demand despite improved consumer sentiment. New initiatives in Go-To-Market; accelerated pace of innovation. RoE contracts, but still in triple digits. Higher working capital impacts FCF. Overall, HUVR has further strengthened its fundamentals in FY15. Retain Neutral
on expensive valuations.
Domestic volume growth continues to be soft; broad-based moderation: HUVR posted sales growth of 9.9% YoY to INR308b, with even volume and price/mix-led growth. Volume growth of 4.8% was slightly better than 4% in FY14, but lower than the five-year average volume growth (7.5%). Demand environment continued to be soft across categories, channels and geographies, as per the management. Soaps & detergent and personal products segments posted sales growth of 8.7% and 10.9% respectively. Beverages registered 9.7% revenue growth and processed foods 12.2%. Soaps and detergents contributed 43% of incremental value growth, while personal products contributed 32%.
Gross and EBITDA margins expand 30bp and 60bp, respectively: Gross margin expanded 30bp to 49.1% in FY15, led by softening in crude and crude derivatives prices in 2HFY15 (PFAD prices corrected by 23% and LAB prices by 25% YoY). Lower ad spends (down 30bp YoY) aided EBITDA margin expansion of 60bps to 16.6%. Soaps and detergents EBIT margin expanded 60bp YoY (lower input costs offset by price cuts initiated in 2HFY15). Personal products EBIT margin expanded 150bp YoY, led by mix improvement and lower input costs. Recurring PBT grew 12.9% YoY to INR54b; however higher tax rate (up 420bp YoY) resulted in modest 6.5% recurring PAT growth.
Balance sheet: Slight contraction in RoE (still in triple digits); payout ratio 86%: Cash conversion cycle went up by two days over FY14, led by decline in payable days (working capital still negative). RoE came off from 120% to 108%, primarily due to lower PAT margins (impacted by higher tax rate). FCF declined 19% due to higher tax rate and working capital. Dividend payout stood at 86%.
Project WIMI (Winning in Many Indias): HUVR has launched Project WIMI for better focus on market execution and store throughput. As part of this project, it has added branches in UP, MP, Bihar, Chhattisgarh and Rajasthan. It now has five branches and 14 consumer clusters v/s four branches earlier. The combined population of these is ~500mn, with much lower per capita consumption and penetration v/s average levels (50-60% of average
consumption). This is expected to result in a) faster response in market, b) smaller teams with better focus, c) better execution, and d) better infrastructure for improved delivery standards.
Valuation and view: During the last two years of consumer demand slowdown, HUVR built strong fundamentals through distribution expansion, cost savings in P&L and sharper in-market execution on innovations. This has bolstered its ability to respond to the competitive forces faster. However, valuations at 39x FY16E and 33x FY17E EPS are rich, in our view. Maintain Neutral with a target price of INR875 (35x FY17E EPS).
Hindustan Unilever
9 June 2015 3
Sales up 9.9% in FY15; domestic volume growth remains soft HUVR posted sales growth of 9.9% YoY to INR308b, with even volume and
price/mix-led growth. Volume growth of 4.8% was slightly better than 4% in FY14, but lower than the five-year average volume growth (7.5%). Demand environment remained soft across categories, channels and geographies, as per the management. Soaps & detergents segment contributed 43% of incremental value growth, while personal products segment contributed 32%.
Exhibit 1: HUVR posted 11.8% sales CAGR over FY11-15
Source: Company, MOSL
Exhibit 2: …with even volume and price/mix-led growth in FY15
Home and Personal Care A. Soaps & detergents (48% of sales): Soaps and detergent segment sales increased 8.7% in FY15 (v/s 7.7% in FY14), with underlying volume growth of 3%. EBIT margin expanded 60bp YoY to 13.7% despite increased brand spends. Soaps: The segment posted subdued volume growth, with pricing cuts initiated
across brands in 2HFY15 to pass on the raw material softening benefit and drive the incipient volume growth (PFAD prices have corrected 23% YoY). Brand Lifebuoy crossed INR20b in sales and attained its highest ever market share in FY15.
Detergents: The segment growth was largely driven by price hikes and mix improvement. However, for HUVR, premiumization continued with Surf (driven by Surf Excel Easy Wash) and Comfort posting high double-digit growth. Within Rin, bars portfolio continued to lead upgradation while growth for the powders portfolio moderated. Despite its re-launch in FY14, Wheel powder witnessed muted growth during FY15. The three laundry brands— Surf, Wheel and Rin—are now INR20b brands, with Surf being the largest brand for HUVR.
Household Care segment posted healthy double-digit growth, led by Vim (tub and liquids portfolio). HUVR introduced a new sku of 250gm in the tub segment to complement its existing offering in 500gm.
Exhibit 6: S&D revenues clocked 12.5% CAGR over FY10-15..
Source: Company, MOSL
Exhibit 7: ..while PP posted 12.3% revenue CAGR
Source: Company, MOSL
B. Personal products: Personal Products sales growth was 10.9% in FY15 (v/s 8.7% in FY14), impacted by weak discretionary consumption. Underlying volumes posted 6% growth, an over 4% in FY14. EBIT margin expanded 150bp YoY to 26.9% (v/s 25.5% in FY14). Skin care posted modest growth in a slowing market. Face care segment
delivered growth ahead of markets across skin lightening, anti-ageing and men’s formats. FAL delivered healthy growth post its re-launch in FY14. Ponds delivered double-digit growth, buoyed by skin lightening and talc portfolios. During FY15, Pond’s also forayed into the male grooming segment with the launch of Pond’s Men (face washes and moisturizers). Lakme sustained its growth momentum with the launch of a new hydration range Lakme Absolute.
Hair care continued its robust performance and posted volume-led double-digit growth, with both Dove and Clinic Plus posting strong double-digit growth. TRESemme portfolio performed well and HUVR launched a new variant called
82.7 87.9 106.4 127.0 136.8 148.8
14.3
9.5
11.6
12.7 13.1 13.7
FY10 FY11 FY12 FY13 FY14 FY15
S&D-Net Sales (INR b) EBIT margin (%)
50.5 58.4 65.9 74.7 81.2 90.1
25.7 25.6
26.5
26.1
25.5
26.9
FY10 FY11 FY12 FY13 FY14 FY15
PP-Net Sales (INR b) EBIT margin (%)
Hindustan Unilever
9 June 2015 6
“Spa Rejuvenation”. Toni&Guy was further rolled out in key premium outlets during FY15.
Oral care growth moderated due to increased competitive and promotional intensity. Re-launch of Pepsodent Gum Care has been successful, as per the management. Close Up forayed into the premium segment with the launch of Closeup Diamond Attraction.
Within the Deodorant segment, HUVR launched Axe Signature to foray into the perfume spray segment. During FY15, Unilever also commissioned a deodorant manufacturing facility in Khamgaon to cater to the Asian market.
Exhibit 9: But Packaged Foods profitability continued to trend up
Source: Company, MOSL
Food and Beverages Sales growth picked up slightly (12.2%) during FY15, with a slight margin contraction (down 40 bp YoY). Beverages segment recorded 9.7% revenue growth, with 5% volume growth and
broad-based growth across tea and coffee. However, benign commodity costs impacted pricing growth during 2HFY15. Taj Mahal and 3 Roses continued to drive premiumization while Red Label aided in attracting new consumers from the unbranded segment. Instant coffee segment posted healthy growth, with Bru Gold performing well. EBIT margin contracted 60bp YoY in to 16.9% in FY15.
Packaged foods delivered 15% sales growth, with strong performance in Kissan (double-digit growth, led by product activation) and Knorr in the soups portfolio. HUVR re-launched the entire Kissan range with new packaging. Within the desserts portfolio, HUVR re-launched Brown & Polson and Rex brands—the initial response for which was positive, as per the management. Within the bakery segment, Modern Foods maintained its leadership in various markets.
Frozen desserts segment delivered double-digit growth and improved margins. Post the successful launch, Magnum was extended into Delhi and Kolkata during FY15.
21.4 23.4 26.2 29.7 33.1 36.3
14.9 15.3 14.0
16.0
17.5 16.9
FY10 FY11 FY12 FY13 FY14 FY15
Bev-Net Sales (INR b) EBIT margin (%)
7.3 9.0 13.6 15.1 16.5 18.9
2.3
3.6
1.8 2.5
3.7 4.4
FY10 FY11 FY12 FY13 FY14 FY15
Processed Foods-Net Sales (INR b) EBIT margin (%)
Hindustan Unilever
9 June 2015 7
Increased focus on innovation in the last three years
Exhibit 10: Axe launches new range of perfumes under “Axe Signature”
Source: Company, MOSL
Exhibit 11: TRESemme added a variant “Spa Rejuvenation”
Source: Company, MOSL
Exhibit 12: Vim introduced a 250gm sku in the tub format bar
Source: Company, MOSL
Exhibit 13: Pureit launched Ultima with RO+UV technology
Source: Company, MOSL
Exhibit 14: Closeup forayed in the premium whitening segment
Source: Company, MOSL
Exhibit 15: Re-launch of Pepsodent GumCare
Source: Company, MOSL
Exhibit 16: Men’s range of products introduced under Pond’s
Source: Company, MOSL
Exhibit 17: New range under Lakme
Source: Company, MOSL
Hindustan Unilever
9 June 2015 8
Other levers of growth Reorganized Go–To-Market (GTM) operations (WIMI) + E-commerce
Strategy
Project WIMI (Winning in Many Indias): HUVR has launched Project WIMI to better focus on market execution and store throughput. As part of this project, it has added branches in UP, MP, Bihar, Chattisgarh and Rajasthan. It now has five branches and 14 consumer clusters v/s four branches earlier. The combined population of these is ~500mn, with much lower per capita consumption and penetration v/s average levels (50-60% of average consumption). This is expected to result in a) faster response in market, b) smaller teams with better focus, c) better execution, and d) better infrastructure for improved delivery standards.
Thus, we believe HUVR is well placed to capitalize on the expected demand recovery. To illustrate this, we highlight the example of market share gains in soaps.
Exhibit 18: Project WIMI to ensure better focus on market execution and store throughput
Source: Company, MOSL
HUVR has also developed a comprehensive e-commerce strategy and execution
roadmap to drive higher growth from this channel in the coming years. HUVR is test marketing Hamarashop.com in select markets to understand the market opportunity in this segment.
Hindustan Unilever
9 June 2015 9
Financial performance RoE contracts, but still in triple digits; FCF declines led by higher WC
HUVR posted sales growth of 9.9% during FY15, led by 4.8% volume growth v/s 4% in FY14. However, correction in input costs during 2HFY15, led by softening in crude and crude derivative prices, provided margin tailwinds. We note PFAD and LAB prices have corrected by 23% and 25% YoY, respectively. Excise duty (as a percentage of sales) increased 70bp YoY to 6.3% due to phase-out of excise benefits.
HUVR has initiated price cuts in the soaps portfolio to pass on the benefits of raw material correction. In detergents, it continues to focus on volume promotions on price point packs and price-offs in bulk packs. Overall price cuts in the soaps & detergents portfolio would be ~10%, in our view. However, price cuts/discounts have not yet changed the volume trajectory materially—as per the management. While activities from local unbranded players have increased, competition from organized players remains rational QoQ—as per the management. In our view, this is a positive development and also strengthens our belief that HUVR is managing this RM downturn cycle much better than in the past (FY09).
Gross margin expanded 30bp YoY to 49.1%, led by benign commodity costs. However, lower ad spends (down 30bp YoY to 12.6%) and lower input costs led to EBITDA margin expansion of 60bp YoY to 16.6%. Royalty increased 50bp YoY to 2.4%.
Exhibit 19: Gross margin expanded 30bp in FY15
Source: Company, MOSL
Exhibit 20: …while EBITDA margin expanded 60bp
Source: Company, MOSL
Exhibit 21: A&P spends down 30bp in FY15
Source: Company, MOSL
Exhibit 22: Royalty expenses expanded 50bp in FY15
Source: Company, MOSL
49.9
48.9
46.9
47.7
48.8 49.1
FY10 FY11 FY12 FY13 FY14 FY15
Gross Margin (%)
15.5
13.6
14.9 15.5
16.0 16.6
FY10 FY11 FY12 FY13 FY14 FY15
EBITDA Margin (%)
13.5 14.0
11.9 12.5
12.9 12.6
FY10 FY11 FY12 FY13 FY14 FY15
Ad spend (%)
0.9
1.4 1.3 1.5 1.9
2.4
FY10 FY11 FY12 FY13 FY14 FY15
Royalty (%)
Hindustan Unilever
9 June 2015 10
Exhibit 23: EBITDA grew 14.1% in FY15
Source: Company, MOSL
Exhibit 24: Recurr. PAT posted 6.5% growth in FY15 due to 420bp increase in tax rate
Source: Company, MOSL
Exhibit 25: LAB prices are down 25% YoY…
Source: Bloomberg, MOSL
Exhibit 26: ...while PFAD prices have corrected by 23% YoY
Source: Bloomberg, MOSL
Exhibit 27: HDPE prices are down 14% YoY
Source: Bloomberg, MOSL
Exhibit 28: Packaging cost contracted marginally during FY15
Source: Company, MOSL
HUVR posted one-off gain of INR5.3b, primarily due to disposal of surplus
properties and subsidiaries. Overall cash conversion cycle went up two days over FY14 due to lower payable
days (down six days YoY). However, RoE decelerated from 120% to 108% (still in triple digits), led by lower PAT growth on account of increase in tax rate (up 420bp YoY in FY15).
Dividend payout stood at 86%, excluding tax. HUVR spent INR4.9b on capex during FY15 (INR5.1b in FY14). It has expanded its
gross block by 1.2x since FY10 to INR44b.
27.5 26.8 32.9 40.0 44.8 51.0
-9.5 -2.6
22.9 21.6
11.8 14.1
FY10 FY11 FY12 FY13 FY14 FY15
EBITDA (INR b) EBITDA growth (%)
21.0
21.0 25.7 31.9 35.6 37.9
-15.9
-0.2
22.6 23.9
11.5
6.5
FY10 FY11 FY12 FY13 FY14 FY15
PAT (INR b) PAT growth (%)
115.1
138.1 125.1
98.1
89.1
70
90
110
130
150
Mar
-12
Jun-
12
Sep-
12
Dec
-12
Mar
-13
Jun-
13
Sep-
13
Dec
-13
Mar
-14
Jun-
14
Sep-
14
Dec
-14
Mar
-15
LAB Price by RIL (INR/Kg)
42,797
57,753
29,466
48,341
37,084
37,089
25,000
34,000
43,000
52,000
61,000
Mar
-12
Jul-1
2
Nov
-12
Mar
-13
Jul-1
3
Nov
-13
Mar
-14
Jul-1
4
Nov
-14
Mar
-15
Palm Fatty Acid price (INR/MT)
50
75
100
125
150
25
40
55
70
85
Mar
-12
Jun-
12
Sep-
12
Dec
-12
Mar
-13
Jun-
13
Sep-
13
Dec
-13
Mar
-14
Jun-
14
Sep-
14
Dec
-14
Mar
-15
Liquid Paraffin (INR/Lt)-LHS
HDPE (INR/kg)-RHS
7.7
8.6 8.7
7.9
8.2 8.1
FY10 FY11 FY12 FY13 FY14 FY15
Packaging Material as percentage of sale
Hindustan Unilever
9 June 2015 11
Exhibit 29: Cash conversion cycle deteriorates marginally due to higher payable days
Exhibit 31: FCF declined in FY15 due to higher tax rate and increased WC
Source: Company, MOSL
Exhibit 32: FCF to PAT conversion down but still healthy
Source: Company, MOSL
Valuation and view: Fundamentals strong, but valuations expensive During the last two years of consumer demand slowdown, HUVR built strong
fundamentals through distribution expansion, cost savings in P&L and sharper in-market execution on innovations. This has bolstered its ability to respond to the competitive forces faster, which is already visible in its faster response to market (price cuts, promotions, etc).
Combination of benign raw material environment and improving demand environment should augur well going ahead for HUL.
However, valuations at 39x FY16E and 33x FY17E EPS are rich, in our view. Maintain NEUTRAL with a target price of INR875 (35x FY17E EPS).
Key risks: a) Prolonged periods of deflationary environment, which can rob the consumer companies of pricing power; b) deep-pocket players like P&G may engage in price war/irrational competition to gain market share.
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