Hindustan-Unilever-21-11-2022-icici Search Report
Hindustan-Unilever-21-11-2022-icici Search Report
Hindustan-Unilever-21-11-2022-icici Search Report
Company Update
with more than 50 brands across categories. It is the market leader in fabric wash,
personal wash, cosmetics, shampoos and many other categories. Particulars
Particular (| crore) Amount
Presence in 15 categories with more than 50 brands, out of which 16 clock Market Capitalization 5,83,414.8
sales of more than | 1000 crore Total Debt (FY22) 0.0
Cash and Investments (FY22) 7,128.0
The company has a distribution reach of ~9.0 million (mn) outlets out of
EV 5,76,286.8
total 11 mn with a direct network of more than 3.5 mn
52 week H/L (|) 2733 / 1901
Equity capital 235.0
Analyst Meet takeaways: We attended HUL’s analyst meet to get a sense of Face value |1
backroom work behind mammoth scale of marketing, distribution & manufacturing.
Shareholding pattern
Market leadership in more than 85% of its business; i.e. market leader in
(in % ) Dec-21 Mar-22 Jun-22 Sep-22
eight categories and No. 2 in four categories
Promoter 61.9 61.9 61.9 61.9
Established 19 new brands in the last 10 years; market development FII 14.7 13.7 13.3 13.7
categories contributing | 10,000 crore (20%) to total sales DII 10.9 11.6 12.2 11.7
Others 12.5 12.8 12.6 12.7
Driving premiumisation; contribution up to 33% from 22% in a decade
Price Chart
What should investors do? HUL’s share price has gone up by 96% over the past
3000 20000
five years (from | 1265 in November 2017 to | 2481 levels in November 2022).
May-18
May-19
May-20
May-21
May-22
Nov-17
Nov-18
Nov-20
Nov-21
Nov-22
Nov-19
Key triggers for future price performance:
Home care categories have grown through premiumisation in the last HUL NIFTY
decade with premium laundry contributing 52% of volumes in 2021 vs. 31%
Recent event & key risks
in 2010. The segment has seen market share gains of 500 bps
Termination of contract for GSK
Digital demand capture is 25% of total sales with e-commerce contributing
OTC product distribution from
7-8% of sales. The biggest lever in digital demand capture is eB2B app
November 2023 (18 months
‘Shikhar’ utilised by 1 million stores
ahead of time)
In the last one year, HUL has taken a 12% price hike to counter 22% material
Key Risk: (i) Higher crude,
inflation. It has been able to drive savings to the tune of 7% through cost
adverse currency movement
rationalisation measure. HUL is looking to recoup lost gross margins
may continue to pressurise
margins ii) Rural growth revival
Alternate Stock Idea: Besides HUL, we like TCPL in our FMCG coverage.
may see faster volume recovery
Strong innovation & premiumisation strategy in salt, tea, Sampann & Soulful
Research Analyst
in the Indian market expected to drive sales & margins
We value the stock at | 950 with BUY rating Sanjay Manyal
[email protected]
Overall premium products are contributing 33% to sales in FY22 vs. 22% in
FY12. Moreover, digital demand capture is close to 25% vs. nil a decade ago
In beauty & personal care (BPC) segment, the company has seven | 1000
crore turnover brands. i.e. ‘Glow & Lovely’, ‘Lifebuoy’, ‘Dove’, ‘Ponds’, ‘Lux’,
‘Clinic-Plus’ and ‘Lakme’
The company has adopted the strategy of Winning in Many India (WIMI),
leveraging digital capabilities and innovations (new product & category
launches) to grow ahead of market
The company is developing market in skin cleansing, body lotions & hair
conditions given penetration levels are merely 22%, 14% & 7%,
respectively, with the opportunity of growing penetration to 2x in future
Home care category sales & profits have grown 2.6x & 7.3x in the last decade
with 500 bps market share gains. The company saw 1000 bps improvement
in segment margin in the last six years largely through premiumisation
In home care, HUL’s volume contribution from premium laundry has done
up from 31% in 2010 to 52% in 2021 whereas mass laundry volume
contribution has come down from 58% in 2010 to 33% in 2021. Dish wash
volume has gone up from 11% to15% in a similar period
Pricing index in fabric wash is ranging from 0.8x to 2x. Surf Excel is poised
to become a US$1 bn brand. Fabric wash liquid (Surf excel & Rin) business
is more than | 2000 crore
In the fabric wash category, 68% of overall market volume constitutes the
mass segment whereas mid-price & premium category constitutes 18% &
14%, respectively. HUL’s market share in the premium segment (Surf-Excel)
is 3.5x of mass segment (Wheel) & 1.7x of mid-priced category (Rin)
Foods & refreshment category growth has been at 8.5% CAGR in the last
nine years whereas segment margin has improved from 720 bps in the
similar period. It has seen market share gains of 450 bps in Brook Bond Tea,
350 bps in Kissan ketchup, 100 bps in Kwality Walls in the last six years.
Horlicks & Boost brand have seen market share gains of 150 bps in the last
one year
In the last six years, HUL has gained significant market share in the tea
segment becoming No. 1 in the segment in value market share. The
company is driving growth in ‘Taaza’ brand by converting loose
consumption to branded. Loose tea constitutes 30% of the total tea market
In foods, Kissan & Knorr brands have been extended to adjacencies like
peanut butter, Schezwan Sauce, Pizza & Pasta Sauce. The company has
been holding more than 10% market share in modern trade in mayonnaise
and more than 15% market share in Peanut butter in South India
HFD category has seen 200 bps volume market share gain since acquisition.
HUL is driving penetration with 200 bps increase to 21.8% since acquisition.
Direct coverage has increased by 3x, with e-commerce run rate up 11x and
numeric distribution has increased to 1.3x. However, HFD category growth
was adversely impacted by high inflation in the last three quarters. The
company is driving penetration through | 5 & |10 price point smaller packs
Commodity inflation in the last one year was unprecedented and many of
these RMs are still closer to 10 years high. Palm oil & tea prices have
softened from the peak. However, crude, soda ash, barley, milk & other key
raw material prices remain at elevated levels
HUL has been using Jarvis model to understand impact on volumes with
price hikes and the company has been able to optimise price-volume
equation with this data driven model
The company is looking to build back gross margin, which is 600 bps below
Septmeber-2021 level by bridging the price cost gap. It would scale up
advertisement for core category growth, market development
HUL has seen mid-single digit volume growth along with similar pricing growth over
the years. The biggest reason for its outperformance in the last decade has been
1000 bps margin expansion by driving premiumisation trend in fabric care, skin
cleanings, hair care & foods. The company has also established many nascent
categories with low penetration and high opportunity size. HUL would be driving
growth over the next decade through these categories. Though acquisition of
nutrition portfolio has not seen any major gains in the last three years, the company
is looking to drive penetration led growth in this segment through smaller packs. We
believe HUL would be able to leverage Horlicks, boost brands by extending these in
other related products in health food space. With the softening of some commodity
prices and expected cool off in other commodities, the company would be able to
build back gross margins in the next few quarters and increase spending towards
advertisement & promotions in future. We believe HUL is poised to leverage its
brands, mammoth distribution network & digital capabilities to drive growth &
improve margin. We maintain our HOLD rating and target price of | 2800/share
Exhibit 2: Develops 19 new brands in last 10 years including five digital first brands
Exhibit 6: Hair care 400 bps market share gain in last three years
Exhibit 7: Establishing categories for future; most have low penetration & high
opportunity size
Exhibit 9: Premium fabric care market still low in volumes with high growth potential
; liquid detergents contributing | 2000 crore to sales
Exhibit 10: Gains market share & leadership in tea segment in last six years
Exhibit 11: Ice cream sales recover sharply from Covid lows
Exhibit 14: Price hikes taken in last one year to counter RM inflation
Key Metrics
Home Care Sales (LHS) Home Care Sales Growth (RHS) Personal care Sales (LHS) PC Sales Growth (RHS)
Source: ICICI Direct Research, Company Source: ICICI Direct Research, Company
Exhibit 17: Foods & refreshment revenue (| crore) and growth (%) trend
18000 15848 90.0
16000 14951 80.0
14105
13204
14000 70.0
12000 60.0
10000 50.0
7133 7450
8000 6425 40.0
6000 30.0
4000 20.0
2000 10.0
0 0.0
FY18 FY19 FY20 FY21 FY22 FY23E FY24E
Foods & Refreshment Sales (LHS) Foods & Refreshment Growth (RHS)
Exhibit 18: EBITDA margin and raw material trend Exhibit 19: PAT to grow at CAGR of 11.4% in FY22-24E
EBITDA margin (%) - LHS RM cost to sales (%) - RHS PAT (| crore) - LHS PAT Growth (YoY)
Source: Company, ICICI Direct Research Source: Company, ICICI Direct Research
Financial Summary
Exhibit 20: Profit and loss statement | crore Exhibit 21: Cash flow statement | crore
(Year-end March) FY21 FY22 FY23E FY24E (Year-end March) FY21 FY22 FY23E FY24E
Total operating Income 45,996.0 51,193.0 58,753.6 63,771.4 Profit after Tax 8,123.0 9,019.0 9,972.5 10,934.1
Growth (%) 18.6 11.3 14.8 8.5 Add: Depreciation 1,069.0 1,040.0 1,098.0 1,140.3
Raw Material Expenses 21,677.0 25,124.0 30,922.1 30,952.3 (Inc)/dec in Current Assets -866.0 -992.0 -1,481.1 134.8
Employee Expenses 2,229.0 2,399.0 2,543.2 3,074.1 Inc/(dec) in CL and Provisions 810.0 203.0 1,249.4 2,072.6
Marketing Expenses 4,737.0 4,718.0 4,913.0 6,461.8 CF from operating activities 8,957.0 8,964.0 10,838.8 14,281.8
Administrative Expenses 0.0 0.0 2,427.6 3,011.3 (Inc)/dec in Investments -1,467.0 -1,096.0 -100.0 -100.0
Other expenses 6,029.0 6,449.0 4,046.0 4,893.4 (Inc)/dec in loans & advances -532.0 -770.0 -25.0 -25.0
Total Operating Expenditure 34,672.0 38,690.0 44,851.9 48,392.9 (Inc)/dec in Fixed Assets 0.0 0.0 -1,097.0 -1,140.3
EBITDA 11,324.0 12,503.0 13,901.8 15,378.5 Others 632.0 134.0 -111.0 24.4
Growth (%) 18.0 10.4 11.2 10.6 CF from investing activities (1,367.0) (1,732.0) (1,333.0) (1,240.9)
Depreciation 1,012.0 1,025.0 1,098.0 1,140.3 Issue/(Buy back) of Equity 0.0 0.0 0.0 0.0
Interest 108.0 98.0 88.2 79.4 Inc/(dec) in loan funds 0.0 0.0 0.0 0.0
Other Income 513.0 393.0 440.2 493.0 Dividend paid & dividend tax -8,811.0 -7,519.0 -9,400.0 -10,340.0
Exceptional Income -226.5 -34.0 -34.0 -34.0 Inc/(dec) in Sec. premium 0.0 0.0 0.0 0.0
PBT 10,490.5 11,739.0 13,121.7 14,617.8 Others -469.0 -465.0 0.0 0.0
Total Tax 2,536.0 2,921.0 3,149.2 3,683.7 CF from financing activities (9,280.0) (7,984.0) (9,400.0) (10,340.0)
PAT 7,954.5 8,818.0 9,972.5 10,934.1 Net Cash flow -1,390.0 -752.0 105.8 2,700.9
Growth (%) 18.1 10.9 13.1 9.6 Opening Cash 3,130.0 1,740.0 988.0 1,093.8
EPS (|) 33.9 37.5 42.4 46.5 Closing Cash 4,321.0 3,618.0 3,723.8 6,424.7
Source: Company, ICICI Direct Research Source: Company, ICICI Direct Research
RATING RATIONALE
ICICI Direct endeavours to provide objective opinions and recommendations. ICICI Direct assigns ratings to its
stocks according -to their notional target price vs. current market price and then categorizes them as Buy, Hold,
Reduce and Sell. The performance horizon is two years unless specified and the notional target price is defined
as the analysts' valuation for a stock
Buy: >15%
Hold: -5% to 15%;
Reduce: -15% to -5%;
Sell: <-15%
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