Henkel’s CEO Carsten Knobel updated the company’s midterm ambition following the announcement of the customer unit formation

Business Strategy and Outlook

In January 2022, Henkel announced the decision to combine two of its business units (beauty care, and laundry and home care) into one consumer unit in an attempt to achieve more synergies in its customer and channel execution after years of subpar performance, especially in North America. While it is held that operating an overall larger portfolio is important in driving customer management, it is probable to have limited upside in terms of growth as there is little marketing and innovation expertise to be shared between the units. Moreover, large competitors in the space are moving in the opposite direction, with Unilever for instance recently announcing that it would move from three divisions to five business groups, with each responsible for end-to-end strategy and execution.

Nonetheless, Henkel’s CEO Carsten Knobel updated the company’s midterm ambition following the announcement of the customer unit formation. The firm now targets midterm organic sales growth of 3%-4%, up from 2%-4% previously, along with mid- to high-single-digit adjusted EPS growth at constant currencies, free cash flow expansion, and an adjusted EBIT margin of 16%. Notably, this level of adjusted EBIT margin falls below the peak level of 18% achieved in 2018, signalling that management is recognizing that some of the recent higher investment in marketing and innovation would not be temporary, with limited margin opportunities remaining. Given the firm’s track record, it is projected a 16% medium-term adjusted EBIT would imply an improvement in competitiveness in the consumer space, which is not seen to be likely, at this time. That applies to the top line as well, and it is alleged that the measures announced thus far do not warrant an increase in growth expectations. In order to hit its midterm ambitions, it is grasped that more drastic portfolio decisions must be made, which should include further trimming of the brand portfolio, a clear plan to address the underperformance in North America and in the beauty care segment, as well as providing more clarity regarding the adhesive’s unit, which has been overlooked to some extent and unjustly punished for underperformance on the consumer side.

Financial Strength

Henkel has a strong balance sheet, and it has historically been run with very conservative levels of leverage. Even at the time of the acquisition of the Sun Products corporation in 2016, which was financed with debt, debt/EBITDA only increased to about 1 time. It has remained fairly stable at around 1 time since then, with net debt/EBITDA declining, averaging around 0.5 times over the last 5 years, significantly below large-cap consumer staples peers for which the average is closer to 2.0 times. Acquisitions have declined in importance since the Sun Products purchase, but remain an integral part of management’s stated strategy. To this point, one of the reasons given for the formation of the Henkel Consumer Brands segment was to enable the company to step up its active portfolio management, both in terms of divestment or discontinuations of noncore brands and businesses, and by creating a stronger basis for acquisitions across the consumer space. The restructuring of the business will only be completed in 2023, so it is unlikely to see a massive transformative initiative until at least 2024. In the absence of acquisitions, however, Henkel is unlikely to need to raise capital, and even given experts’ unambitious mid-single-digit estimate of EBITDA growth over analysts’ five-year forecast period should ensure that the net debt/EBITDA ratio remains controlled for the foreseeable future, all else equal.

Bulls Say’s

The combination of the beauty care and the home care segments under one roof in the consumer segment should result in more rapid and material portfolio decisions.
Henkel offers plenty of balance sheet optionality and should be able to pursue targets ranging from bolt-on to transformative.
Henkel’s clear market leadership in adhesives technologies through its differentiated and customizable offering gives it a unique position to benefit from secular trends around lighter yet strong materials and energy efficiency.

Company Profile

Two distinct customer groups comprise Henkel. The consumer segment (around 50% of consolidated 2021 sales) is laundry and home care, including the Persil and Purex laundry detergent brands, and beauty care, including the Schwarzkopf brand in hair care, and the Dial brand in hand soap. The adhesives technologies segment makes up the remaining 50% of sales. Sales from Western Europe accounted for 30% of the firm’s consolidated total in 2021, while Asia-Pacific and North America accounted for 17% and 25%, respectively.

(Source: MorningStar)

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