Business Strategy and Outlook
As at-home food consumption remains elevated during the pandemic, consumers are finding favor with General Mills’ offerings, as shown by increases in household penetration and repeat purchase rates in most categories. It is expected that this lift will largely be temporary, with consumers gradually returning to activities outside of the home, returning away-from-home food expenditures to half, as it was prior to the pandemic. But it is also expected that a lasting benefit for General Mills’ pet food business exist, given the high-single-digit increase in pet adoptions during the crisis.
General Mills has earned a narrow moat rating for its preferred status with retailers, strong brand equities, and cost edge. Due to evolving nutritional preferences, consumers have been shifting from processed fare to fresh, natural options, causing General Mills’ categories to slow. In response, the firm laid out its Accelerate strategy in 2021, which calls for the company to overhaul its marketing and innovation processes. Specifically, the firm will shift media investments to digital formats to better align with consumer media consumption, it will launch bolder innovations with a faster speed to market, it will be a force for good-with purpose-driven brands–and it will invest in data analytics (leveraging proprietary data from its Box Tops program and brand websites) to drive growth. Further, the firm will reshape its portfolio by divesting 5% of sales that dilute growth and will acquire growing businesses that strengthen its five global platforms (cereal, pet, ice cream, snack bars, Mexican) or its positioning in its eight core markets (U.S., Canada, France, U.K., Australia, China, Brazil, and India).
Financial Strength
General Mills has generally maintained a net debt/adjusted EBITDA ratio of under 3 times, although the fiscal 2018 acquisition of Blue Buffalo increased the metric to 4.8 times. But in fiscal 2021, the firm reduced leverage to below 3 times, returning the firm to its pre-acquisition capital allocation priorities of 1) capital expenditures, 2) dividend growth, 3) strategic acquisitions, and 4) share repurchases. In September 2020, General Mills implemented its first dividend hike since the tie-up, in the spring of 2021 it resumed share repurchases, and in July it closed on its $1.2 billion acquisition of no-moat Tyson’s pet snacks business. General Mills generates a significant amount of free cash flow (cash flow from operations less capital expense), averaging 15% of sales over the past three years, generally in line with our 14% annual average over the next five years.
Bulls Say
- General Mills’ pet food business should benefit from the high-single-digit increase in pet adoptions during the pandemic. Its BLUE brand has been growing rapidly, as on-trend innovations are resonating with consumers.
- The firm is modernizing its brand-building capabilities, with shortened lead times for new product launches and advertising budgets that are shifting to digital formats where consumers are spending more time.
- General Mills’ well-developed Strategic Revenue Management and Holistic Margin Management programs should help the firm offset steep cost inflation.
Company Profile
General Mills is a leading global packaged food company that produces snacks, cereal, convenient meals, yogurt, dough, baking mixes and ingredients, pet food, and superpremium ice cream. Its largest brands are Nature Valley, Cheerios, Old El Paso, Yoplait, Pillsbury, Betty Crocker, BLUE, and Haagen-Dazs. In fiscal 2021, 75% of its revenue was derived from the United States, although the company also operates in Canada, Europe, Australia, Asia, and Latin America. While most of General Mills’ products are sold through retail stores to consumers, the company also sells products into the food-service channel and the commercial banking industry
(Source: Morningstar)
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Any advice/ information provided is general in nature only and does not take into account the personal financial situation, objectives or needs of any particular person.