* Sticking with our 2015 resolution of more Food
We raised our coverage view of Food to Neutral from Cautious in January on the view that industry challenges were understood and risk of value creating corporate actions was rising (e.g., cost cuts, M&A, restructuring). This remains our view today and we continue to expect management teams to take emboldened steps to create value in the wake of the pending Heinz- Kraft merger. Meanwhile we see risk that the macro drivers of a strengthening dollar and rising rates return to the forefront later this year and see HPC as most susceptible in our coverage universe, making us more cautious on HPC.
* Let the General ride again; GIS up to Neutral
We maintain a guarded stance on US-centric packaged food and see risk the industry suffers a multi-year rebasing of gross margins as portfolios are rebalanced to align with shifting demand patterns. In fresh analysis detailed in a separate report today (Millennials Munching) we detail why we see GIS as further along than peers in shifting to meet the demands of the critical Millennial generation. Our analysis leads us to raise our fundamental forecast and valuation targets for GIS. With added event optionality, we find reason to move off our Sell rating and upgrade GIS to Neutral.
* More cautious on HPC; CL down to Sell, CHD down to Neutral
CL sits in the cross-hairs of some of the largest risks in HPC. Its FX exposure is substantial and we believe the margin implications are underestimated. Our EPS estimates are 3-5% below consensus and we see potential for up
to 11% incremental downside if GS Macro Research forecasts prove correct. And like US-based peers, it faces risk of competitive threats from EU competitors (FX funded flexibility vs. US peers) and local/regional competitors, both of which may limit pricing power outside of LatAm. The exposure is not dissimilar to PG and KMB, but CL has outperformed each and we expect relative underperformance going forward. While the macro backdrop still favors US-centric names, in our opinion, the confluence of limited upside to our price target and emergence of new competitive threats in US laundry cause us to downgrade CHD to Neutral from Buy. The new threat in laundry comes from Henkel and appears positioned as a direct threat to PG’s Tide, but we see risk that PG reacts to stop it in its tracks, putting at risk our view that CHD would benefit from a less competitive laundry environment.