Yakult stock downgraded—JPMorgan highlights declining brand power and profit outlook

Published 11/12/2024, 08:16
Yakult stock downgraded—JPMorgan highlights declining brand power and profit outlook

On Wednesday, JPMorgan initiated coverage on Yakult Honsha Co Ltd. (2267:JP) (OTC: YKLTY), assigning an Underweight rating to the stock along with a price target of JPY 2,500.00. The firm highlighted the company's distinctive marketing approach, which includes a home delivery system known as Yakult Ladies, as a notable aspect of the business.

Yakult Honsha has experienced mixed fortunes across its markets. In Japan, the company's Yakult 1000 product achieved significant popularity, contributing to robust earnings. Similarly, the brand has seen vigorous activity in Mexico, where its unique marketing strategies have yielded positive results. However, the company is encountering challenges due to a reactionary dip following the previous success of its hit products in the Japanese market.

The situation in China presents further difficulties for Yakult Honsha, where the company is the second-largest in terms of sales volume after Japan. Here, earnings have suffered due to diminishing brand power, an issue that JPMorgan anticipates will continue to affect the company's performance. The firm's projections indicate an expectation for operating profit to decline through the fiscal year 2026, contrary to the Bloomberg consensus, which forecasts an increase in operating profit.

JPMorgan remains hopeful for a potential improvement in Yakult's earnings over the medium term. This optimism is contingent upon the company's ability to enhance its brand recognition through stronger product initiatives and marketing efforts. The firm's analysis suggests that these strategic changes could eventually lead to a recovery in Yakult Honsha's financial performance.

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