Last updated: 13:14 / Monday, 8 September 2014
Morningstar Research

Consumers in Emerging Markets: Identifying the Consumer Staples Companies Poised to Benefit

Imagen
Consumers in Emerging Markets: Identifying the Consumer Staples Companies Poised to Benefit
  • Morningstar publishes research report about consumers in emerging markets; identifies consumer staples companies poised to benefit
  • Ambev, Coca-Cola, Diageo, ITC, Philip Morris International, Unilever, United Breweries, Wuliangye Yibin, and Yum Brands
  • In the report, Morningstar equity analysts evaluated five emerging-markets regions: China, India, Latin America, Central and Eastern Europe, and Africa
  • The Latin American market is attractive for consumer staples companies, as population, per capita incomes, and urbanization rates are all expected to grow

Morningstar has published its latest Consumer Observer research report, this time exploring the growth potential of consumer staples companies with exposure to emerging markets. In its report, "Investing in the Emerging Market Consumer—Why Companies with Moats are Poised for Outsized Returns," Morningstar equity analysts found that companies with economic moats, or sustainable competitive advantages—more specifically, companies with brand portfolios across multiple pricing tiers and expansive distribution networks—are best positioned to monetize consumer demand in emerging markets.

Morningstar analysts identified the following consumer staples companies as poised to benefit from positive growth trends in emerging markets: Ambev, Coca-Cola, Diageo, ITC, Philip Morris International, Unilever, United Breweries, Wuliangye Yibin, and Yum Brands.

"Population growth, private investment, and urbanization are all conducive to creating wealth in emerging markets. Disposable income gradually increases over time as consumers shift from rural to urban settings and trade agricultural jobs for positions in the manufacturing, service, and technology industries. Companies with recognizable brands available at multiple price points will have the most success reaching a larger pool of customers," R.J. Hottovy, Morningstar's consumer equity strategist, said.

"Expanding the consumer base will also require significant infrastructure upgrades in emerging markets. Regulatory and geopolitical considerations will play a large role in foreign direct investment as each country looks to strike a balance between protecting local companies and encouraging foreign investment. We think larger multinational corporations have the balance sheets and access to capital to absorb the effect of new legislation."

In the report, Morningstar equity analysts evaluated five emerging-markets regions: China, India, Latin America, Central and Eastern Europe, and Africa. Analysts reviewed demographic trends, including population growth; driving factors of wealth creation, such as urbanization and private investment; the structure of local consumer industries; and regulatory and geopolitical concerns. Morningstar also analyzed the infrastructure needs of each emerging-markets region, as well as the strategies that consumer staples companies deploy when looking to enter or expand in a given region.

Key takeaways of the report include:

  • Favorable demographic and urbanization trends will be fundamental longer-term consumption drivers in China. Additional catalysts include the growth of China's middle class, expanded Internet and broadband adoption, and government policy changes.
  • India is poised to see continued population growth of approximately 1 percent annually as the working-age populace also grows as a percentage of the total population, while regulatory issues and foreign direct investment restrictions remain headwinds to the success of some global consumer staples companies.
  • The Latin American market is attractive for consumer staples companies, as population, per capita incomes, and urbanization rates are all expected to grow. Meanwhile, inflationary pressures and relatively poor infrastructure continue to present disadvantages to consumer staples companies looking to enter the market.
  • Some countries in Central and Eastern Europe are the most mature of the emerging-market regions evaluated in the report, because of the region's transition to free markets, highly educated workforce, and relative economic stability. However, an aging population and lacking infrastructure will hamper opportunities for consumer staples companies.
  • Africa will become an increasingly strategic region for consumer staples companies over the next several years, driven by its large, young, and rapidly growing population; increasingly favorable regulatory reform; and urbanization and the resulting wealth creation among consumers in Africa. Angola, Ethiopia, Kenya, and Nigeria are key burgeoning Africa markets, in addition to South Africa.
menu
menu