The Clorox Company (CLX), The Procter & Gamble Company (PG), Kimberly Clark Corp (KMB): Is This Iconic Company’s Moat Disappearing?

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The Clorox Company (NYSE:CLX) is home to some of the most profitable brands in the world, but many investors fear that the company’s recent revenue weakness is a sign of a worrisome consumer shift toward private-label products. The Clorox Company (NYSE:CLX) derives most of its economic profit from brand equity alone, so if consumers decide brands are no longer important, then Clorox’s moat is toast.

Can private labels undercut iconic brands?

The Clorox Company (NYSE:CLX), Hidden Valley, and Brita are just a few of the market-leading consumer brands in Clorox’s portfolio. The company has historically generated high returns on capital — in the 20% to 30% range — because the earning power of its brands now far exceed the necessary marketing and research spending necessary to maintain the brands’ value. In a way, The Clorox Company (NYSE:CLX)’s portfolio of brands is like a stock portfolio that compounds at over 20% each year — that’s pretty valuable.

The Clorox Co (NYSE:CLX)But competitive forces seek to limit the company’s growth and put pressure on its profitability. Private-label products are abundant in the household products market, which means lower-priced products are displayed next to Clorox’s higher-priced branded products.

Worried investors point to the company’s dependence on just a handful of retail channels; five retailers accounted for 44% of Clorox’s revenues in 2012, including 26% through Wal-Mart. If any of its top five retailers were to drop Clorox’s brands entirely, the company’s value would be significantly impaired.

However, a large abandonment of The Clorox Company (NYSE:CLX)’s products is unlikely. Strong brands drive traffic to stores, and stores that do not carry certain brands will get less traffic. If a customer cannot buy Clorox bleach at Target, that customer may go to Wal-Mart for bleach and the rest of her shopping items.

More likely, shelves will become more and more crowded with private-label products receiving more prominent placement than they were traditionally given. The Clorox Company (NYSE:CLX) has taken steps to reduce exposure to product categories — like trash bags — where consumers care more about price than brand.

But the majority of the company’s brands should remain relatively immune to the private-label trend. Since 2005, the company has aggressively raised prices across the board, with nearly all of the price increases still in place today. This would not be possible if the company’s brands were under fire from knock-offs.

Margins are under pressure, but not from private labels

Private-label products are a minor annoyance for Clorox, not a moat destroyer. The real pressure on margins comes from rising input costs, which have also affected rivals The Procter & Gamble Company (NYSE:PG) and Kimberly Clark Corp (NYSE:KMB).

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