RE: Applied Nutrition nearer float = good news for our partnership valuation15 Apr 2024 12:01
True Rizzel, the overall market is growing but the challenge is competition. On the premium side Glanbia dominate because of established retail distribution, while on production side they control the chain enabling highest quality product (comparing favourably on metrics like protein per kg, less sugar/saturated fat, the kind of details those willing to pay more pay attention to).
On the mid to low low end MP operate in buying whey wholesale, ultimately all these brands are selling the same underlying product at same price, with packaging/marketing being the only real difference. With this lack of competitive moat marketing spend has to leap and prices kept low just to maintain market share. We've seen what that does to margins. It doesn't helps that anyone can start an Amazon marketplace or Shopify store and pay for some influencers, barriers to entry are low. Even Amazon getting on the act with their own branded whey has to be a concern.