Investment Rating - The report initiates coverage with an OUTPERFORM rating for Softcare, indicating a positive outlook compared to the market [1][2]. Core Insights - Softcare is positioned as a leading player in the hygiene products sector within emerging markets, focusing on localized deployment to build a competitive moat [1][4]. - The company has a strong market presence in Africa, with leading market shares in baby diapers (20.3%) and sanitary napkins (15.6%) based on 2024 sales volume [4][9]. - The growth drivers include demographic advantages and low penetration rates in the hygiene products market, which present significant growth potential [4][29]. Financial Performance - Revenue projections for Softcare show a steady increase, with expected revenues of $551 million in 2025, representing a 21% year-over-year growth [7]. - Net profit is projected to reach $112 million in 2025, reflecting a 14% increase from the previous year [7]. - The company maintains a gross profit margin (GPM) of approximately 34.2% for 2025, indicating stable profitability [7][24]. Market Dynamics - The African market for baby and female hygiene products is characterized by a young population and increasing urbanization, which are expected to drive demand [28][29]. - The penetration rates for baby diapers and sanitary napkins in Africa are significantly lower than in developed markets, suggesting ample room for growth [29][31]. - The report highlights that the African hygiene products market is projected to grow at a compound annual growth rate (CAGR) of 7.9% from 2025 to 2029, outpacing other regions [33]. Competitive Advantages - Softcare has developed a diversified brand strategy with over 340 SKUs across four core categories, enhancing its market reach [5]. - The company has established a localized production model with eight factories across eight African countries, which reduces costs and improves supply chain efficiency [5][6]. - A multi-channel sales network has been developed, reaching over 80% of the local population in key markets [5]. Future Growth Strategy - Softcare plans to replicate its successful African model in Latin America and other emerging markets, aiming to create a sustainable second growth curve [6]. - The company is focused on expanding its product categories through both organic growth and strategic acquisitions [6]. Valuation - The report assigns a target price of HK$40.50, based on a price-to-earnings (P/E) ratio of 25x for 2026, reflecting the company's strong market position and growth potential [7].
乐舒适（02698）：首次覆盖：聚焦新兴市场卫生用品赛道，本土化布局构筑竞争护城河