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Morgan Stanley Upgrades Nutritional Snack Company, Citing Competitive Advantage

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Simply Good Foods Positioned for Success, Says Morgan Stanley

According to Morgan Stanley, Simply Good Foods has a competitive advantage over its market competitors due to its diverse product offering. The firm recently upgraded Simply Good Foods to an overweight rating from equal-weight, while also raising its price target to $40 from $37. This suggests a potential upside of 18% from the company's recent closing price of $33.86. Despite a nearly 11% decline in shares since the beginning of the year, analyst Pamela Kaufman sees this as an attractive buying opportunity.

Benefiting from Shifting Consumer Preferences

Kaufman believes that Simply Good Foods stands to benefit from the changing consumer preferences towards healthier choices that support weight management and an active lifestyle. The analyst highlights the rapid growth of the "Active Nutrition" category, which has seen a compounded annual growth rate (CAGR) of 14% over the past five years and is valued at approximately $10 billion. Simply Good Foods' portfolio of high protein, low carb, and low sugar snacks across multiple categories positions them well to capture this market trend.

Above-Average Growth and Valuation Premium

In addition to its product offering, Simply Good Foods has demonstrated above-average topline growth within the packaged food industry. While Kaufman expects the company's sales growth to slow to 5.1% in 2024 compared to its 5.8% average growth between 2023-2025, she still views this rate favorably compared to competitors. The solid topline growth outlook of Simply Good Foods is becoming increasingly rare in an industry facing slowing growth, which should support the company's valuation premium. In conclusion, the recent upgrade by Morgan Stanley highlights Simply Good Foods' competitive advantage and potential for success. With a diverse product offering that aligns with shifting consumer preferences and above-average growth within the industry, Simply Good Foods is well-positioned for future growth and profitability.


The analysis of Simply Good Foods by Morgan Stanley offers valuable insights for new businesses, especially those in the food and beverage industry. The company's diverse product offering, alignment with consumer preferences, and above-average growth provide a blueprint for success that other businesses can learn from.

Adapting to Consumer Preferences

One key takeaway is the importance of adapting to shifting consumer preferences. As seen with Simply Good Foods, offering products that align with current health trends can provide a competitive edge. New businesses should stay attuned to market trends and be ready to pivot their product offerings to meet evolving consumer demands.
Topline Growth and Valuation
Another lesson is the significance of topline growth. Despite a slowing industry, Simply Good Foods has managed to maintain above-average growth, supporting its valuation premium. New businesses should focus on strategies that drive revenue growth, as this can enhance their appeal to investors and support a higher valuation. In essence, the success of Simply Good Foods serves as a case study for new businesses. By aligning with consumer trends and focusing on topline growth, new businesses can position themselves for success and potentially attract positive attention from analysts and investors.
Story First Published at: https://www.cnbc.com/2023/09/18/this-nutritional-snack-company-has-a-leg-up-on-competitors-morgan-stanley-says-in-upgrade.html
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