Detailed Narrative
Cocoa Cost Strategy and Market Outlook
Mondelez has developed a clear and comprehensive chocolate strategy to navigate record cocoa prices, leveraging a robust revenue growth management (RGM) playbook, strong marketing, sales execution, agile incentives, and targeted cost savings. The company believes cocoa prices will eventually return to a more sustainable level, though higher than historical averages, and has planned for elevated prices in FY25 and FY26. Despite current volatility, management foresees a supply increase of about 10% for the year and observes initial signs of demand moderation in regions like North America.
North America Biscuit Performance and FY25 Outlook
The U.S. biscuit category is currently softer, with 0.6% growth in the last 3 months of FY24, but Mondelez improved its share by over 30 basis points in Q4. Penetration and volume per trip are holding up, with prices stabilizing or slightly declining due to new lower price point packs and increased promotional intensity. For FY25, pricing possibilities are limited, but strong activations and lower price points are expected to drive good volume growth, leading to a solid P&L.
European Market Dynamics and Chocolate Resilience
Consumer confidence in Europe is stable but subdued, with soft purchasing power and ongoing economic uncertainty. Despite this, the chocolate category shows solid value and volume growth, with elasticities holding as expected even after significant price increases (e.g., 0.37% elasticity in the UK after a 15% price hike). Mondelez saw broad-based growth and strong share performance in Europe, with Q4 chocolate net revenue up double digits, demonstrating the category's durability.
Strategic Growth Agenda Progress and Portfolio Reshaping
Mondelez is actively reinvesting in brands, expanding distribution, strengthening capabilities, and transforming its portfolio. Key initiatives include award-winning activations for Oreo and Cadbury, double-digit e-commerce growth in FY24, and significant progress in revenue growth management with new fresh snack packs. The company also acquired a majority stake in Evirth in China to accelerate growth in baked snacks and liquidated its investment in JDE Peet's to fund reinvestment and share buybacks.
Sustainability Achievements and Mindful Snacking
In 2024, Mondelez made significant strides in its sustainability objectives. Approximately 90% of the cocoa volume used in its chocolate brands is now sourced through Cocoa Life. The company reduced carbon emissions across manufacturing operations by about 38% versus its 2018 baseline and achieved 96% recyclable packaging. Furthermore, approximately 80% of snack revenue comes from mindful portion snacks, reflecting a commitment to empowering consumers to make more mindful choices.