The Hershey Company (HSY)

Executive Summary / Key Takeaways

• Hershey is undergoing a painful but necessary strategic transformation as record-high cocoa prices (70% above 2023 levels) compress core confectionery margins by nearly 900 basis points, forcing the company to accelerate its "snacking powerhouse" pivot to offset profitability erosion in its legacy business.

• The North America Salty Snacks segment has emerged as a critical growth engine, delivering 10% volume growth and stable 18% margins in Q3 2025, while the International segment's profitability collapsed from 11.8% to 5.1% year-to-date, highlighting the diverging fortunes within the portfolio.

• Management's "Advancing Agility Automation Initiative" (AAA) targets $400 million in annual savings by 2026, but the $200-250 million implementation cost through 2026 means margin recovery will be a multi-year journey, not a quick fix.

• Trading at 27.2x earnings and 16.9x EBITDA with a 2.96% dividend yield, Hershey's premium valuation hinges entirely on successful execution of three variables: cocoa price normalization, salty snacks scaling, and AAA initiative delivery.

• The investment thesis faces asymmetrical risks: if cocoa deflation materializes and the snacking portfolio gains traction, earnings could inflect positively, but further commodity volatility or volume elasticity from aggressive pricing could pressure both margins and market share simultaneously.

Setting the Scene: When America's Chocolate King Faces a Commodity Squeeze

The Hershey Company, founded in 1894 and headquartered in Hershey, Pennsylvania, built a century-long empire on the simple premise that Americans would always find room for affordable chocolate indulgence. For decades, this assumption held, allowing Hershey to command dominant shelf space, pricing power, and margins that made it a staple of dividend-focused portfolios. The company's strategic vision to become a "snacking powerhouse" since 2017—accelerated by acquisitions of Pretzels Inc (2022), Weaver Popcorn (2023), Sour Strips (2024), and LesserEvil (2025)—was meant to diversify beyond chocolate's limitations and capture incremental consumption occasions.

That strategy now faces its sternest test. Cocoa futures averaged $3.97 per pound in the first nine months of 2025, up 15% from 2024's average and a staggering 70% above 2023 levels. This isn't a temporary blip but a structural supply crisis following three consecutive deficit seasons, compounded by new U.S. tariffs and manufacturing cost inflation. The result: Hershey's gross margin collapsed 870 basis points to 32.6% in Q3 2025, while operating profit plunged 29.1% to $434.6 million. The company that once printed money selling Reese's cups now finds its core business model under siege.

Hershey's identity remains firmly anchored in confectionery. The North America Confectionery segment still represents 82% of net sales, generating $2.6 billion in Q3 alone. When this segment's margins compress from 29.3% to 21.8% year-over-year—a 760 basis point decline—it drags the entire enterprise down despite the snacking portfolio's promising growth. The investment question isn't whether Hershey can survive, but whether the company can transform quickly enough to justify its premium valuation while its cash cow business faces unprecedented margin pressure.

Business Model and Strategic Differentiation: Brands Under Pressure

Hershey makes money through three distinct segments, each facing different competitive and cost dynamics. The North America Confectionery segment leverages iconic brands—Hershey's, Reese's, Kit Kat (licensed), and Kisses—to capture impulse purchases, seasonal celebrations, and everyday indulgence. This segment's moat rests on manufacturing scale, distribution dominance in convenience and mass channels, and emotional brand loyalty that transcends price sensitivity. The salty snacks segment (SkinnyPop, Dot's Pretzels, Pirate's Booty) targets "better-for-you" positioning with premium pricing, while the International segment attempts to export Hershey's American-style chocolate to emerging markets.

The strategic differentiation lies in Hershey's manufacturing agility and brand-building expertise. The company invested over a billion dollars in chocolate capacity expansion pre-COVID, which now enables it to meet seasonal demand peaks and support innovation like the REESE'S Oreo Cup launched in July 2025. This capacity enables seasonal products to generate higher margins and drive category growth—Hershey's seasonal business grew double-digits in Q3 2025's final four weeks, gaining share while everyday confectionery faced volume pressure.

However, the moat is showing cracks. The company's decision to remove all certified Food, Drug, and Cosmetic colors from snacks by 2027—following FDA's April 2025 announcement on petroleum-based dyes—adds reformulation costs and supply chain complexity. While management claims the financial impact won't be material, it represents another drag on operational efficiency at the worst possible time. More concerning is the volume elasticity from pricing actions: the 7% price realization in Q3 drove a 1% volume decline in confectionery, and management is modeling minus 1.0 elasticity for 2026 planning. This implies that further price increases to offset cocoa inflation could trigger accelerating volume losses, eroding the very market share that underpins Hershey's negotiating power with retailers.

Financial Performance: Margin Collapse Meets Portfolio Rebalancing

Hershey's Q3 2025 results tell a tale of two businesses. Consolidated net sales grew 6.5% to $3.18 billion, driven by 6% favorable price realization across segments. Yet gross profit fell 18.5% as cost of sales surged 22.2% to $2.14 billion, reflecting $244.4 million in unfavorable mark-to-market commodity derivative losses and relentless cocoa inflation. The 870 basis point gross margin decline to 32.6% represents the worst quarterly compression in recent memory, demonstrating that pricing power has limits when input costs spike this dramatically.

The segment dynamics reveal the strategic imperative for transformation. North America Confectionery generated $571.5 million in segment income on $2.6 billion sales, but that 21.8% margin compares dismally to 29.3% a year ago. The $153.3 million profit decline in a single quarter shows how quickly commodity inflation can overwhelm even the strongest brands. Hershey took a 7% price increase in July 2025—its most aggressive action in years—just to partially offset costs. The volume decline that followed validates management's conservative elasticity assumptions and suggests the confectionery business has entered a period of structural margin pressure that pricing alone cannot solve.

Contrast this with North America Salty Snacks, where $321 million in sales generated $57.7 million in segment income at an 18.0% margin—essentially flat year-over-year despite inflationary pressures. The 10% sales growth came from 11% volume increases in Dot's Homestyle Pretzels, SkinnyPop, and Pirate's Booty, partially offset by 1% unfavorable price realization from higher trade promotions. This segment's ability to grow volume profitably while confectionery contracts highlights why the snacking pivot is no longer optional but essential. The salty snacks business now contributes 10% of sales but offers a growth trajectory and margin stability that the core business cannot match in the current environment.

The International segment's performance underscores the geographic risk. While sales grew 12.1% in Q3, the segment swung to a $13.6 million loss from a $14.2 million profit a year ago—a 195.8% decline. For the first nine months, segment income collapsed 57.4% to $34.9 million as margins compressed from 11.8% to 5.1%. Management candidly admits this is a "cocoa-driven" business where some markets advertise cocoa percentage, making price elasticity more severe. The International segment's struggles limit Hershey's geographic diversification benefits, forcing even greater reliance on the North American market where the company already faces mature category growth and intense competition.

Cash flow and balance sheet metrics provide both comfort and concern. Operating cash flow decreased $239.2 million in the first nine months of 2025 to $2.53 billion TTM, primarily due to working capital changes and lower net income. Yet the company still generated $1.93 billion in free cash flow over the trailing twelve months, supporting its $1.09 billion in dividend payments (81.91% payout ratio). The balance sheet carries $5.4 billion in debt against $1.16 billion in cash, resulting in a 1.26 debt-to-equity ratio that is manageable but limits financial flexibility. With $470 million remaining on its share repurchase authorization, Hershey must choose between returning cash to shareholders and investing in the snacking transformation—a tension that will intensify if margins don't stabilize.

Outlook and Execution: The Long Road to Algorithm Recovery

Management's guidance for 2026 reveals a company playing for the long term while navigating near-term turbulence. The stated goal is returning to Hershey's "long-term algorithm" of 2-4% revenue growth and on-algorithm EPS growth, but executives explicitly call this a "multi-year effort." Margin recovery won't happen in 2026 alone, requiring investors to accept several quarters of compressed profitability while the AAA initiative and portfolio rebalancing take effect.

The AAA initiative is central to this recovery story. Approved in February 2024, the program targets $400 million in annual savings by 2026 through supply chain automation, manufacturing optimization, and SG&A efficiency. However, implementation costs of $200-250 million through 2026 create a J-curve effect, with expenses front-loaded and benefits back-loaded. In Q3 2025, AAA contributed net savings that partially offset commodity inflation, but the full impact won't materialize until 2026. This timing mismatch explains why management expects first-half 2025 EPS to be down 30% and the back half potentially down 40%—the company is investing in structural cost reduction while absorbing peak commodity pain.

Cocoa cost assumptions represent the single largest variable for 2026 performance. Management has modeled continued cocoa inflation for next year, albeit at a "moderating" level, while noting that hedging benefits carried into 2025 will roll off. This creates a potential inflection point: if cocoa prices fall as West African supply recovers and Ecuadorian production increases 35%, Hershey could capture deflationary benefits on a price-recovered base, driving dramatic margin expansion. Conversely, if prices remain at current levels, the company has stated it would not take further pricing in 2026, accepting margin pressure to preserve volume. This binary outcome makes cocoa futures more important to Hershey's stock than any operational metric.

Tariffs add another layer of uncertainty. The company has modeled $200 million in incremental tariff expense for 2026, with unmitigated impacts potentially reaching $100 million per quarter in the back half of 2025. Two-thirds of this exposure comes from cocoa and Canadian retaliatory tariffs. Management expresses optimism about "accelerated trade deals" and government understanding of cocoa sourcing limitations, but this is speculative. The tariff risk could consume nearly half of the AAA initiative's expected $400 million in savings, effectively neutralizing the company's primary margin recovery lever.

Volume elasticity assumptions will determine whether Hershey can sustain pricing gains. Management's "minus 1" elasticity model—meaning a 1% price increase drives a 1% volume decline—appears conservative based on Q3's 7% pricing generating only 1% volume loss. However, executives caution that 2025 benefited from a long Easter season and strong innovation (REESE'S Oreo), making trends difficult to extrapolate. If elasticity worsens to minus 1.5 or higher, the pricing strategy becomes self-defeating, eroding market share and retailer support. This risk is particularly acute in the convenience channel, where Hershey is "hyper focused" but facing pressure until comps lap in summer 2026.

Competitive Context: Defending the Moat While Building a Bridge

Hershey's competitive positioning reveals both strengths and vulnerabilities relative to key rivals. Against Mondelez International (MDLZ), Hershey dominates U.S. confectionery with approximately 24% market share versus Mondelez's smaller domestic presence, but lags dramatically in international scale and diversification. Mondelez's Q3 2025 organic growth of 4%+ with mid-teens operating margins demonstrates the benefit of a global biscuit and snack portfolio that buffers cocoa volatility. Hershey's 13.7% operating margin compares unfavorably, reflecting its concentration risk. Hershey's U.S. moat, while strong, cannot insulate the company from commodity shocks the way geographic diversification does for Mondelez.

Versus Nestlé (NSRGY), Hershey's disadvantage is even more pronounced. Nestlé's 16% operating margin target and massive R&D spending power enable faster health-oriented innovation, directly challenging Hershey's indulgence positioning. Nestlé's global scale and pet care/nutrition diversification provide earnings stability that Hershey's confectionery-centric model cannot match. However, Hershey's U.S. brand loyalty and seasonal dominance—gaining share in sweets and maintaining double-digit seasonal growth—demonstrate superior execution in its home market. Hershey must either accept lower multiples as a pure-play U.S. confectionery company or successfully diversify into snacks to earn a premium valuation.

In salty snacks, Hershey competes with Kellanova (K) and Conagra (CAG) but with a differentiated "permissible premium" positioning. SkinnyPop leads the popcorn category, Dot's is now the pretzel category leader, and Pirate's Booty has runway in puffs. The 10% growth rate and stable 18% margins compare favorably to Kellanova's flat North American performance and Conagra's declining volumes. Hershey can leverage its brand-building expertise and distribution muscle to scale acquired brands faster than their previous owners. The risk is that these categories are less defensible than confectionery, with lower barriers to entry and more private label pressure.

Private label and insurgent brands represent a growing threat. Management notes that "innovation is absolutely necessary in order to compete, particularly for shelf space, with some of the insurgent brands and also private label." This is a structural shift: Hershey's iconic brands must now fight harder for retail real estate, requiring increased marketing spend that further pressures margins. The company's response—"gold standard merchandising plans" and expanded instant consumable shelf space—has shown early success, with IC (instant consumable) gaining share and growing ahead of category. This execution demonstrates Hershey can adapt its go-to-market strategy, but it also increases SG&A intensity, explaining why unallocated corporate expenses rose 20.3% in Q3.

Risks and Asymmetries: What Could Break the Thesis

The most material risk is cocoa price volatility extending beyond 2026. While management expects a "modest surplus" in the current crop and strong main crop prospects, the market remains susceptible to West African weather, geopolitical disruptions, and speculative positioning. A hypothetical 10% decrease in cocoa prices would increase unrealized derivative losses by $25.8 million, but more importantly, sustained high prices would force Hershey into a choice between further pricing (risking volume) or margin compression (risking the dividend). With a payout ratio already at 81.91%, any material earnings decline could threaten the dividend growth streak that underpins the stock's defensive appeal.

Volume elasticity represents a second critical risk. The company's "minus 1" assumption may prove optimistic if consumers trade down to private label or reduce confectionery consumption amid economic pressure. Management's commentary on SNAP benefits—"about 2% of SNAP dollars are in the category"—suggests minimal direct exposure, but the broader consumer health trend and GLP-1 drug adoption could structurally reduce category growth. While management cites Cornell studies showing no disproportionate impact from GLP-1 users, this remains a long-term headwind that could compress the category's addressable market.

The International segment's profitability collapse from 11.8% to 5.1% margins year-to-date demonstrates how quickly geographic expansion can become a value destroyer. Management's optimism about Brazil's double-digit growth and European normalization may be misplaced if cocoa intensity and premium positioning continue to drive severe elasticity. The segment generated a $13.6 million loss in Q3 despite 12.1% sales growth, meaning every incremental dollar of international revenue destroyed value. Hershey should consider scaling back international ambitions to focus capital on the higher-returning U.S. salty snacks business.

Tariff policy introduces binary risk. While management models $200 million in incremental 2026 impact, they also express hope for "positivity" from trade negotiations. If tariffs escalate or persist beyond expectations, they could consume the entire benefit of the AAA initiative, leaving Hershey with structurally lower margins. The concentration of tariff exposure—two-thirds in cocoa and Canadian retaliatory measures—creates a geopolitical vulnerability that no amount of operational excellence can fully mitigate.

On the positive side, asymmetry exists if cocoa deflation materializes faster than expected. Management's hedging strategy provides downside participation, meaning if prices fall significantly in 2026, Hershey could capture the benefit on a price-recovered base. Combined with the full $400 million AAA savings and salty snacks scaling, this could drive operating margins back toward historical 18-20% levels, creating significant earnings leverage. The company's 36 basis point market share gain in salty snacks and strong innovation pipeline (2026-2027 launches undisclosed) provide additional upside if execution remains strong.

Valuation Context: Premium Pricing for Uncertain Recovery

At $181.91 per share, Hershey trades at 27.2x trailing earnings and 16.9x EV/EBITDA, representing a premium to packaged food peers. The 2.96% dividend yield, while attractive, comes with an 81.91% payout ratio that leaves little room for error. The company's price-to-free-cash-flow ratio of 20.8x and price-to-operating-cash-flow of 16.1x suggest the market is pricing in a return to historical margin levels.

Comparing valuation multiples reveals Hershey's relative positioning. Mondelez trades at 20.9x earnings with superior international diversification but lower U.S. market share. Nestlé commands 19.7x earnings with massive scale and 16% operating margins, making Hershey's 27.2x multiple look stretched given its 13.5% operating margin. Kellanova's 22.7x earnings and Conagra's 9.7x earnings reflect their lower growth and margin profiles. Hershey's premium suggests investors are paying for the brand moat and dividend reliability, but this premium becomes vulnerable if margin recovery extends beyond 2026.

The balance sheet provides some support for the valuation. With $1.16 billion in cash, $5.4 billion in debt, and a 1.26 debt-to-equity ratio, Hershey maintains investment-grade financial flexibility. The $470 million remaining on the share repurchase authorization indicates management's confidence, but the 81.91% payout ratio means buybacks will be limited until earnings recover. The company's return on equity of 31.01% remains impressive, but this metric will deteriorate if margin compression continues.

Enterprise value of $41.4 billion and EV/revenue of 3.6x place Hershey in line with premium consumer staples, but the EV/EBITDA of 16.9x is demanding for a company facing multi-year margin headwinds. The valuation implies that investors expect Hershey to successfully execute its snacking transformation while navigating commodity volatility—a tall order that requires flawless capital allocation and operational execution.

Conclusion: A Transformation Story at Premium Valuation

Hershey stands at a critical inflection point where its century-old confectionery business faces unprecedented margin pressure from structural cocoa inflation, while its nascent snacking portfolio offers the only clear path to sustainable growth. The Q3 2025 results—870 basis points of gross margin compression offset by 10% salty snacks growth—epitomize this duality. The investment thesis hinges on whether management can execute a three-part turnaround: stabilize confectionery volumes despite aggressive pricing, scale salty snacks to become a material profit contributor, and deliver $400 million in AAA savings by 2026.

The company's premium valuation at $181.91 per share leaves no margin for error. While the 2.96% dividend yield and iconic brand moat provide downside support, the 81.91% payout ratio limits financial flexibility. The path to algorithm recovery—2-4% revenue growth with on-algorithm EPS growth—requires cocoa deflation, successful tariff mitigation, and flawless execution of the automation initiative. Any stumble on these variables could pressure both earnings and the multiple.

For investors, the critical monitoring points are clear: weekly cocoa price trends, monthly market share data in both confectionery and salty snacks, and quarterly AAA savings progression. The story could break positively if cocoa falls faster than expected, creating earnings leverage on a price-recovered base. Conversely, if elasticity worsens or international losses deepen, Hershey may be forced to choose between its dividend and its transformation investments. The premium valuation demands perfection; the question is whether Hershey's brands and management can deliver it amid the most challenging commodity environment in decades.