Comvita Limited (CVT) Earnings Call Transcript & Summary
February 20, 2024
Earnings Call Speaker Segments
Nigel Greenwood
executiveWelcome, everyone, to the Comvita FY '24 Half Year Results Presentation. My name is Nigel Greenwood, CFO. Online attendees can submit a written question at any time by clicking the Ask a Question button on your screen during the presentation. Your questions will be answered at the end of the presentation. I will now hand over to David Banfield, CEO.
David Banfield
executive[Foreign Language] Good morning, ladies, gentlemen, fellow shareholders. Welcome to the Comvita FY '24 interim results. This presentation will share background on the recent trading updates we've given, share actions we've taken and give an outlook to FY '24 and then beyond to FY '25 and out to 2030. After 3.5 years of top and bottom line delivery, we're determined to return to growth. The team and I are doing everything possible to deliver in the short term, but also prepare for the exciting future that we see ahead of ourselves. Most of you on this call will be familiar with our recent market update from the 1st of Feb and our change to guidance. I want to start there as this will be forefront of everyone's minds. Today's interim result is in line with our announcement of the 1st of February. Guidance changes for half 2 factor in lower consumer spending in China and the loss of some distribution with one customer in North America. We see early signs of improvement in China during Q2, and that's continued into January. We signed additional distribution agreements in North America that will come online in the second half of FY '24. Our market share remains strong. We're a market leader in 5 out of 6 of our key markets, and we've strategically maintained pricing to preserve our 60% gross margin. Management remains committed to our FY '25 business plan and our $50 million EBITDA target, subject to normalization of consumer demand. Since 2019, we've built a platform for growth in supply, in brand, with our team and expansion of our manufacturing capability to be able to deliver our 2030 performance. We understand and we really want to help you understand what the assumptions are to get to the guidance that we've shared. And so today, we've gone into much more detail than we normally would. You can find detailed guidance bridges for both revenue and EBITDA later in the pack, and I'll come back to those once we've gone through the financial results for the half year. In Mainland China, half 1 revenue was $33 million, down by 19% on PCP. This was primarily driven by the macroeconomic weakness impacting the premium consumer category. Sales in China are showing improvement towards a more stable trading pattern. In North America, half 1 revenue was $13 million, down 37% on the PCP. North American sales were impacted by the loss of some distribution with one customer, inflationary pressure and a strong PCP. Since Christmas, we've signed new additional agreements with around 700 stores coming online in H2. In the rest of Asia, our revenue improved by 49% or $6.3 million to $19.2 million, driven by strong growth in Korea and Singapore. We've continued to invest in marketing to raise awareness of the Comvita brand and ensure we capitalize on the growth opportunities we see ahead of us. In ANZ, revenue improved by $1.2 million or 7% to $19.3 million. For FY '24, we're expecting full year revenue to be between $225 million and $235 million and reported EBITDA, excluding our ERP costs, to be between $30 million and $35 million. In addition, we're forecasting a reduction in net debt due to positive operating cash flow. We understand and are extremely focused on our #1 market, China. Some things we can't control, but some things we can and are taking and implementing proactive initiatives. Our estimates that we share and are reflected in our guidance are realistic, not heroic. In the chart, you can see our quarterly performance through quarter 1 and quarter 2 going back to 2019. I draw your eye to FY '24. As you can see, Q1 was materially down, but Q2 was in line with FY '22 and the second highest quarter. The only year that was higher was FY '23, where we experienced exceptional demand as the lockdown in China finished and demand boomed. Our business model we shared with you back in 2020 is designed to achieve 60% gross margin, 50% -- 15% marketing to sales and 20% EBITDA margin. Below, you can see the improvements that we've made since FY '19 to GP, the investment we've made in marketing and how that's flowed through to EBITDA after ERP. Starting at gross profit, you can see in FY '19, our GP was 37%. This has now been 60% through '22, '23 and its forecast in '24. We've increased brand investment from 7% in 2019 to 12% in FY '24. And you can see our EBITDA after ERP growing from breakeven back in 2019 to 14% that we're forecasting in FY '24. I'll now go into more detail on the financials for this period. Our interim revenue was $103.4 million, minus 7.8% versus PCP. HoneyWorld revenue was $6.8 million or $5.4 million increase on a like-for-like basis. We delivered a 60% GP in line with our plan, and we invested $14 million in marketing. We continue our investment in ERP and transformation. And in the half, this was $4.4 million. Our EBITDA after ERP was $9.5 million, minus 32% versus PCP. We decreased our inventory by $2.4 million though recognize it remains at elevated levels. Our net debt was $85.8 million and increased by 35%, but with significant investment into HoneyWorld and Apiter. Our operating cash flow was a negative $6.1 million, but was improved by $12.5 million versus the PCP. The directors declared an interim dividend of $0.01 per share to be paid in April. In coming to this decision, we took into account our half 1 performance and the challenges that we faced, our net debt and our positive outlook for FY '24 and beyond. We wanted to balance shareholder distribution with prudent capital management. I'll now hand over to Nigel, who will talk to our P&L balance sheet, cash flow and inventory. Over to Nigel.
Nigel Greenwood
executiveFor the financial slides, I will focus on key points not already covered by David. Our GP was 60.2%. Whilst it was down on PCP due to one-off gains not repeated this half, our direct margin was up 1.4% on PCP. The increase in sales variable expenses was caused mainly by HoneyWorld, and our EBITDA for the half was impacted by $1.2 million of FX losses in December, which was substantially unrealized and unwound in January. Net debt finished the half at $85.8 million. This included our investments in HoneyWorld and Apiter, which combined totaled $9.8 million. Inventory. Inventory at $143 million remains elevated. However, it was down $2.4 million on PCP. Positively, we reduced our raw material inventory by $20 million versus PCP due to the unwinding of previously long-term supply agreements and only purchasing honey as required. Finished goods inventory did increase due to forecast demand not materializing. We expect inventory to reduce by at least $7 million in H2. Operating cash flow improved by $12.5 million on the same period last year. The $17 million of investing activities included the acquisition of HoneyWorld at $7.3 million, increased investment in EBITDA at $2.5 million and CapEx of $5.6 million. As already stated, the Board declared a $0.01 per share dividend. The Board will review the full dividend in August. We will complete our ERP implementation by the end of FY '24. The FY '24 spend is forecast at $7 million and remains on budget. The benefits will be increased organization efficiency, circa 20,000 hours of saved per annum and have a scalable future-proof solution. I'll now hand back to David.
David Banfield
executiveThank you, Nigel. We're maintaining or growing share in our key markets, and I'll now share some of the performance through those segments. As I shared earlier, our total revenue was down $8.8 million or 7.8% versus the PCP. Our Greater China revenue was impacted by those broader economic challenges and subdued consumer spending. Greater China revenue was down by $6.9 million or 13.3%, and our contribution dropped in line with sales. Mainland China revenue was $33 million, minus 19% versus PCP. Our U.S. revenue dropped by $7.7 million or 37.1% and was impacted by that slowdown in consumer spending and a loss of some distribution with one major customer. Our contribution dropped in line with sales. We saw strong growth in rest of Asia and good growth in ANZ. Rest of Asia segment grew by 48.7% or $6.3 million, and ANZ by $1.2 million or 6.5%. From the start within our strategic plan, we shared our ambition for e-commerce to be 50% of our total revenue. During this period, e-commerce increased to 40% of our total revenue plus 120 basis points, and I'll come back to that a bit later on. As I've shared before, HoneyWorld revenue of $6.8 million was in line with our plan and plus 5% versus PCP on a like-for-like basis. I'll now move into the detailed market segment pages. Greater China is our biggest segment, and Mainland China, our biggest territory. Revenue was down by 13.3% or $6.9 million in the first 6 months trading. Mainland China revenue drop was mainly impacted by macroeconomic challenges. In Hong Kong, we showed single-digit revenue growth. In both territories, our market share remains strong. Our gross profit was minus 320 basis points due to product mix and other cost of sales declined year-on-year that Nigel talked about earlier. Net contribution decreased to $8.5 million, in line with the sales decline. On this page, we share with you our compound annual growth between FY '19 and FY '24, and what we need to achieve to get to our midpoint revenue for the full year. Here, you can see in half 1, revenue was down by 13.3% versus PCP. And for half 2, we're forecasting revenues to be down between 5% and 10% versus PCP, meaning that the full year will be down between 7.5% and 11.5% versus PCP. Moving on to North America. We'd always forecast North America to have a weak half 1 and a flat full year. As you can see, we delivered a revenue of $13 million, minus $7.7 million or 37% versus PCP. Our half 1 revenue decreased due to a loss of distribution in one customer, half 1 strength in the PCP and the impact of inflation on discretionary spend. Our GP was minus 100 basis points due to other cost of sales, again, that I mentioned earlier. Net contribution of $2.3 million is down by 67%, in line with sales decline. Again, following the same approach that we took with China at the top, you can see our compound annual growth that we've delivered between FY '19 and FY '24 and what we need to deliver to hit our FY '24 full year number. Half 1 revenue was down 37%. Half 2 is forecast to be down by between 10% and 15%, primarily due to e-commerce strength and the new customers that we talked about earlier coming online. Our FY '24 forecast revenue is, therefore, to be down between 25% and 30% versus PCP. The successful acquisition of HoneyWorld means that rest of Asia is on track to become our second largest segment. In this half, we grew revenue to $19.2 million, an increase of $6.3 million versus PCP. We continued to invest in brand and in our team to capitalize on the growth opportunity. Our net contribution was $2.6 million, down 21.5% due to brand investment for growth and integration costs. Again, you can see here our performance from FY '19 to FY '24 and the compound growth that we would need to hit our FY '24 full year target. Half 1 revenue was up just under 50%. Half 2 revenue forecast is between 32% and 38%, meaning the full year revenue forecast is between 40% and 45% versus PCP. We're on track for this to become our second biggest segment. Revenue in Australia and New Zealand increased by 6.5% to $19.3 million in this period. This was despite the slowdown in China and its impact on the Asian Health segment in Australia and New Zealand. Our gross profit was down 110 basis points due to a mix of Asian Health. And our net contribution for the segment was down $110,000 or 1.7% as we continued to invest for second half growth opportunities. Again, on the page in front of me, you can see -- in front of you, you can see that for the period between FY '19 and FY '24, we delivered a negative compound growth rate of 8.2%. Our half 1 revenue was plus 6.5% versus PCP. We're forecasting half 2 between 7.5% and 12.5% with the activity that we've got underway. And that would mean for the full year, revenue would be up between 6% and 11% versus PCP. You can also see our new shop-in-shop, which is a version of our Wellness Lab that has been implemented in Auckland Airport on the left. Finally, EMEA. EMEA revenue was $2.2 million, minus $370,000 versus PCP. The segment remains subscale with the Middle East being recognized as a key area for growth. Our direct margin improved by 1,000 basis points due to digital share of total new distribution in both Middle East and U.K. Net contribution was down by $43,000. As I shared earlier, e-commerce is designed to be 50% or forecast to be 50% of our business by FY '25. In this period, e-commerce accounted for 40% of our total revenue, plus 120 basis points versus the PCP. Our e-mail database grew by 7%. Our registered users grew by 47%, and our conversion rate also improved. Encouragingly, more people who registered then came back to buy again. And you can see our repeat purchase up -- rate up by 1,300 basis points and our champion users, multiple users, brand advocates up by 585%. In the U.S., e-commerce revenue grew by 8%, and our Amazon business grew by 162%. Now moving on to guidance. Our FY '24 forecast reflects weaker consumer spending with some improvement on the half year in the second half. We're forecasting revenue of between $225 million and $235 million. We're forecasting gross profit of at least 60%, EBITDA between $30 million and $35 million, excluding ERP costs, a reduction in net debt due to positive operating cash flow and a reduction in inventory versus PCP. Our business model all hangs off our 60% GP, and we believe we're still on target to deliver $50 million, subject to normal consumer demand reappearing. On this page, you can see our revenue bridge from our half 1 results in FY '24 to our forecast in half 2 and our full year forecast. To walk you through the page, you can see in half 1 in Greater China, we delivered $45 million, which was minus 13.3% versus PCP. The midpoint of our half 2 guidance is $53 million, minus 5.7% versus PCP, meaning our full year is just under $99 million or around 10% down versus PCP. Again, in all of the segments, we've tried to make sure that the figures aren't heroic, they're realistic assessment of our performance and the improvement that we're seeing in the numbers. In North America, sales in half 2 are expected to be substantially in line with half 1. In rest of Asia, half 2 sales include HoneyWorld sales of circa $7 million. ANZ assumes further growth in both domestic and in our Asian Health channel. And the increase in EMEA reflects new customers secured in the U.K. and the Middle East, where initial stock fill and ongoing sales will occur in H2. Nigel will now talk to our earnings bridge from half 1 FY '24 to our full year forecast. Over to you, Nigel.
Nigel Greenwood
executiveThanks, Dave. Here, we show the bridge to our midpoint EBITDA guidance of $32.5 million. Gross profit assumes we maintain our H1 GP percentage at 60.2%. Marketing and sales expenses are managed to be 24% of sales. And other net costs, excluding ERP, will be in line with half 1. I now hand back to David.
David Banfield
executiveThanks, Nigel. Our business model hangs off our delivery of our 60% GP. We showed earlier how we've grown margin to 60% and have consistently delivered 60% GP over the last 3 years. Despite the challenges, this year, we're still forecasting our second highest revenue ever and our third highest earnings ever. This is all built off a plan we first shared back in 2020. We're in year 4 of a 5-year strategic plan, and we have built a strong platform for long-term growth. We are a purpose-led organization, our purpose working in harmony with bees and nature to heal and protect the world and our determination to leave the world in a better place captured in our Harmony Plan that is so recognized around the world. We aim to be a world leader in ESG, and we were proud to become B Corp registered back in July of this year. Our focus and progress to '25. On the left, you can see arotahi or our focus puts the consumer at the heart of everything that we do. On the top right, you can see our unique business model that differentiates us versus every other brand as we have our own people in market, closer to customer, closer to consumer and faster to act. We see our 3-point plan to stabilize, transform and build long-term resilience and growth on the bottom left, and the stages of organization development that reflects the improvements that we've made to build a better business at Comvita. Our business model is proving successful. On this page, from '20 to '22, you can see the market share in key territories. We lead in 5 out of the 6 of our key markets. Hong Kong, we've grown our share from just under -- just over 55% to 75%, and we are market leader. In Mainland China, we've grown our share to 60%, and we are a market leader. Korea also to 60% and are a market leader. Rest of Asia, now to 25%, and again, we're a market leader. And the same thing happens in ANZ, where we've grown our share to 46% and a market leader. In North America, we've grown our share from 21% to 25%. We are top 2 or 3 brand in the market. And if you look at MULO sales, which is natural and multiple outlet sales or grocery sales, we're the fastest-growing brand in North America. We believe the future is about further premiumization of our product offering and the way we turn up in markets around the world. Here you can see a selection of the incredible presentation that we have in markets. Premiumization with quality alongside it will continue to enable Comvita to extend share. As a high-quality premium brand, we are proud to be a reference point in places like Times Square, New York Fashion Week and at local events, where we share the magic of Comvita and our products at things like the Auckland Marathon. Premium brand partners around the world are turning to Comvita as their partner of choice. Here, you see the high tea at the Grand Hyatt in Korea, ice skating or snow, sorry, with collaboration with Snow51 in China. And we have numerous other examples across hotel, restaurants and brand -- other premium brands who want to be associated with Comvita. We believe the future of retail is experiential. Back in 2021, we launched our Wellness Lab here in Auckland in Quay Street. We always believe that this would be a model that we would then roll out. Naturally, COVID came along at that time. So we're really pleased to now have our shop-in-shop active in Auckland Airport, and that you can see, and I mentioned earlier on the bottom right-hand side. Furthermore, we've built pop-up stores, this one is in Wuxi in China, and we've developed a virtual wellness lab, enabling us to take the magic of the hive and share the Comvita difference with consumers around the world. On this page, you can see how revenue, margin and earnings after ERP are forecast -- or have been delivered and are forecast to grow over the period. You can see our revenue has grown at a compound growth rate of 6.1% from $170 million in 2019 to $230 million, which is the midpoint of our guidance in FY '24. As I shared earlier, our gross margin has grown to 60% or from $64 million back in 2019 to $138 million forecast in FY '24. And our EBITDA, excluding our ERP cost, has grown from breakeven back in 2019 to the forecast midpoint of $32.5 million in FY '24. We have made significant investment already to build a platform for growth. On this page, you can see the investment that we've put into product and supply, into process improvement and into customer and marketing. I'd point out probably 2 or 3 key elements that you can see $31 million of investment in forest. You can see our $10.5 million investment in ERP and our investment in retail and expo excellence. Our platform for growth that we've built has seen us invest more in our brand, growing from $11 million in FY '19 to $31 million in FY '23. We have entered new markets to prepare for growth opportunities in front of us from 9 markets in FY '19 to 13 markets in FY '23. In terms of our retail and expo excellence, we invested $3.8 million and as I shared earlier, $31 million in forests through this period. We believe there's an incredibly exciting future ahead for Comvita. The total addressable market today of $9 billion is forecast to increase to $14 billion or 55% by 2030. Our current category household penetration of less than 1%, we believe that we can grow that to 3% over this period, in line with the 3.5% that we already have in Hong Kong. We know that when we're able to communicate directly with consumers, we're able to significantly grow lifetime value. And so far, we've been able to deliver an increase in lifetime value of over 300%. We're forecasting price growth through the year and a return to normal performance -- underlying performance with China market growing by 17% versus -- a 17% compound annual growth. One of the things that we're really delighted about is that yesterday, at Parliament, there was the launch of the apiculture strategy. I'll now share a couple of highlights of that strategy, and we're delighted to support it. The goal is to double New Zealand's honey export value and increase consumer engagement with Manuka honey and New Zealand -- and increase New Zealand's reputation around the world. We are the biggest exporter of honey in the world. The pillars are about sustainability, quality, and customer focus. The enablers for us is about having a strong industry voice, sustainable reinvestment model, mandatory regulatory framework and a unique and differentiated New Zealand honey story with Manuka recognized as a taonga species from Aotearoa. All of these elements play into the strengths of Comvita, and we're delighted to support the strategy. As I shared earlier, supply security with the growth opportunity in front of us is of significant importance. We shared our supply model that through our forest, we'd be able to deliver a 40% higher yield per hive, a 60% higher quality of yield per hive and a 20% reduction in cost per hive. We are really encouraged by the performance that we're seeing and believe that this really sets us up to grow our current margin from 60% up to 65% by 2030. This, in turn, will allow us to reinvest more in growth. We have the highest standards for Manuka honey. We have 23 independent certifications and accreditations. We have 13 global research partnerships and we have an International Advisory Board that I'll come back to. We also have the most tested Manuka honey in the world with 34 tests on every batch. And in FY '23, 500,000 test results in our accredited laboratory on-site in Paengaroa. Science and IP is at the heart of the Comvita promise. We invest more in science than the rest of the industry combined. In FY '24, we've had a further 2 patents granted. In total, we now have 44 separate patents granted. We've invested an additional $1.7 million in science and research, and so far, undertaken 112,000 testing results. We've drawn together a global Science Advisory Board of the world's leading gastroenterologists and digestive health researchers from Australia, from New Zealand, from the U.K. and from our 2 focused growth markets of China and North America. They bring unrivaled expertise to help us as we go forward in our clinical research. Recently, we shared our discovery of a unique molecule Lepteridine in Manuka honey. This molecule is unique, as I say, and is protected for Comvita with a number of patent families protecting the invention. The clinical trial that we've just finished is a 1.5 -- just under $1.5 million investment over 2 years to create a proprietary treatment for gut health unique to Comvita. The study was completed in December. Sample testing and data analysis is ongoing. The primary endpoint results will be presented at Foodomics in Auckland in March. The final analysis and results expected at the end of FY '24, but if proven, has the potential to enable Comvita to make efficacy claims for Manuka honey. We also have additional clinical trials taking place on cardiometabolic health, immunity, atopic dermatitis and antimicrobial resistance. As I shared earlier, we're determined to leave the world in a better place as we become more successful commercially. I'll now share some details about our team and the impact that we're having. There are 595 people in the New Zealand -- in the Comvita team, with about 400 outside New Zealand. 91% of the team are shareholders, and we're delighted to see our Net Promoter Score with the team improve to plus 24 during this period. As I said, we aim to be a world leader in ESG. We're currently preparing for our climate reported disclosures, but everything is built off our Harmony Plan and ultimately about strengthening our global hive and making sure that as we grow, we grow with sustainability and impact or focus across environmental, social and governance. We believe that everyone has the right to return home safe and well at the end of every day. We're pleased with the improvement that we've made in total recordable injury frequency rate, lost time injury frequency rate, near miss or proactive reporting and an improvement in our safety culture. We have seen a slight negative in our motor vehicle injury frequency rate, and that is under the spotlight for us now. Within our FY '25 strategic plan, we shared our intent to be carbon neutral FY '25 and net positive FY '30. Here, you can see our net greenhouse gas position at Scope 1, Scope 2, and major Scope 3 at the half year. You can see our carbon emissions reduced by 59% -- our net carbon emissions reduced by 59% to 3,800 tonnes of CO2, something we're proud of, but on track to our carbon-neutral aim. So in summary, I'd like to thank you for your time today. As I said earlier, we believe there's an incredibly exciting future at Comvita and in our category. We have a 55% increase in the total addressable market. We have an opportunity to deliver a significant increase in household penetration, also to increase brand loyalty through e-commerce connection and producing products and services that meet individual consumer needs. And we believe we'll be able to get back to an underlying strong growth in China of 17% during this period. All these factors together underpin our confidence in the future market opportunity and consumer demand. So in summary, we recognize we've had a challenging first half. Our second half estimates reflect recent trading conditions and prudent cost management. We see early signs of improvement in China that continued into January and additional North American distribution agreements coming into force. Our market share is robust and our 60% has been retained. We are committed to our FY '25 strategic plan of circa $50 million of EBITDA and our 60.15.20 business model subject to consumer demand normalizing. The platform is already built to capitalize on the large and growing global opportunity. We thank you for your support, and we look forward to returning the business to growth, both top and bottom line as we go forward. [Foreign Language]
Nigel Greenwood
executiveWe are now ready for any questions. Online attendees, please click the Ask a Question box to send in your questions. Hello. We already have a number of questions that have been asked, and so I'll start with those and either answer them myself or hand over to David depending on the nature of the question. The first question we have is from Josh Dale, and I'll hand this to David. Revenue in North America was down 37% in H1, but is expected to be down only 14% in H2. Why the improvement?
David Banfield
executiveJosh, thanks for the question. Look, the revenue we're forecasting in H2 is actually materially aligned to H1. So you'll appreciate that in H1, we delivered around $13 million, and we'll be just slightly below that in H2, and we previously pointed to the strong PCP that we had in the prior period.
Nigel Greenwood
executiveNext question also from Josh. Could you please elaborate on the change in accounting treatment related to the Apiary division's contribution? I'll take that one. In our Apiary division, for the -- since 2019 through to 2023, we effectively valued our honey that we bought into inventory at a price list that have been unchanged over that period. And in this financial year, we have reviewed that price list and reduced the prices down so that we can save cash by paying lower prices to our landowners and also bring our inventory in at a lower average cost. So the benefit of this approach is that we will be able to generate lower cost of sales in future periods and then improve our gross profit percentage. Next question from Christian. Can you please elaborate on your growth assumptions for the rest of Asia? So with -- in H2, we have assumed $7 million for HoneyWorld, so that would effectively mean a further $7 million coming from elsewhere. Over to David.
David Banfield
executiveChristian, maybe first, I'll just be clear about the Slide 22. So we talked about the half 2 forecast being up 32% to 38% versus PCP. So in the PCP in the rest of Asia segment, you can see our revenue was $19.2 million. So the actual growth that we're expecting is primarily through HoneyWorld in this period.
Nigel Greenwood
executiveAlso from Christian. ANZ H1 growth was 7%. So please explain why there was an acceleration to 15% in H2.
David Banfield
executiveLet me clarify first. So if you go to Slide 24, Christian, you'll see our half 1 revenue, as you say, was up 6.5%, 7%. Our half 2 forecast is up between 7.5% and 12.5%, meaning our full year will be up between 5% and 10%. So again, really in line with underlying performance that we're delivering.
Nigel Greenwood
executiveAnd another one related to revenue in H2. EMEA, who are the new contracts with? And so is the full $3 million of growth locked in?
David Banfield
executiveAs we shared in the deck, the main areas of growth are in the Middle East, about $1.5 million of the $3 million is already orders in-house, and we have a good faith that or good confidence that the rest will come in, in line with sell-through.
Nigel Greenwood
executiveQuestion from Josh Dale. You talk about Comvita's FY '30 ambition, but don't elaborate on it. Could you please provide some more detail?
David Banfield
executiveThanks for that, Josh. Look, what we really wanted to do today was just share a view of some elements of the outlook to 2030. As you know from before, when we look at 2030, we think if we look at global megatrends, we look at strategic beliefs that we have as an organization, and we look at the impacts that are going to come both geopolitically and nationally around the world. We've taken a great deal to look at those external impacts. And then we look at how things like forest development will improve our gross margin and our overall business model going forward, where we see the opportunity for higher margin, higher reinvestment to accelerate growth further on the platform that we've already built.
Nigel Greenwood
executiveAnother one from Josh. Can you please provide an update on the Caravan JV?
David Banfield
executiveYes, we can. So we are still planning to launch skincare range late in this calendar year.
Nigel Greenwood
executiveOne from Christian. It's a long question. So I'll look to [ paraphrase ] it. Effectively, Christian is wanting to understand more about our $8 million cost out in H2. It appears you're bringing actual market investment for H2 close to 0. As a percentage of sales, selling and distribution averaged 24%. And I think, look, basically, the question goes on, on that fashion. What I -- I'll respond to that and provide some clarification. In H1, our marketing and sales variable costs were $27.5 million. It's set out on Slide 9 of the investor presentation. That represented 26.5% of our sales in H1. In H2, we're looking to increase our sales and marketing expenses to $30.7 million. That, however, does reflect a lower percentage of sales at 24%. And as indicated on the slide, that's because we will be managing those to that number. So I hope that provides more clarity on that particular point. Another question from Christian. Why is H2 sales assumed to be flat in North America if you have signed an agreement with 700 stores that is only replacing one customer in one state?
David Banfield
executiveLook, the reality, we felt that, as we said, we wanted realistic assessments of our second half, as we've already shared. Our second half forecast that we share here is in line with our first half performance. We know that 2 of the store groups that we bring online will only be in April. So we get a full year's benefit from April onwards. So again, it's prudent to do it this way.
Nigel Greenwood
executiveA question from Tony Morgan. Previously, you have stated that debt was above optimal. It is even higher than then. Are you looking at a capital raise to reset or are you 100% committed to lower debt through earnings and reduction in inventory?
David Banfield
executiveThanks for the question. Yes, absolutely committed to a reduction in debt through positive operating cash flow and our performance. And we have a clear line of sight, and we delivered strong positive operating cash flow in H2 last year. That will continue through this year. And that's why we're able to say we expect that operating cash flow, net debt reduction and inventory reduction.
Nigel Greenwood
executiveQuestion from Christian again. Can you please tell us what FY '25 revenues would need to be in China and the U.S. to achieve your FY '25 EBITDA target?
David Banfield
executiveChristian, we haven't shared that yet. We clearly have -- what we've done is we've got a number of ranges across multiple revenues between -- for FY '25 delivery, and we believe those are achievable through FY '25, as I say, once demand normalizes, particularly in our main market of China.
Nigel Greenwood
executiveAlso from Christian. Why are you expecting only $7 million reduction of inventory in H2 when you're expecting an additional $30 million of sales? And can you explain why that's not reducing faster?
David Banfield
executiveLook, I think we put a line in the sand to say that's the minimum reduction we expect to deliver. We actually expect a larger delivery -- a larger reduction. The only -- the majority of inventory coming in, in H2 is from our own Apiary, as Nigel explained earlier. So we still don't know the absolute quantum of that, but that's the vast majority of purchases in H2.
Nigel Greenwood
executiveAlso from Christian. Is there a margin included in the value of inventory? And what is the mix by UMF grade? That's one I can probably take. No. Christian, there is no margin included within the value of raw honey inventory on hand. I absolutely confirm that. In terms of the mix by UMF grade, we actually don't disclose that level of detail regarding UMF. I think the positive signal that you can take is that we have reduced our raw honey inventory by $20 million since December last year. Next question from Mark Topy. Can you explain -- or can you comment on your read of the China consumer that supports your expected H2 improvement versus what appears to be still current subdued economic environment? Could you also comment on the trading around Chinese New Year and whether this showed some positive momentum regarding consumer spending?
David Banfield
executiveYes. Thanks for that, Mark. Look, as we shared in the deck, Q1 of this year was down 26%. Q2 was down by 15%. We've seen the continuation of that trend into January with our year-on-year decline decreasing. So that gives us a sense that in line with our expectations, we're not expecting to get back to growth this year, but in our forecasts, you can see that we're forecasting H2 to be down between 5% and 10%. In terms of [ right ] up to date with the Chinese New Year, there was a BBC news report this morning that talked about record internal consumption of goods in this period. So as I say, we're positive about the result that we've just delivered in January and encouraged by the BBC report and feedback that we're getting direct from our team in market.
Nigel Greenwood
executiveFrom Christian, market share uplift is significantly higher than Comvita's revenue growth. Can you please explain why you don't believe that there is a structural decline in the total market? And what makes you confident that you can lift volumes by a significant amount to meet your FY '25 target?
David Banfield
executiveYes. Again, thanks, Christian. Look, when we consider the total addressable market globally, obviously, we start and look at the honey market in its entirety. We understand current household penetration and how dynamics in that market are developing. When we come back to the Manuka honey market, we have reference points that -- Hong Kong is a great reference point for us where, as you've seen within this update, we're delivering single-digit growth in this period. We see -- we delivered single-digit growth in this period. We've got over 3.5% household penetration. And there's no structural difference between what we see in Hong Kong and what we're experiencing in China, apart from the fact that our distribution in China is mainly Tier 1 cities. So we measure attitudes towards our category, and we believe with a general move towards natural premium health and wellness, this is a trend that supports Comvita.
Nigel Greenwood
executiveA question from [ Yu Bing ]. The share price is so depressed. Do you have a buyback plan?
David Banfield
executiveNo, we don't. I appreciate the question. And as a fellow shareholder, it's absolutely our determination to ride through this period but take every action we can to make sure, so we're prudent in this period, but then prepare ourselves and deliver the growth opportunity that's in front of us. The reason that we don't have a buyback plan is just in terms of prudent capital management that when we've got an inflated level of net debt currently, we wouldn't add to that by buying back shares from the market.
Nigel Greenwood
executiveQuestion from Christian. ANZ H2 growth of 7.5% to 12.5%, there's still an acceleration. What underpins this given economic environment is potentially worse?
David Banfield
executiveLook, I wouldn't necessarily agree that the economic environment is worse. So to say, we have delivered 6.5% in the first half. We know that in our portfolio, we have certain products that have seasonal strength, and we have a good view of -- for demand for those products. And also, as China demand normalizes, the Asian Health channel also starts to benefit from that China demand -- Mainland China normalization.
Nigel Greenwood
executiveA question from Jesse Watson. And actually, one immediately follows from Josh Dale, which actually I think effectively the same question. You say that you're going to reduce the price for you and honey for the first time in 4 years and -- but are carrying more inventory than targeted. Does this mean we should expect an impairment in stock at year-end? And Josh's question is very similar. So I'll answer that question. The answer is no. There will be no requirement to impair inventory at year-end related to the reduction in the price that we're bringing the Apiary inventory -- honey into inventory. The reason is this, that effectively, Josh, you're right, we do hold raw honey at the lower of cost or net realizable value. We do not hold raw honey for -- effectively for sale. We use raw honey to convert into a finished product and sell it on the shelf. We generate margins of circa 60% on our finished products. So therefore, there is no impairment in the holding cost of our raw honey, effectively by bringing the raw honey in at a lower price, enables us to lower the weighted average cost of raw honey held in inventory. Okay. Next question from David Oxley. Asia sales in H1 were $19 million, including $7 million of sales from HoneyWorld. A similar HoneyWorld contribution is expected in H2. That implies a sizable improvement in underlying sales subsequently. What is this? I think this is a question we've answered subsequently or previously.
David Banfield
executiveYes, I think so. So again, David, so last year, H2 sales in rest of Asia, I assume that's the segment you're talking with $19.2 million. Obviously, in that period last year, we didn't have HoneyWorld as part of the group. We sold to them as a customer, but not part of the group. So that's a significant proportion of the growth that we're anticipating.
Nigel Greenwood
executiveWe have one more question left, David. This is from Paige Hennessy. Given your debt and inventory position, why did you decide to pay a dividend?
David Banfield
executiveThanks for the question, Paige. Look, we have real belief in the future opportunities in front of us. And for this period, we wanted to balance distributions to shareholders, but also express our confidence in the future whilst making sure that we look after our capital. So in the end of it, it was a judgment call to recognize the -- our shareholders, but also our confidence in what's ahead of us.
Nigel Greenwood
executiveA follow-up question from David, and I assume it's related to the question that we just asked with David Oxley this is. Sequentially, H2 versus H1, I think he's -- David Oxley is referring to rest of Asia, David.
David Banfield
executiveYes. Sorry, what's the question?
Nigel Greenwood
executiveIt's basically sequentially H2 versus H1.
David Banfield
executiveDavid, can we -- I'm not sure I fully get the question. So perhaps I come back to it when we see you on Friday, I believe. So if we can answer that then, I'd appreciate it.
Nigel Greenwood
executiveYes. And that's the end of questions. So I think that we will sign off now and thank everyone very much for joining the presentation this morning. And that's it. So thank you very much from Nigel and also from David.
David Banfield
executive[Foreign Language]
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