New Products And Asia Expansion Will Reshape Consumer Markets

Key Takeaways

• Product innovation and premium offerings, along with smart appliance investments, position Whirlpool for higher margins and growth as consumer preferences shift and housing markets recover.
  
• International expansion and domestic manufacturing strength enhance competitiveness, allowing margin improvement through restructuring and benefits from evolving global trade policies.
  
• Stagnant growth in core markets, rising competition, adverse macro trends, and currency risks threaten Whirlpool's profitability and highlight ongoing uncertainty in its financial outlook.

Catalysts

Manufactures and markets home appliances and related products and services in the North America, Latin America, Asia, and internationally.

• Introduction of over 100 new products, including innovations in space-saving and multifunctional appliances (like the new KitchenAid suite and JennAir downdraft induction cooktops), addresses rising consumer demand for efficient, customizable, and premium offerings-supporting future revenue and margin growth.
  
• Strong positioning in international markets, particularly Asia and Latin America, aligns Whirlpool to benefit from long-term global middle-class expansion and increased urbanization, paving the way for sustained sales growth as consumer demand recovers.
  
• Recent and ongoing restructuring, cost takeout programs, and supply chain efficiencies are expected to deliver structural operating margin improvement, even as current headwinds fade.
  
• Strengthened domestic U.S. manufacturing footprint positions Whirlpool to be a primary beneficiary of forthcoming tariff implementation, which will improve competitive positioning, support pricing power, and drive margin recovery as imported inventory clears and trade policies take full effect.
  
• Leadership in the U.S. builder channel and direct-to-consumer sales, combined with investments in product digitization and smart appliance capabilities, positions Whirlpool to capture incremental sales and improve product mix as the U.S. housing market enters a multiyear recovery cycle-benefiting both revenues and operating margins.

Whirlpool Future Earnings and Revenue Growth

Assumptions

• Analysts are assuming Whirlpool's revenue will decrease by 0.6% annually over the next 3 years.
• Analysts assume that profit margins will increase from -0.9% today to 4.7% in 3 years time.
• Analysts expect earnings to reach $741.4 million (and earnings per share of $7.2) by about September 2028, up from $-146.0 million today.
• In order for the above numbers to justify the analysts price target, the company would need to trade at a PE ratio of 10.7x on those 2028 earnings, up from -35.9x today. This future PE is lower than the current PE for the US Consumer Durables industry at 11.5x.
• Analysts expect the number of shares outstanding to grow by 1.37% per year for the next 3 years.
• To value all of this in today's terms, we will use a discount rate of 12.32%, as per the Simply Wall St company report.

Whirlpool Future Earnings Per Share Growth

Risks

• Whirlpool's legacy reliance on mature, saturated, and slow-growth markets in North America and Western Europe makes the company susceptible to prolonged periods of muted top-line growth, especially as revised guidance forecasts flat net sales and EBIT margins for 2025, directly threatening long-term revenue and earnings expansion.
  
• Intensified global competition, especially from Asian manufacturers with structurally lower costs and aggressive preloading of imported product ahead of tariffs, has led to increased promotional pressure and market share losses for Whirlpool, compressing margins and elevating risks to profitability and future earnings.
  
• Adverse macroeconomic trends-including persistent weak consumer sentiment, suppressed discretionary demand, high interest rates, and a sluggish U.S. housing market-have resulted in an unfavorable product mix (more lower-end products) and ongoing volume headwinds, structurally pressuring revenue growth and net margins.
  
• Currency headwinds and economic deterioration in key international markets (such as the significant depreciation in Latin America and geopolitical tensions slowing demand in Asia) have already resulted in negative year-over-year sales and margin pressure, underscoring the risk that international expansion will not offset mature-market stagnation and could further erode overall company profitability.
  
• Reduction of the annual dividend to pre-COVID levels reflects management's expectation of a prolonged period before earnings and margins recover to prior highs, suggesting a more constrained outlook for free cash flow, reduced immediate shareholder returns, and elevated uncertainty around the pace of financial improvement.

Valuation

• The analysts have a consensus price target of $96.5 for Whirlpool based on their expectations of its future earnings growth, profit margins and other risk factors. However, there is a degree of disagreement amongst analysts, with the most bullish reporting a price target of $145.0, and the most bearish reporting a price target of just $63.0.
• In order for you to agree with the analyst's consensus, you'd need to believe that by 2028, revenues will be $15.8 billion, earnings will come to $741.4 million, and it would be trading on a PE ratio of 10.7x, assuming you use a discount rate of 12.3%.
• Given the current share price of $93.81, the analyst price target of $96.5 is 2.8% higher. The relatively low difference between the current share price and the analyst consensus price target indicates that they believe on average, the company is fairly priced.
• We always encourage you to reach your own conclusions though. So sense check these analyst numbers against your own assumptions and expectations based on your understanding of the business and what you believe is probable.