Market Overview

Nielsen Data Shows Slowdown in Green Mountain-Owned Brand K-Cups, Investors Pause


Investors in Green Mountain (NASDAQ: GMCR) are selling the stock Tuesday afternoon as traders appear to be considering some concerning data out of Nielsen. Shares last traded at $117.80, down more than 3 percent from Monday's closing price.

SunTrust Robinson Humphrey's William Chappell issued an earlier research note suggesting a recent report from Nielsen showed a deceleration in the sale of Green Mountain-owned brand K-Cups. For the month ended February 15th, sales growth within this segment moved from 11.7 percent in the previous period to just 4.4 percent, according to Chappell.

The SunTrust analyst also highlighted a metric showing the dollar share from these Green Mountain-owned brand K-Cups fell about 1.7 percent to 34.8 percent.

Despite promotional levels which are all-time highs, Chappell noted sales growth within the Green Mountain-owned brand of K-Cups was at the lowest level ever.

Chappell maintains a Neutral rating and $115 price target on shares of Green Mountain.

Latest Ratings for GMCR

Nov 2015MaintainsNeutral
Nov 2015DowngradesMixedNegative
Sep 2015MaintainsUnderperform

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