There is no doubt that Ammo Munitions Inc. (POWW), Olin Corporation (OLN) and Vista Outdoors (VSTO) want to improve their net income. They want to turn what has been a negative net earnings into positive net earnings. Covid and the spike in guns sales were the elements needed to raise the price of ammunition. The increase reflects where the companies feel the product needs to be priced to make a profit.
Like a lot of other things there are two sides. These are the company and the consumer, and they are in direct contrast to each other. Consumers do not want to pay higher costs. Companies can not exist on loses. In short, the three corporations had three knobs to turn to improve profit. One is lowering the commodity prices of the goods they use in their products. We all know that is not going to happen. Another is to cut manufacturing costs. I would assume after several years of losses they would have trimmed as much as they could. The last one, which they directly control, is cost of goods sold.
With just three corporations controlling the bulk of ammunition sold in the US, all with negative net profit, it is easy to see that if one raises the price the other two will follow. So, starting in the first quarter of 2020 they had a reason to do so, it was called supply and demand. (By the way, I just checked, and I can buy all the ammo I want. So, is there really a shortage?)
As the price for ammunition increased, so did the value of their stock.
Stock price is based on speculation and performance. Investors will purchase stock when corporation’s earnings go up. Likewise, investors will sell when a corporation’s earnings go down. Investors did not see much improvement in the performance of the three corporations between 2017 to the beginning of 2020. So, there was little improvement in the price of stock. Not only were the stock prices down, but there were no earnings per share being paid.
Then the price of ammunition increased, and this caught the attention of the market. The speculation was that these corporations were going to begin to show positive net earnings. The performance was the actual increase in the cost of ammunition. It then made sense to buy stock because there would be a return on this investment.
So, where does that leave the consumer? Yep, you guessed it. We will be paying higher prices and like cup holder in cars we will begin to expect it to be normal. How can I make such a prediction? I looked at the 2021 estimate-of-earnings-per-share and it is up from the previous years. For example, Vista Outdoors earnings per share in 2020 was $0.24. Their estimated earnings per share for 2021 is $3.25.
At some point the cost of ammunition will settle at a new level and it will be higher. That is good news for stakeholders. It is bad news for gun owners.
By the way, I am not recommending buying any stock. It looks like it peaked mid-February and is coming down.
I am thinking about just shooting .22.