Why the Diageo share price fell 10% in 2024

The Diageo share price fell 10% last year. But Stephen Wright thinks the stock market’s being too pessimistic about a high-quality FTSE 100 company.

| More on:

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

Image source: Getty Images

When investing, your capital is at risk. The value of your investments can go down as well as up and you may get back less than you put in.

Read More

The content of this article is provided for information purposes only and is not intended to be, nor does it constitute, any form of personal advice. Investments in a currency other than sterling are exposed to currency exchange risk. Currency exchange rates are constantly changing, which may affect the value of the investment in sterling terms. You could lose money in sterling even if the stock price rises in the currency of origin. Stocks listed on overseas exchanges may be subject to additional dealing and exchange rate charges, and may have other tax implications, and may not provide the same, or any, regulatory protection as in the UK.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

The Diageo (LSE:DGE) share price began 2024 at just over £28 and finished at £25.37. That’s a 10% decline in a year where the FTSE 100 managed an overall gain of just under 6%. 

Created with Highcharts 11.4.3Diageo Plc PriceZoom1M3M6MYTD1Y5Y10YALL2 Jan 20202 Jan 2025Zoom ▾Jul '20Jan '21Jul '21Jan '22Jul '22Jan '23Jul '23Jan '24Jul '24Jan '2520212021202220222023202320242024www.fool.co.uk

Investors searching for explanations don’t have far to look. But the big question to consider is how far the challenges the company has been facing are going to be durable, as opposed to temporary.

Lower earnings, lower multiple

One reason the Diageo share price fell is earnings per share were lower than they were in 2023. A decline of around 16.5% goes a long way to explaining why the stock’s down. 

Should you invest £1,000 in Aston Martin right now?

When investing expert Mark Rogers has a stock tip, it can pay to listen. After all, the flagship Motley Fool Share Advisor newsletter he has run for nearly a decade has provided thousands of paying members with top stock recommendations from the UK and US markets. And right now, Mark thinks there are 6 standout stocks that investors should consider buying. Want to see if Aston Martin made the list?

See the 6 stocks

Diageo earnings per share 2015-24


Created at TradingView

It’s tempting to attribute this to a difficult trading environment – consumer spending has been weak in several countries, including the US. But this is only part of the story. 

While no business is entirely immune to macroeconomic shifts, Diageo’s often seen as more resilient than most. So it’s a bit of a surprise to see profits falling.

Diageo price-to-earnings ratio 2024


Created at TradingView

As a result, the price-to-earnings (P/E) multiple the stock trades at decreased slightly, from around 20 at the start of the year to just above 18 by the end. This accounts for the rest of the drop in the share price.

Ongoing challenges

Diageo’s widely regarded as a quality business. While barriers to entry in the spirits industry are relatively low, its brand portfolio and the scale of its distribution set it apart from its competitors.

Given this, investors might have been willing to overlook lacklustre earnings if it was just the result of a temporary weakness in consumer spending. But there are other issues that look more durable.

One is the threat of tariffs from the US. This is a key market for Diageo and the prospect of increased costs associated with trading across the Atlantic will be an unwelcome obstacle to a recovery in profits. 

Another is the rise of GLP-1 inhibitor drugs. These have the effect of dampening consumer enjoyment of alcohol, which could lead to lower demand over time. 

Overestimating risk?

The ongoing risks with Diageo shouldn’t be ignored entirely, but I think investors are overestimating the scale of some of the challenges. In particular, this looks like it’s the case with GLP-1 drugs.

In terms of the US, around 40% of the population’s obese. So if around half of those people get access to the drug, that’s 20% of the country that might cut back on their alcohol intake as a result. 

Any long-term threat to Diageo also depends on people staying on the treatment. Users that stop taking it tend to revert to their previous condition.

It’s also worth noting that the main demographics currently using GLP-1 treatments aren’t the major groups that make up Diageo’s customer base. So I think the market’s overestimating this risk.

What will 2025 bring?

I have a positive view on Diageo shares for the long term. But I’m much less confident in forecasting exactly when the share price will start to pick up.

It might be in 2025, or it may take longer. But I intend to keep buying the stock and collecting dividends while I wait for what I see as a likely recovery.

But what does the head of The Motley Fool’s investing team think?

Should you invest £1,000 in Aston Martin right now?

When investing expert Mark Rogers has a stock tip, it can pay to listen. After all, the flagship Motley Fool Share Advisor newsletter he has run for nearly a decade has provided thousands of paying members with top stock recommendations from the UK and US markets.

And right now, Mark thinks there are 6 standout stocks that investors should consider buying. Want to see if Aston Martin made the list?

See the 6 stocks

Should you invest, the value of your investment may rise or fall and your capital is at risk. Before investing, your individual circumstances should be assessed. Consider taking independent financial advice.

Stephen Wright has positions in Diageo Plc. The Motley Fool UK has recommended Diageo Plc. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Investing Articles

At a 52-week low but forecast to rise 73%! Is this growth share the FTSE’s top recovery play? 

This FTSE 100 growth share has taken an absolute beating over the past two years but Harvey Jones says the…

Read more »

Investing Articles

This FTSE 250 share offers a juicy 9.8% yield. Will it last?

This well-known FTSE 250 share has a percentage dividend yield approaching double digits. Should Christopher Ruane add the income share…

Read more »

Investing Articles

Is a £333,000 portfolio enough to retire and live off passive income?

A third of a million pounds can generate a serious amount of passive income, but relying on this sum alone…

Read more »

The flag of the United States of America flying in front of the Capitol building
Investing For Beginners

Why FTSE 100 investors should pay attention to ‘Liberation Day’

Jon Smith explains why the upcoming tariff announcement from across the pond could have an impact on the FTSE 100,…

Read more »

Concept of two young professional men looking at a screen in a technological data centre
Investing Articles

Here’s why Nvidia stock fell 13% in March

The Nvidia stock price rise was looking unstoppable. Should investors now be wondering if the same might be true of…

Read more »

US Stock

It’s ISA deadline week! Here’s my 3-step game plan

Jon Smith tries to calm the hype around the last minute ISA rush to buy stocks and explains why he's…

Read more »

Snowing on Jubilee Gardens in London at dusk
Investing Articles

£10,000 invested in BAE Systems shares at Christmas is now worth…

BAE Systems shares have been surging in the FTSE 100 in 2025, driven higher by the wavering US commitment to…

Read more »

Investing Articles

Up 19% in 2 weeks, can the Tesla share price rebound further?

Tesla's first-quarter delivery numbers came out today. Will they help persuade our writer to invest his money at the current…

Read more »