Stickiness and Switching Costs

Jeremie explains why clients rarely change suppliers due to tiny cost share and high brand risk, creating durable revenue.

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Episode notes

Today, we are breaking down Givaudan, the Swiss fragrance and flavor giant hiding in plain sight. I came away from this episode with a new way of seeing the world around me. When you learn that a single company is behind the scent of your shampoo, the taste of your burger, and the smell of your laundry, you start to realize just how much of daily life runs through a company most people have never heard of.

I am joined by Jeremie Fastnacht, a fund manager at Banque de Luxembourg Investments based in Luxembourg. We get into what makes Givaudan, Givaudan, starting with its founding in 1895 Zurich and how it quietly became the dominant player in a market most investors overlook. We cover the structure of the flavor and fragrance industry, why switching costs are so remarkably high despite this being a tiny fraction of any client's costs, how the company operates more like a royalty business than a manufacturer, and what the risks look like now that a new management team has taken the helm.

Please enjoy this breakdown of Givaudan.

For the full show notes, transcript, and links to the best content to learn more, check out the episode page⁠⁠⁠⁠⁠⁠⁠ here.⁠⁠⁠⁠⁠⁠⁠

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Timestamps

(00:00:00) Welcome to Business Breakdowns

(00:02:35) Episode Intro: Givaudan

(00:03:25) How Flavors and Fragrances Shape Daily Life

(00:05:28) Scent and Taste as Purchasing Drivers

(00:07:57) Givaudan's Corporate History

(00:10:26) Creating Flavors and Fragrances

(00:13:57) The Royalty Model of Revenue

(00:16:27) Why There's No Incentive to Switch Supplier

(00:18:43) Market Size & Major Competitors