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WDFC 
WD-40 Company (WDFC)
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Upturn Advisory Summary
01/09/2026: WDFC (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
2 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $264.5
1 Year Target Price $264.5
| 1 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -3.76% | Avg. Invested days 49 | Today’s Advisory WEAK BUY |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 01/09/2026 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 2.57B USD | Price to earnings Ratio 28.92 | 1Y Target Price 264.5 |
Price to earnings Ratio 28.92 | 1Y Target Price 264.5 | ||
Volume (30-day avg) 2 | Beta 0.14 | 52 Weeks Range 175.38 - 250.10 | Updated Date 01/10/2026 |
52 Weeks Range 175.38 - 250.10 | Updated Date 01/10/2026 | ||
Dividends yield (FY) 1.85% | Basic EPS (TTM) 6.57 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2026-01-08 | When - | Estimate 1.45 | Actual 1.28 |
Profitability
Profit Margin 14.42% | Operating Margin (TTM) 15.06% |
Management Effectiveness
Return on Assets (TTM) 14.05% | Return on Equity (TTM) 36.51% |
Valuation
Trailing PE 28.92 | Forward PE 46.3 | Enterprise Value 2792484422 | Price to Sales(TTM) 4.14 |
Enterprise Value 2792484422 | Price to Sales(TTM) 4.14 | ||
Enterprise Value to Revenue 4.5 | Enterprise Value to EBITDA 24.66 | Shares Outstanding 13486302 | Shares Floating 13428850 |
Shares Outstanding 13486302 | Shares Floating 13428850 | ||
Percent Insiders 0.78 | Percent Institutions 88.62 |
Upturn AI SWOT
WD-40 Company
Company Overview
History and Background
The WD-40 Company was founded in 1953 by Norm Larsen as the Rocket Chemical Company. Its initial product, WD-40 (Water Displacement, 40th formula), was developed to prevent rust and corrosion on aircraft parts. The company officially changed its name to WD-40 Company in 1969. Significant milestones include the introduction of WD-40 Multi-Use Product in aerosol cans, expanding into cleaning products, and acquiring brands like 3-IN-ONE Oil and Lava Soap.
Core Business Areas
- Segment Name 1: Homeowner Business
- Segment Name 2: Professional/Trade Business
- Segment Name 3: Specialty Products Business
Leadership and Structure
WD-40 Company is a publicly traded company with a board of directors and executive leadership team. The CEO is Garry Ridge. The company operates with a global structure, managing its brands and operations across different regions.
Top Products and Market Share
Key Offerings
- Competitors: 3M (Scotch, Command),Loctite (Henkel),Rust-Oleum (RPM International),CRC Industries,Gunk (Old World Industries)
- Description: The flagship product, known for its ability to lubricate, penetrate, displace moisture, and prevent rust and corrosion. It is widely used by homeowners, tradespeople, and in industrial settings.
- Market Share Data: WD-40 Multi-Use Product holds a dominant position in the multi-purpose lubricant and protectant market. Specific market share figures fluctuate, but it is widely recognized as the category leader.
- Product Name 1: WD-40 Multi-Use Product
- Competitors: CRC Industries,3M,Grainger (private label),Specialty chemical manufacturers
- Description: A range of specialized maintenance products for specific applications, including degreasers, penetrants, rust removers, and lubricants for industrial and professional use. Launched to cater to more demanding user needs.
- Market Share Data: This line competes in more niche segments within the broader maintenance and repair market.
- Product Name 2: WD-40 Specialist Line
- Competitors: WD-40 Multi-Use Product,Other household oil brands
- Description: A classic multi-purpose lubricating oil known for its use in household applications, tools, and light machinery. Acquired by WD-40 Company.
- Market Share Data: A well-established brand in the household oil lubricant market.
- Product Name 3: 3-IN-ONE Oil
- Competitors: GOJO Industries (Purell),3M,DEB Group
- Description: A heavy-duty hand cleaner designed to remove tough grease, grime, and paint. Acquired by WD-40 Company.
- Market Share Data: A strong contender in the industrial and heavy-duty hand cleaner segment.
- Product Name 4: Lava Soap
Market Dynamics
Industry Overview
WD-40 Company operates within the broader consumer and industrial cleaning, maintenance, and repair product markets. These industries are generally stable, driven by consumer needs for household maintenance, automotive care, and professional trades. The market is influenced by economic conditions, DIY trends, and industrial activity. Competition is present from both large diversified companies and smaller specialty manufacturers.
Positioning
WD-40 Company is a well-established brand with strong brand recognition and customer loyalty, particularly for its flagship WD-40 Multi-Use Product. Its competitive advantages lie in its iconic brand, extensive distribution network, and product innovation through its Specialist line. The company has successfully positioned itself as a go-to solution for a wide range of maintenance and repair tasks.
Total Addressable Market (TAM)
The total addressable market for lubricants, cleaning products, and maintenance sprays is substantial, likely in the tens of billions of dollars globally. WD-40 Company, with its core products and expanding portfolio, has a significant portion of this TAM, particularly within the multi-purpose lubricant and household maintenance segments. The company's strategy aims to capture further market share through product line extensions and geographic expansion.
Upturn SWOT Analysis
Strengths
- Iconic and highly recognized brand (WD-40)
- Strong customer loyalty and brand equity
- Extensive global distribution network
- Diversified product portfolio beyond the flagship product
- Proven track record of consistent profitability
Weaknesses
- High dependence on the WD-40 brand name for a significant portion of revenue
- Potential for commoditization in certain product categories
- Vulnerability to raw material price fluctuations
- Relatively smaller scale compared to some diversified competitors
Opportunities
- Expansion of the WD-40 Specialist line into new markets and applications
- Geographic expansion into emerging markets
- Strategic acquisitions of complementary brands or technologies
- Leveraging e-commerce and digital channels for direct-to-consumer sales
- Developing more environmentally friendly product formulations
Threats
- Intensifying competition from both established brands and private labels
- Economic downturns impacting consumer discretionary spending
- Increasing regulatory scrutiny on chemical products
- Potential for disruptive innovation from competitors
- Changes in consumer preferences or DIY trends
Competitors and Market Share
Key Competitors
- 3M (MMM)
- RPM International Inc. (RPM)
- Henkel AG & Co. KGaA (OTCQX: HENOY)
Competitive Landscape
WD-40 Company's primary advantage lies in its unparalleled brand recognition for its flagship product. While competitors like 3M offer a broader range of industrial and consumer products, and RPM focuses on coatings and sealants, WD-40 maintains a strong niche in multi-purpose lubricants and maintenance sprays. Its direct-to-consumer reach and brand loyalty are significant differentiators. However, larger conglomerates can leverage greater R&D budgets and broader distribution networks.
Major Acquisitions
Stag-Parkway
- Year: 2021
- Acquisition Price (USD millions): 37.5
- Strategic Rationale: To expand its distribution capabilities in the lawn, garden, and hardware markets in North America.
Sunbelt Outdoor Products
- Year: 2021
- Acquisition Price (USD millions): 22.7
- Strategic Rationale: To strengthen its position in the outdoor maintenance and lawn care market.
Growth Trajectory and Initiatives
Historical Growth: WD-40 Company has demonstrated consistent historical growth, driven by organic expansion of its core product line, the successful introduction of new products within the WD-40 Specialist range, and strategic acquisitions. The company has a history of compounding earnings and shareholder value.
Future Projections: Analyst estimates project continued moderate revenue growth in the low to mid-single digits annually, driven by global market penetration and new product introductions. Profitability is expected to remain strong, with potential for margin expansion through operational efficiencies and higher-value product sales.
Recent Initiatives: Recent initiatives include expanding the WD-40 Specialist line, enhancing e-commerce capabilities, and focusing on sustainability efforts. The company is also exploring opportunities in new product categories and geographic markets.
Summary
WD-40 Company is a financially sound company with an iconic brand and strong market position in its core segments. Its consistent profitability, dividend growth, and expanding product lines demonstrate its strength. The company needs to remain vigilant against increasing competition and potential commoditization, while continuing to innovate and explore new growth avenues, particularly in specialty products and international markets, to maintain its robust performance.
Similar Stocks
Sources and Disclaimers
Data Sources:
- WD-40 Company Investor Relations
- SEC Filings (10-K, 10-Q)
- Financial News Outlets (e.g., Wall Street Journal, Bloomberg)
- Market Research Reports
Disclaimers:
This JSON output is for informational purposes only and does not constitute investment advice. Financial data and market share estimates are subject to change and may vary depending on the source and reporting period. Users should conduct their own due diligence before making any investment decisions.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About WD-40 Company
Exchange NASDAQ | Headquaters San Diego, CA, United States | ||
IPO Launch date 1990-03-26 | CEO, President & Director Mr. Steven A. Brass | ||
Sector Basic Materials | Industry Specialty Chemicals | Full time employees 714 | Website https://www.wd40company.com |
Full time employees 714 | Website https://www.wd40company.com | ||
WD-40 Company engages in the provision of maintenance products and homecare and cleaning products in North America, Central and South America, Asia, Australia, Europe, India, the Middle East, and Africa. The company offers multi-purpose maintenance products that include aerosol sprays, non-aerosol trigger sprays, precision pens, and in liquid-bulk form products under the WD-40 Multi-Use brand; specialty maintenance products, such as penetrants, degreasers, corrosion inhibitors, greases, lubricants, and rust removers under the WD-40 Specialist brand; drip and specialty oil lubricant, and specialty maintenance products under the 3-IN-ONE brand; and e bike maintenance products under the GT85 brand. It also provides automatic toilet bowl cleaners under the 2000 Flushes brand; aerosol and liquid trigger carpet stain and odor eliminators under the Spot Shot brand; room and rug deodorizers under the Carpet Fresh brand; bar soap and liquid hand cleaner products under the Lava and Solvol brand; automatic toilet bowl cleaners under the X-14 brand; carpet and fabric sanitizers and deodorizers products, and spot stain cleaners under the no vac brand; and room and rug deodorizers under the 1001 and 1001 Carpet Fresh brand. The company sells its products primarily through hardware stores, automotive parts outlets, industrial distributors and suppliers, mass retail and home center stores, value retailers, grocery stores, online retailers, warehouse club stores, farm supply, sport retailers, and independent bike dealers. WD-40 Company was founded in 1953 and is headquartered in San Diego, California.
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