Midsona AB (publ) (MSON-B) fair value: what the stock is really worth
As of Oct 23, 2026: fair value (intrinsic value) of Midsona AB (publ) stock SEK 11.33, price SEK 9.48, upside +19.5%, quality 58 out of 100. Rating: undervalued. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
Fair value above price?Yes
Good quality?Yes
Keep an eye on it?Free in your watchlist: 5 stocks without an account, 10 with oneYes, for free
69 individual criteria per stock, every one traceableSee the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Oct 21, 2026.
How to read this chart
60‑month range kr 6.36 – kr 74.52 · fair‑value band kr 10.63 – kr 11.33 · the kr 9.48 price screens below the kr 11.33 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 1 fiscal year is left out: there the valuation rested on only a fraction of the usual models. Dashed = 300-day average. As of Oct 21, 2026.
Follow Midsona AB (publ) in your weekly email
Every Wednesday you see whether Midsona AB (publ) is on track or worth a review, plus price against fair value. Free, up to 3 stocks.
We send you a confirmation link. Unsubscribe with one click.
Midsona AB (publ), a consumer goods company, provides organic and consumer health products and health food products in Sweden, Denmark, Finland, Norway, France, Spain, Germany, the rest of Europe, and internationally.
Show moreShow less
The company offers seeds, breakfast, flours, meal side dishes, oil and vinegar, muesli cereals, dried fruit, nuts, nut butter, spreads, snacks, baking, beans, seeds, lentils, rice, grains, pasta, broth, sauces, oatmeal, drinks, glass and canned goods, kernels, seeds, flakes and flour, crispbread, bread and rice cakes, spices, oils and vinegar, pasta, rice and grains, pasta sauce, toppings, tofu, coconut, tomato, flours and milling, toasted seeds or seed mixes, snowflakes, and savory groceries.
It also provides neutral and flavored cookies; tea and beverages; dietary supplements; hair, body, and skin care products; macrobiotics; prepared meals; bakery and sweets; veggieburgers; condiments and spices; and prepared meal products.
The company offers its products under the Happy Bio, Helios, Vegetalia, Kung Markatta, Urtekram Kung Markatta, Celnat, Davert, Urtekram Beauty, Friggs, and Earth Control brands.
It sells its products through pharmacies, grocery stores, trade, food service, health food stores, and other specialist retailers, as well as operators in the food service and food industries; and online. Midsona AB (publ) was founded in 1892 and is headquartered in Malmö, Sweden.
Stock analysis
Midsona AB (publ) (MSON-B) currently trades at kr 9.48, while our model-based Fair Value estimate is kr 11.33, implying the stock looks roughly 16.3% undervalued today.
Show more
Valuation
Bull case: the Growth DCF group reads highest at a median of kr 14.14 per share, and 13 of the 24 models we run sit above the kr 9.48 price.
Bear case: the Growth Earnings group reads lowest at kr 1.26, and 11 of the 24 models stay below the price. Data coverage for this calculation is low.
Scenario range: kr 10.63 (bear) to kr 11.33 (bull), the price of kr 9.48 sits below it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 58/100 (solid quality), in the Consumer Defensive sector.
Weak Growth: Revenue is shrinking: the last year, the last three and the last five years are all negative.
Midsona AB (publ) reported revenue of 3.6B SEK in FY2025 versus 3.8B SEK in FY2021, a compound −1.0%/yr. Reported net income was 10.0M SEK in FY2025, compounding −42.1%/yr from FY2021.
Key figures
Market cap 1.4B SEK (≈ $138M) Micro · P/E ratio 12.4 · P/S ratio 0.38 · EPS (TTM) kr 0.7600 · Dividend yield 2.3% · Net margin 3.1% · Return on equity 3.7% · Return on assets (EBIT) 0.1%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 25 out of 100 (medium confidence).
What moves the price
The share trades about 37% below its 52-week high and 20% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Defensive peers we cover trades at −19% fair-value upside, at 20%, MSON-B screens cheaper than that median.
Fair Value models
Bearkr 10.63Fair Value kr 11.33Bullkr 11.33
Price kr 9.48 · Upside +19.5%
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above starts from their evidence-weighted blend, not from a single model. In cyclical trough or peak years, after dilution or a stock split it is adjusted afterwards, so it can sit above or below the models. Based on fiscal year 2025 figures (about 10 months old). Earnings retained since then (kr 0.4424 per share) are deliberately not added.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Coverage ⓘCoverage = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.40/100
Revenue is shrinking: the last year, the last three and the last five years are all negative.
Revenue growth 1 year
−2.6%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
−2.4%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
−0.4%
Start year 2020 (pandemic). Over 10 years: +11.9% a year
Revenue growth 22 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+7.7%
’14
’15
’16
’17
’18
’19
’20
’21
’22
’23
’24
’25
What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
−46.8%
Earnings growth per share plus dividend.
Earnings per share, growth per year−49.1%
Dividend (yield on the price)2.3%
Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.−49.1% vs −27.1%, slowing
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.7% → 4%
Pace: the 5-year rate starts in 2020 (pandemic)
Growth Forecast
Little optimism in the price
The price assumes less growth than the company has delivered so far.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
−4.3%
The company could shrink this much every year for the next five years and today's price would still be justified.
What forecasts expect
n/a
No analyst forecast available.
After inflation (Sweden: IMF forecast 2.0% a year to 2030, 2.9% from 2016 to 2025) that is about −6.2% a year for the price.
Price, fair value, quality and upside side by side.
Free, no sign-up
Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Packaged Foods · 617 stocks
Beats the industry median on 6/14 measures
A mixed picture versus its industry peers.
Valuation
Quality Score58 · Above median
Fair Value upside+19.5% · Above median
Profitability
Return on equity (12 months)3.7% · Below median
Return on assets0.2% · Bottom 25%
Net margin (12 months)3.1% · Below median
Operating margin (12 months)2.3% · Below median
Growth and dividend
Revenue growth (quarter YoY)0.6% · Below median
Dividend yield (12 months)2.3% · Below median
Balance sheet
Debt / equity0.19× · Above median
Valuation Multiplesvs Packaged Foods median · lower = cheaper
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Midsona AB (publ) Fair Value". https://www.fairvalue-calculator.com/stock/MSON-B
Frequently asked questions
Is Midsona AB (publ) (MSON-B) overvalued or undervalued?
As of Oct 21, 2026, our model estimates a fair value of kr 11.33 versus a price of kr 9.48, about +20% upside (undervalued).
What is the fair value of MSON-B?
Our model-based fair value for Midsona AB (publ) is kr 11.33 (as of Oct 21, 2026), built from audited fundamentals. The current price: kr 9.48.
What is the quality score of MSON-B?
Midsona AB (publ) has a Quality Score of 58/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Midsona AB (publ) (MSON-B)?
Our model-based price target is the fair value of kr 11.33 (as of Oct 21, 2026) from 24 valuation models. Cautious scenario kr 10.63, optimistic scenario kr 11.33. It is a calculation from audited fundamentals, not an analyst target.
What is the Midsona AB (publ) stock forecast for 2026?
Our models put fair value at kr 11.33, about +20% upside versus a price of kr 9.48 (undervalued). Cautious scenario kr 10.63, optimistic scenario kr 11.33. The calculation is refreshed regularly with new filings.
What is the revenue of Midsona AB (publ) (MSON-B)?
Midsona AB (publ) reported trailing-twelve-month revenue of about 3.6B SEK (latest available figure, as of Oct 21, 2026).
Does Midsona AB (publ) pay a dividend?
Midsona AB (publ) currently shows a dividend yield of 2.32% relative to its recent price (as of Oct 21, 2026).
What growth is priced into Midsona AB (publ) (MSON-B)?
For today's price to be fair in a discounted-cash-flow model, Midsona AB (publ) would have to grow free cash flow by -4.3 % per year for five years (discount rate 11.0 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew -0.4 % per year. As of Oct 21, 2026.
What discount rate (WACC) does the fair value of MSON-B use?
Our models discount Midsona AB (publ) at 11.0 %: a base by market capitalisation (micro), damped by beta 0.47, country premium for Sweden. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For Midsona AB (publ) that is -4.3 % per year a year over ten years, using the same discount rate (11.0 %) and the same formula as our fair value.
How much growth has Midsona AB (publ) (MSON-B) delivered so far?
Over the past 5 years revenue at Midsona AB (publ) grew -0.4 % a year. The price currently implies -4.3 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of Midsona AB (publ) (MSON-B) growing?
The median revenue growth in the sector is +3.3 % a year. That is the yardstick for the growth priced into Midsona AB (publ) (-4.3 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Midsona AB (publ) (MSON-B)?
The free-cash-flow yield on the price is 14.56 %: that much free cash flow Midsona AB (publ) produces per unit of market value. When it exceeds the discount rate of our models (11.0 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Midsona AB (publ) (MSON-B)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Midsona AB (publ) it is kr 11.33 per share (as of Oct 21, 2026), against a price of kr 9.48. It is the blended result of 24 valuation models (cash flow, earnings, asset, dividend).
Is Midsona AB (publ) stock overvalued or undervalued in 2026?
As of Oct 21, 2026, MSON-B trades below its calculated fair value: price kr 9.48, fair value kr 11.33, a gap of about +20% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of MSON-B?
No. The price is what the market pays today (kr 9.48); the fair value is what the company's own numbers justify (kr 11.33). For Midsona AB (publ) the two are kr 1.85 per share apart. That gap is exactly why we show both numbers side by side.
How much is Midsona AB (publ) worth?
The market values Midsona AB (publ) at about 1.4B SEK (market capitalisation, as of Oct 21, 2026). Per share that is kr 9.48; our models calculate a fair value of kr 11.33 per share.
What do the bullish and bearish scenarios say about MSON-B?
Our models span a range for Midsona AB (publ): cautious scenario kr 10.63, base kr 11.33, optimistic kr 11.33 per share (as of Oct 21, 2026, price kr 9.48). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of MSON-B?
Midsona AB (publ) trades at a price-to-earnings ratio of 12.4 (as of Oct 21, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of kr 11.33 is built from several models across several years. Other multiples: P/B 0.5, P/S 0.4, EV/EBITDA 10.2.
How solid is the balance sheet of Midsona AB (publ) (MSON-B)?
Balance-sheet figures for Midsona AB (publ) (as of Oct 21, 2026): return on equity 3.7%, debt of 0.19 per unit of equity. They feed the Quality Score of 58/100, which measures business quality independently of the share price.
How far is MSON-B from its 52-week high?
Midsona AB (publ) trades at kr 9.48, about 37% below its 52-week high of kr 15.10 and 20% above the low of kr 7.90 (as of Oct 23, 2026). Distance from the high says nothing about value: that is what the fair value of kr 11.33 is for.
Which stocks are comparable to Midsona AB (publ)?
From the same area (Consumer Defensive) we also value Nestlé S.A, Danone S.A, Foshan Haitian Flavouring and Food Company, The Kraft Heinz Company, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Midsona AB (publ) stock attractive at the current price?
The data as of Oct 21, 2026: price kr 9.48, calculated fair value kr 11.33 (+20%), Quality Score 58/100, from 24 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of MSON-B calculated?
We run Midsona AB (publ) through 24 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of kr 11.33, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 12.5 % above its aggregate fair value. Midsona AB (publ) currently trades 16 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Midsona AB (publ) (MSON-B)?
The closing price on Oct 23, 2026 was kr 9.48. Our model-based fair value is kr 11.33, about +20% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Midsona AB (publ) right now?
The price is below even our cautious bear case (kr 10.63). The market is more pessimistic than our downside scenario. The models converge in a tight band (kr 10.63 to kr 11.33), unusually little disagreement for a valuation. Evidence is limited here (fewer models, shorter history), so the fair value is a rougher estimate than usual.
Key figures of Midsona AB (publ)
How large is the market capitalisation of Midsona AB (publ) (MSON-B)?
The market capitalisation of Midsona AB (publ) is 1.4B SEK (≈ $138M). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Midsona AB (publ) (MSON-B)?
The price-to-sales ratio of Midsona AB (publ) is 0.38 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Midsona AB (publ) (MSON-B)?
Earnings per share at Midsona AB (publ) are kr 0.7600 (price ÷ EPS = P/E 12.4). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Midsona AB (publ) (MSON-B)?
The dividend yield of Midsona AB (publ) is 2.3% (payout 28.9%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Midsona AB (publ) (MSON-B)?
The net margin of Midsona AB (publ) is 3.1% (last twelve months). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Midsona AB (publ) (MSON-B)?
The return on equity (ROE) of Midsona AB (publ) is 3.7% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Midsona AB (publ) (MSON-B)?
On an EBIT basis the return on assets of Midsona AB (publ) is 0.1% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Midsona AB (publ) (MSON-B)?
The operating margin of Midsona AB (publ) is 2.3% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Midsona AB (publ) (MSON-B)?
Revenue at Midsona AB (publ) is growing +0.6% versus a year earlier (3y avg −2.4%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Midsona AB (publ) (MSON-B)?
Earnings per share at Midsona AB (publ) are growing +10.7% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Midsona AB (publ) (MSON-B) carry?
The net debt of Midsona AB (publ) is 299M SEK (fiscal year 2025, ≈ 1.5 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
Free · no account needed
Watch Midsona AB (publ) in the live analysis
One click puts Midsona AB (publ) on your watchlist: fair value and trend at a glance, plus comparison, the diversification check and the 28,000+ stock screener.
Thin data
Oct 21, 2026