Is The Kroger Co. (KR) overvalued or undervalued?

At a recent price of $58.22, The Kroger Co. (KR) sits inside a range too wide to call either way: our valuation lenses put the business somewhere between $24.72 and $238.06 per share, and they disagree too widely for us to state a single fair value. We publish the range rather than a midpoint because a number that precise would claim more than the methods can support. This is an educational model, not a price target or a recommendation.

The valuation discounts The Kroger Co.'s projected free cash flows at a weighted-average cost of capital (WACC) of 6.1%, with a long-run terminal growth rate of 2.5%. About 85% of the enterprise value comes from the terminal value — the portion beyond the explicit forecast window — which is typical for a stable, cash-generative business and a reminder that small changes in the discount rate or terminal growth assumption swing the intrinsic value meaningfully.

Running the DCF in reverse — solving for the growth the current price already assumes — the market is implying roughly 15.5% annual revenue growth for KR. Our base case instead assumes about 3.1% average growth over the forecast, so the market is pricing in materially faster growth than our base case. The reverse-DCF is a quick sanity check: it reframes 'is this stock cheap?' as 'do I believe the growth the price requires?' rather than arguing over a single point estimate of fair value.

Sensitivity matters more than any single number. Across a reasonable band of discount-rate assumptions, KR's modeled DCF value ranges from about $7.51 to $121.80 per share. If that range still sits below today's price, the market is optimistic relative to the model across the whole band; if it brackets the price, the stock is roughly fairly valued on our assumptions. Use the interactive slider to see exactly where your own cost-of-capital view lands.

How to read this page: the DCF fair value is what The Kroger Co. would be worth if its cash flows grow as modeled and are discounted at the stated WACC. The assumptions table shows every input and its source; the reverse-DCF shows what the market believes; the sensitivity band shows how fragile the answer is. None of this is investment advice — it is a transparent, auditable framework for forming your own view of KR's intrinsic value. Figures update as new filings and prices come in.