18 companies, largest first.

About Consumer Products Stocks

Staples are what people own when they want to sleep at night. Predictable demand, reliable dividends, long records of raising them, and a habit of holding up when everything else falls. The trade-off is that you are buying low-single-digit growth and paying a multiple that assumes the brands stay strong.

The pressure on that assumption is private label. The retailer selling your product also sells its own version a few inches away, and every recession teaches more customers that the cheaper one is fine. Pricing power in this group is a claim that needs checking rather than a given, and volume declines hidden behind price increases are the thing to look for.

Appliances and other durables sitting in the same category behave nothing like detergent. Those are bought once a decade, usually when something breaks or somebody moves, which ties them to housing activity and makes them genuinely cyclical. Toys are their own thing again, dependent on licensed characters and concentrated almost entirely into the weeks before the holidays.

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