Cost of living crisis? Consumers keep spending for now


By Richa Naidu and Sachin Ravikumar

LONDON, July 27 (Reuters)Consumer-focused corporations are seeing no scarcity of demand regardless of the hovering cost-of-living, prompting a number of to improve gross sales forecasts for the present 12 months, although questions stay about how lengthy that can final.

While some shoppers are shielding themselves from value hikes by buying and selling right down to personal label merchandise, sufficient are spending extra for McDonalds MCD.N to threat lifting the value of a cheeseburger in Britain for the primary time in fourteen years on Wednesday.

“Companies will raise prices if and when they feel consumers are willing and able to pay them,” mentioned Nuveen’s Chief Investment Strategist, Brian Nick, “It’s become harder to do this in 2022 as wage growth slows and excess savings fall.”

The international financial system is mired in a critical slowdown, with some key economies at excessive threat of recession over the approaching 12 months, in keeping with Reuters polls of lots of of economists worldwide.

“There is a real concern that demand may be weakening, which will make it hard to justify further price hikes,” mentioned Nick.

Shops and supermarkets in Britain elevated costs by 4.4% within the 12 months to July, the biggest rise since these data started in 2005, reflecting a leap in meals and transport prices, the British Retail Consortium mentioned on Wednesday.

Consumer items giants Reckitt Benckiser RKT.L and Danone DANO.PA each lifted gross sales forecasts on Wednesday together with automaker Mercedes MBGn.DE, healthcare agency GSK GSK.L and sportswear agency Puma PUMG.DE.

Reckitt, maker of Dettol and Lysol cleansing merchandise, on Wednesday raised its full-year income forecast after steep value hikes helped it beat second-quarter gross sales expectations.

Danone lifted its annual income progress forecast after second-quarter like-for-like gross sales beat analysts’ estimates on sturdy demand for child meals and bottled water.

Like rival Unilever ULVR.L, Reckitt and Danone’s value rises have pushed income. The greatest query for traders is how lengthy that can proceed.

“What we’ve seen is that the consumer has accepted these price increases but inflation is not pulling back,” mentioned Ashish Sinha, portfolio supervisor at Gabelli. “So as inflation increases, that raises questions on demand elasticity.”


Low-income households have been hit laborious by inflation as a result of a excessive proportion of that earnings is spent on important gadgets starting from meals to gasoline and lodging.

In distinction, middle- and high-income households have been in a position to construct up substantial financial savings in the course of the pandemic as restrictions made all the pieces from overseas holidays to consuming out harder. While some of these financial savings have since been eroded by inflation, they’ve extra flexibility to keep spending.

That has resulted in booming demand for luxurious gadgets akin to sports activities automobiles and designer purses.

LVMH LVMH.PA, the world’s greatest luxurious items agency, on Monday reported higher than anticipated second-quarter gross sales, with sturdy U.S. progress and a restoration in Europe offsetting declining income in Asia.

“We’re growing double digit with most of our brands so we cannot complain about European customers. On top of that we’ve got significant touristic activities in Europe,” mentioned LVMH monetary chief Jean Jacques Guiony.

American vacationers vacationing in London have been spending extra as a result of of the sturdy greenback, analysts say.

For now, the elevated prosperity of prosperous shoppers is offsetting the hit to revenues from decrease earners spending much less.

“It’s one of those moments where investors are looking at these results in Europe and thinking … business has been resilient,” mentioned Danni Hewson, monetary analyst at AJ Bell.

($1 = 0.8293 kilos)

(Additional reporting by Susan Mathew in Bengaluru; Writing by Matt Scuffham; Editing by Kirsten Donovan, Elaine Hardcastle)

((; +1-332 219 1494; Reuters Messaging:

The views and opinions expressed herein are the views and opinions of the creator and don’t essentially mirror these of Nasdaq, Inc.

Source link


Please enter your comment!
Please enter your name here