Economy
01 May 2023
This Week in Commerce: Amazon Pet Day, DTC earnings, Fed decision
Check out the calendar for April 30-May 4.
(Photo via Shopify)
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Welcome to a new week. All economic eyes are on the Federal Reserve, as its key committee will issue the latest decision on interest rate hikes Wednesday. Meanwhile, earnings season rolls on with a focus on DTC, from platforms like Shopify to brands like Solo and Figs.
Here’s a look at the calendar:
Events
Amazon Pet Day: Our very good friends get their own Prime Day. The 48-hour deals event will feature deals on pet products ranging from home and personal care to supplies and electronics. Dolly Parton will be featured on Amazon Live throughout the extravaganza. (May 2-3)
Economic Indicators
Federal Reserve rate hike decision: The Federal Open Markets Committee delivers its latest verdict on whether it will raise its benchmark interest rate, and by how much. The decision comes as economic data shows the Fed’s interest rate hikes are impacting demand, and the central bank weighs whether to pause interest rate hikes due to the financial turmoil triggered by the collapse of Silicon Valley Bank. (May 3, 2:30 p.m.)
Jobs report: The U.S. Labor Department issues key employment data for April 2023, including the number of new jobs created and the unemployment rate. (May 5, 8:30 a.m.)
Earnings
Tuesday, May 2: Clorox, Uber.
Wednesday, May 3: Kraft Heinz, Gap Inc.
Thursday, May 4: Blue Apron, BigCommerce, Solo Brands, Apple, Kellogg Co., DoorDash, Figs, Shopify, Wayfair.
Friday, May 5: Qurate Retail Group.
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Marketing
09 June 2023
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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