Economy
01 February 2023
Consumers send mixed signals as confidence declines in January
The Conference Board found that consumer views of the current economic situation is improving, but they aren't as optimistic about the next six months.
×
The Current, delivered daily.
Ecommerce news, right to your inbox.
Sign up for our email newsletter.
Subscribe
.sticky-cta-wrapper {
width: 100%;
position: fixed;
bottom: 0;
left: 0;
background-color: var(--black);
}
Subscribe to The Current newsletter
U.S. consumer confidence declined in January as concerns about the economy over the next year clouded their thinking.
The news: The Conference Board Consumer Confidence Index fell in January to 107.1, down from an upwardly revised 109 in December.
But there’s nuance between how consumers view today and the next year. Consumers’ view of the present economic situation and labor market conditions ticked up. The fall in optimism was observed in the short-term outlook, indicating there are concerns about where the economy is heading in the next six months.
“Consumers were less upbeat about the short-term outlook for jobs,” said Ataman Ozyildirim, senior director of economics at The Conference Board. “They also expect business conditions to worsen in the near term. Despite that, consumers expect their incomes to remain relatively stable in the months ahead.”
Purchasing plans were another area of mixed messages. Consumers held steady in their thinking about buying autos and appliances, but fewer consumers are planning to buy a home.
On inflation, expectations ticked up. Consumers now see inflation at 6.8% over the next year, as opposed to 6.6% a month ago. Yet this is down from the peak of 7.9% observed in June 2022.
Key demographic stat: “Consumer confidence fell the most for households earning less than $15,000 and for households aged under 35,” said Ozyildirim.
It’s a reminder: This more difficult economic moment likely isn’t affecting everyone in the same way.
Subscribe to The Current Newsletter
SubscribeTrending in Retail Channels
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.
Keep reading...Show less
Loading...
Subscribe to The Current Newsletter
SubscribeLatest from Retail Channels
.sticky-cta-wrapper {
width: 100%;
position: fixed;
bottom: 0;
left: 0;
background-color: var(--black);
}
Copyright © 2026 thecurrent.media.