(Photo courtesy of Allbirds)
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Welcome to a new week. Following a week that saw the financial spotlight shift to the banking crisis and the Federal Reserve, the latest data on inflation will put the focus back on consumer goods and spending this week. On the earnings calendar, a host of CPG and digitally native brands alike are set to report results for the latest quarter, offering a snapshot of consumer health and execution strategies that are working now.
Events
Accelerate23: The Global Ecommerce Acceleration Summit from Pattern features speakers including Honest Company Founder Jessica Alba, Olympic Champion Michael Phelps, TikTok US Ecommerce head Sandie Hawkins and Supergoop CEO Amanda Baldwin. (May 10-11, Salt Lake City)
Economic indicators
Consumer Price Index: The U.S. Bureau of Labor Statistics provides data on inflation across a broad swath of the economy for April 2023. In March, inflation eased to 5% as the Federal Reserve's interest rate hikes took hold across the economy. (Wednesday, May 10, 8:30 a.m.)
Producer Price Index: The U.S. Bureau of Labor Statistics provides data on prices paid to manufacturers for goods before they reach retail. Known as the wholesale inflation index, the PPI is seen as a forward-looking measure of inflation. (Thursday, May 11, 8:30 a.m.)
Consumer Sentiment: The University of Michigan offers a preliminary reading on consumer buying conditions and inflation expectations for May 2023. Though this metric remains above last year's doldrums, it was basically unchanged in April. (Friday, May 12, 10 a.m.)
Earnings
Monday, May 8: PayPal, Uber
Tuesday, May 9: Allbirds, Coty, Honest Company, Hostess, Under Armour, Warby Parker
Wednesday, May 10: Wolverine WorldWide
Thursday, May 11: Tapestry, Utz, Yeti
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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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