Operations
09 March 2023
US imports start 2023 with a slowdown
But growth is expected to pick up slightly, according to NRF's Global Port Tracker.

Photo by Chris Pagan on Unsplash
But growth is expected to pick up slightly, according to NRF's Global Port Tracker.

The long winter continues at U.S. ports.
Import levels for February were projected at their lowest volume since the beginning of the pandemic, according to the Global Port Tracker from the National Retail Federation and Hackett Associates. Projections show that imports were down 13.6% from December, and a whopping 26.2% from the year before. The forecast comes for a month which is already the slowest of the year due to Lunar New Year celebrations and the post-holiday lull in retail.
It adds to mounting evidence that retailers are ordering fewer goods as they continue to work through last year’s inventory glut, and face down a pullback on consumer discretionary spending amid inflation. January saw final numbers of 1.81 million Twenty-Foot Equivalent Units (TEU). That was down 16.5% year-over-year. Still, there were signs of some rebound, as the January levels were up 4.4%, bringing the first increase on a monthly basis since August.
“Retailers are maintaining reduced inventories in anticipation of rebuilding with new seasonal stock once they have a clearer take on expected levels of consumer spending,” said Hackett Associates Founder Ben Hackett, in a statement. “While import volumes remain low, the tight labor market and strong wages are helping consumers absorb the impact of inflation and continue to spend.”

Nevertheless, a bounceback is anticipated later this year, even as import volumes continue to trail 2022 levels.
“There are many uncertainties about the economy, but we expect imports to show modest gains over the next several months,” NRF Vice President for Supply Chain and Customs Policy Jonathan Gold said. “Growth is a positive sign, but levels are still far below normal and retailers will remain cautious as they work to keep inventories in line with consumer demand.”
The Global Port Tracker’s projections include:
Lower import volumes are among the drivers of a big decrease in a key cost of shipping for retailers. The average price of a 40-foot container on March 9 was $1806. That’s 80% below the price on the same week in 2022 and 83% below the September 2021 peak, according to the Drewry World Container Index.
It appears the balance of power in the market has shifted from carriers to retailers. With a slowdown in volumes and prices low, there may be savings in the supply chain for brands and retailers seeking to stock up.
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
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.