Warning Signs in Consumer Product Company Revenues

President Obama recently spoke about the economy, pushing back against nagging naysayers who point to disappointing growth, arguing that his detractors are attempting to make the US recovery look less robust than it really is. He pointed to job growth, a falling unemployment rate, rising wages and, did I mention job growth? Truth is, President Obama shouldn't take it so personally. An $18 trillion economy is more that the doing of one man.

On closer examination, though, there's no denying that something is downright fishy about the economy. Corporate profits for the S&P 500 have now declined for five straight quarters. More disturbing, and to our point about economic growth, top line revenues of S&P 500 companies have fallen for the past six.

It's not just struggling energy companies, or retailers shouldering these declines, both of whom it could be argued are not representative of the broader economy. In the former case, bulls would point to the nearly unprecedented fall in the price of oil, in the latter the shift to online shopping. But truth be told, the poor sales and earnings of major retailers like Macy's, Nordstrom, Walmart, Kohls, Ralph Lauren and Apple all take into account their online sales. So it's not just a shift to online shopping. There is something wrong with the consumer.

The issue is manifest in top line revenue of major banks like Citibank, JPMorgan and Bank of America. While their customer base is as corporate and institutional as consumer, top line revenues for each of these banks has fallen sequentially for the past five years. The banks are in effect shrinking themselves through expenditure reductions to keep cash flow positive.

But it's the consumer brands, like Colgate that are the most disturbing and highlight the structural weakness in the economy. Net sales for Colgate's products fell 7% last year - now bear in mind this is a company that makes consumer staples like toothpaste, mouthwash, soap, deodorant and household cleaners. Assuming for a moment that inflation is zero (if you buy that argument) the world's population is unquestionably growing. How can a company that markets consumer staples see shrinking sales in a growing world? And it's not that Colgate is somehow falling behind its competitors. After all, the stock trades at 47x trailing earnings and is at the top end of its 52-week trading range. Clearly, investors value the franchise.

As dreary as this picture might be, Colgate is not doing nearly as badly as America's largest consumer products company, Procter & Gamble. P&G has seen declining annual revenues, sequentially, for each of the past five years. Its revenues were fully 20% lower in 2015 than in 2012. P&G saw its sales decline last year alone by $10.9 billion. Pepsico's revenue fell by 5.4% last year, and came in $2.5 billion below its sales level of 2012. General Mills, another leading consumer products company, saw revenue decline last year by 6% vs. 2014. How is this all possible in a healthy economy?

Maybe this is what Bill Gross, Stan Druckenmiller, George Soros, Carl Icahn and other billionaire investors see that scares them so terribly about the economy and the stock market. After all, for revenues of major consumer brands to see continuing sales declines, something has definitely gone off track with the economy.

Retail Spending and the Consumer

I had lunch recently with a friend in a fashionable urban restaurant. When the conversation came around to the economy he said, just look around. Everywhere I go restaurants and retail shops are crowded with people eager to spend. From Fifth Avenue to Rodeo Drive. From San Francisco to Miami Beach, restaurants are crowded and consumers are spending, spending, spending.

The problem with this image, of course, is consumer behavior in these tony high end locations tells us very little about the overall health of the American consumer. How little, may be just 1%. 

For the month of January, total retail sales grew by 0.2% over the prior month. These weak results were at least partially due to falling gas prices - a good thing for consumers. Retail sales ex-auto, gasoline, building materials and food services (i.e., core retail sales) were up 0.6%. While not stellar, the January report followed an outright decline in core retail sales of 0.3% in December. Not great, but certainly not recessionary. Bear in mind also that retail sales figures are not adjusted for inflation. So 2% sales growth in an economy with 2% inflation, would mean essentially flat unit sales. 

Against this backdrop, consider that four states are already officially in a downturn, as reported by Bloomberg News: Alaska, North Dakota, West Virginia and Wyoming. Likewise, other states are threatened, as well, including Louisiana, New Mexico and Oklahoma, according to Moody’s Investors Service. And of course there is Texas, which is also struggling with plunging oil prices, layoffs and reduced consumer spending.

So what's going on? Fortunately, the Commerce Department, in its monthly report of consumer spending, gives us a broader view of how people are spending, or not spending. If we drill down into the January Retail Sales Report, here's what we find beneath the headlines. On a year over year basis, food and beverage store sales were up just 1% (the CPI in January on a year over year basis was up 1.4% so sales grew by an amount less than inflation). But sales at bars and restaurants were up a solid 5.4%, indicating a preference for meals out to those at home for many consumers. Yet, furniture and home furnishings grew by just 1.4% (about the rate of inflation) while clothing stores were flat (no increase in sales, before inflation). And department store sales fell 4.5%, while electronics stores were off 5.4%.

So while the anecdotal evidence of a healthy consumer eating out more often and buying lavish clothes may be what some of us see, others see a far more bleak picture of retail spending, lending yet further support to the case for an impending recession.