Iconic Consumer Brands for More Defensive, Lower-risk Investing: Annual Review 2023

The Defensive Global Consumer Franchise Stocks Theme offers a balanced alternative between the higher risks associated with general equity investing and the safety of risk-free government bonds.

Companies in the theme own many iconic brands, such as Coca-Cola, Colgate, Listerine, Cadbury, Gillette, Head & Shoulders, Guinness, Heineken, Nescafe, Dove, Vaseline, and Ben & Jerry's.

Their sales and profits tend to be defensive during recessions, because they are essential items, or affordable luxuries. Because they are low-ticket, everyday, repeat purchases, their sales and profits tend to be predictable. And, finally, because they are irreplaceable in consumers' minds, they can often raise prices without losing customers.

Defensive, predictable, and inflation-resistant sales and profits - such enviable attributes!

What better way for the risk-averse investor, who nonetheless wants a reasonable return on their capital, to invest?