In my opinion, the willingness to pay a price premium for brands without this being accompanied by higher quality is slowly but surely declining.
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@jkb92 Do you have a source for this?
@MainTyp is more of a general observation. I once read something about discounters that went in that direction.
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When the crash comes, consumer goods will become a luxury and the expensive ones will win - because people will no longer buy lvmh but expensive toothpaste or lipstick. Something supposedly expensive in an economically weak phase.
@regulat0r not plausible for me
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@jkb92 then look to the past - lipstick became a luxury item in 2008. That's why Michael Burry is investing heavily in Ester Lauder.
@regulat0r maybe lipstick but not toothpaste
@jkb92 no. Even the cheap toothpaste comes from $CL. Colgate's global market penetration is insane, 63% of all households on the planet use Colgate products every day.
That's why it's an absolute basic investment, not sexy, not crypto, and not growing at 1000% per year. But it is, and has been, absolutely profitable in the long term.

The same applies to $PG.

The current market situation is a top buying opportunity.