'ELAN' stocks: Playing the consumer transformation

Move to digitalisation

There has been a lot written on the changing consumer world and how digitalisation has started to reshape it.

A long list of losers has been already priced in by the equity market. But here we wish to focus on a small group of exceptional consumer goods companies, which might actually turn the ongoing transformation to their advantage.  We call them the ELAN stocks, coined for Estée Lauder, Adidas and Nike. What do they have in common? They share three common features.  Why is the US dollar not behaving as people expect? First, they offer a lot of innovative products and work intensely on bringing newness to the consumer. Contrary to consumer staples companies, which are victims of comm...