Iconic Consumer Brands for More Defensive Lower-risk Investing

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 Nescafé 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?