Given the poor performance of consumer staples in 2025, Goldman Sachs believes the outlook presents new investment opportunities for the coming year. According to an analysis aimed at institutional clients, the firm identifies traditionally resilient sectors—such as nicotine, energy drinks, confectionery, and beauty products—as strategic bets for 2026.
The
recommendation was issued by Bonnie Herzog, Managing Director and Senior
Consumer Analyst at Goldman Sachs, who noted that the recent weakening of the
sector opens the door to a selective rotation toward stocks with greater
resilience and more stable margins. According to the analyst, these categories
tend to maintain consistent demand even in contexts of economic pressure,
making them attractive assets for investors seeking stability and sustained
returns.
Herzog emphasized that, after a year marked by the lag in
consumer staples compared to other market sectors, investors should anticipate
a change in the cycle and position themselves in companies linked to recurring
consumption habits. The report, cited by the financial website Zero Hedge,
suggests that these segments could benefit from both price adjustments and
increased consumer loyalty.
This recommendation comes amid widespread caution in the
markets, where major investment firms are beginning to favor defensive
strategies in the face of macroeconomic volatility and uncertain prospects for
global growth in the short term.
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