Alpha Brands Consumer Spending Index 2019

The brands index was created in 2016 to offer a dedicated universe of the most relevant & important brands serving U.S. and global consumers. The index is updated each December to reflect the current state of consumption trends and offers exposure to important consumption categories. The index committee identifies the most appropriate consumption industries to track, ranks all companies in each industry to identify the leaders, then decides how much exposure is warranted to each industry based on it’s consumer trends research. The 200 companies chosen reflect the committee’s choices for the most relevant and iconic brands that are currently resonating the best with consumers. The 200 brands constituents also include a handful of B2B brands that are deemed vital to the consumption supply chain. 90% of the 200 brands are domiciled in the U.S. and 10% of the brands are domiciled outside the U.S.

Here’s the indexes 3YR track record of live performance from: 9/16/16 to 9/16/19. Bloomberg symbol, BRANDS Index GO

The Green line is the Brands Index and has performed well versus the equal weight S&P 500 and in-line with the S&P 500 cap-weighted index but offers a better reflection of the real economy given its persistent overweight to leading consumer discretionary (roughly 40%) & consumer staples (roughly 20%) brands.

The Brands Index serves as the investment universe for the Alpha Brands suite of investments in partnership with Accuvest Global Advisors.

If the S&P 500 is supposed to be a proxy investment for the economy as S&P states, why does the S&P 500 only have roughly 22% in consumer sectors when consumer spending is 72% of GDP?  The Brands Index weights better reflects the primary drivers of the real economy and is therefore a better index to track U.S. economic output.

If the S&P 500 is supposed to be a proxy investment for the economy as S&P states, why does the S&P 500 only have roughly 22% in consumer sectors when consumer spending is 72% of GDP?

The Brands Index weights better reflects the primary drivers of the real economy and is therefore a better index to track U.S. economic output.

Alpha Brands Consumer Spending Index: Sector Weights

Index will always be >50% Consumer Discretionary & Staples
Click the image to learn more about the Brands Index and how it was created.

Click the image to learn more about the Brands Index and how it was created.

Abbott Laboratories ABT
AbbVie Inc ABBV
Activision Blizzard, Inc. ATVI
ADIDAS ADDYY
Adobe Inc ADBE
Advance Auto Parts, Inc. AAP
Alaska Air Group, Inc. ALK
Alibaba Group Holding Ltd BABA
Allstate Corp ALL
Alphabet Inc GOOGL
Amazon.com, Inc. AMZN
AMC NETWORKS INC AMCX
American Express Company AXP
American Tower Corp AMT
American Water Works Company Inc AWK
Amgen, Inc. AMGN
Anheuser Busch Inbev BUD
Anthem Inc ANTM
Apple Inc. AAPL
AT&T Inc. T
Automatic Data Processing ADP
AvalonBay Communities Inc AVB
Bank of America Corp BAC
BAYERISCHE MOTORS BMWYY
Berkshire Hathaway Inc. BRK.B
Best Buy Co Inc BBY
BlackRock, Inc. BLK
Boeing Co BA
Booking Holdings Inc BKNG
Bristol-Myers Squibb Co BMY
Broadcom Inc AVGO
Canada Goose Holdings Inc GOOS
Capital One Financial Corp. COF
CarMax, Inc KMX
Caterpillar Inc. CAT
CBS Corporation CBS
Charles Schwab Corporation
SCHW
Charter Communications Inc CHTR
Chevron Corporation CVX
Chipotle Mexican Grill, Inc. CMG
Church & Dwight Co., Inc. CHD
Cigna Corp CI
Cisco Systems, Inc. CSCO
Citigroup Inc C
Clorox Co CLX
Colgate-Palmolive Company CL
Comcast Corporation CMCSA
Conagra Brands Inc CAG
ConocoPhillips COP
Constellation Brands, Inc. STZ
Costco Wholesale Corporation COST
CROWN CASTLE INC CCI
CVS Health Corp CVS
D. R. Horton Inc DHI
Danaher Corporation DHR
Darden Restaurants, Inc. DRI
Deckers Outdoor Corp DECK
Deere & Company DE
Delta Air Lines, Inc. DAL
Dicks Sporting Goods Inc DKS
DISCOVERY COMMUNICATIONS INC.
DISCA
Dollar General Corp. DG
Dollar Tree, Inc. DLTR
Domino's Pizza, Inc. DPZ
eBay Inc EBAY
Electronic Arts Inc. EA
Eli Lilly And Co LLY
Equity Lifestyle Properties, Inc. ELS
Equity Residential EQR
Estee Lauder Companies Inc EL
Etsy Inc ETSY
Expedia Group Inc EXPE
Exxon Mobil Corporation XOM
Facebook, Inc. FB
FedEx Corporation FDX
Ferrari NV RACE
Five Below Inc FIVE
Ford Motor Company F
Gap Inc GPS
Garmin Ltd. GRMN
General Mills, Inc. GIS
General Motors Company GM
Genuine Parts Company GPC
Goldman Sachs Group Inc GS
Goodyear Tire & Rubber Co GT
GrubHub Inc GRUB
Hasbro, Inc. HAS
HCA Healthcare Inc HCA
Hershey Co HSY
Hilton Hotels Corporation
HLT
Home Depot Inc HD
Hormel Foods Corp HRL
IBM IBM
Intel Corporation INTC
International Flavors & Fragrances IFF
Intuit Inc. INTU
J B Hunt Transport Services Inc JBHT
Johnson & Johnson JNJ
JPMorgan Chase & Co. JPM
Kellogg Company K
Kimberly Clark Corp KMB
Kroger Co KR
L'OREAL CO LRLCY
Laboratory Corp. of America LH
Las Vegas Sands Corp. LVS
Lennar Corporation LEN
Lions Gate Entertainment Corp. LGF.A
Live Nation Entertainment, Inc. LYV
Lowe's Companies, Inc. LOW
Lululemon Athletica inc. LULU
LVMH Moet Hennessy Louis Vuitton
LVMUY
Madison Square Garden Co MSG
Marriott International Inc MAR
Mastercard Inc MA
MCCORMICK & CO MKC
Mcdonald's Corp MCD
Mercadolibre Inc MELI
Merck & Co., Inc. MRK
MGM Resorts International MGM
Microsoft Corporation MSFT
Mohawk Industries, Inc. MHK
Molson Coors Brewing Co TAP
MONDELEZ INTERNATIONAL INC
MDLZ
Monster Beverage Corp MNST
Morgan Stanley MS
Msci Inc MSCI
NESTLE NSRGY
Netflix Inc NFLX
Nike Inc NKE
NINTENDO LTD NTDOY
Nordstrom, Inc. JWN
Norwegian Cruise Line Holdings Ltd NCLH
NVIDIA Corporation NVDA
O'Reilly Automotive Inc ORLY
Oracle Corporation ORCL
Paypal Holdings Inc PYPL
PepsiCo, Inc. PEP
Pfizer Inc. PFE
Planet Fitness Inc PLNT
Polaris Inc PII
Procter & Gamble Co PG
Progressive Corp PGR
Prudential Financial Inc PRU
Public Storage PSA
PVH Corp PVH
Ralph Lauren Corp RL
Republic Services, Inc. RSG
Restoration Hardware Holdings, Inc
RH
Roku Inc ROKU
Ross Stores, Inc. ROST
Royal Caribbean Cruises Ltd RCL
salesforce.com, inc. CRM
SAP SE SAP
Shake Shack Inc SHAK
Sherwin-Williams Co SHW
Shopify Inc SHOP
Simon Property Group Inc SPG
Six Flags Entertainment Corp SIX
Sony Corp SNE
Southwest Airlines Co LUV
Spotify Technology SA SPOT
Sprouts Farmers Market Inc SFM
Square Inc SQ
Stanley Black & Decker, Inc. SWK
Starbucks Corporation SBUX
Stryker Corporation SYK
SYSCO Corporation SYY
T-Mobile Us Inc TMUS
Take-Two Interactive Software
TTWO
Tapestry Inc TPR
Target Corporation TGT
TD Ameritrade Holding Corp. AMTD
TENCENT HOLDING TCEHY
Tesla Inc TSLA
Texas Instruments Incorporated TXN
The Coca-Cola Co KO
Tiffany & Co. TIF
TJX Companies Inc TJX
Toyota Motor Corp TM
Twitter Inc TWTR
Ulta Beauty Inc ULTA
Under Armour Inc UAA
UNILEVER N.V. UL
Union Pacific Corporation UNP
United Parcel Service, Inc. UPS
UnitedHealth Group Inc UNH
Urban Outfitters, Inc. URBN
Vail Resorts, Inc. MTN
Verizon Communications Inc. VZ
VF Corp VFC
Visa Inc V
Walgreens Boots Alliance Inc WBA
Walmart Inc WMT
Walt Disney Co DIS
Waste Management, Inc. WM
WD-40 Company WDFC
Williams-Sonoma, Inc. WSM
Workday Inc WDAY
Wynn Resorts, Limited WYNN
Yum! Brands, Inc. YUM