UK consumer sectors – What did Santa bring in 2024?

Consumer

UK consumer sectors – What did Santa bring in 2024?

In our report, we look at the relative winners and losers among the UK consumer companies in January 2025. January is a busy month for the consumer analyst as many companies provide updates on how they fared through the crucial final quarter of the year. This is a seasonally important time from a revenue and profit perspective given it includes Black Friday, Christmas, the sales period and a high level of socialising. As we entered the new year, we were a little apprehensive about what might be revealed given the slump in consumer confidence from September 2024, and relatively persistent negative media and business commentary following the Budget. By the end of the month, we found there were more upgrades to estimates than downgrades, but investor caution led to weaker share prices on the whole.

Written by

Russell Pointon

Director of Content, Consumer and Media

Majority of companies underperformed in January

It is fair to say there was a positive skew to share price changes on the day that trading updates and results were released, with increases for around half of the companies tracked. Sadly, this did not carry through to the rest of the month as the share prices for almost 60% of the companies declined in January, and almost 80% underperformed the UK market return of 5%, likely due to macroeconomic factors and other news weighed (eg, in January, the Office for National Statistics reported disappointing retail sales for December). Focusing on the positives, the sectors that performed best in January were: household durables (Games Workshop on further upgrades); specialty retail (Pets at Home, Victorian Plumbing, WH Smith, Wickes and TheWorks.co.uk, albeit with variable changes to CY25e profit); and textiles, apparel and luxury goods (Burberry enjoyed significant upgrades to CY25e profit).

Profit trends more positive than share price reactions

The negative relative share price performance contrasts somewhat with the trends in consensus CY25e profit, which were a little more positive, suggesting investors are pricing in downgrades from here. Again, focusing on the positives, consensus profit estimates for CY25 increased or were maintained for 58% of the companies we tracked.

Where were the anomalies?

The general downtrend in share prices, despite positive trends in upgrades, naturally presents valuation opportunities. Companies that saw their share price fall in January despite upgrades or no change to consensus CY25e profit include: Deliveroo, DFS Furniture, EasyJet, Hollywood Bowl Group, J Sainsbury, GYM Group, Marks & Spencer, Mitchells & Butlers, THG, Topps Tiles and Young & Co’s Brewery. We would also highlight that Greggs’ 23% share price decline looks excessive versus the 4% reduction in consensus CY25e profit, but we recognise that management has flagged a challenging start to the year for volumes following the reported weakness in Q424.

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