Phase 2 · Consumer Staples
Consumer Staples ecosystem
Every sector has a Leader, Pioneer, Challenger, Median and Failure. The Median shows what normal looks like; the Failure teaches as much as the Leader.
LeaderCOST
Best compounder in staples via the membership flywheel. Margin expands with scale.
PioneerKO
Founded 1892. Reference for brand pricing power across a century.
ChallengerELF
Newer prestige-beauty disruptor. Distribution + Gen-Z halo driving outsized growth.
MedianKMB
Kleenex / Huggies. Boring and exactly the point — this is what stable staples returns look like.
FailurePRGO
Acquisition-fuelled dilution with no margin expansion. The opposite of a compounder.
Sector stats
- Avg 20y CAGR8.7%
- Avg survival32 years
- Median multiple18.0× P/E
- Avg drawdown-22%