Consumer goods are tangible products used by the general public in everyday activities. The industry is split into consumer ‘staples’ and ‘discretionaries’ which, respectively, provide levers to shelter investors from cyclical downturns and to capitalise on ‘boom’ periods. In this industry, brand reputation and marketing hold a uniquely critical role, offering a fascinating lens for analysis. Not only are consumer goods crucial to the economy, but they offer an opportunity to build fascinating investment theses that can weather a variety of macroeconomic storms.