Earnings season will reveal which companies will suffer a top line decline, Morgan Stanley says.When inflation came in surprisingly low after the June CPI reading, investors cheered. And why wouldn't they? At first glance, lower inflation seems like a boon for market watchers worried about a recession.
But now that inflation is receding, so is their pricing power. With earnings season underway investors have the opportunity to peek under the hood and see just how much lower inflation is lowering sales around the market — and learn which companies are maintaining their margins in the face of disinflation.In a note to clients from July 24, Morgan Stanley chief US equity strategist Mike Wilson pointed out that his call last October that inflation had peaked was wrong.
During the pandemic years, companies were able to raise prices alongside rising inflation, taking advantage of lower supply due to production shutdowns coupled with more money in consumer's pockets due to fiscal stimulus. This was particularly true of goods-producing companies, which enjoyed a strong sales boom while consumers were stuck at home and not spending money on services.
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