Episodios

  • Why the UK May Be Poised for a Surprising Rebound

    Why the UK May Be Poised for a Surprising Rebound
    May 2 2025
    Despite news that the UK economy is set to slow due to uncertainty around US trade policy, our analysts Andrew Sheets and Bruna Skarica explain why they have a more optimistic outlook.Read more insights from Morgan Stanley.----- Transcript -----Andrew Sheets: Welcome to Thoughts on the Market. I'm Andrew Sheets, Head of Corporate Credit Research at Morgan Stanley.Bruna Skarica: And I'm Bruna Skarica, Chief UK Economist at Morgan Stanley.Andrew Sheets: Today we're going to talk about the United Kingdom and why, despite a downbeat outlook by many in the market, we remain more optimistic.It's Friday, May 2nd at 2pm in London.Bruna, it's great to talk to you again about the UK and not just because this is an unusual day in London where it's sunny and warm, and at the moment warmer than Los Angeles. You know, when discussing the UK, I do think you kind of need to take a step back. This is a country and an economy that's had a tough number of years where growth has been sub-trend, inflation's been higher, and a lot of assets have traded at a discount.So maybe just to give some context, talk to us a little bit about the last couple of years in the UK and the challenges the economy has faced.Bruna Skarica: Indeed, Andrew, I do think it's important to take a step back to appreciate just the amount of supply side shocks the UK has seen in recent years. First, between 2016 and 2020, of course, the country had to navigate Brexit negotiations. The elevated uncertainty kept a lid on business CapEx. In 2020, of course, as the rest of the world, we saw the lockdown and the pandemic. What followed were supply chain disruptions, and then, the European energy shock in 2022. I do want to zoom in on this final point because in its scale, the natural gas price surge in the UK was twice more of a hit to growth compared to the 1970s oil price shock.We've also seen a fair share of volatile market moves, most notably around the mini budget in the autumn of 2022. On top of all of this, the Bank of England into these supply side shocks had to hike interest rates to cap the inflation surge. And they went to above 5 per cent and have recently been relatively slower in reducing policy restrictiveness than most of its peers.So, when you tally all these factors up, it's really no surprise that the UK has seen an exceptionally weak post COVID recovery.Andrew Sheets: And that's continued right into this year. You know, I remember a lot of conversations with global investors heading into 2025, and again, the sentiment around the UK was kind of downbeat. Growth was pretty soft. Inflation was still high. Because inflation was high, interest rates here were still quite high. And so, you really had this, you know, unattractive mix of weak growth, high inflation, tight monetary policy. And then you could throw onto that, this uncertainty around the U.S. and trade. And you had a Trump administration that was adopting a more adversarial policy towards trade and towards Europe, which the UK was getting caught up in.So, you know – again, did I miss any of the challenges that the UK was facing, entering this year?Bruna Skarica: No, I think that's a great summary. First, at the end of last year, of course, the government faced some pretty tough decisions in the October budget, and they hiked a tax – a payroll tax really – in order to balance the books, which created somewhat subdued sentiment around the labor market this year.Now the labor market has been soft in the UK at the start of this year, but it did hold up a little bit better perhaps than the expectations from the end of last year. At the start of the year, we also saw the energy inflation forecast rise. So, that led to a more cautious tone by the Bank of England in February and March, as you mentioned. And now on the trade front, although we have a small manufacturing sector, we are a small open economy, we're a big beta to global growth dynamics.I would just like to mention here that one of the real bright spots of the UK economy in recent years have been services exports to the U.S., the kind of high-value-added white-collar services exports, which rose between 2019 and 2023 by 50 per cent. Now with the growth in the U.S. slowing and obviously the Euro area as well, UK growth will be affected too this year. We actually took our growth forecast down by around 30 basis points in our latest GDP revisions.Andrew Sheets: But Bruna, we're here to talk about the future and you know, I do think it's fair to say that going forward we think this picture is starting to look better. So, let's jump right into that. Across a number of specific points. Why do we think the UK story could look better as you look ahead?Bruna Skarica: Absolutely. I mean, the last point that I mentioned, I do think I want to put it in context. The trade related revisions in the UK are still less than what our colleagues in the euro area and the U.S. had undertaken in recent months on the back of ...
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    8 m
  • Can South Korea Afford To Grow Old?

    Can South Korea Afford To Grow Old?
    May 2 2025

    Our Chief Korea and Taiwan Economist Kathleen Oh discusses Korea's recent pension reform and its implications for the country's rapidly aging population.


    Read more insights from Morgan Stanley.


    ----- Transcript -----


    Welcome to Thoughts on the Market. I’m Kathleen Oh, Morgan Stanley’s Chief Korea and Taiwan Economist. Today I’ll revisit Korea's demographic emergency and how the recent pension reform is trying to address it.

    It's Thursday, May 1st, at 4pm in Hong Kong.

    Some of you may remember that I came on the show last fall to talk about the crisis-level demographic challenges in Korea. Korea officially became a super-aged society at the end of 2024. This means that more than 20 per cent of the population is 65 or older.

    In the face of its rapidly aging population and a fertility rate that has hit rock bottom, Korea is taking decisive action finally. The national assembly recently passed a landmark pension reform bill to amend the National Pension Act. This measure marks the first major change to its pension system in 18 years. And it’s supposed to improve the pension fund's financial sustainability to prepare for a rapidly aging population that will only accelerate from here.

    The amendments include raising pension contribution rates and adjusting the income replacement ratio to 43 per cent. These changes aim to delay the depletion of the fund to 2064 to 2071, in an upside scenario. Without this reform, the fund would have been depleted by 2055, just 30 years later.

    This reform avoids having to sell the fund's financial assets by delaying depletion. It also assures pension-holders of the stability of future pension assets. And, last but not least, it increases the pension fund's capacity for financial investments, which could lead to higher returns.

    This is the first step towards making legislative, and therefore more structural changes to respond to the reality of a super-aged society. Moreover, it kicks off a sweeping reform agenda that includes the pension program, labor market, education system, and capital markets.

    It’s also notable because the center-left Democratic Party of Korea and the conservative People Power Party were able to show bipartisan support and a public consensus to reach a deal, especially during the recent tumultuous political events that took place in Korea.

    That said, the reform also has some potentially negative economic impacts. Higher pension contributions could squeeze households' disposable income, putting mild but additional downward pressure on aggregate consumption and savings. Especially considering that as people age, they tend to consume less – and this can lead to a structural slowdown in private consumption.

    Despite Korea's challenges with an aging population, we're cautiously optimistic about its future – especially because [of] the recent rebound in the country's fertility rate. After marking a drop every year since 2015, it rebounded to 0.75 in 2024. While still far below the ideal replacement ratio of 2.1, this rebound is a small but certainly a positive sign.

    Looking ahead, Korea's working population is expected to decrease by 50 per cent in the next 40 years unless the country ensures a dramatic rebound in the fertility rate to 1.0 or higher by 2030. In the meantime, we expect further adjustments to the pension reform bill, we expect further discussions around lifting of retirement age, along with the labor market reform next in line on the economic front. The Korean government will continue to execute on its demographic policy agenda.

    Thanks for listening. If you enjoy the show, please leave us a review wherever you listen and share Thoughts on the Market with a friend or colleague today.
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    5 m
  • A Possible Roadmap for U.S. Tariff Policy

    A Possible Roadmap for U.S. Tariff Policy
    Apr 30 2025
    Our analysts Michael Zezas and Rajeev Sibal unpack the significance of a little-discussed clause in the Trump administration’s tariff policy, which suggests investors should think less about countries and more about products.Read more insights from Morgan Stanley.----- Transcript -----Michael Zezas: Welcome to Thoughts on the Market. I'm Michael Zezas, Morgan Stanley's Global Head of Fixed Income Research and Public Policy Strategy.Rajeev Sibal: And I am Rajeev Sibal, Senior Global Economist.Michael Zezas: Today we look through the potential escalation and de-escalation of tariff rates and discuss what the lasting impact of higher tariffs will be for companies and the economy.It's Wednesday, April 30th at 11am in New York.Rajeev Sibal: And 4pm in London.Michael Zezas: Last week during a White House News conference, President Trump announced that tariffs on goods from China will come down substantially, but it won't be zero. And this was after U.S. Treasury Secretary Scott Bessent made comments about high tariffs against China being unsustainable, according to some news reports.Now, some of this has been walked back, and there's further discussion of challenging negotiations with China and potential escalations if those negotiations don't go well. Meanwhile, Canadian voters elected a Liberal government, led by Mark Carney yesterday. That federal election played out against the backdrop of the U.S. proposing higher tariffs on its northern neighbors. So, Rajeev, amidst all this noise, what seems clear is that tariff levels will end up higher than where we started before President Trump took office. Though we don't exactly know how high they will be. What is it that investors need to understand about the economic impacts of higher tariffs just generically?Rajeev Sibal: So yeah, we do view that tariffs are going to structurally be higher than they were before the Trump administration. This has been a baseline of our outlook since last year. Now I think the challenge is figuring out where they're going to settle as you've highlighted. We do think that peak tariff was probably a couple weeks ago, when we were at the max pain threshold, vis-a-vis China and the rest of the world. We've since seen the reciprocal tariffs move to 10 per cent for everyone but China.China's clearly higher than 60 per cent today, but we do think that over time the implied rate to China will start to graduate and come down. If you look at the electronics exemption for example, that's a big step in getting the average tariff rate out of China lower. So, we think we're on a journey. We think we were past peak tariff pain in terms of level. But over the next few months, it's going to take some time and negotiation to figure out where we settle. And we are still looking to kind of our baseline outlook, that had been defined some time ago of a 10 per cent baseline with an elevated level on China, if you will.Michael Zezas: So, I think this is an important point, that there's a lot of back and forth about tariff levels, which countries are going to be levied on, to what degree, and to what products. But at the end of the day, we think there'll be more tariffs than where we started.Rajeev, you have a view on where investors should focus, in terms of what tariffs are durable. And maybe at the end of the day it'll be less about countries and more about products. Can you talk us through that?Rajeev Sibal: You know, on April 2nd when the Trump administration released the fact sheet about tariffs and reciprocal tariffs, there was a small clause in there that I think the market did not pay enough attention to, and which is becoming front and center now.And in that clause, they identified that a number of tariffs related to Section 232 would be exempted from reciprocal tariffs. And the notion is that country tariffs would evolve or shift into sector tariffs over time. And in the note that we recently published, we highlighted some of the legal mechanisms that may be at play here. There's still a lot of uncertainty as to how things will settle down, but what we do know is that legally speaking, country tariffs are coming through IEEPA, which is the International Emergency Economic Powers Act; whereas section and sector tariffs are coming through Section 232; and some of the other section structures that exist in U.S. trade law.And so, the experience of 2018 leaned a lot more to these sections than it did to IEEPA. And that was a guiding, I guess, mechanism for us, as we thought about what was happening in the current tariff structure. And the fact that the White House included this carve out, if you will, for Section 232 tariffs in their April 2nd fact sheet was a big lead indicator for us that, over time, there would be an increased shift towards sectors.And, so for us, we think the market should be focusing more in that direction. As we think about how this evolves over time, now that we've not completely de-escalated, but brought a ...
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    11 m
  • Is the Oil Market Flashing a Potential Recession Warning?

    Is the Oil Market Flashing a Potential Recession Warning?
    Apr 29 2025
    Our Global Commodities Strategist Martijn Rats discusses the ongoing volatility in the oil market and potential macroeconomic scenarios for the rest of this year.Read more insights from Morgan Stanley.----- Transcript -----Welcome to Thoughts on the Market. I’m Martijn Rats, Morgan Stanley’s Global Commodities Strategist. Today on the podcast – the uncertainty in the oil market and how it can play out for the rest of the year.It’s Tuesday, April 29th, at 3pm in London.Now, notwithstanding the energy transition, the cornerstone of the world’s energy system is still the oil market; and in that market, the most important price is the one for Brent crude oil. Therefore, fluctuations in oil prices can have powerful ripple effects on various industries and sectors, as well as on the average consumer who, of course, pays attention to gasoline prices at the pump. Now with that in mind, we are asking the question: what's been happening in the global oil market recently?Earlier this month, Brent crude oil prices dropped sharply, falling 12.5 per cent over just two trading sessions, from around 75 dollars a barrel to close to 65 dollar a barrel. That was primarily driven by two factors: first, worries about the impact of trade wars on the global economy and therefore on oil demand, after the Trump administration’s announcement of reciprocal tariffs.Secondly, was OPEC’s announcement that, notwithstanding all the demand uncertainty that this created, it would still accelerate supply growth, progressing not only with the planned production increases for May; but bring forward the planned production increases for June and July as well. Now you can imagine, when OPEC releases extra production whilst the GDP outlook is weakening, understandably, this weighs on the price of oil.Now to put things into context, two-day declines of 12.5 per cent are rare. The Brent futures market was created in 1988, and since then this has only happened 24 times, and 22 of those instances coincided with recessions. So therefore, some commentators have taken the recent drop as a potential sign of an impending recession.Now while Brent prices have recovered slightly from the recent lows, they’re still very volatile as they continue to reflect the ongoing trade concerns, the economic outlook, and also a strong outlook for supply growth from OPEC and non-OPEC countries alike. The last few weeks have already seen unusually large speculator selling. So with that in mind, we suspect that oil prices will hold up in the near-term. However, we still see potential for further headwinds later in the year.In our base case scenario, we expect that demand growth will slow down to approximately 0.5 million barrels a day year-on-year by the second half of 2025, and that is down from an an initial estimate earlier in the year when were still forecasting about a million barrel a day growth over the same period. Now this slowdown – coupled with an increase in non-OPEC and OPEC supply – could result in an oversupply of the market of about a million barrels a day over the remainder of 2025. Now with that outlook, we believe that Brent prices could eventually drop further down into the low-$60s.That said, let's also consider a more bearish scenario. Oil demand has never grown continuously during recessions. So if tariffs and counter-tariffs tip the economy into recession, oil demand growth could also fall to zero. In such a situation, the surplus we're currently modeling could be substantially larger, possibly north of 1.5 million barrels a day. Now that would require non-OPEC production to slow down more severely to balance the market. In that scenario, we estimate that Brent prices may need to fall into the mid-$50s to create the necessary supply slowdown.On the flip side, there's also a bullish scenario where we and the market are all overestimating the demand impact. If oil demand doesn't slow down as much as we currently expect and OPEC were to revert quite quickly back to managing the supply side again, then inventories would still build but only slowly. Now in that case, Brent could actually return into the low-$70s as well.All in all, we would suspect that the twin headwinds of higher-than-expected trade tariffs and faster-than-expected OPEC+ quota increases will continue to weigh on oil prices in the months ahead. And so we have lowered our demand forecast for the second half of the year to just 0.5 million barrels a day, year-on-year. And we’ve also lowered our prices forecasts for 2026; we’re now calling for $65 a barrel – that’s $5 a barrel lower than we were forecasting before.Thanks for listening. If you enjoy the show, please leave us a review wherever you listen and share Thoughts on the Market with a friend or colleague today.
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    5 m
  • What Should Investors Expect from Earnings Season?

    What Should Investors Expect from Earnings Season?
    Apr 28 2025

    Our CIO and Chief U.S. Equity Strategist Mike Wilson discusses how market volatility over the last month will affect equity markets as earnings season begins.


    Read more insights from Morgan Stanley.

    ----- Transcript -----


    Welcome to Thoughts on the Market. I'm Mike Wilson, Morgan Stanley’s CIO and Chief U.S. Equity Strategist. Today, I will discuss what to expect from Equity markets as we enter the heart of earnings season.

    It's Monday, April 28th at 11:30am in New York.

    So, let’s get after it.

    The S&P 500 tested both the lower and upper ends of our 5000-5500 range last week, reinforcing the notion that we remain in a volatile trading environment. Incrementally positive news on a potential tariff deal with China and hope for a more dovish Fed lifted stocks into the end of the week, and the S&P 500 closed slightly above the upper end of our range. While a modest overshoot of 5500 can persist very short-term, a sustainable break above this level is dependent on developments that have yet to come to fruition.

    Those include a tariff deal with China that brings down the effective rate materially; a more dovish Fed; 10-year Treasury yields falling below 4 percent without recessionary risks increasing; and a clear rebound in earnings revisions. Bottom line, until we see clear positive shift in one or more of these factors, range trading is likely to continue with risks to the downside given that we are now at the top end of the range.

    A frequent question we're getting from clients is does the soft data matter for equities or is the market waiting for the hard data to make up its mind in terms of an upside or downside breakout above or below this range? Our view has been consistent that the most important macro data at this stage is from the labor market while the most important micro data are earnings revisions. Equities have already priced a meaningful slowdown in growth relative to expectations.

    What's not priced is a labor cycle or recession. While this risk has been reduced to some extent given the recent, more dovish tone shift on tariffs from the administration, it's far from extinguished. Until we see clear evidence over multiple months that the labor market remains solid, a recession will likely remain a coin toss. One soft data point to pay attention to this week that could move the market is the April ISM Manufacturing data on May 1st. Recall this series accelerated the August 2024 selloff ahead of a soft July payroll report.

    The most important takeaway from an equity strategy perspective is to stay up the quality curve. No matter what the hard data says, we remain in a late cycle backdrop where both quality and large cap relative outperformance should continue. While uncertainty remains higher than usual, defensives should continue to do well. However, given their relative outperformance over the past year, it also makes sense to pick spots in high quality cyclicals that have already discounted a material slowdown in both macro conditions and earnings.

    To be clear, this is not a blanket call on cyclicals; it's a selective, stock-specific one. More specifically, look for quality, cyclical stocks that are more de-risked based on what the stocks are pricing from a forward earnings growth standpoint. See our written research for stock screens.

    And from a global standpoint, we recommend favoring U.S. over international equities at this point as a weaker dollar should benefit U.S. relative earnings revisions, particularly versus Europe and Japan. Furthermore, less volatile earnings growth and a higher quality bias should benefit the U.S. on a relative basis in today's late cycle backdrop.

    Thanks for listening. If you enjoy the podcast, leave us a review wherever you listen and share Thoughts on the Market with a friend or colleague today.
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    4 m
  • Tariffs Could Drag on Growth in Asia as Well as U.S.

    Tariffs Could Drag on Growth in Asia as Well as U.S.
    Apr 25 2025
    Our U.S. and Asia economists Michael Gapen and Chetan Ahya discuss how tariff uncertainty is shaping their expectations for these economies over the second half of 2025.Read more insights from Morgan Stanley. ----- Transcript -----Michael Gapen: Welcome to Thoughts on the Market. I'm Michael Gapen, Morgan Stanley's Chief U.S. Economist.Chetan Ahya: And I'm Chetan Ahya, Chief Asia Economist.Michael Gapen: Today we'll discuss some significant changes to our Asia growth forecast on the heels of tariffs. As well as how the U.S. economy is reacting to the changes in the global trading environment.It's Friday, April 25th at 8am in New York.Chetan Ahya: And 8pm in Hong Kong.Michael Gapen: So, Chetan, since the last time we were both on the show, it appears that we are headed towards at least some de-escalation of trade tensions. Just last week, you wrote in your report that the tariffs on China are too prohibitive for any trade to take place – and that you expected some dialing down of the escalatory action. And this week the administration started to talk about easing tariffs on China significantly.Considering all the events since April 2nd – and it's felt like a lot of events since April 2nd –where does it leave you in terms of how you are thinking about the outlook?Chetan Ahya: So, Mike, that's right. You know what we thought was that the current level of tariffs that the U.S. has on China and what China has on the U.S. means that effectively there are no transactions possibleBut look, even after those tariff rates are going down, we are still expecting it to be in the range of around 60 per cent. And that would still be relatively high level of tariffs. If I were just to translate this into what it means for the whole region? So, for the whole region, the weighted average tariff will still be around 32 per cent. And remember this number was close to 5 per cent in early January.So, we are talking about a huge amount of uncertainty related to this tariff path and the tariff level itself is going to remain somewhat high.And so, with that concern on uncertainty, we are expecting a region's investment growth to be affected significantly, taking down region's growth lower.Michael Gapen: So, Chetan, I was looking over your growth forecast and noticed that you have a sharp step down in growth from the second quarter of 2025 on. Can you walk us through these revisions in particular?Chetan Ahya: So yes, we have changed our forecast and what we are now seeing is in terms of growth path is that Asia's overall GDP growth will slow from 4.8 per cent that we saw in fourth quarter of last year, to around 3.6 per cent by fourth quarter of this year.And for comparable time period, China's growth will slow from 5.4 to 3.7 [per cent]. So that's another meaningful step down for ChinaMichael Gapen: What do you think Asian economies can do to counteract the impact from tariffs at this point?Chetan Ahya: So, we expect the policy makers in the region to take up both monetary and fiscal policy easing. But, you know, despite that policy easing effort, you will still see that meaningful growth drag. So, for China, we think it'll be the fiscal policy that will do the heavy lifting. Whereas for Asia ex-China is going to be more monetary policy that will do the heavy lifting.And in terms of the exact magnitude, we're expecting 50 to 150 basis points depending upon the economy in the region in form of rate cuts. And specifically on China; on the fiscal policy, we expect them to take up about 2.5 per cent of GDP increase in fiscal deficit in form of investment in infrastructure, as well as some programs for supporting consumption spending.Michael Gapen: So Chetan, it sounds like a lot of monetary and fiscal policy easing and support is coming from the Asian economies. But I guess the bottom line is that you don't think it would be sufficient to fully counteract the impact from tariffs. Is that right?Chetan Ahya: That's right Mike. And let me come to you now and get your thoughts on how you see the development of the tariffs, et cetera, affecting the U.S. economy. You've already recently characterized your view on the U.S. economy as still living on the edge. What's driving this view?Michael Gapen: It's a way that we were trying to communicate that, you know, we don't see the economy at the moment, falling into a recession, but we think it's close. If we thought that the effective tariff rate was going to stay where it was -- or where it is -- roughly around 18 per cent, then we would have a much more negative view on the outlook. And we do expect the effective tariff rate to come down for all the reasons that you suggested there. And there's openings for that, to happen. And that's where the conversation has been going in recent days.And so, I think there's a tension between how much uncertainty can be reduced on one hand. And then on the other hand, how quickly volumes in the economy, activity in ...
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    11 m
  • Will Housing Prices Keep Climbing?

    Will Housing Prices Keep Climbing?
    Apr 24 2025
    Our Co-Heads of Securitized Products Research Jay Bacow and James Egan explain how mortgage rates, tariffs and stock market volatility are affecting the U.S. housing market.Read more insights from Morgan Stanley. ----- Transcript -----Jay Bacow: Welcome to Thoughts on the Market. I'm Jay Bacow, co-head of Securitized Products Research at Morgan Stanley.James Egan: And I'm Jim Egan, the other co-head of Securitized Products Research at Morgan Stanley. And today we're here to talk about all of the headlines that we've been seeing and how they impact the U.S. housing market.It's Thursday, April 24th at 9am in New York.Jay Bacow: Jim, there are a lot of headlines right now. Mortgage rates have decreased about 60 basis points from the highs that we saw in January through the beginning of April. But since the tariff announcements, they've retraced about half of that move. Now, speaking of the tariffs, I would imagine that's going to increase the cost of building homes.So, what does all of this mean for the U.S. housing market?James Egan: On top of everything you just mentioned, the stock market is down over 15 per cent from recent peaks, so there is a lot going on these days. We think it all has implications for the U.S. housing market. Where do you want me to start?Jay Bacow: I think it's hard to have a conversation these days without talking about tariffs, so let's start there.James Egan: So, we worked on the impacts of tariffs on the U.S. housing market with our colleagues in economics research, and we did share some of the preliminary findings on another episode of this podcast a couple weeks ago. Since then, we have new estimates on tariffs, and that does raise our baseline expectation from about a 4 to 5 per cent increase in the cost of materials used to build a home to closer to 8 per cent right now.Jay Bacow: Now I assume at least some of that 8 per cent is going to get pushed through into home prices, which presumably is then going to put more pressure on affordability. And given the – I don't know – couple hundred conversations that you and I have had over the past few years, I am pretty sure affordability's already under a lot of pressure.James Egan: It is indeed. And this is also coming at a time when new home sales are playing their largest role in the U.S. housing market in decades. New home sales, as a percent of total, make up their largest share since 2006. New homes for sale – so now talking about the inventory piece of this – they’re making up their largest share of the homes that are listed for sale every month in the history of our data. And that's going back to the early 1980s.Jay Bacow: And since presumably the cost of construction is much higher on a new home sale than an existing home sale, that's going to have an even bigger impact now than it has when we look to the history where new home sales were making up a much smaller portion of housing activity.James Egan: Right, and we're already seeing this impact come through on the home builder side of this, specifically weighing on home builder sentiment and single unit building volumes. Through the first quarter of this year, single unit housing starts are down 6 per cent versus the first quarter of 2024.Jay Bacow: All right. And we're experiencing a housing shortage already; but if building volumes are going to come down, then presumably that puts upward pressure on home prices. Now, Jim, you mentioned home builder sentiment. But there's got to be home buyer sentiment right now. And that can't feel very good given the sell off in equity markets and what that does with home buyer's ability to afford to put down money for down payment. So how does that all affect the housing market?James Egan: Now that's a question that we've been getting a lot over the past couple weeks. And to answer it, we took a look at all of the times that the stock market has fallen by at least 20 per cent over the past few decades.Jay Bacow: I assume when you looked at that, the answers weren't very good.James Egan: You know, it depends on the question. We identified 10 instances of at least a 20 per cent drawdown in equity markets over the past few decades. For eight of them, we have sufficient home price data. Outside of the Global Financial Crisis (GFC), which you could argue was a housing led global recession, every other instance saw home prices actually climb during the equity market correction.Jay Bacow: So, people were buying homes during a drawdown in the equity market?James Egan: No home prices were climbing. But in every instance, and here we can go back a little bit further, sales declined during the drawdown. Now, once stock markets officially bottomed, sales climbed sharply in the following 12 months. But while stock prices were falling, so were sales.And Jay, at the top of this podcast, you mentioned mortgage rate volatility. That matters a lot here…Jay Bacow: Can you elaborate on why I said something so ...
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    8 m
  • Is the Beverage Industry Drying Up?

    Is the Beverage Industry Drying Up?
    Apr 23 2025

    Morgan Stanley’s Head of European Consumer Staples, Sarah Simon, discusses why aging populations, wellness trends and Gen Z’s moderation are putting pressure on the long-term outlook for alcoholic beverages.


    Read more insights from Morgan Stanley.

    ----- Transcript -----


    Welcome to Thoughts on the Market. I’m Sarah Simon, Head of the European Consumer Staples team. Today’s topic: Is America sobering up? Recent trends point to a national decline in alcohol use.

    It's Wednesday, April 23rd, at 2pm in London.

    Picture this: It's Friday night, and you're at a bar with friends. The drinks menu offers many options. A cold beer or glass of wine, sure. But how about a Phony Negroni. And your friends nod approvingly.

    This isn't just a passing trend – we believe it's a structural shift that's set to reshape the beverage industry.

    Overall alcohol consumption in volume terms has been relatively flat over the last decade in the U.S. - with spirits growing mid single digits in value terms and beer growing low single digits. But both categories are currently declining. The big debate is whether it’s cyclical or structural. We acknowledge that the consumer is under pressure right now, but we equally see long term structural pressures that are starting to play out. There are three key factors behind this trend: increased moderation by younger drinkers, an ageing population, and then broader health and wellness trends.

    So let’s talk first about Gen Z – those born between 1997 and 2012. They're drinking notably less than previous generations of the same age. In fact, today’s 18-34 year-olds drink 30 per cent less than the same age group 20 years ago. And we think it’s pretty unlikely they will catch up as they get older. This isn't a temporary blip caused by the after-effects of COVID-19 lockdowns or economic pressures. It's a long-term trend that predates both of these factors. And importantly this isn’t the case of abstinence – as in the case of tobacco – but moderation. Younger generations are simply drinking less alcohol and allocating more of their beverage spending towards soft drinks.

    Secondly, developed market populations are ageing. If we look at population data, we see it’s today’s 45-55 year old age group that drinks the most alcohol; and has exhibited the highest growth in consumption and spending over the last 20 years. However, over the next 20 years, this cohort is likely to cut back on drinking due to physiological reasons as they age. The body simply becomes less able to metabolize alcohol, and there’s much higher usage of prescription medication in the over 65 age group.

    And in just the same way that this cohort was growing faster than the population overall over the last 20 years – because of the higher birth rate in the late 60s and 70s – in future, the aging of these GenX-ers will drive outsized growth in the number of people aged over 75, who consume much less alcohol. And so, the result is a disproportionate impact on overall alcohol consumption. And on top of this, there’s increased adoption of GLP-1 weight loss drugs that we’ve talked about previously. And increasingly negative perceptions of the health implications of alcohol – as the broader health and wellness trend takes hold.

    On the flip side, there's also a growing acceptance of non-alcoholic beverages, driven by better products and broader distribution. We expect low- and zero-alcohol alternatives to gain a larger share of the market as a result. And we think beer looks particularly well-positioned; it already accounts for about 85 per cent of the non-alcoholic market overall. And this year in the U.S., non-alcoholic beer has nearly doubled its share of U.S. beer retail sales, compared to where it was in 2021. Now it’s still small, but the growth rate in the well over 20 per cent range, suggests that share gain will continue.

    Meanwhile, we’re seeing more mocktails on menus and zero-alcohol beer on draft in pubs. All of this is further contributing to less stigma associated with not drinking alcohol. And all these trends add up to one conclusion, we think: earnings pressures on alcohol makers are not simply cyclical but structural. They have been underway even prior to COVID. And looking to the future, we think they’re here to stay.

    So now, many more people can say cheers to that.

    Thanks for listening. If you enjoy Thoughts on the Market, please take a moment to rate and review us wherever you listen to podcasts. And tell your friends about us too.
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