Investing in a bipolar market: Take another peek at staples

Almost a year ago, when Steve Halpern suggested that investors take a second look at Procter & Gamble (NYSE: PG), he offered a very sound argument: the manufacturer had a strong domestic and international presence, was trading well and -- perhaps most importantly -- was heavily involved in staples. Over the ensuing year, Halpern's advice has proven to be pretty strong. In fact, on September 29, when the bottom was falling out of the market, P&G was one of the three stocks in the S&P 500 that fell the least.

P&G, as well as the other two stocks that fell the least, Kraft Foods (NYSE: KFT) and Coca-Cola Enterprises (NYSE: CCE), and the one S&P stock that actually rose, Campbell Soup Company (NYSE: CPB) have a few things in common. First off, they all are connected to products that make people feel safe. These sorts of brands (which Kevin Roberts calls Lovemarks) are almost recession-proof. When things get bad and people lose faith in the market, they experience an ever-greater desire to reach for a Coke and a smile, grab a bowl of "Mmm! Mmm! Good!" Campbell's soup and eat a plate of Kraft Macaroni and Cheese. Given their ability to evoke memories of a comforting childhood, these mid-level brands will often experience an uptick in troubling times.

The other thing that all these companies have in common is that they are staples. In boom times, people tend to eat out more, subcontract cleaning and laundry services, and try pricier, upscale brands. In tougher times, however, the tendency to eat in and do one's own laundry means that companies like Kraft, Coca-Cola and P&G may actually find themselves in a better financial position. This isn't to say that staples don't have ups and downs, but rather that their fluctuations tend to be less severe -- and they sometimes even buck the prevailing market trends!