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US companies face widening income gap as wealthy spend and budget shoppers struggle

The consumer economy in America is moving in opposite directions. This gulf in opinion is becoming more apparent among C-suite executives. Premium?brands are benefiting from wealthy customers, while value-focused companies struggle to compete with cash-strapped families.

The results of companies such as Ralph Lauren, Tabby, Tapestry handbags, American Express and airlines like United and Delta exceeded expectations for the latest?quarter?. Their affluent consumers spend freely on high-margin products and services.

PepsiCo has also reported that Kraft Heinz, PayPal, and PepsiCo are all under pressure from consumers who want to save money and stretch their budgets.

The dynamics reflect a deeper K-shaped recovery, where spending power is concentrated at the top. C-suites want to capture that wealthy consumer.

According to a Moody's Analytics study based on federal statistics, the top 10% of U.S. households account for almost half of consumer spending.

In the early 1980s, these earners accounted for just a little over one-third of U.S. consumers' spending.

Many are worried that middle-income households are also starting to fall behind. Bank of America analysts stated that "Middle income households' wage gains appear to have slowed, while higher-income gains continue to be resilient."

The split is explained by a simple arithmetic. The inflation has been more severe for lower-income families because they spend a larger portion of their budget on necessities like food, gasoline and rent. This leaves less money for discretionary spending and less cushion for unexpected expenses.

In February, the Consumer Sentiment Index at University of Michigan increased to 57.3, its highest level since August last year. The index is still about 20% below the level of January 2025.

Joanne Hsu is the director of Surveys of Consumers. She said that "Sentiment surged among consumers who had the biggest stock portfolios. It stagnated for consumers without stockholdings and remained at a dismal level."

Companies Shifting Focus

The U.S. airline industry is a good example of a sector where big players have shifted their profit engines to the front of the aircraft, by relying on corporate travel and loyalty programs, as well as perks such lie-flat seats, champagne, and other perks.

Delta Air CEO Ed Bastian stated that "the strength of the consumer sector lies at the upper end of the curve." The lower-end consumers are struggling. "We are fortunate to not live there."

The companies that cater to the mass market will do anything to protect their market share.

Steve Cahillane, CEO of Kraft Heinz, said that the "consumer sentiment" has deteriorated. Industry trends have weakened and there's an increase in volatility within the geopolitical environment.

PepsiCo has cut the price of snacks like Lay's or Doritos by up to 15 percent after consumers complained about several rounds in which prices were raised.

Rachel Ferdinando is the CEO of PepsiCo in the United States. She said, "We have spent the last year listening closely to the consumers and they have told us that they are feeling the strain."

Newell Brands cut prices on certain brands as well last week. CEO Chris Peterson stated that the spending cutbacks were particularly harsh on 18-24 year olds who cut back on spending on kitchen storage, stationery and other items.

Peterson, Marriott's CFO Leeny Ough and Peterson were among the?executives that expected little to change in the near-term in the K shaped pattern.

Mark Zandi is chief economist at Moody's Analytics. He said that the gap between spending by well-off households (the top 20%) and lower- and middle-income families has never been greater and continues to grow.

WAGE GROWTH DISARRITY

Bank of America's deposit data for January showed that after-tax wage growth was lagging?for lower- and middle income households, with only 0.9% and 1.6% respectively, year-over-year, compared to 3.7% for households of higher income.

In a recent note, BofA analysts explained that "while the gap between wage growth for lower-income workers and those with higher incomes isn't growing any more, it is also not shrinking."

American Express, which has a wealthier cardholder base, described the demand for premium goods as "very strong." PayPal, on the other hand, noted pressure among its retail merchants, especially those with lower and middle incomes.

(source: Reuters)