12 companies · Since 1998-12-22 — Twelve Consumer Companies Indexed to 100 on the Day the Sector ETFs Listed
Twelve Consumer Compounders — Twelve large consumer companies rebased to 100 on 1998-12-22 with dividends reinvested, plus CAGR and maximum drawdown.
Six discretionary and six staples names, each rebased to 100 on 1998-12-22 with dividends reinvested, on a logarithmic scale. The list is drawn from today's top holdings, so by construction it contains only survivors; the chapter below is the other half of that ledger.
What this page answers
Indexed to 100 on 1998-12-22, the ledger holds 12 names: 6 from the discretionary side and 6 from staples. AMZN compounded fastest at +17.9% a year and KO slowest at +6.4%; the deepest fall on the list belongs to AMZN at -94.4%. Every name was taken from the two funds' current holdings, so this is a survivors' list by construction.
Six discretionary and six staples names, each rebased to 100 on 1998-12-22 with dividends reinvested, on a logarithmic scale. The list is drawn from today's top holdings, so by construction it contains only survivors; the chapter below is the other half of that ledger. The data is refreshed by the History of Market pipeline and published as a stable JSON endpoint for research, citation, and AI-agent use.
The plate
Latest Snapshot
- Updated
- 2026-09-06
12 consumer compounders — total return indexed to 100 on 1998-12-22, dividends reinvested
| Ticker | Company | Sector | Listed | Annualized | Max drawdown | Weight |
|---|---|---|---|---|---|---|
| AMZN | Amazon.com | Consumer Discretionary | 1997 | +17.9% | -94.4% | 24.37% |
| TJX | TJX Companies | Consumer Discretionary | 1987 | +15.6% | -60.9% | 3.49% |
| SBUX | Starbucks | Consumer Discretionary | 1992 | +14.7% | -81.9% | 3.03% |
| COST | Costco Wholesale | Consumer Staples | 1985 | +14.3% | -53.4% | 8.95% |
| HD | Home Depot | Consumer Discretionary | 1981 | +10.1% | -70.4% | 5.45% |
| WMT | Walmart | Consumer Staples | 1970 | +9.7% | -37.5% | 9.82% |
| MCD | McDonald's | Consumer Discretionary | 1965 | +9.7% | -73.6% | 4.07% |
| NKE | Nike | Consumer Discretionary | 1980 | +9.0% | -76.5% | — |
| CL | Colgate-Palmolive | Consumer Staples | 1930 | +7.4% | -34.1% | 4.52% |
| PEP | PepsiCo | Consumer Staples | 1965 | +7.3% | -40.4% | 4.40% |
| PG | Procter & Gamble | Consumer Staples | 1890 | +7.1% | -54.2% | 7.22% |
| KO | Coca-Cola | Consumer Staples | 1919 | +6.4% | -44.2% | 7.33% |
Complete record (12 rows). Raw dataset: https://historyofmarket.com/api/consumer/companies.json
Data & Source
GET /api/consumer/companies.json — Canonical dataset endpoint.
Exchange closing prices · Company filings · Robert Shiller · FRED · NBER.
FAQ
Where does this data come from?
History of Market combines public market and macro datasets — exchange closing prices, company filings, Robert Shiller, FRED, NBER, and the UBS Global Investment Returns Yearbook (Dimson–Marsh–Staunton). The exact endpoint for this panel is linked below.
How often is it updated?
Daily-tier datasets refresh after the U.S. market close, with a broader weekly refresh on Sunday. The timestamp shown on this page comes from the JSON payload.
Can I use the data?
Yes, for research and education with attribution to History of Market. Upstream data sources retain their own terms.