Everyone always needs toilet paper, right?

Wrong. At least stock investors don’t.

Once considered one the safest stock market sectors in which to hide out during bear markets and more recently pandemics, Consumer Staples no longer offer the hideout they once did.

Who needs a hideout anyway now that the Roaring Twenties are on and may make another decade to run.

Take a look at the Consumer Staples Select Sector SPDR ETF (XLP). It’s top five holdings include Proctor & Gamble (PG) (11.13%), Coca-Cola (KO) (10.07%), PepsiCo, Inc. (PEP) (8.7%), Philip Morris (7.80%) (PM), and Walmart (WMT).

Its only remaining attraction is that it has a 30-day SEC yield of 2.67%.

The (XLP) has recently been one of the best performing ETFs. However, costs are rising dramatically, and the bloom is coming off the rose.

In short, the industry is caught in a vice.

In the meantime, ferocious online competition from the likes of Amazon (AMZN) makes it impossible for consumer staples to pass costs on to consumers as they did in past economic cycles.

In fact, the prices for many consumer staples are falling thanks to the world’s most efficient distribution network. And if you are an Amazon Prime member, they will deliver it to your door for free. I just bought a pair of Head Kore 93 skis in Vermont, and they were delivered in two days.

It gets worse. The largest sector of the consumer staples market, the poor and working middle class are seeing the smallest wage gains, the worst layoffs, and the slowest pandemic recovery. Almost all pay increases are now taking place at the top of the wage ladder.

AI specialists and online marketing experts, yes, Safeway checkout clerks and fast food workers, no.

This also will get a lot worse as some 50% of all jobs will disappear over the next 20 years, mostly at the low end.

Blame technology. There is even a robot now that can assemble Ikea furniture. And there goes my side gig!

So, if your friend at the country club locker room tells you it’s time to load up on Consumer Staples because they are cheap, safe, and high-yielding, ignore him, delete his phone number from your contact list, and unfriend him on Facebook.

If anything, the sector is a great “sell short on rallies” candidate.

As I never tire of telling followers, never confuse “gone down a lot” with “cheap.”

Eventually, the sector will fall enough to where it offers value. But that point is not now. There has to be a bottom somewhere.

After all, everyone needs toilet paper, right? Or will a robot soon take over that function as well? They already have in Japan.