The collapse of oil prices was one of the major forces that rattled markets in 2014.
And S&P Capital IQ is forecasting that it will continue to be one of the most disruptive forces in 2015.
The firm's Global Markets Intelligence equity research analysts published the most important themes to watch in each of the 10 S&P 500 sectors in 2015.
Michael Thompson, managing director of the team, told Business Insider: "What we want to do is get people thinking about what's going to be special. People get caught up in price targets and things like that. We’re trying to give people a look forward on what’s really going to be affecting these industries."
Digitization
Sector: Consumer discretionary
Comment: "The increasing use of mobile apps (via both smartphones and tablets) and Internet services will likely have a profound disruption on the consumer discretionary sector, including the media, retail/restaurant, and automobile industry groups, as consumers change the way they consume media as well as how they place orders and receive goods," write S&P Capital IQ's Tuna Amobi and Efraim Levy.
Winners: Companies that are adapting to the ways their customers buy and use their products, including Time Warner Cable, Disney, CBS, Gap, Best Buy, Starbucks, Netflix, Amazon, DISH Network, Verizon, Sony, Macy's, Nordstrom, Target, and Chipotle.
Losers: Cablevision, Charter, and DIRECTV – TV companies that do not have a strategy to counter the threat from streaming services.
Source: S&P Capital IQ
Shifting Demographics
Sector: Consumer staples
Comment: "As the baby boomers age, they--along with many Generation X members and Millennials--are driving increased demand for products that focus on improving health and wellness,"writes S&P Capital IQ's Joseph Agnese. "At the same time, strong demand from immigrants or first-generation Americans for specialty products is turning some niche businesses into national brands."
Winners: Kroger, Sprouts Farmers Market, Walmart, CVS Health, Walgreen, Hain Celestial, Tyson and Hormel.
Losers: "In addition to niche food retailers like Whole Foods Market, potential losers may include large packaged-food manufactures such as Campbell Soup, Kellogg, and General Mills; soda companies Coca Cola and Pepsi, and tobacco firms Altria and Reynolds American."
Source: S&P Capital IQ
US Oil Exports
Sector: Energy
Comment: "There is a reasonable chance that U.S. legislators will repeal the 40-year-old ban on exports of U.S. crude oil," writes S&P Capital IQ's Stewart Glickman. "The U.S. is in the midst of an unprecedented surge in crude oil production."
Winners: US crude oil producers including EOG Resources, ConocoPhillips, Devon Energy, Teekay and Ship Finance Intl.
Losers: Valero Energy, Phillips 66 and Marathon Petroleum – all US refiners that could be sidestepped if some crude is not processed locally.
Source: S&P Capital IQ
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