SUPPLY CHAIN LINKS: Analysis and insights from S&P Global Market Intelligence
Slowing U.S. economy to affect freight demand
S&P Global Market Intelligence expects U.S. freight tonnage growth to be less than the country’s GDP growth in 2024 due to reduced consumption and inventory building in the second half of the year.
The U.S. economy will end 2024 with weaker demand being met by largely adequate inventories. From a supply chain perspective this means that shippers can expect sufficient freight capacity, with continued adequate distribution center and warehousing availability.
In the last few years, transportation and logistics services providers added capacity in response to the boom in the purchase of goods and shipping during the pandemic. Those capacity additions remain, especially in trucking, where carriers have been slow to downsize or exit the industry, leading to excess capacity and low rates.
Weaknesses in manufacturing, housing starts, and business fixed investment are among the combination of factors leading to slower economic growth in the second half of 2024. However, low unemployment and resilient consumer spending means that the economy is still experiencing wage and price inflation above the U.S. Federal Reserve Board’s target of 2%.
Due to persistent inflation, especially in services, we expect that the Federal Reserve Board won’t reduce interest rates until December of 2024. As a result, capital costs will continue to be elevated for longer than expected. The slower economic growth will provide a headwind to freight demand that derives from consumer and business spending, manufacturing, and inventory building.
Slowing economic growth
The S&P Global Market Intelligence 2024 U.S. macroeconomic baseline forecast is for real gross domestic product (GDP) growth of 2.5%, about the same as for 2023. However, the pace of growth will slow through the rest of the year, where the relatively strong first two quarters of the year will be followed by two quarters averaging 1.7% annual growth. No recession is in the forecast, but the weakness in the U.S. economy will continue next year with real GDP growth of 1.6% in 2025, primarily due to the Federal Reserve Board focusing its monetary policy on reducing inflation to its 2% target.
Consumption in the economy is a key driver of freight demand, especially goods consumption. (Although services consumption does indirectly generate associated freight demand.) Consumption is now forecasted to slow to a 2% annual growth rate for the third and fourth quarters of 2024, following an average growth of 2.7% in the first two quarters of 2024. Sustained employment levels and growth in equity and home values supported household consumption spending in the first half of the year. However, we anticipate that consumption levels will moderate as the lagged effects of higher interest rates and declining residential investment dampen consumer demand. The inflation fight is forecasted to be won in 2025 but at the cost of below-potential economic growth, including unemployment rising to 4.2% by the end of 2025.
Interest rate increases are reducing consumer demand by raising the cost of credit. For durable goods purchases, such as autos financed with loans or homes financed with mortgages, lender limits on consumers’ debt service-to-income ratios constrain purchases consumers can qualify for. The higher mortgage rates will lead to a downturn in residential fixed investment in the second half of 2024. Housing starts will end the year at 1.4 million, below the 2023 level. The weakness in residential investment will be accompanied by weaker associated furniture and home furnishings markets.
Interest rate increases are affecting business, where the higher costs of capital reduce firms’ capacities to afford new plants and equipment or invest in substantial safety stock inventory. Business fixed investment is expanding but at a slower pace, forecasted to grow 2.9% in 2024 compared with the 4.5% pace of growth seen in 2023. For some businesses that are dealing with higher costs from inflation, increased capital costs can result in a negative cash flow or even insolvency. Some new-entrant truckers, who paid high prices for new equipment in the 2021–2022 boom, have become vulnerable in this higher-interest rate, lower-growth environment, which has led to contractions in for-hire trucking capacity. Trucking supply, however, still exceeds demand.
Weak U.S. freight outlook
Based on the forecasted demand for goods and inventory levels, we expect U.S. freight volumes to start mixed and end the year mostly weaker. The pace of consumption and inventory rebuilding seen in the first half of 2024 won’t be sustained all year, leading to demand and freight tonnage growth less than GDP growth. The S&P Global Transearch baseline forecast overall is for freight tonnage to increase 1.7% for 2024.
Not all freight modes have the same prospects. As Figure 1 shows the range of modal tonnage growth forecasts vary from a 1.5% drop in rail carload tonnage up to a rebound of 2.4% growth in total truck tonnage.
FIGURE 1: Forecast of U.S. 2024 freight tonnage growth by mode (percent)
Carload rail tonnage will suffer from the drop in volumes of the number-one carload volume category of coal. This drop will not be offset by modest growth in manufactured carload commodities, such as chemicals and autos. In contrast, intermodal rail experienced strong growth in the first half of 2024 from growing imports, inventory restocking, the import market share shift back to West Coast container ports, and an early start to peak season. However, intermodal rail tonnage growth for 2024 as a whole will be limited by competitive domestic trucking rates and service times.
The baseline trucking demand forecast is for 2024 tonnage to grow by 2.4%, driven by a 2.6% growth in the substantial private trucking sector. Meanwhile for-hire truckload and less than truckload (LTL) will see more moderate recovery in 2024 volumes.
Air cargo tonnage growth is forecasted at 1.3%, reflecting slowing growth in e-commerce, despite a surge in e-commerce imports in the first half of 2024. The maritime baseline forecast is for a 0.4% growth in tons compared to 2023 levels due to declines in coal tonnage plus concerns with water levels for the Mississippi River system and the Panama Canal.
What this means for shippers
For supply chain managers, the baseline freight forecast implies continued market power, qualified by instances where carrier capacity adjustments and their increased fixed operating costs may limit rate advantages to shippers. There remain threats of temporary operating capacity limitations, such as have been experienced recently at West Coast ports for import rail shippers or from the risk of potential disruption at East and Gulf Coast ports with the expiration of the International Longshoremen's Association (ILA) contracts in September. However, most supply chain managers will see domestic freight carrier performance and rates improve compared with where they were from 2020–2022.
The practice consists of 5,000 professionals from Accenture and from Avanade—the consulting firm’s joint venture with Microsoft. They will be supported by Microsoft product specialists who will work closely with the Accenture Center for Advanced AI. Together, that group will collaborate on AI and Copilot agent templates, extensions, plugins, and connectors to help organizations leverage their data and gen AI to reduce costs, improve efficiencies and drive growth, they said on Thursday.
Accenture and Avanade say they have already developed some AI tools for these applications. For example, a supplier discovery and risk agent can deliver real-time market insights, agile supply chain responses, and better vendor selection, which could result in up to 15% cost savings. And a procure-to-pay agent could improve efficiency by up to 40% and enhance vendor relations and satisfaction by addressing urgent payment requirements and avoiding disruptions of key services
Likewise, they have also built solutions for clients using Microsoft 365 Copilot technology. For example, they have created Copilots for a variety of industries and functions including finance, manufacturing, supply chain, retail, and consumer goods and healthcare.
Another part of the new practice will be educating clients how to use the technology, using an “Azure Generative AI Engineer Nanodegree program” to teach users how to design, build, and operationalize AI-driven applications on Azure, Microsoft’s cloud computing platform. The online classes will teach learners how to use AI models to solve real-world problems through automation, data insights, and generative AI solutions, the firms said.
“We are pleased to deepen our collaboration with Accenture to help our mutual customers develop AI-first business processes responsibly and securely, while helping them drive market differentiation,” Judson Althoff, executive vice president and chief commercial officer at Microsoft, said in a release. “By bringing together Copilots and human ambition, paired with the autonomous capabilities of an agent, we can accelerate AI transformation for organizations across industries and help them realize successful business outcomes through pragmatic innovation.”
Census data showed that overall retail sales in October were up 0.4% seasonally adjusted month over month and up 2.8% unadjusted year over year. That compared with increases of 0.8% month over month and 2% year over year in September.
October’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were unchanged seasonally adjusted month over month but up 5.4% unadjusted year over year.
Core sales were up 3.5% year over year for the first 10 months of the year, in line with NRF’s forecast for 2024 retail sales to grow between 2.5% and 3.5% over 2023. NRF is forecasting that 2024 holiday sales during November and December will also increase between 2.5% and 3.5% over the same time last year.
“October’s pickup in retail sales shows a healthy pace of spending as many consumers got an early start on holiday shopping,” NRF Chief Economist Jack Kleinhenz said in a release. “October sales were a good early step forward into the holiday shopping season, which is now fully underway. Falling energy prices have likely provided extra dollars for household spending on retail merchandise.”
Despite that positive trend, market watchers cautioned that retailers still need to offer competitive value propositions and customer experience in order to succeed in the holiday season. “The American consumer has been more resilient than anyone could have expected. But that isn’t a free pass for retailers to under invest in their stores,” Nikki Baird, VP of strategy & product at Aptos, a solutions provider of unified retail technology based out of Alpharetta, Georgia, said in a statement. “They need to make investments in labor, customer experience tech, and digital transformation. It has been too easy to kick the can down the road until you suddenly realize there’s no road left.”
A similar message came from Chip West, a retail and consumer behavior expert at the marketing, packaging, print and supply chain solutions provider RRD. “October’s increase proved to be slightly better than projections and was likely boosted by lower fuel prices. As inflation slowed for a number of months, prices in several categories have stabilized, with some even showing declines, offering further relief to consumers,” West said. “The data also looks to be a positive sign as we kick off the holiday shopping season. Promotions and discounts will play a prominent role in holiday shopping behavior as they are key influencers in consumer’s purchasing decisions.”
That result came from the company’s “GEP Global Supply Chain Volatility Index,” an indicator tracking demand conditions, shortages, transportation costs, inventories, and backlogs based on a monthly survey of 27,000 businesses. The October index number was -0.39, which was up only slightly from its level of -0.43 in September.
Researchers found a steep rise in slack across North American supply chains due to declining factory activity in the U.S. In fact, purchasing managers at U.S. manufacturers made their strongest cutbacks to buying volumes in nearly a year and a half, indicating that factories in the world's largest economy are preparing for lower production volumes, GEP said.
Elsewhere, suppliers feeding Asia also reported spare capacity in October, albeit to a lesser degree than seen in Western markets. Europe's industrial plight remained a key feature of the data in October, as vendor capacity was significantly underutilized, reflecting a continuation of subdued demand in key manufacturing hubs across the continent.
"We're in a buyers' market. October is the fourth straight month that suppliers worldwide reported spare capacity, with notable contractions in factory demand across North America and Europe, underscoring the challenging outlook for Western manufacturers," Todd Bremer, vice president, GEP, said in a release. "President-elect Trump inherits U.S. manufacturers with plenty of spare capacity while in contrast, China's modest rebound and strong expansion in India demonstrate greater resilience in Asia."
Even as the e-commerce sector overall continues expanding toward a forecasted 41% of all retail sales by 2027, many small to medium e-commerce companies are struggling to find the investment funding they need to increase sales, according to a sector survey from online capital platform Stenn.
Global geopolitical instability and increasing inflation are causing e-commerce firms to face a liquidity crisis, which means companies may not be able to access the funds they need to grow, Stenn’s survey of 500 senior e-commerce leaders found. The research was conducted by Opinion Matters between August 29 and September 5.
Survey findings include:
61.8% of leaders who sought growth capital did so to invest in advanced technologies, such as AI and machine learning, to improve their businesses.
When asked which resources they wished they had more access to, 63.8% of respondents pointed to growth capital.
Women indicated a stronger need for business operations training (51.2%) and financial planning resources (48.8%) compared to men (30.8% and 15.4%).
40% of business owners are seeking external financial advice and mentorship at least once a week to help with business decisions.
Almost half (49.6%) of respondents are proactively forecasting their business activity 6-18 months ahead.
“As e-commerce continues to grow rapidly, driven by increasing online consumer demand and technological innovation, it’s important to remember that capital constraints and access to growth financing remain persistent hurdles for many e-commerce business leaders especially at small and medium-sized businesses,” Noel Hillman, Chief Commercial Officer at Stenn, said in a release. “In this competitive landscape, ensuring liquidity and optimizing supply chain processes are critical to sustaining growth and scaling operations.”
With six keynote and more than 100 educational sessions, CSCMP EDGE 2024 offered a wealth of content. Here are highlights from just some of the presentations.
A great American story
Author and entrepreneur Fawn Weaver closed out the first day of the conference by telling the little-known story of Nathan “Nearest” Green, who was born into slavery, freed after the Civil War, and went on to become the first master distiller for the Jack Daniel’s Whiskey brand. Through extensive research and interviews with descendants of the Daniel and Green families, Weaver discovered what she describes as a positive American story.
She told the story in her best-selling book, Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest. That story also inspired her to create Uncle Nearest Premium Whiskey.
Weaver discussed the barriers she encountered in bringing the brand to life, her vision for where it’s headed, and her take on the supply chain—which she views as both a necessary cost of doing business and an opportunity.
“[It’s] an opportunity if you can move quickly,” she said, pointing to a recent project in which the company was able to fast-track a new Uncle Nearest product thanks to close collaboration with its supply chain partners.
A two-pronged business transformation
We may be living in a world full of technology, but strategy and focus remain the top priorities when it comes to managing a business and its supply chains. So says Roberto Isaias, executive vice president and chief supply chain officer for toy manufacturing and entertainment company Mattel.
Isaias emphasized the point during his keynote on day two of EDGE 2024. He described how Mattel transformed itself amid surging demand for Barbie-branded items following the success of the Barbie movie.
That transformation, according to Isaias, came on two fronts: commercially and logistically. Today, Mattel is steadily moving beyond the toy aisle with two films and 13 TV series in production as well as 14 films and 35 shows in development. And as for those supply chain gains? The company has saved millions, increased productivity, and improved profit margins—even amid cost increases and inflation.
A framework for chasing excellence
Most of the time when CEOs present at an industry conference, they like to talk about their companies’ success stories. Not J.B. Hunt’s Shelley Simpson. Speaking at EDGE, the trucking company’s president and CEO led with a story about a time that the company lost a major customer.
According to Simpson, the company had a customer of their dedicated contract business in 2001 that was consistently making late shipments with no lead time. “We were working like crazy to try to satisfy them, and lost their business,” Simpson said.
When the team at J.B. Hunt later met with the customer’s chief supply chain officer and related all they had been doing, the customer responded, “You never shared everything you were doing for us.”
Out of that experience, came J.B. Hunt’s Customer Value Delivery framework. The framework consists of five steps: 1) understand customer needs, 2) deliver expectations, 3) measure results, 4) communicate performance, and 5) anticipate new value.
Next year’s CSCMP EDGE conference on October 5–8 in National Harbor, Md., promises to have a similarly deep lineup of keynote presentations. Register early at www.cscmpedge.org.