Hey there, fellow investor!
Have you ever wondered which stocks have truly stood the test of time? I’m not talking about the flashy tech stocks that pop up every decade or the meme stocks that dominate social media for a hot minute.
Nope.
I’m talking about the real deal — companies that have been crushing it for literally a century. The stocks that weathered the Great Depression, multiple recessions, world wars, tech bubbles, housing crashes, and yes, even a global pandemic.
These are the most consistent stocks in the past 100 years — and boy, do they have some lessons to teach us!
What Makes a Stock “Consistent” Anyway?
Before we dive into the list, let’s get clear on what we mean by “consistent.”
Sure, a stock might shoot up 500% in a year (hello, crypto craze!), but that’s not consistency. That’s a roller coaster. And while roller coasters are fun at theme parks, they’re not so fun when it’s your retirement savings on the line.
Consistent stocks share a few key traits:
They pay dividends year after year (and actually increase them). They survive economic downturns without going belly-up. They adapt to changing times while staying true to their core business. And here’s the kicker — they keep rewarding patient, long-term investors decade after decade.
The Century Club: Stocks That Refused to Quit
Procter & Gamble (PG)
Dividend streak: 134+ years
Yep, you read that right. Procter & Gamble has been paying dividends since 1890.
P&G makes the everyday stuff people need no matter what’s happening in the economy. We’re talking Tide detergent, Pampers diapers, Gillette razors, Crest toothpaste, and dozens of other brands you probably have in your house right now.
During the Great Depression? People still needed soap. During the 2008 financial crisis? Babies still needed diapers. During the pandemic? Everyone was panic-buying toilet paper (including Charmin, another P&G brand).
The company has increased its dividend for 67 consecutive years, making it one of the ultimate (what I call) Dividend Kings.
Pretty awesome, right?
Coca-Cola (KO)
Dividend streak: 100+ years of payments, 62 years of increases
Coca-Cola is basically the poster child for consistent stock performance over the long haul.
The company has survived Prohibition (tough when you’re a beverage company!), two World Wars, the rise of health-conscious consumers, and countless “soda is dead” predictions. Yet here we are, and Coke is still one of the most recognizable brands on planet Eearth.
Here’s why Coke stays consistent: they’re not just about sugary sodas anymore. The company owns over 500 beverage brands across 200+ countries. We’re talking Dasani water, Minute Maid juice, Powerade sports drinks, Costa Coffee, and even Topo Chico sparkling water for all you hipsters out there.
Warren Buffett famously loves Coca-Cola stock and has held it in Berkshire Hathaway’s portfolio since 1988.
His take?
“If you gave me $100 billion and said take away the soft drink leadership of Coca-Cola in the world, I’d give it back to you and say it can’t be done.”
Johnson & Johnson (JNJ)
Dividend growth streak: 61+ years
Johnson & Johnson isn’t just about Band-Aids and baby powder (though they make those too). This healthcare giant operates in three massive segments: consumer health products, pharmaceuticals, and medical devices.
The beauty of J&J’s business model? Healthcare demand doesn’t disappear during recessions. In fact, it often increases. People get sick, have accidents, and need medications regardless of what the stock market is doing.
J&J has survived everything from the 1918 flu pandemic (they actually ramped up production to help!) to modern lawsuits and controversies. Through it all, they’ve kept innovating, acquiring new businesses, and — most importantly for investors — raising that dividend every single year for over six decades.
Fun fact: If you’d invested $10,000 in J&J stock in 1980, it would be worth over $1 million today when you include reinvested dividends. Now that’s what I call consistency paying off!
Colgate-Palmolive (CL)
Dividend payments: 130+ years, increases: 60+ years
Guess what: People need to brush their teeth in good times and bad times. That simple truth has kept Colgate-Palmolive thriving for over a century.
Like P&G, Colgate makes consumer staples — products you buy over and over regardless of whether the economy is booming or tanking. Toothpaste, soap, dish detergent, and pet food (through their Hill’s Pet Nutrition brand) aren’t luxury items. They’re necessities.
The company operates in over 200 countries and has built an incredibly strong distribution network that’s tough for competitors to replicate. That’s what we call an economic moat — a competitive advantage that keeps a company profitable year after year.
Colgate has been rewarding shareholders with consistent dividend increases for 60+ years. Not too shabby for a toothpaste company, huh?
What These Consistent Stocks Have in Common
So here’s the question: Why do these companies keep winning while others fade away?
Here’s what they all share:
Products people need, not just want. During tough economic times, consumers cut back on luxuries but still buy necessities. These companies sell stuff you can’t easily live without.
Global diversification. They’re not dependent on one country or region. When one market struggles, others pick up the slack.
Strong brands with pricing power. People trust these brands and will pay a bit more for them. That brand loyalty translates to consistent profits.
Adaptability without losing identity. They evolve with the times (hello, Coca-Cola selling water and coffee!) but don’t abandon what made them successful in the first place.
Management focused on shareholders. These companies prioritize returning cash to investors through dividends and smart capital allocation.
Financial discipline. They maintain strong balance sheets with manageable debt, which helps them survive crises that sink competitors.
The Bottom Line: Consistent Stocks
The most consistent stocks in the past 100 years teach us something powerful — boring can be brilliant.
These companies sell soap, soda, toothpaste, and Band-Aids. They’re not sexy. They’re not going to make headlines or trend on Insta. But they’ve been quietly making shareholders wealthy for generations while flashier companies came and went.
So whether you’re just starting your investing journey or you’re a seasoned pro looking to add some stability to your portfolio, taking a page from these century-old winners is worth considering.
After all, 100 years of consistency doesn’t happen by accident — it happens through great products, smart management, and an unwavering commitment to shareholders.
Now, here’s to you building your own consistent investment portfolio and living awesomely!