The 1990s were a golden era for dividend investors, with many companies offering consistent and growing payouts. Investors who focused on dividend stocks during this period often benefited from strong compounding returns, thanks to a combination of steady earnings growth and reinvested dividends. But how have these companies fared in the decades since? Have they continued to be reliable dividend payers, or have they faltered?
In this article, we take a deep dive into some of the best dividend stocks of the 1990s, analyzing their performance, dividend history, and current status. We’ll explore whether these companies have remained great investments or if they’ve been overtaken by newer opportunities.
1. Coca-Cola (KO)
Then:
Coca-Cola was one of the most popular dividend stocks of the 1990s. As a global leader in the beverage industry, KO had a strong track record of increasing dividends, making it a favorite among income investors. The company benefited from global expansion and strong brand recognition.
Now:
Fast forward to today, Coca-Cola remains a dividend aristocrat, having increased its dividend for over 60 consecutive years. The company has diversified its product offerings, expanding into bottled water, energy drinks, and healthier alternatives. While the stock's growth has slowed compared to the 1990s, it remains a core holding for dividend-focused portfolios.
Dividend Yield (Current): ~3.0%
Payout Ratio: ~75%
Dividend Growth: Steady but slower than in previous decades
2. Procter & Gamble (PG)
Then:
Procter & Gamble was another standout in the 1990s, with its extensive portfolio of consumer staples, including household and personal care products. PG had a long history of dividend growth, benefiting from strong brand loyalty and pricing power.
Now:
PG has continued its tradition of dividend increases, boasting a track record of over 65 consecutive years of dividend hikes. The company has streamlined its operations, focusing on its core brands and divesting less profitable segments. Though its growth has moderated, PG remains a stable dividend payer with strong cash flow generation.
Dividend Yield (Current): ~2.5%
Payout Ratio: ~60%
Dividend Growth: Consistent, averaging 5-7% annually
3. ExxonMobil (XOM)
Then:
As one of the world’s largest oil companies, ExxonMobil was a dividend powerhouse in the 1990s. The company benefited from rising global energy demand and strong crude oil prices, making it an attractive dividend stock.
Now:
ExxonMobil has faced significant challenges in recent years, particularly due to oil price volatility and the transition toward renewable energy. However, the company has remained committed to its dividend, even during downturns. It continues to pay a high yield but faces long-term risks related to the energy transition.
Dividend Yield (Current): ~4.0%
Payout Ratio: ~50%
Dividend Growth: Slower, but still consistent
4. Johnson & Johnson (JNJ)
Then:
JNJ was one of the most dependable dividend stocks of the 1990s, with its diversified healthcare business spanning pharmaceuticals, medical devices, and consumer products.
Now:
JNJ remains a dividend king, with over 60 years of consecutive dividend increases. While the company has undergone restructuring, including the spin-off of its consumer health segment, it continues to be a solid dividend payer with strong earnings.
Dividend Yield (Current): ~2.8%
Payout Ratio: ~45%
Dividend Growth: Consistent, driven by strong healthcare demand
5. General Electric (GE)
Then:
GE was a dominant industrial and financial conglomerate in the 1990s, known for its consistent dividend payments. Investors saw it as a blue-chip stock with reliable cash flow.
Now:
GE’s fall from grace is one of the biggest cautionary tales in dividend investing. After years of mismanagement and financial troubles, the company cut its dividend significantly in the 2010s. GE has undergone a major restructuring, spinning off its healthcare and energy divisions, but it is no longer the dividend stalwart it once was.
Dividend Yield (Current): ~0.3%
Payout Ratio: Extremely low due to previous cuts
Dividend Growth: Non-existent in recent years
6. AT&T (T)
Then:
In the 1990s, AT&T was a reliable dividend payer in the telecommunications sector, benefiting from its dominant position in the market.
Now:
AT&T has faced significant challenges, including heavy debt loads and failed acquisitions. The company cut its dividend in 2022 after spinning off WarnerMedia. While it still offers a respectable yield, its reputation as a dividend growth stock has been damaged.
Dividend Yield (Current): ~6.5%
Payout Ratio: ~50%
Dividend Growth: Cut in recent years, but stabilized
7. IBM (IBM)
Then:
IBM was a tech giant in the 1990s, known for its dividend payments and dominance in the enterprise computing space.
Now:
IBM continues to pay dividends but has struggled with growth. While the company has pivoted toward cloud computing and AI, it hasn’t been able to match the explosive growth of newer tech players. It remains a high-yield dividend stock but lacks strong capital appreciation potential.
Dividend Yield (Current): ~4.5%
Payout Ratio: ~65%
Dividend Growth: Modest, but reliable
8. McDonald’s (MCD)
Then:
McDonald's was a top dividend stock in the 1990s, benefiting from rapid global expansion and a strong brand.
Now:
McDonald’s remains a dominant force in the fast-food industry, with consistent dividend growth and strong cash flow. It has embraced digital transformation and delivery services, helping sustain its revenue.
Dividend Yield (Current): ~2.2%
Payout Ratio: ~55%
Dividend Growth: Strong and steady
Conclusion: Lessons for Today’s Investors
Looking at the best dividend stocks of the 1990s, we see a mixed picture. Some, like Coca-Cola, Procter & Gamble, and Johnson & Johnson, have continued to thrive and reward shareholders with consistent dividend growth. Others, like General Electric and AT&T, have struggled due to mismanagement and shifting industry dynamics.
For today’s dividend investors, the key takeaways include:
Dividend Growth Matters: Companies with long histories of increasing dividends tend to be more resilient.
Business Fundamentals Are Key: Even great dividend stocks can decline if the underlying business deteriorates.
Diversification Helps: A mix of sectors can protect against downturns in any one industry.
Monitor Your Holdings: Past success doesn’t guarantee future performance, so regularly reviewing your portfolio is essential.
While the best dividend stocks of the 1990s have had varied fates, the lessons from their performance can help shape smarter investment strategies for the future.