The Momentum Sell-off

Style Rotation or Crowded Unwind?

The sharp reversal in Momentum has become the defining factor event of recent weeks, with investors rotating away from the AI tech-oriented winners and back towards valuation-sensitive exposures. While the breadth of Value outperformance, rising style dispersion, and falling correlations point to a meaningful shift in leadership, the evidence remains regionally uneven. Developed Markets are exhibiting the early characteristics of a broader Value-led rotation, Emerging Markets particularly continue to display the hallmarks of a positioning-led corrections, with losses concentrated among former Momentum leaders. Our interpretation is therefore one of an emerging rotation in DM alongside a correction in EM, rather than the start of a synchronized global change. As such, we view the recent Momentum sell-off as a reset in leadership rather than a definitive end to the broader Growth and Momentum cycle.

CITI'S TAKE

Momentum under pressure as Value reasserts itself

July marked a sharp reversal in factor leadership as Momentum continued to weaken. After leading performance across most regions during the first half of the year, Momentum has surrendered most of its year-to-date gains in a matter of weeks, with the decline particularly pronounced across AC Asia ex-Japan. At the same time, Value has re-emerged as the strongest performing style globally, generating positive returns across all major regions. The widening performance gap between Value and Momentum, coupled with rising style dispersion and falling cross-style correlations, points to a market increasingly rewarding valuation-sensitive exposures over the narrow leadership cohort that had dominated returns earlier in the year.

Rotation signals emerge, but regional divergence remains

The Momentum drawdown has been global, but the underlying drivers differentiated across regions. In Developed Markets, the combination of broad-based Value outperformance, rising stock dispersion, lower correlations and a rebound in prior laggards suggest the early stages of a broader style rotation. The evidence across EM remains more consistent with a correction in crowded positioning. Weakness concentrated in former Momentum leaders not a recovery among underperformers. We therefore view DM as exhibiting the early characteristics of a Value-led rotation, while EM continues to resemble a positioning-driven de-crowding event rather than a durable shift in factor leadership.

How far has crowding unwound

Bullish positioning in Nasdaq and Korea has diminished in recent months. Shorts in Eurostoxx have also been covered. Crowded sectors have underperformed in July, and we find Momentum crowding still strong on the long-side for the US whereas it has declined for Asia ex JP. The value rotation may have a crowding tailwind in developed markets; short stocks in US value tend to be crowded whereas the Asia ex JP story is more mixed.

Style Outlook

July marked a significant inflection point for Momentum investors. What initially appeared to be a contained reversal in the global AI and semiconductor complex in late June rapidly evolved into a broader and more persistent unwinding of crowded Momentum positions through July. The speed and magnitude of the sell-off have been particularly notable given the strong performance leadership that Momentum had exhibited throughout the first half of the year.

Prior to the reversal, Momentum was the best-performing style across most major regions; however, the sharp correction during June and July has erased the vast majority of those gains in a matter of weeks, underscoring both the crowded nature of the trade and the severity of the subsequent de-risking (Figure 2)

Figure 1YTD Style Performance - Leadership rotates from Momentum to Value
Figure 2World - Momentum reversal erases year-to-date gains

The impact has been particularly acute within EM equities, where AC Asia ex-Japan Momentum has undergone a significant de-rating following an extended period of outperformance (Figure 3), Importantly, the correction has been far from uniform. Korea and Taiwan, both key beneficiaries of the AI-driven equity leadership cycle, have experienced disproportionately large drawdowns, with Korea declining roughly 48% from its late-June peak and Taiwan falling approximately 29% from its early-July high. In contrast, most other regional markets have seen only relatively contained pullbacks. Consistent with previous episodes of Momentum stress, the most severe adjustments have occurred within segments that had generated the strongest prior returns, highlighting the extent to which performance leadership had become concentrated in a narrow set of AI and technology-related exposures.

Figure 3AC Asia-ex Japan country momentum, highlights the extreme sell-off witnessed
Figure 4World – Price Mom. drawdown episodes

Price Momentum – A comparison to previous drawdowns

The drawdown in Price Momentum (Figure 4), which began on 23 June, has already reached -19%, placing it among the more significant momentum corrections observed over the past three decades. Based on the historical record, the current episode ranks as the 7th largest momentum drawdown and comparable in magnitude to the sharp reversal experienced in late 2022, and only modestly smaller than the pandemic-era momentum unwind of June 2020 (-23%).

Notably, the sell-off has unfolded over just 28 trading days, highlighting the speed with which leadership has rotated away from the momentum factor. While the drawdown remains well below the severe factor crashes associated with major regime shifts, such as 1998, 2009, or the 2002-04 reversal episodes where momentum losses exceeded 40%, the pace of the current move is consistent with previous periods in which crowded winners rapidly underperformed amid improving risk sentiment and renewed investor appetite for cyclicals and valuation-sensitive stocks.

From a historical perspective, the key distinction is that today's correction appears deeper than a typical factor pullback but not yet large enough to qualify as a full-scale momentum crash. Previous episodes exceeding 40% generally coincided with major macro inflection points and sustained factor leadership changes, whereas drawdowns in the 15-25% range have often represented violent but ultimately temporary resets in positioning.

The current decline resides somewhere between these two junctures, either it develops into a broader style rotation towards Value and cyclicals, or it proves to be another sharp unwinding of crowded momentum exposures before the factor reestablishes leadership.

Alongside the weakness seen in Price Momentum, Low Risk rebounded, as both stock and style volatility rose significantly in recent weeks (Figure 6, Figure 8). The degree of recent volatility on both style, industry, stock returns has been considerable with July MTD returns largely overshadowing the cumulative YTD performance (Figure 1).

Figure 5World - Pairwise style return correlation continues to fall
Figure 6World - Style dispersion sharply rises, but less extreme than previous peaks
Figure 7World – Stock level pairwise correlation returning to levels last seen in Dec 2017
Figure 8World – Stock return dispersion rises sharply briefly exceeding pandemic levels

The evidence extends beyond the sharp divergence between Value and Momentum style returns and is increasingly visible in the underlying market structure. Style return dispersion has risen materially while cross-style return correlations have fallen, indicating a widening gap between winning and losing factor exposures.

Concurrently, stock-level dispersion has increased, and stock correlations have declined towards near long-term lows (Figure 7), signalling that differentiation is broadening within the equity universe rather than remaining confined to a narrow set of crowded trades.

Historically, such environments have been associated with periods of sustained leadership change, where capital is reallocated across investment styles and market segments. The strong and persistent outperformance of Value across regions, combined with the breadth of the Momentum reversal, therefore argues for a developing rotation regime rather than a temporary positioning reset standalone.

The July (Figure 9) correction in Price Momentum intensified across all major regions, extending the sharp reversal highlighted by the recent Developed World momentum drawdown. At the quintile level, Momentum has been the weakest style globally, with losses ranging from -13% in Europe to -28% in AC Asia ex-Japan. Pure style results (Figure 10) tell a similar story, with momentum generating negative returns across every region even after controlling for sector, country, and other style exposures, suggesting the sell-off reflects a genuine factor unwind rather than simply changing regional or sector leadership.

Figure 9July MTD Value and Low Risk return to the fore
Figure 10Pure style exposures offered a limited hedge against momentum decline

A rotation or a correction?

Beyond Momentum, the key market theme has been an on-going rotation into Value, which generated positive returns across every region and was particularly strong in Asia, Japan, EM, and the US. Low Risk also posted robust gains, especially in Japan and the US, while Growth and Size (large caps) generally lagged. Quality was more mixed across regions.

While quintile portfolios exhibited larger moves than pure factors, reflecting the contribution from sector, country and correlated style exposures, the direction of returns was highly consistent across both frameworks. Momentum remained sharply negative and Value strongly positive in every major region even after orthogonalisation, with the recent performance pointing towards style rotation rather than simply a by-product of market composition effects.

The persistence of these signals in the pure factors points to a broad-based unwind of Momentum and a meaningful re-rating of Value across global equity markets.

Figure 11Momentum long/short component breakdown, weakness in longs have also followed a rally in high beta “losers” rising once again

Losses across styles were tilted towards longs for EM and AC Asia-ex Japan, while DM short momentum stocks gained strongly, providing clearer evidence of a crash across most regions, but regional long/short breakdown also suggests that two different events are taking place, with DM momentum more clearly driven by more closely aligned contributions from the long and short side.

The long-short decomposition suggests the recent momentum drawdown is best characterised as a developing rotation rather than a full-blown momentum crash. In the US and World universes, much of the weakness has been driven by a combination of falling momentum winners and a sharp rebound in prior losers, consistent with the early stages of a Value-led rotation.

Outside developed markets, however, the drawdown has been driven predominantly by weakness in the long portfolio, with only limited support from the short cohort. This suggests investors are primarily reducing exposure to crowded momentum winners rather than aggressively reallocating into former laggards. Taken together, the evidence points to a broad correction in momentum leadership, with the US displaying a clearer sign of a genuine style rotation while EM and Asia remain closer to a positioning-led unwind.

Equity Market Positioning: It’s coming home

Elevated crowding risk amplified the sell-off. The positive momentum tech sector

showed up in our stock-level crowding screens see Measuring the Crowded Trade in Global Equities - Technology remains among top crowded sectors globally. This is illustrated for the US in Figure 12, which shows returns and long crowding scores by sector for July. Tech and communications services show up as the most crowded and saw the sharpest moves down. The least crowded (and defensive) consumers staples sector has positive performance. Energy names look crowded, but the sector benefitted from the jump in oil prices on increased geopolitical risk.

Figure 12Crowded sectors have underperformed in the US in July with the exception of energy as geopolitical risks flared

Asia ex Japan crowding risk has declined whereas the US remains high. Turning to factors we see the crowding risk show up clearly when aggregating crowding scores by factor. Crowding scores are elevated on the long-side in US Price Mom whereas they have declined in Asia ex JP. There is also support for the value rotation-thesis potential being stronger in developed markets like the US. We find more crowded names tending to show up on the short side (Figure 15) whereas in Asia ex JP the picture is more mixed, as shown in Figure 16.

Figure 13The long side of US Price Mom has elevated crowding scores…
Figure 14…as does Asia ex JP albeit crowding has been declining recently
Figure 15Crowded stocks tend to be on the short-side of the US value factor
Figure 16Whereas Asia ex JP Value crowding is more balanced

It's been coming home. Our equity markets positioning model shows a selective rebuild in Europe where net positioning was short and declines in long positioning in Korea and the Nasdaq, the report shows Nikkei longs have also declined. In Korea, financial authorities introduced new regulations aimed at single-stock leveraged ETFs to curb speculation.

Figure 17Long Nasdaq (NQ) positions have been sold…
Figure 18…as have KOSPI 200 (KM)

Style Recommendations

Notwithstanding the recent underperformance in Growth, we retain a constructive medium to long-term view on the factor. While the sharp outperformance of Value (a near-term tactical preference we previously flagged) and the associated increase in style dispersion suggest that a meaningful leadership transition may be underway, we believe it remains premature to conclude that the market is entering a sustained Value-led regime.

Instead, our preferred exposure continues to be Growth, with a clear bias towards measures that reward realised earnings. In our view, companies exhibiting demonstrable earnings growth remain best positioned to capture the secular opportunities arising from ongoing AI adoption, digital infrastructure investment and productivity-enhancing technologies. These themes underpin our favourable fundamental backdrop for selected Growth cohorts.

We are inclined to view the recent Momentum drawdown as a potential reset rather than the end of the factor's cycle. While the breadth of recent Value outperformance, suggests the style is beginning to benefit from a rotation in market leadership rather than a purely technical rebound, given the strength of the secular earnings backdrop supporting selected Growth franchises, we continue to view the current environment as one of tactical Value strength within a longer-term framework that remains supportive of Growth (more so with several former growth leader potentially looking increasingly appealing for Value investors) and ultimately, a re-established Momentum regime.

Figure 19Current Style Recommendations

Developed Markets

Developed Markets: Factor Performance and Volatility

Figure 20Factor Performance and Volatility

Developed World: Last Month’s Style Leaders and Laggards

Figure 21Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, Last Month

Note: That Quantile performance refers to the spread of returns between the top and bottom quintile of styles, while the Pure performance refers to style performance where other sources of risk exposure such as Country, Sector and other style exposure have been removed. Baskets with less than 5 stocks have been removed. See Appendix for more information.

Developed World: LTM Leaders and Laggards

Figure 22Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, LTM

Developed World: Macro Factor Sensitivities1: Regional

Figure 23GDP Weighted Global Bond Yield (G10)
Figure 24Oil
Figure 25Commodities (GSCI)
Figure 26EUR per USD
Figure 27YEN per USD
Figure 28Emerging Market Sovereign Bond Yield
Figure 29Credit Spreads
Figure 30Market (MSCI AC World)

Developed World: Macro Factor Sensitivities2: Styles

Figure 31GDP Weighted Global Bond Yield (G10)
Figure 32Oil
Figure 33Commodities (GSCI)
Figure 34EUR per USD
Figure 35YEN per USD
Figure 36Emerging Market Sovereign Bond Yield
Figure 37Credit Spreads
Figure 38Market (MSCI AC World)

Developed World: Relative Style Valuations

Figure 39Estimates Momentum
Figure 40Growth
Figure 41Value
Figure 42Low Risk
Figure 43Size
Figure 44Price Momentum
Figure 45Quality

Developed World: Net Sector Weights

Figure 46Value
Figure 47Growth
Figure 48Low Risk
Figure 49Size
Figure 50Quality
Figure 51Price Momentum
Figure 52Estimates Momentum

Emerging Markets

Emerging Markets: Factor Performance and Volatility

Figure 53Factor Performance and Volatility

Emerging Markets: Last Month’s Style Leaders and Laggards

Figure 54Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, Last Month

Emerging Markets: LTM Leaders and Laggards

Figure 55Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, LTM

Emerging Markets: Macro Factor Sensitivities3: Countries/Regions

Figure 56GDP Weighted Global Bond Yield (G10)
Figure 57Oil
Figure 58Commodities (GSCI)
Figure 59EUR per USD
Figure 60YEN per USD
Figure 61Emerging Market Sovereign Bond Yield
Figure 62Credit Spreads
Figure 63Market (MSCI AC World)

Emerging Markets: Macro Factor Sensitivities4: Styles

Figure 64GDP Weighted Global Bond Yield (G10)
Figure 65Oil
Figure 66Commodities (GSCI)
Figure 67EUR per USD
Figure 68YEN per USD
Figure 69Emerging Market Sovereign Bond Yield
Figure 70Credit Spreads
Figure 71Market (MSCI AC World)

Emerging Markets: Relative Style Valuations

Figure 72Estimates Momentum
Figure 73Growth
Figure 74Value
Figure 75Low Risk
Figure 76Size
Figure 77Price Momentum
Figure 78Quality

Emerging Markets: Net Sector Weights

Figure 79Value
Figure 80Growth
Figure 81Low Risk
Figure 82Size
Figure 83Quality
Figure 84Price Momentum
Figure 85Estimates Momentum

US: Factor Performance and Volatility

Figure 86Factor Performance and Volatility

US: Last Month’s Style Leaders and Laggard

Figure 87Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, Last Month

US: LTM Leaders and Laggards

Figure 88Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, LTM

US: Macro Factor Sensitivities5: Sectors

Figure 89GDP Weighted Global Bond Yield (G10)
Figure 90Oil
Figure 91Commodities (GSCI)
Figure 92EUR per USD
Figure 93YEN per USD
Figure 94Emerging Market Sovereign Bond Yield
Figure 95Credit Spreads
Figure 96Market (MSCI AC World)

US: Macro Factor Sensitivities6: Styles

Figure 97GDP Weighted Global Bond Yield (G10)
Figure 98Oil
Figure 99Commodities (GSCI)
Figure 100EUR per USD
Figure 101YEN per USD
Figure 102Emerging Market Sovereign Bond Yield
Figure 103Credit Spreads
Figure 104Market (MSCI AC World)

US: Style Sector Composition

Figure 105Estimates Momentum
Figure 106Growth
Figure 107Value
Figure 108Low Risk
Figure 109Size
Figure 110Price Momentum
Figure 111Quality

US:

Figure 112Estimates Momentum
Figure 113Growth
Figure 114Value
Figure 115Low Risk
Figure 116Size
Figure 117Price Momentum
Figure 118Quality

US: Net Sector Weights

Figure 119Value
Figure 120Growth
Figure 121Low Risk
Figure 122Size
Figure 123Quality
Figure 124Price Momentum
Figure 125Estimates Momentum

Europe

Europe: Factor Performance and Volatility

Figure 126Factor Performance and Volatility

Europe: Last Month’s Style Leaders and Laggards

Figure 127Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, Last Month

Europe: LTM Style Leaders and Laggards

Figure 128Performance Spread Between High (Top 20%) and Low (Bottom 20%), and Pure Factor Portfolios, LTM

Europe: Macro Factor Sensitivities7: Sectors

Figure 129GDP Weighted Global Bond Yield (G10)
Figure 130Commodities (GSCI)
Figure 131Commodities (GSCI)
Figure 132EUR per USD
Figure 133YEN per USD
Figure 134Emerging Market Sovereign Bond Yield
Figure 135Credit Spreads
Figure 136Market (MSCI AC World)

Europe: Macro Factor Sensitivities8: Styles

Figure 137GDP Weighted Global Bond Yield (G10)
Figure 138Oil
Figure 139Commodities (GSCI)
Figure 140EUR per USD
Figure 141YEN per USD
Figure 142Emerging Market Sovereign Bond Yield
Figure 143Credit Spreads
Figure 144Market (MSCI AC World)

Europe: Style Sector Composition

Figure 145Estimates Momentum
Figure 146Growth
Figure 147Value
Figure 148Low Risk
Figure 149Size
Figure 150Price Momentum
Figure 151Quality

Europe: Relative Style Valuations

Figure 152Estimates Momentum
Figure 153Growth
Figure 154Value
Figure 155Low Risk
Figure 156Size
Figure 157Price Momentum
Figure 158Quality

Europe: Net Sector Weights

Figure 159Value
Figure 160Growth
Figure 161Low Risk
Figure 162Size
Figure 163Quality
Figure 164Price Momentum
Figure 165Estimates Momentum

The first step involves the identification of the most important systematic drivers of risk and return across global markets over the long term. Using results from the extensive style performance research published by the Citi Global Quantitative Research team together with empirics documented within the Academic literature we arrive at the following styles: Size, Value, Growth, Low Risk, Quality, Price Momentum, and Estimates Momentum.

For each style factor, we then select a list of descriptors that best represent that specific attribute. For example, we use a range of defensive and cyclical price-based ratios to describe the Value attribute. These descriptors are then combined to arrive at a style factor loading for each stock in a given MSCI universe.

Style Descriptors

Stock universes are based on MSCI indices, and we have a complete history of styles/factors back to 1995. Figure 159 lists the styles that we cover together with the descriptors used in the construction of each index. One notable absence from our style classification is GARP. We chose not to include this style because as a distinct style, this could be constructed from combining Value and Growth.

Figure 166Style Factors and Descriptors

When building our style factor loading, we start by winsorizing the descriptor data to eliminate outliers. After this we normalise this data and combine it on an equal weighted basis to form the style composite factor.

Calculation of Raw Style Performance

We calculate raw style performance using the standard factor mimicking approach. In each universe stock are ranked using each composite

Construction of Pure Style Indices

For a point in time, given the style factor loadings, country/sector membership dummies and our desired orthogonal style exposures, we then employ a simple matrix inversion to compute a set of orthogonal style factor portfolios. The last step involves a simple linear combination of the monthly style factor portfolios with the next-period returns of each constituent stock measured over a monthly or daily periodicity to generate an index of style returns. The result is that each index has a unit exposure to any one style and zero exposure to all other styles, at the time of the monthly rebalance.

Calculating the Style Betas

In order to calculate the betas, we are effectively constructing the style portfolios. Following this, the style portfolio exposures are function of the style loadings and their corresponding betas. In matrix notation (simplified version):

Y = B′F

Where (the equation above is contemporaneous, hence ignoring the time subscript):

Y= matrix (m,m) factor portfolio exposures;

B = matrix (n,m) of style portfolio weights (betas); F = matrix (n,m) stock exposures to style/country/sectors; n = number of stocks; m = number of styles, country and sectors.

Given our desire for set of linearly independent style portfolios,Ycan take the form

of an identity matrix, F is our style factor loadings so we are therefore solving for

B = ((F′F)⁻¹F′)Y

The result of B is a set of stock level weights (or betas) for each style that multiplied with the style factor loadings produces orthogonal style exposures9. Or in other words, each style portfolio has a unit exposure to itself and zero exposure to all other styles.

Construction of Style Return Indices

As part of the construction of the style portfolio exposures, at a point in time, we are left with a set of style portfolios and their corresponding long-short stock weights. Bringing this part of the style index construction to return space (i.e., the B matrix), we assume that cross-sectional stock returns over any period can be expressed with the following equation:

Pₜ = Rₜ′ Bₜ₋₁ Where:

Pₜ = a row vector (1,m) of pure style portfolio returns from time t−1 to time t

Rₜ = a column vector (n,1) of stock returns from time t−1 to t

Bₜ₋₁ = matrix (n,m) of style portfolio weights formed at time t−1

Given we know Rₜ and we have calculated Bₜ₋₁ , the product of the these two

matrices is Pₜ , the return of each pure systematic factor (in total, m) at time t.

Most of the style descriptors we use are self-explanatory. Data is primarily sourced from either Worldscope or Thomson IBES. However, there are some style descriptors that warrant further explanation:

S&P Global BMI Growth-Value Score , this is a score between 0 (pure value) and 1 (pure growth) is assigned to each stock and is calculated by S&P. For more information on the methodology that is employed to calculate the score, please see refer to S&P on methodology.

Earnings Stability , calculated as the R-squared from a regression of five annual EPS values (three historical and two forecast) against a time trend. (For more details, see our report Searching for Alpha: Focus on Earnings Stability, Citi Research, February 2003.

Price Momentum , for each respective daily time period, price momentum is calculated as the t-statistic of the slope coefficient, derived from a regression of the log of daily prices (in local currency) on a time trend.

Earnings, Sales, Cash Revisions , this is the time-weighted average of analyst upgrades less downgrades scaled by the total number of estimates for fiscal years 1 and 2.

Earnings Certainty , measured as the inverse of the coefficient of variation in the next 12-month EPS estimates (stocks are excluded if there are less than five estimates or EPS is less than one cent). This is the same as the inverse of our EPS dispersion measure and more detail can be found in Searching for Alpha: Sell When Analysts Disagree, Citi Research, December 2003.

Earnings Quality , calculated as the year-on-year change in net operating assets or the difference between accounting and cash earnings (accruals). For more details, see our reports. Searching for Alpha - Accruals Volatility – A New Approach to Quality Investing, Searching for Alpha: Quantifying Earnings Quality, Citi Research, October 2004.

Balance Sheet Quality , this is the level of net operating assets. NOA incorporates all the changes in NOA and can be used as proxy for cumulated accruals. Since accumulation of earnings without cash flow is unsustainable in the long term, having high net operating assets is a sign of balance sheet bloat. For more details, Searching for Alpha: Quantifying Earnings Quality, European Quantitative Strategy, October 2004.

Citi Research

Report date 31 July 2026. Source material supplied as a 57-page PDF.

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