P&G Health, Hygiene Brands Ride Consumer ‘Trust’ To Sales Growth Amid Pandemic Uncertainty
“There’s a heightened need for products that deliver against health, hygiene and clean home concerns and a willingness to spend just a little bit more to ensure that I’m using a product that I know and trust,” says CFO Jon Moeller
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Increased demand for environmentally friendly and natural-oriented products drive brand expansions at P&G’s Gillette and Native brands. Meanwhile, Harry’s becomes “root-obsessed” with new women’s scalp- and hair-care brand Headquarters.
Strategies including enhanced capabilities, more external talent and online-only launches boosted e-commerce business with 50% sales growth in the fourth quarter. Net sales are anticipated to grow 4% to 7% in 2021.
P&G’s oral care business drove 35% of total category market growth in the firm’s fiscal 2020 and exemplifies its growth strategy for all segments – grow entire categories rather than take competitors’ market share, says CFO Jon Moeller.