{"id":206827,"date":"2025-04-26T12:56:36","date_gmt":"2025-04-26T12:56:36","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/cpgs-talk-tariffs-price-hikes-and-marketing-budgets-as-consumer-confidence-drops\/"},"modified":"2025-04-26T12:56:36","modified_gmt":"2025-04-26T12:56:36","slug":"cpgs-talk-tariffs-price-hikes-and-marketing-budgets-as-consumer-confidence-drops","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=206827","title":{"rendered":"CPGs Talk Tariffs, Price Hikes, and Marketing Budgets as Consumer Confidence Drops"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Few industries have better insight into the day-to-day changes in consumer attitude and behavior than the makers of toothpaste, toilet paper, and potato chips.<\/p>\n<p>Below are highlights from recent earnings calls of major consumer packaged goods companies.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Tariffs<\/strong><\/h4>\n<p>Procter &amp; Gamble, the maker of Crest toothpaste, Bounty paper towels, and Tide laundry detergent, anticipates tariffs to push its annual costs up by an additional $1 billion to $1.5 billion. CFO Andre Schulten described the amount as \u201cnot immaterial.\u201d<\/p>\n<p>Soap and toothpaste manufacturer Colgate-Palmolive, meanwhile, is bracing for an estimated $200 million hit from tariffs this year.<\/p>\n<p>PepsiCo CFO James Caulfield admitted that the eye-watering import duties constituted \u201cnews since we gave our initial guidance at the beginning of the year.\u201d But, he told analysts, the maker of Pepsi, Mountain Dew, and Lays\u00a0had \u201cmitigation plans\u201d in place \u201cbased on what we know about tariffs now.\u201d<\/p>\n<p>Kimberly-Clark CEO Michael Hsu acknowledged that \u201cthe breadth and degree of tariffs\u2026 has changed significantly since maybe where we were at the end of the last quarter.\u201d It\u2019s just a \u201cvery volatile environment,\u201d he added.<\/p>\n<p>CFO Nelson Urdaneta, however, sounded an encouraging note by stating the company\u2014maker of pulp-based products, including Kleenex, Huggies, and Scott paper towels\u2014gets most of its raw materials from America: \u201c80% of our total costs\u2026 are U.S.-based,\u201d he said. \u201cSo only 20% of our U.S. costs are exposed to tariffs.\u201d<\/p>\n<p>Fernando Fernandez, CEO of Unilever, noted that while tariffs will have limited impact on the company due to its local supply chains, other concerns persist. \u201cThe wider macroeconomic uncertainty will pose some risk and challenges to consumer confidence,\u201d he said.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Pricing<\/strong><\/h4>\n<p>Given the current <a href=\"https:\/\/www.adweek.com\/commerce\/brands-tariffs-strategy-consumer-spending-shift-value\/\" target=\"_blank\">financial pressure<\/a> on businesses from tariffs and other factors, many executives implied price hikes were inevitable.<\/p>\n<p>Nestl\u00e9, the company behind Kit Kat and Nespresso, raised prices 2.1% during its latest quarter to help offset the cost of cocoa and coffee. Unilever, the maker of Dove and Hellmann\u2019s, increased prices 1.7%.<\/p>\n<p>During PepsiCo\u2019s earnings call, CEO Ramon Laguarta tread carefully on the question of price increases. The snack and beverage giant is aware that \u201cconsumers are feeling more challenged with their disposable income,\u201d he said. Because shoppers are looking mainly for value, \u201cwe\u2019re putting more emphasis on\u2026 entry price points and making sure that we\u2019re not asking for a large amount of money for participating in our brands,\u201d he said.<\/p>\n<p>Kimberly-Clark appears to be holding the line on price hikes for now. CEO Hsu said he\u2019s seen a consumer \u201cmigration\u201d toward \u201cmore affordable price package sizes,\u201d adding that \u201cbudgets are going to be tight. And so affordability for us is core to our strategy.\u201d<\/p>\n<p><!--nextpage--><\/p>\n<p>To help mitigate higher costs, P&amp;G is looking to adjust sourcing, improve productivity, and, when necessary, increase prices.<\/p>\n<p>\u201cWe will look at pricing with innovation, and we will look at straight pricing,\u201d said P&amp;G\u2019s Schulten. \u201cAll of those elements are on the table.\u201d<\/p>\n<h4 class=\"wp-block-heading\"><strong>Consumer sentiment<\/strong><\/h4>\n<p>Amid the uncertainty, which is <a href=\"https:\/\/www.adweek.com\/commerce\/consumer-sentiment-plummets-trumps-tariff-liberation-day\/\" target=\"_blank\">dampening consumer optimism about the economy<\/a>, executives expect a slow down in spending.<\/p>\n<p>\u201cUncertainty creates a pensive and anxious consumer, and when you have uncertainty in terms of macroeconomics and everything surrounding that, consumers tend to hunker down,\u201d said Noel Wallace, CEO of Colgate-Palmolive. \u201cEven in our categories that are non-discretionary, you\u2019ll see consumers destock their pantries and not necessarily buy that extra tube or that extra body wash.\u201d<\/p>\n<p>PepsiCo chief Laguarta said he sees the international market as the company\u2019s \u201clargest growth engine,\u201d though he did note that the average customer in China is \u201churting a little bit.\u201d Consumer sentiment in Mexico, he added, is \u201cimpacted by what happens in the U.S.,\u201d and many American consumers are increasingly worried about a recession.<\/p>\n<p>\u201cWhat we\u2019re seeing, I think, is a logical response from the consumer to pause,\u201d said P&amp;G\u2019s Schulten. \u201cAnd that pause is reflected in retail traffic being down.\u201d<\/p>\n<p>Kimberly-Clark\u2019s Hsu acknowledged that many households are under financial pressure. \u201cAffordability has become paramount more than\u2026 it\u2019s been in my dozen-plus years here,\u201d he said. \u201cWe understand that burden\u2026 middle-income to lower-income households are dealing with.\u201d<\/p>\n<p>Anna Manz, CFO of Nestl\u00e9, noted company sales had slowed due to softer consumer demand. At the same time, she added, this decline began prior to any trade wars. \u201cConsumer confidence in many geographies was already fragile even before the increasing macroeconomic and political uncertainties,\u201d she said.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Marketing budgets<\/strong><\/h4>\n<p>An analyst on PepsiCo\u2019s April 24 earnings call asked if it\u2019s time for more aggressive spending on marketing. While CFO Caulfield didn\u2019t mention marketing in his response, he stated the company is focused on \u201cproviding value to the consumer,\u201d but \u201cwe\u2019re not going to do it in a way that we damage the long-term health and profitability of the business.\u201d<\/p>\n<p>Elsewhere on the call, CEO Laguarta stated, \u201cwe feel good about the advertising. We feel good about the portfolio.\u201d<\/p>\n<p><!--nextpage--><\/p>\n<p>Keurig Dr Pepper\u2019s CEO, Timothy Cofer, told analysts the company will remain \u201cbullish\u201d on the marketing front, especially given the positive results it\u2019s seen with the recent launch of Dr Pepper Blackberry. \u201cIf you haven\u2019t seen our advertising and marketing, it\u2019s great,\u201d he said, calling it a \u201cfull-funnel marketing activation across all the different digital, social, and linear channels.\u201d<\/p>\n<p>Looking ahead, P&amp;G and Kimberly-Clark plan to continue investing in advertising at current levels, with an openness to adjusting as necessary. Unilever, meanwhile, plans to invest more in brands showing momentum.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Few industries have better insight into the day-to-day changes in consumer attitude and behavior than the makers of toothpaste, toilet paper, and potato chips. Below are highlights from recent earnings calls of major consumer packaged goods companies. Tariffs Procter &amp; Gamble, the maker of Crest toothpaste, Bounty paper towels, and Tide laundry detergent, anticipates tariffs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":206828,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[44067,11695,11601,78979,78980,7315,42082,11185,8402,1924,3061,16168],"dealstore":[],"offerexpiration":[],"class_list":["post-206827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-budgets","tag-confidence","tag-consumer","tag-cpg-news","tag-cpgs","tag-drops","tag-earnings-reports","tag-hikes","tag-marketing","tag-price","tag-talk","tag-tariffs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CPGs Talk Tariffs, Price Hikes, and Marketing Budgets as Consumer Confidence Drops - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=206827\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=206827&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPGs Talk Tariffs, Price Hikes, and Marketing Budgets as Consumer Confidence Drops - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Few industries have better insight into the day-to-day changes in consumer attitude and behavior than the makers of toothpaste, toilet paper, and potato chips. 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