By Saabira Chaudhuri, Brian Blackstone and Sharon Terlep
The world's biggest consumer-products makers are struggling to
raise prices, as increasingly fierce competition keeps a lid on
sales growth.
Procter & Gamble Co., the maker of Tide and Bounty, on
Thursday said prices fell by 2% for the first three months of 2018.
Prices fell across P&G's businesses, with the biggest decline
at its Gillette shaving brand, which has slashed prices to fend off
low-cost rivals Dollar Shave Club, owned by rival Unilever PLC, and
Harry's.
Unilever, which sells Dove soap and Ben & Jerry's ice cream,
said it was able to raise prices just 0.1% in the first quarter,
while Nestlé SA reported price growth of 0.2%. The growth rates
were the weakest for those European companies since 2010 and 2000,
respectively, according to analysts at Bernstein.
The consumer-products industry has long relied on selling new or
improved versions of products at higher prices to boost growth.
That practice is now challenged by weak inflation, Amazon.com
Inc.'s rising prowess in selling more household staples, and a
decline in brand loyalty as consumers use the internet to shop
around. A shift to discount retailers, from dollar stores to
Germany's Aldi, are further pushing down prices.
All three consumer-goods giants had to rely, instead, on selling
more products to lift sales in the latest quarter.
P&G Chief Executive David Taylor said there has been a
fundamental shift in dynamics around pricing and how consumers
shop. P&G, years into a turnaround that as recently as last
year executives said was working, needs to step up those efforts,
he said.
"Changes must be made, and the cost structure demands are real,"
Mr. Taylor said. "What we anticipated is not sufficient. We need to
do more."
Mr. Taylor said he continues to believe shoppers will still pay
more for products that offer significant benefits, such as Tide
Pods laundry packets.
P&G executives said the planned $4.2 billion acquisition of
the consumer-health business from Germany's Merck KGaA adds
products, namely vitamins and supplements, that succeeded in
holding the line on price.
P&G reported a 4.3% rise in net sales to $16.28 billion,
helped by currency movements. Stripping out foreign exchange and
deal making, sales rose 1%, thanks to a volume increase of 2%. Net
profit slipped 0.4%, however, as input costs rose.
The company said price cuts on Gillette razors and volatility in
some international markets, including Saudi Arabia, Egypt and
Nigeria, contributed to weakness. Retailers are slashing inventory
as they work to improve cash flow, P&G said. It is a "very
tough environment," said finance chief Jon Moeller.
Unilever on Thursday reported a 3.4% rise in first-quarter
underlying sales, which strip out foreign-exchange movements.
Nestlé posted 2.8% growth in organic sales, which exclude currency
fluctuations, acquisitions and divestitures.
"Pricing is the big theme for this morning," Unilever's finance
chief, Graeme Pitkethly, said in an interview. "It looks like we've
gone from all price and no volume to all volume and no price."
Prices for the Anglo-Dutch maker of Hellmann's mayonnaise were
held back by a handful of big markets like India, Brazil, Indonesia
and the U.K., which together make up 25% of Unilever's sales, Mr.
Pitkethly said. He also said it was harder to charge more in the
U.S., which accounts for 15% of sales, where there was heavy
discounting.
Mr. Pitkethly said Unilever was able to raise prices in other
markets, like Turkey, Mexico, the Netherlands and Eastern Europe.
He said he expects the company to strike a better balance between
volume and price growth in the second half of the year.
"We're not concerned about relatively low pricing in aggregate,"
he said on an investor call. "It's really not worth overthinking
the price growth in any given quarter."
Unilever is less exposed to the price wars hitting some of its
big U.S.-based rivals because it doesn't sell products like diapers
and toilet paper, which have been fiercely hit by Amazon and the
rise of discounters Aldi and Lidl.
The company also announced a share-buyback program of up to EUR6
billion ($7.43 billion) starting next month to return cash accrued
from the sale of its spreads business. Unilever in December agreed
to sell the unit to U.S. private-equity firm KKR for EUR6.83
billion after years of declines.
Unilever reported a 5.2% fall in first-quarter revenue to
EUR12.6 billion from a year earlier.
Nestlé blamed weak price growth on lower levels of inflation in
emerging markets, saying prices declined in Brazil as well as
Western and Eastern Europe. Prices in North America were slightly
positive. The owner of Purina pet foods and Nescafé coffee said
total sales for the three months to March 31 were 21.26 billion
Swiss francs ($21.97 billion), compared with 21 billion francs a
year earlier.
Like other consumer-goods companies, Nestlé has struggled to
keep pace with changing consumer tastes toward locally grown,
organic food, while at the same time being limited in raising
prices amid a weak inflation trend globally.
On Thursday, Nestlé reported a return to growth in its biggest
market, the U.S., with the company citing "an improved performance
in pet care, particularly in the natural segment and the e-commerce
channel."
Write to Saabira Chaudhuri at saabira.chaudhuri@wsj.com, Brian
Blackstone at brian.blackstone@wsj.com and Sharon Terlep at
sharon.terlep@wsj.com
(END) Dow Jones Newswires
April 19, 2018 11:27 ET (15:27 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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