Colgate-Palmolive is stepping up efforts to revive its North America business after a challenging second quarter of 2026, in which consumption declined about 1% and shipments fell roughly 3% amid category softness, heightened competitive activity and retailer destocking. Management said consumer demand weakened sharply in May on elevated gasoline prices and softer consumer confidence, though category trends improved in June and held relatively stable in July, while category growth remains below historical levels. To improve the trajectory, the company is leaning on innovation, brand investment and more targeted pricing and promotional actions, including increased support for premium toothpaste products such as Optic White Pro Series with ActivShine Technology and expansion of Fabuloso into new formats, alongside an accelerated 2026 and 2027 innovation pipeline. Colgate also plans higher advertising spending in the second half and will address selective price gaps versus competitors carefully without triggering broader promotional pressure. Management expects sequential improvement in North America but cautioned the recovery is unlikely to be linear and has not assumed a meaningful retailer inventory reload in its outlook, leaving consumer demand and volatile category growth as key risks.
Colgate-Palmolive CompanyNorth America consumption fell ~1% and shipments ~3% on weak consumer demand, though June/July trends improved and management targets a premium-innovation-led recovery.
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