Question · Q4 2025
Lauren Lieberman inquired about the conservatism embedded in Newell Brands' 2026 plans, specifically regarding potential delays in innovation flow-through and distribution wins, drawing parallels to the slower-than-anticipated ramp-up of the Yankee Candle relaunch in the second half of 2025.
Answer
Chris Peterson, President and CEO of Newell Brands, stated that the company's forecast prudently assumes categories will continue to decline by 2% in 2026, not assuming everything will go perfectly right, and that the nature of resets in other businesses differs from Yankee Candle's omnichannel complexity. In a follow-up, Ms. Lieberman asked about the long-term structural growth rate of Newell Brands' categories and the factors needed to return to stable growth. Mr. Peterson outlined that historical category growth is 0-1%, with Newell Brands targeting 2-3% core sales growth by outperforming categories. He identified key drivers for category improvement as real income growth, the waning impact of COVID-era durable goods purchases, and the company's role as a branded player in driving premiumization and trade-up.
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