Question · Q4 2025
Robert Moskow questioned Colgate-Palmolive's U.S. growth strategy, specifically how it balances the premiumization focus with economic uncertainty and the need to improve performance for lower and middle-tier price products, given competitors' increasing focus on these segments.
Answer
Chairman, President, and CEO Noel Wallace explained that the U.S. strategy involves a combination of approaches: optimizing couponing and price pack architecture for the lower end, innovating against strong core base businesses to create excitement, and executing successful planograms. He stressed the importance of a well-thought-through promotional strategy combined with aggressive innovation across all price points, while also matching competitive activity and driving the category through premium innovation.
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