Clorox, Mondelez, P&G, General Mills, Colgate and Coke Respond to Consumer Shifts
- Consumer Goods & Services
Fallon Wolken
- 0
- 4 minutes read
Retailer POV: Dollar General
Dollar General is seeing strong consumer behavior marked by increased traffic from higher-income customers, particularly households earning over $100,000, who are becoming a meaningful growth driver. While value-conscious shoppers continue to be core to the brand, the company reports that the combination of low prices, smaller pack sizes and an expanded product assortment is resonating with both budget-conscious families and wealthier shoppers. CEO Michael Creedon said during an earnings call that this is bolstered by a strategic multi-price offering and global sourcing for the lowest landed costs.
General Mills
General Mills CEO Jeffrey Harmening said the U.S. consumer is financially stressed and sentiment is near historic lows.
“Consumer sentiment is really tough right now,” he said during the conference, citing a University of Michigan poll showing the second-lowest reading ever, only behind early 2020.
Consumers are still spending, but they’re stretched, and it’s showing up in how, where and when they shop, such as right after a paycheck and always with value in mind.
For General Mills, however, this isn’t bad news. The company reports that 87% of eating occasions are now happening at home, and so General Mills’ categories are seeing modest growth. Consumers aren’t just focused on price, they’re also looking for more protein, bolder flavors and comfort.
“Consumers really look for nostalgia,” Harmening said, noting a spike in interest for classic brands like Pillsbury and Lucky Charms.
More from General Mills: Company to acquire Tiki Pets, Cloud Star Pet brands
Procter & Gamble
Procter & Gamble is doubling down on what it calls “absolute superiority” — using enhanced shopper insights to unlock growth, particularly among underserved households in North America. CFO Andre Schulten estimates there’s up to $5 billion in untapped market potential in those categories.
To support this, the company is preparing for a two-year non-core restructuring in fiscal 2026, focused on portfolio strategy, supply chain efficiency and organizational redesign.
COO Shailesh Jejurikar emphasized that true growth means offering products that are not just good, but better than any alternative. That includes everything from advanced formulation and design to seamless communication across shelves, packaging and digital touchpoints.
“What this means is better consumer insights on what’s required for the specific job to be done,” he said at the conference.
More from P&G: Study says Gen AI gets CPG teams working 12% faster
