How Colgate-Palmolive Is Shielding Its Brands From Price Sensitivity

Business November 15, 2025

When the economy gets rocky and shoppers pull back, brands have two choices: Cut corners or get creative. Colgate-Palmolive is going with option two. The consumer goods giant is going all-in on promotions to keep its toothpaste, soap, and pet food moving off shelves, even as wallets tighten.

In early 2025, the company faced weak urban demand and stiffer competition. Sales dipped, and the pressure was on. However, instead of pulling back, Colgate leaned into promotions, investing heavily in deals and discounts. This was their way of making sure their products didn’t get left behind when shoppers started comparing prices.

Why Colgate Is Betting Big on Promotions?

CEO Noel Wallace didn’t sugarcoat it. On the Q1 earnings call, he admitted consumers are watching their budgets. So Colgate is adjusting. Promotions are becoming smarter and more targeted. The goal? Ensure that people continue to choose Colgate, even if they are buying less or switching to more affordable brands.

Pu / Unsplash / Colgate’s gross margin in India dropped by 170 basis points, hitting 68.9%. Promotions may be keeping brands visible, but they are also squeezing profits.

So, it is a tightrope walk between protecting share and protecting margins.

Still, promotions alone can’t carry the weight. Colgate’s cost pressures aren’t just a result of consumer shifts. They are also dealing with massive tariff increases. For 2025, the company expects an extra $200 million in costs just from tariffs.

All of this is on top of inflation, supply chain disruptions, and global uncertainty.

So, they are fighting back with more than just coupons. Colgate’s multi-pronged plan includes price adjustments, packaging tweaks, and sourcing changes. They are leaning hard on the $2 billion they invested in their U.S. supply chain over the past five years. That money is now helping them pivot quickly when raw materials get expensive or hard to find.

How the Consumer Goods Giant Is Coping

Simplifying product formulas and finding new suppliers is another piece of the puzzle. If a certain ingredient becomes too costly, Colgate wants to replace it quickly without compromising product quality. That flexibility is now baked into how they operate.

There is also a new three-year productivity program on the table. The company plans to spend up to $300 million on it. That money will be used to make operations leaner, fund innovation, and enhance supply chain efficiency. It is a big bet, but Colgate believes it is necessary to stay competitive.

Intro / Pexels / In a market flooded with copycat products and generic alternatives, brand strength matters more than ever. Colgate knows it can’t win just by being cheaper.

Innovation Still Front and Center

Despite the current pressure, Colgate isn’t pulling back on innovation. In fact, it is doubling down. The company relaunched Colgate Total with a new formula and updated messaging. Hill’s Science Diet, their premium pet food line, also got a refresh.

Remember, these are not just vanity updates. They are strategic moves to keep shoppers loyal and prices stable.

It has to be better. That is why the focus is shifting toward “science-based, value-added innovation.” Translation: products that prove they are worth a few extra bucks.

Looking ahead, Colgate anticipates improvement in the second half of 2025. But analysts are not all convinced. Forecasts point to lower earnings per share in Q2 and Q3. The challenges aren’t going away. Consumer demand remains shaky, and currency fluctuations are making it harder to predict global profits.