HPC Scanner: PG softens in slowdown, but CHD & CL improve. CLX, ELF weaken

Research evidence excerpt

HPC Scanner: PG softens in slowdown, but CHD & CL improve. CLX, ELF weaken

Consumer | Global Household & Personal Care

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May 12, 2026

Robert Ottenstein HPC Scanner: PG softens in slowdown, but

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Robert.Ottenstein@evercoreisi.com CHD & CL improve. CLX, ELF weaken

Javier Escalante

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Javier.Escalante@evercoreisi.com Today's data covers five weeks of 2Q (ending May 3), starting

JD Todd to capture competitive dynamics post resets of retailers’ shelves:

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JD.Todd@evercoreisi.com ▪ Beauty normalized to +4%, as Easter benefit fades ─ last

four weeks at +3%. OR outperformance widening to +260

bps in 2Q at +6.7%, reflecting haircare premiumization:

shampoo +19% v. Procter +3% and Unilever (1)%. COTY

slowed to (4)% on CoverGirl reverting to (5)% after shelf-

resets. ELF slowed to +2%, with makeup down 3% v.

category +3% ─this underperformance is notable, given Ulta

expansion; Naturium drives all growth.

▪ HPC slowed broadly across tissue, detergents, and

diapers. PG softened to +0.5% ─still best-in-class price/mix

at ~4% but price-sensitive businesses soften: Tide,

Charmin, and Pampers. CL steady at +1% but driven by

toothbrushes and Household ─the Optic White upgrade is

yet to benefit, as Haleon and Church still lead toothpaste.

Hill’s remains solid at 15% on Amazon. CHD (adjusted)

accelerated to +5% as core-category reinvestment (laundry

+7%, oral +6%, pet +8%) reinforces the strategic benefit of

the vitamins divestiture. KMB slowed to (2)% with diapers

now losing share, as Pampers stabilizes on Costco reentry.

Kenvue weakens on Neutrogena, but Tylenol volumes

rebound to +3%, which encouraging. CLX weakened to

(3)%, as Pet Care is declining high-teens ─Fresh Step down

(10)%, as its relaunch is facing shelf placement issues and