U.S. HPC – Circana Household & Personal Care

Research evidence excerpt

U.S. HPC – Circana Household & Personal Care

J P M O R G A N North America Equity Research

21 July 2026

U.S. HPC – Circana Household &

Personal Care

Results for the Period Ended July 12th

The latest Circana scanner data for the period ended July 12th, 2026, were released Beverage, Household & Personal

this morning. Among the companies we cover, ELF ranked the best in YOY $ Care Products

takeaway performance on an absolute basis. Additionally, COTY saw the greatest Andrea Teixeira, CFA AC

improvement in YOY $ takeaway trends vs. 4W prior followed by ELF and REYN (1-212) 622-6735

while NWL saw more moderate improvement and CL improved more modestly vs. andrea.f.teixeira@jpmorgan.com

4W prior in comparison. Conversely, HNST decelerated the most in YOY $ Shovana Chowdhury

takeaway trends vs. 4W prior followed by CHD and CLX while ENR and KVUE (1-212) 270-2184

(from higher to lower magnitude) saw more moderate deceleration and PG & KMB shovana.chowdhury@jpmorgan.com

decelerated modestly vs. 4W prior. We note that Y/Y headline takeaway for some Drew Levine, CFA

(1-212) 622-0374

companies appear depressed potentially due to Amazon Prime Day falling later in drew.levine@jpmorgan.com

July in 2025 (vs. June in 2026) captured in this data set, thus posing tough base J.P. Morgan Securities LLC

comps, while the data showed an uptick in $ takeaway in the previous reading given

the earlier event this year (data ending June 28th - link to our note).

This note complements the tracked channel note published earlier today using data

from NielsenIQ. We highlight that the databases are different (main difference is

Costco and some specialty retailers like Ulta which is captured in Circana and not

NielsenIQ) and Circana contains more comprehensive data for Amazon as well as