P&G, KDP, Nestlé, Colgate-Palmolive, and Unilever Respond to Evolving Consumer Sentiment

Top global CPG companies — including Procter & Gamble, Keurig Dr Pepper, Nestlé, Colgate-Palmolive, and Unilever — are making strategic adjustments as consumers grow more value-conscious and demand sharper messaging, better pricing, and brand authenticity.

Executives across these companies cited consumer pullback and shifting priorities as key market signals. At P&G, CFO Andre Schulten noted consumers are “more deliberate in their choices,” while Unilever CEO Hein Schumacher highlighted a focus on simplifying portfolios and clarifying value. Colgate-Palmolive is doubling down on premium innovation tied to functional benefits, and Keurig Dr Pepper is leveraging pricing intelligence to strike the right balance between affordability and margin.

Nestlé’s leadership emphasized enhancing communication and investing in core brands to maintain relevance and trust, especially amid high competition from private labels.

Across the board, the response is consistent: clarity, control, and connection. These brands are recalibrating how they speak to — and serve — consumers who are watching every dollar.

corpbrief insight:

Value is no longer just about price — it's about perception. The smartest CPGs aren’t just reacting to economic shifts; they’re retooling brand strategy to meet the moment with precision and empathy.