P&G under the magnifying glass

Damian Shore, analyst at the market research institute Euromonitor International, does not expect Procter & Gamble (P&G) to exit the pet supplies sector in 2014. Notwithstanding the negative sales trend last year, when the company had to instigate product recalls in the USA for its brands Natura (in the first quarter) and Iams and Eukanuba (in the summer), the company achieved annual growth rates of 2 per cent between 2008 and 2013. This was more than in the home care field and no worse than in the beauty and personal care segment.In the USA, according to Damian Shore, P&G remains a strong premium brand with a market share of 19 per cent in 2012. It needs to gain ground above all in so-called emerging markets such as Latin America and eastern Europe.