New York, January 30, 2026, 15:40 EST — Shares changing hands during the regular session.
- Shares of Colgate-Palmolive surged about 5%, climbing to $89.70 in afternoon trading
- The company, having exceeded profit forecasts in Q4, now forecasts net sales growth of 2%-6% for 2026
- GAAP results slip into a quarterly loss, weighed down by a $794 million after-tax impairment charge
Colgate-Palmolive shares jumped 5.2% to $89.70 in Friday afternoon trading after the company unveiled its fourth-quarter results along with a fresh sales forecast for 2026.
Consumer staples players are boosting branding and promotions to keep volume steady. Colgate reported steady demand for essentials in Latin America and Europe, but North American consumers, squeezed by tighter budgets, are turning to private-label brands—a pattern Kimberly-Clark is also seeing. The company expects net sales growth of 2% to 6% in 2026, with Q4 net sales hitting $5.23 billion and adjusted earnings at 95 cents per share. Prices rose 2.7%, while volumes stayed flat. 1
This matters because the easy gains from price hikes are drying up. Investors are watching to see if Colgate can lift volumes without giving up too much margin, particularly as it steps up marketing spend amid choppy category growth.
A recent SEC filing showed Colgate took a $794 million after-tax, non-cash impairment charge tied to its skin health unit, mainly Filorga, after revising down its China outlook. That hit pushed fourth-quarter GAAP earnings into a 5-cent-per-share loss, though CEO Noel Wallace said the company is still “operating from a position of strength.” Colgate reported a record $4.2 billion in operating cash flow for 2025 and returned $2.9 billion to shareholders. Its annual meeting is scheduled for May 8, 2026. 2
Colgate outpaced its peers. While the Consumer Staples Select Sector SPDR ETF gained 1.4%, the SPDR S&P 500 ETF Trust slipped 0.6%.
On the earnings call, CFO Stanley Sutula said foreign exchange should provide a “low single-digit benefit to revenue in 2026,” primarily during the first half. 3
For now, North America dominates the spotlight. Volumes stay slow, and strong sales of store brands give retailers little reason to shrink shelf space.
After the write-down, the skin health segment faces pressure. A further drop in China demand or additional challenges in prestige beauty might force tighter controls on that division.
The risk is clear: a sharp shift to private labels or fresh tariff barriers could push Colgate to choose between raising volume and safeguarding margins. Their wide 2026 forecast gives management room to maneuver, but it also underscores real uncertainty.
May 8 is the next key date for shareholders to gather. Traders will be on alert until then, looking for volume stability and evidence that ramped-up marketing spend is translating into higher market share.
