Competitors' Gloom Could Be P&G's Boom: What to Expect From Big Advertiser's Earnings


Procter & Gamble Co. reports fiscal fourth-quarter earnings Thursday under a huge cloud of industry gloom and a fight by Trian Partners’ Nelson Peltz for a board seat. The world’s biggest advertiser badly needs a strong showing in its final quarter before an October shareholder vote.

Yet, with the exception of Unilever, key competitors have reported awful results. Kimberly-Clark Corp., Johnson & Johnson (Consumer) and RB (Reckitt Benckiser) all reported organic sales declines and Colgate-Palmolive Co. was flat. Even their unit volumes were down. RB blamed the global hacker attack in late June for carving two percentage points off global sales for the quarter. Other players have had no better explanation for why people are scrimping on things like toilet paper and toothpaste in places that aren’t even having recessions.

So what does all that mean for what we can expect from P&G’s final fiscal-year report on Thursday?

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