Some big U.S. brands are expected to hit the market in the months ahead as large marketers give up battling for a share in slower-growing U.S. categories. Those at risk including Procter & Gamble's
Duracell batteries and Kraft Foods' Maxwell House.
A perfect storm of global market factors and investor sentiment could push multinational marketers aside in these categories in favor
of more locally focused players, orphan-brand roll-ups or private-equity investors.
The reason? Investors clearly are pushing harder for top-line growth from big marketers than in the
past, analysts said. Even brands such as Folgers, Maxwell House and Pringles, which are highly profitable cash generators, suddenly become drags on the portfolio. Their categories are growing slowly
or not at all, as they have for years.
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