Good day, and welcome to today's Colgate-Palmolive Company second quarter 2022 earnings conference call. This call is being recorded and it's being simulcast live at www.colgatepalmolive.com. Now, for opening remarks, I would like to turn the call over to the Chief Investor Relations Officer and EVP, M&A, John Faucher. Please go ahead, John. Thank you.
Thanks, Caroline. Good morning, and welcome to our 2022 second quarter earnings release conference call. This is John Faucher. Today's conference call will include forward-looking statements. Actual results could differ materially from these statements. Please refer to the earnings press release and earnings materials and our most recent filings with the SEC, including our 2021 annual report on Form 10-K and subsequent SEC filings, all available on Colgate's website, for a discussion of the factors that could cause actual results to differ materially from these statements. This conference call will also include a discussion of non-GAAP financial measures, including those identified in tables 8 and 9 of the earnings press release. A full reconciliation to the corresponding GAAP financial measures is included in the earnings press release and is available on Colgate's website.
Joining me on the call this morning are Noel Wallace, Chairman, President, and Chief Executive Officer, and Stan Sutula, Chief Financial Officer. Noel will now provide you with his thoughts on our Q2 results and our 2022 outlook. We will then open it up for Q&A.
Thanks, John, and thanks to all of you for joining us this morning. I'm delighted to share with you our second quarter results. On the first quarter call, I talked about my confidence that our organic sales growth would accelerate from our first quarter results. Some of this was due to the improvement in trends in February, March, and April that we discussed on the call. What really gives me confidence is the fundamental changes Colgate people have made to drive growth, which is why we are raising our organic sales growth guidance to 5%-7% for 2022. Our second quarter results, including double-digit organic sales growth in oral care and pet nutrition, show that the growth strategies we put in place three years ago are delivering on our objectives and how the power of our global portfolio is working.
We're delivering growth across all of our divisions and all of our categories. We're showing the ability to take pricing because we have built healthier brands. We have built up our innovation capabilities so we can deliver more breakthrough and transformational innovation that can drive both category growth and market share. We have accelerated our digital transformation across the company by leveraging the capabilities we have built at Hill's and in China and other developed markets to lead e-commerce in our markets where this important growth channel is underdeveloped. Crucially, in this operating environment, our revenue growth management tools are driving positive pricing and mix as our efforts to offset the significant raw material and logistics inflation we are seeing, along with the productivity and our ability to improve our price mix, which will enable us to rebuild our gross margin moving forward.
Looking at the quarter, the second quarter marked our fourteenth consecutive quarter with organic sales growth either in or above our long-term target range of 3%-5%. That growth is broad-based. We delivered organic sales growth in all 6 of our divisions. We delivered organic sales growth in all 4 of our categories, oral care, pet nutrition, personal care, and home care, with all 4 categories either in line with or above our long-term target range of 3%-5%. As we discussed on the first quarter call, our execution on revenue growth management and premium innovation allowed us to deliver a 500 basis point sequential acceleration in pricing growth. Encouragingly, despite this pricing, our volume performance also improved sequentially in the quarter on both a 1- and 2-year basis behind strong marketing plans, innovation, and improved supply chain performance.
Our market share performance continues to improve with our global toothpaste and manual toothbrush share now up on a year-to-date basis. We continue to deliver on productivity with another strong quarter of funding the growth, which is vital to our plans to regain lost gross margin. As we enter the back half, we are just beginning to see early benefits from our 2022 Global Productivity Initiative. Over the next 18 months, this program will help drive operating leverage. We are still dealing with a very difficult cost environment. We now expect $1.3 billion in raw material and packaging inflation, with higher logistics costs as well. Foreign exchange has become a bigger headwind since our first quarter earnings release. The Euro has moved to parity with the dollar, and most other currencies have weakened as well.
We will continue to invest in our brands. Advertising spending was up on a dollar basis, with continued shift to working from non-working and a higher focus on digital spending. We are investing our capital to drive future growth as well. We are building capacity to meet strong consumer demand, particularly for Hill's, but also for other projects like our recyclable tube, which we continue to roll out across the globe. As we look to the balance of 2022 and into next year, we are focused on executing our strategies with the right innovation, brand support, revenue growth management, and capital plans to deliver on our long-term growth targets while working to rebuild our gross margins and deliver sustainable, profitable growth in all four of our categories. With that, I'm happy to take your questions.
Caroline, can we move to the Q&A? Caroline?
Okay. If everyone can just hold on, we're working to see. It seems like there's a problem on their end on the call. Yeah, we're working on this. If everyone can just hold tight, there's a problem on the conference call end, so, hopefully we'll be back up shortly. Thank you.
If you'd like to ask a question for today's call, please press star one on your touchtone telephone. Once again, that is star one to signal for a question. We will take our first question from Dara Mohsenian with Morgan Stanley. Apologies, that question will actually come from Peter Grom with UBS.
Hey, good morning, everyone. Hope you're doing well.
Good day.
Yeah. No, I was just wondering if we could take a step back and can you maybe just give us an update on kind of the health of the consumer in some of your key markets, particularly emerging markets and maybe specifically Latin America? Like, are you beginning to see any signs of softening demand or trade down in your core categories? And I guess, how do you think, you know, emerging market growth evolves from here as we look out to the back half of the year and potentially into 2023? Thanks.
Yeah, sure. Thanks for the question. You know, if you scan at least the numbers we're looking at around the world, you continue to see quite pretty good vitality at the consumer level. Emerging markets growing mid-single digits. Obviously, some slowdown in the developed world, particularly out of Europe, where you saw some sluggishness in the categories. Specifically to your question on emerging, it looks pretty good. Now a lot of pricing, as you can imagine, going through. If we come back, you know, to our overarching strategy and as we really laid out in the first quarter, that we would continue to take pricing coupled with strong revenue growth management. More importantly, accelerating our innovation cycle into those markets.
Strong innovation on the premium and the value orientation side has allowed us, obviously, to continue to deliver strong top-line growth both in price and in volume. We will watch the consumer really closely, Peter. We obviously have a lot of teams on the ground looking at exactly where the elasticities are, but so far elasticities are in line with what we expected or slightly better. That will change over time as you see more and more pricing going to the market and other economic factors impact categories. Overall, so far, we've seen the categories behave as we expected. Not a lot of trade down, but it's early days. We'll see how that evolves over time.
Our next question will come from Dara Mohsenian with Morgan Stanley.
Hey, guys.
Hey, Dara.
You know, you just mentioned the elasticity looks pretty good so far. Can you just talk a little bit about the competitive environment given the strong pricing you were able to realize in the quarter? Are you seeing competitors move at similar levels? Specifically, maybe talk a little bit about the Americas in terms of the sustainability of this growth turnaround we've seen in the US. If you could just touch on the consumer in Latin America, that would be helpful also. Thanks.
Sure. In terms of just an overarching statement on competition, clearly it's been constructive, relative to how we've seen competitors behave. I don't pretend to understand their strategies or quite frankly react to them. We're very focused on executing our strategies in the marketplace. As we laid out again early on the first quarter call, we would be taking and leading pricing in some of the markets. Ultimately, we expected, given the inflation that is impacting everyone, we would see competition follow as well, and that's been the case by and large around the world. Overall, a constructive environment relative to pricing. In terms of the Americas, obviously you've seen strong turnaround in our North America business.
Again, we highlighted that we were taking pricing and saw momentum build in the first quarter, and that continued, as we mentioned in the first quarter call, through April. Obviously, you see now with the performance of the North America business, a good performance overall. You know, I would call out that obviously they saw strong consumption across the categories. The innovation is certainly taking hold. Excited to see the takeaway on Pro Series, which is at the premium end of the toothpaste.
You've seen the market share and scanner performance with scanner data in the US up in 8 of 11 categories over the last 13 weeks, which again, I think shows the turnaround of that business and importantly, the performance of some of our innovation coming in broad-based across all the categories in which we compete. You know, overall good. We're watching this closely. It's an unpredictable environment relative to where we see consumers evolving, where we see inflation evolving. The good news is we've taken pricing. We have more pricing planned across the world moving into the back half, and we'll watch the consumer impact of that very carefully.
Great. Thanks.
Christopher Carey with Wells Fargo Securities has our next question.
Hi, good morning. Pretty good progress on North America margins sequentially as pricing has built. You noted in the prepared remarks that your supply chain headwinds are starting to abate and with pretty good traction with the consumer on this pricing. I just wonder if you have any updated thoughts on where we stand today on just the potential to rebuild margins in that segment, even amidst the inflation, which is gonna be a little bit higher than your prior expectations.
Yeah. Thanks, Chris. You have known our company for many years, how focused we are on gross profit, and we will continue to be laser focused on recovering gross profit as we move through the balance of this year and into 2023. The pricing and innovation strategies and revenue growth management discipline that we have across the organization is clearly focused and tailored towards getting our teams equipped to find innovative ways to drive category growth, get value into the categories through pricing and other innovation initiatives, and that will clearly be the roadmap moving forward. We feel quite confident, given the health of our brands, the investment that we've been putting behind our brands, that we'll have the ability to continue to take pricing in the marketplace.
We'll watch it very closely, as I mentioned, but recognize that we have a very broad portfolio of products. We compete at the high end and at the low end of the market. Historically, we have been able to flex our portfolio quite well in markets where we've had difficult economic circumstances. We will continue to innovate across all price points and be sure that we're capturing any trade down if that happens, which we have not seen at this stage. Ultimately, I would expect you will see some trade down moving forward, and we'll continue to innovate at the top end to drive the premiumization opportunity that we see.
Our next question will come from Andrea Teixeira with JP Morgan.
Good morning, and thank you for the new call format and prepared remarks. My question is on pricing and a follow-up on volumes in Europe and Asia-Pac. On pricing, you had an impressive 8.5 global uptick in the quarter, globally and about 3% in North America. I believe there is additional price, you know, as you mentioned, coming through, potentially in oral care, I believe in the U.S. in July. Can you confirm the timing and the magnitude? In Europe, in terms of volumes you lost, perhaps you lost temporary distribution because you had a 3% decline in volume there. I'm not sure if it's related to the war.
If you can round up the Asia-Pac exit rate also in the volumes, because you exit, and you had a minus 7 changes to make sure that we cover all bases. I mean, not to take the, and obviously the 9%, the 9% organic growth, but I just wanna make sure that we know the puts and takes there. Thank you.
Yeah, thanks. A lot packed in that one. Let me talk a little bit about the overarching thoughts around organic growth in the top line. Obviously, strong pricing at 8.5%, but I'd call out the positive volume growth where we saw across North America, Asia, and Hill's. If you take obviously the impact of Russia, that volume moved up, you know, nearly 100 basis points. Overall, we're very pleased with the broadness of the pricing that we took across all divisions and the positive volume growth that we saw across some of the markets that I just mentioned. When you look at specifically calling out some of the other markets, Europe obviously was impacted by a couple things. The negotiations on pricing certainly impacted categories.
We tend to see some elasticity in Europe happen early on as the market adjusts to the new pricing, but ultimately that is mitigated over time as you see everyone take pricing. Asia, you asked about, obviously strong growth in Asia, both in pricing and in volume. We had an easier comp on Hawley & Hazel, but I would call out the CP China business, which grew significantly in the quarter as well on a more difficult comp. Overall, really pleased with China, despite the lockdowns that we saw in the marketplace there. We were able to overcome that and deliver strong consumption growth across most of our business. Overall, we're pleased with the balance of pricing and volume.
We're pleased with how we're getting pricing executed, and more importantly, we're pleased with the innovation that's going into the market across multiple price points in order to sustain that moving forward. Moving forward, I would say that we will continue to be pushing pricing, and then my expectation is we'll see some pressure on volume in the year to go, but that's to be expected as we get more pricing in the market. The important part is the balance of innovation across all price points to mitigate that.
Our next question will come from Kaumil Gajrawala with Credit Suisse.
Hey, guys. Good morning.
Morning.
Can you talk maybe or compare and contrast what your market shares look like from a volume perspective versus a revenue perspective? Obviously, elasticities are a bit better than planned, but curious how that looks like versus the market. On your assumptions for commodity costs, are they linked to just assuming spot stays where it is, or do you have some assumptions in there for things, particularly like palm oil and such? Thanks.
Yeah. As I mentioned in the prepared remarks, we're very pleased with the share performance. Now, recognize that, you know, a lot of the share performance that we make public don't pick up e-commerce shares and some of the untracked channels. That being said, our global shares continue to track well in both toothpaste and toothbrushes. Obviously, we're taking pricing, so we're seeing value shares respond to that. Volume shares have been a little bit softer. If you look back historically where you've seen very acute pricing enter the marketplace, over time, you see volume come down. Over time, as I mentioned, it's our responsibility to bring innovation across price points, our responsibility to work with the trade to drive volume back into categories.
We have big traffic builders. Our brands are strong around the world, and we know our retailers rely on us to bring traffic into their stores and drive volume and basket. We will continue to focus on finding innovation to ensure that the volume aspect of the category is protected. I do expect as we get more pricing in the market, volumes will be a little bit soft year-over-year, but we'll manage that very closely. On commodities specifically, again, coming back to the first quarter, we talked about $1.2 billion of raw material inflation. We have adjusted that up to $1.3 billion this quarter. Most of that will come in the second quarter, but we'll get a little of that coming back through the back half of the year.
We have used spot rates, as you mentioned, and we've seen obviously some commodities come down, but we're pretty much locked in for the third quarter. Any benefit to any deflation that we see, we'll get a little bit of that in the fourth quarter, possibly, more of that coming in 2023. We will look to obviously continue to take pricing given the unprecedented environment that we're seeing both on raw materials and logistics and make sure that we have the marketing plans to execute that effectively.
Our next question will come from Kevin Grundy with Jefferies.
Great. Thanks. Good morning, everyone, and congrats on the results.
Hey, Kevin.
Hey, good morning. Morning, everyone. Noel, just to kind of pull together some of the pieces of what you've touched on with respect and as it pertains to the guidance. You edged it up here 5%-7% from 4%-6%.
I'm just looking to get at some of the macro and category-specific assumptions underlying that, understanding it's gonna differ a little bit by category. It does imply at the midpoint a deceleration in the back half of the year against easier year-over-year comparisons. Maybe just touch on that a little bit, and maybe this is some conservatism around elasticities that you've seen and should elasticities hold its upside. Maybe just comment on pulling together some of the commentary so far on the call relative to the guidance in the back half. Thank you.
Yeah. Obviously, we've taken our guidance up based on the consumption we're seeing in the market, based on the fact that we've been able to get strong pricing, and you know, early on, obviously, see some good volume moving through the P&L. FX continues to be the biggest incremental issue that we see based on where we were in the first quarter. Overall, we see the categories behaving as we expected. Now, given the incredible unpredictability of what's happening in the global world right now, we're watching that category performance very, very carefully. Our estimations are based on the fact that elasticity will be consistent with what we expected it to be or slightly better, and we'll adjust accordingly as we move down the road.
It's very difficult to predict exactly what's gonna happen at this stage, so we based our macros on what we can see today and what we can control. Let's come back to what we can control. We control the execution of our strategy, and we're executing against all the things that we've talked about, driving the core, looking at adjacencies, new channels and some of the faster growth channels, particularly e-commerce. You see that delivering in the results that we've had over the last 14 quarters. We're pleased with the strategies taking hold.
I think the competencies we're building around digital across the entire enterprise, the competencies that we're building on innovation are all starting to track well in terms of how we evaluate them, and we're seeing that play out in the performance.
Our next question will come from Bryan Spillane with Bank of America.
Good morning, everyone.
Hey, Bryan.
I wanted to ask a question about just and more broadly about the rebuilding of gross margins. Like, forgetting about the constructs of fiscal years and, you know, time frames, just, can you rebuild gross margins if inflation were to or your cost of goods basket today were to stay at its current level so the inflation doesn't recede? Would it be possible to rebuild gross margins with cost at this level? Does it somewhat depend upon some sort of disinflation, if you will, in the cost basket?
Yeah. It depends on a couple things, Bryan. You know, first and foremost, we believe that over the, you know, the longer term, our focus is on rebuilding gross margins, and we feel quite confident that we could do that, particularly in the current environment, given the strength of our brands, the investment we're putting behind the brands and the innovation grid that we have out in front of us. A couple things that need to happen. Obviously, the pricing in the market needs to hold. As you see inflation come down, it's a real question of where competitors will go with pricing. We think it's been quite rational to this stage. We think that given the unprecedented levels, that you'll see constructive moves around pricing and promotion moving forward, but we're prepared for that.
It's really the flex of our portfolio across different price points that we need to manage very, very carefully. In my view, if inflation holds, the big determinant will be pricing hold? My sense is, given where we see the marketplace today, that will be the case. The answer is longer term, yes, we absolutely believe that we can rebuild gross margins.
Thank you.
Our next question comes from Robert Ottenstein with Evercore.
Great. Thank you very much and congratulations on terrific results. You know, also kind of stepping back, Noel, you know, over the last two or three years, and you know, what appears to us to be a very disciplined and systematic manner, you've kind of addressed, you know, various issues, whether it's channel in the drugstores and digital, you know, whether it's premiumization, whether it's, you know, competition against local brands and really have done a fantastic job executing and improving the momentum of the business on a commercial basis. You know, apart from, you know, the macro factors that are going on today, and not to diminish those, but in terms of the general commercial strategy, you know, where is the focus now in terms of improving your actual business momentum, and what are you doing to address that?
Thank you.
Sure. Thanks, Rob, and good morning. You come back again, I think, to the heart of our strategy, which is big core businesses that need to be innovated against, and you see that coming through. We've got a pretty significant innovation on our anti-cavity business going coming out in some of the developing part of the world. The premiumization aspect that we've talked about for quite some time, Rob, we continue to obviously unfold that across different parts of our category, whether it be on our Hill's business or whether it be on our oral care business, most recently with the Pro Series launch, which is a great innovation with our highest level of hydrogen peroxide in the marketplace. Obviously looking at adjacencies and new channels.
If we talk about new channels specifically, to your point, we still see a lot of runway there. Most of our markets, our online share is now above our general market share, which is terrific. I'd call out China specifically, where we are up, as you saw in the prepared remarks, 600 basis points on our e-commerce share, and that's the largest e-commerce business we have in oral care across the world. That's been driven through good premium innovation, a lot of good personalized marketing, getting into data-driven decisions in terms of how we think about it. I come back to the success we have on digital and really equate it back to what we did with Hill's years back.
I mean, that knowledge transfer that we had on Hill's when we went digital and online is transferring all around the world, and we're seeing great results in our e-commerce business specifically. It's up to now about 14% of our total sales. It was up nearly 20% in the quarter in terms of growth. Overall, we're seeing a lot of those strategies we've put in place. Moving forward, not a lot of changes, Rob. We're focused on the execution. I think getting some of the supply chain constraints behind us is critically important for us, and that allows us to get back to focusing on what we do best, which is execution and innovation across multiple price points. That's exactly where we see things unfolding. Revenue growth management will be critically important to our success moving forward.
I think the discipline that we have on the ground quarter-over-quarter gets better. Are we where we need to be? No. The pricing you see reflected over the last 2 quarters, where you see at least a 2-year stack on pricing, which looks terrific for us, I think, is a testament to the fact that we're finding ways to build this off the strength of our brands and get value executed in the marketplace. Not a lot of changes. More focus on revenue growth management, more focus on our productivity initiatives and, in terms of funding the growth and our global productivity program, which, you're well aware of, getting that executed in the back half and early 2023. Again, let's focus on what we do best, get on our front foot, and continue to execute.
Our next question will come from Stephen Powers with Deutsche Bank.
Yes. Hey, good morning. Actually, picking up kind of on some of the things you were just talking about there at the end. I guess, you know, based on your prepared remarks and your commentary just now, it sounds like most of your earlier supply chain issues have generally abated around the world. Just wanted to confirm that and just see if there's any callouts you have around bottlenecks that you're still working through, number one. Then number two, on line of sight to funding the growth and savings from the global productivity initiative, just maybe a little bit of color around how those savings, you know, can accelerate in the back half.
I think they're expected to, but just maybe confirm that, and whether we should expect that to the fourth quarter versus the third quarter.
Yeah. Thanks, Steve, and good morning. Let me address supply chain first. You know, clearly, a lot of headwinds over the last 6-9 months, COVID related, obviously at the heart of that, which has been somewhat consistent with the space, and you're seeing others obviously talk about that more now. A lot of the supply chain North America issues are behind us. You've seen that obviously translate into much better on-shelf availability, and obviously that translates into good consumption for our brands and the market share performance that we had over the last 13 weeks. It is still a very unpredictable environment in terms of what we're seeing there. The team is all over it, but I think the tougher part is behind us, certainly across North America.
I would say, given the strong demand that we're seeing on Hill's, obviously that team is doing an extraordinary job, continuing to deliver on what we need to have to meet the demand we're seeing in the marketplace. Obviously 18% organic, comping 15% from last year is a really strong performance. I give the supply chain, our global supply chain, who's pulling on resources from all of our businesses around the world to bring in thoughts and ideas on how to continue to meet that capacity. We've made some good strategic decisions on our balance sheet.
Obviously, the Nutriamo facility that we have opening up in Europe will alleviate some of that, but we need to watch Hill's carefully because obviously the consumption is high, which I don't anticipate we'll see that level of consumption quarter to quarter. We'll see some strengths and some slowdown. But overall, the underlying fundamentals of that business are strong. We need to ensure we continue to execute from a supply chain standpoint. Overall, we feel much better about where we are globally from a supply chain. On funding the growth and GPI. GPI, as we mentioned, will be more back-half loaded and into 2023. We had a marginal amount of savings come through in the second quarter. The bulk of the savings will come through in the third and fourth and into 2023.
You'll see obviously that likewise in funding the growth. It's pretty evenly spaced, but historically we get a little bit more funding the growth in the back half. The teams are obviously very focused. We talked about that in the first quarter call, that we had a lot more focus against funding the growth given the unprecedented environment. Fortunately, the Global Productivity Initiative that we put in place last year in anticipation of a more difficult marketplace, we're starting to see the benefits of that unfold this year.
Our next question will come from Olivia Tong with Raymond James.
I wanted to talk about how, in your view, the competitive environment might change given all the, you know, global sort of macro slowdown concerns. You know, how do you think about this? Does it perhaps put you in a better competitive positioning, particularly in emerging markets versus some smaller local players? Just following up, you know, you mentioned a couple of times that you do expect trade down. You haven't seen it yet, but you're expecting it to come, but you're still planning to price and obviously the Hill's results speak for themselves. If you could just kind of triangulate those different pieces of expecting trade down but obviously not seeing it yet, that would be helpful. Thank you so much.
Yeah. You know, a couple things. You know, first of all, if I take the back end of your question first, I mean, the strategy that we have deployed in high inflationary times, which we have a lot of experience in this marketplace doing that, is to balance our entire portfolio. We compete across multiple price points, in some countries, 5-6 different price points in a specific category. That allows us to be very thoughtful on where we take pricing and when we take pricing. Obviously, a lot of the analytics that we have in place, Olivia, now allow us to kinda see where consumers are trading in and out of to ensure that we're adjusting our strategies accordingly.
I think that flexibility and agility that we have learned over the years in managing high inflationary markets has afforded us the opportunity to think very carefully about how we want to adjust to this moving forward. The competitive environment may change, for sure. If inflation becomes more benign, there may be a decision by others to decide to put that into promotion to get some volume. But as I mentioned earlier on, I think the market seems to be acting quite rationally. This is an unprecedented environment for all CPG relative to levels of inflation. My instinct is you're not gonna see a lot of people chasing volume by discounting price. They're gonna try to regain margin into P&L. You know Colgate is very focused on gross profit.
We will continue to be focused on getting pricing into the P&L, as that allows us to maintain the advertising support to drive the top line and make sure we get our innovation well seated in the marketplace. I don't really see that changing over the foreseeable future. We will flex our portfolio accordingly, and the good news is we compete across so many price points across all of our categories that we feel that buffers us a bit for against any trade down that we see in the marketplace.
We'll now take a question from Mark Astrachan with Stifel.
Yeah, thanks and morning, everyone. Wanted to ask a question on pet care specifically, without obviously drilling down too much. You know, the performance has been really strong, right? You go back even pre-pandemic, but it really has gotten better since kinda mid-2000. I think what a lot of people know understand is that there were a lot of pet adoptions during the early parts of the pandemic, which continue. You know, I guess if you could unpack a bit of how much of the contribution has come from that, and maybe if you could talk about how you measure your success amongst that newer cohort in terms of your market share amongst those that have adopted pets over the last two years.
You know, given that they're probably somewhat new to pet ownership, how do you think about the risk, if any, of trade down, given where the economy may be going?
Yeah. Back on Hill's, clearly strong performance. The strategies that we've deployed on Hill's are the same strategies we've deployed across all of our categories. The learning that we've had from Hill's, it certainly is they've been much more at the forefront on digital and online, as I mentioned earlier. That knowledge transfer has been terrific, and shared across the world, relative to how we're thinking about the business. If you go back to the essence of our strategy, it's faster growth channels, and obviously they're looking at e-commerce as an opportunity for growth. The expansion into new markets, our global supply chain as well as our global footprint allows them to think about more expansion.
Clearly, they're seeing a pickup from pet ownership in the US, that you know works in perpetuity in many respects 'cause consumers are gonna pet owners are gonna continue to feed their pets. We have benefited, I think, from getting back to what we stand for, which is science. Science is inherent to all of our core categories, whether it's oral care, skin health, and we use that platform to really drive innovation, drive superior consumer benefits and health benefits across the value chain, and you're seeing that obviously translate into strong growth for that business. Again, core adjacencies, channels, get back to what we stand for, which is science and superiority, leveraging our professional model across the enterprise.
They've done a terrific job obviously with their vet partnerships, which again is akin to what we do in oral care and what we do in skincare. The digital work that Hill's is doing is best in class for us as a company. As you know, they built that business with a digital-first mindset. Obviously, now we're taking digital into thematic advertising as we expand the penetration for the brand and expand brand awareness, which candidly are quite low still. All in all, we feel very good about where we are. Strong growth. We've got tough comps moving forward, as I mentioned earlier, but we feel pretty good about where we are and where the consumer is.
If you go back to 2007, 2008 during the last recession, we did not see a lot of trade down out of the Hill's business during that time, so we feel pretty good. The brand is stronger. We're innovating, and we're spending behind the brand moving forward. Obviously, the supply chain is an opportunity moving forward, and we're using our balance sheet accordingly to address that.
Your next question will come from Lauren Lieberman with Barclays.
Hi. Thanks. Good morning.
Lauren.
I just had, hey, two questions. First, I just wanna clarify, you'd mentioned earlier plans on second half pricing, and I was just curious anything you can tell us geographically. I think it was in regard to North America specifically, but I just was, maybe looking for a little bit more detail on that. Then the second thing was on advertising spending. In the release, you'd mentioned a plan now for it to be flat as a percentage of sales, still up in dollar terms, and you did, you know, raise the sales outlook. I just wanted to get a sense for how you might describe advertising spending plans today versus where they maybe were at the start of the year. That would just be helpful. Thanks.
Sure. On pricing, let me just make it more on a global basis. Clearly, with the inflation that we've seen, as we talked about in the first quarter, and we were very clear in laying out visibility in the first quarter around where we saw pricing evolve through the quarter. Obviously, it accelerated in the back half of the first quarter and into April. We expect pricing will accelerate as we look at our organic growth composition through the balance of the year. That means, obviously, that we'll have new pricing executed in the back half of the year, and that will be pretty broad-based across the world. I'm not gonna get into specific regions, but I will say that we will be taking pricing across both the developed and developing world in the back half of the year.
That will depend on categories, competitive situations, and we're looking at each of that very closely, but broad-based, we're taking pricing across the world. Relative to advertising, obviously, given the strong top line, the percentage of sales came down or absolute dollar was a little bit up. We expect our dollar increase to be up in the back half of the year as we continue to support our strong innovation plans. As a percentage of sales, we're estimating that that will come in more or less in line with where we were last year. You saw in the prepared remarks, we're spending a lot more time thinking about our digital advertising and the return on investment we're getting there.
We're moving a lot more money from non-working into working media in order to balance some of the growth opportunities we see in the market. We feel pretty good about where we are from an advertising standpoint and intend to continue to invest to build our brands.
Our final question will come from Jason English with Goldman Sachs.
Hey, Jason.
Hey, Jason.
Hey there. Thanks for spotting me in. Sorry if some of my questions are redundant to maybe your prepared remarks or your 10-Q, but we got a lot of information dumped on us today. I must confess, I have not been able to get through all of it. A couple things that stood out to me. North America, the sequential improvement in margins was certainly impressive and better than I was expecting. I haven't been able to get through the drivers in your Q yet, but can you give us any more color on what contributed to, well, I guess, the abatement of year-on-year decline and the sequential uptick, and whether or not there's anything transitory aiding that?
Sure. Thanks. You know, obviously, North America had strong sequential improvement in margin, obviously up around 200 basis points, that you saw as we put it in the prepared remarks. Dollar sales growth is driving that. Obviously, good top line growth, a good consumption growth across our categories. I mentioned earlier, Jason, that, you know, at least the last 13 weeks, we've seen share growth in 8 of 11 categories, which again, I think is the result of obviously the execution results we're getting in the marketplace, the innovation, working our promotions effectively in the marketplace and some of the new products that we put in place. But obviously, we're gonna continue to focus on gross margin expansion across both North America and the company.
Gross profit is the key focus. The funding the growth initiatives that we have in place, getting the mix right, getting the innovation right in oral care as we move through the back half of the year will be critically important. Supply chain was a contributor to that as well. Obviously, we've got some of those issues that are behind us. Still a lot of pressure. We need to focus on logistics, which continues to be a real headwind for both North America and the company. As we see opportunities in the back half, we'll certainly look to take those.
Good stuff. Thanks a lot.
We have no further questions at this time, so I'll turn the conference back over to Noel Wallace for any closing remarks.
Well, thanks, everyone. Again, you know, broad-based growth across the company, executing and transferring knowledge across our core categories. We're seeing, obviously, good consumption, obviously an unprecedented environment around pricing. We'll continue to be focused on revenue growth management, our funding the growth initiatives and our Global Productivity Initiative as we go into the back half. Thanks for the call this morning, and we look forward to talking with everyone soon.
That does conclude today's conference. Once again, thanks everyone for joining us. You may now disconnect.