Church & Dwight Accelerates Innovation to Defend Market Share

Church & Dwight Co., Inc. (CHD) has been using product innovation as a key tool to defend market share in a competitive and promotion-heavy consumer environment. The company continues to rely on a steady flow of new and improved products across its core brands, positioning these launches as a way to remain relevant and competitive on the shelf.

On its third-quarter earnings call, management indicated that products introduced earlier in 2025 across the company’s power brands are performing well and continue to support market share expansion. This approach underscores Church & Dwight’s focus on strengthening established franchises through disciplined execution rather than pursuing large, disruptive launches.

Church & Dwight’s strategy emphasizes incremental, consumer-focused upgrades across its brands, including improved formulations, clearer product benefits and more relevant formats. These updates are intended to sharpen brand differentiation in categories marked by elevated promotional activity and private-label competition, helping core brands remain relevant as consumers become more price-conscious.

Momentum from these efforts has been visible across several brands. In the third quarter of 2025, the company reported share gains in four of its eight power brands, including ARM & HAMMER, THERABREATH, HERO and TOUCHLAND. THERABREATH delivered strong consumption growth, while HERO acne products and TOUCHLAND showed solid performance, supported by ongoing product launches and brand engagement. ARM & HAMMER also benefited from continued brand support across multiple categories.

Overall, Church & Dwight’s approach remains focused and execution-driven, centered on consistent product refreshes across key brands. By reinforcing its established portfolio with targeted enhancements, the company is using new product activity as a practical lever to sustain brand relevance and defend market share in a challenging operating environment.

Church & Dwight’s Zacks Rank & Share Price Performance

Shares of this Zacks Rank #3 (Buy) company have gained 2.8% in the past month against the broader Consumer-Staples sector's 0.9% decline. CHD has also outperformed the S&P 500 index and the industry’s growth of 1.4% and 1.6%, respectively, during the same period.

CHD Stock's Past Month Performance

Is CHD a Value Play Stock?

Church & Dwight currently trades at a forward 12-month P/E ratio of 22.19, which is up from the industry average of 17.67 and the sector average of 16.01. This valuation places the stock at a noticeable premium relative to comparable peers and the sector overall.

CHD P/E Ratio (Forward 12 Months)

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This article originally published on Zacks Investment Research (zacks.com).

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