Linda Rendle
Chief Executive Officer at Clorox
Sure. Hey, Kevin. What we're continuing to see is consumers choosing trusted brands. And you highlighted it well. We definitely saw during the pandemic, people in our categories choosing brands they could trust, given what was going on in their lives and that continues. We have seen over the last quarter a marginal improvement in private label share, pretty minimal. And we think that's mainly related to getting distribution back in line to pre-pandemic levels but no meaningful share gains and still lower than pre-pandemic.
If you also look at more leading indicators, household penetration also did not keep pace for private label during this time and we expect that to continue to have an impact as we move forward. And as we head into this period, consumers are absolutely under a lot of stress, but we're seeing what we expect in our categories at this point. Private label has taken pricing as we have taken pricing and competitors have. We're seeing pretty rational behavior there and from a consumer perspective, we continue to see what we expect.
So elasticities in line to slightly better across our categories, meaning, of course, we're seeing volume decline, but a little less than we had anticipated and we're seeing that across the category. We're going to watch it really closely, but we think we're very well positioned based off of the superior value of our brands and I know, Kevin, we've mentioned this before, but 75% of our portfolio at this time is deemed superior by consumers. Of course, that's a combination of not only price but brands and the product experience we deliver. And we continue to be laser-focused on that. So, continuing our investment in our brands, continuing on innovation, ensuring we have the right price pack architecture to ensure we cover all ranges of value for the consumer, but we feel really good about where we are. We're seeing no signs of abnormal stress with consumers in our categories, but we're going to watch it very closely as we head into this period.