In recent years, Kimberly-Clark has generated more income from charging higher prices than increasing the number of units sold. In 2023, the company’s $20.4 billion in net sales benefited from a 6% price increase amid a 2% decline in volume.

But building brand awareness around big CPG brands while prices are high and sales are soft takes work. Procter & Gamble, for example, increased ad spending during its fourth quarter fiscal quarter by $600 million but missed analysts’ expectations.

“We’re trying effectively and most efficiently we can to increase reach so more consumers are aware of our products and the benefits we provide them,” Jon Moeller, chairman of the board and CEO of P&G said during an earnings call. “We’re still on the incline curve on that right now. It takes some time.”