The Mass Consumption unit of Grupo Newsan closed a new year of expansion. The company registered an 11% growth in volume, incorporated new categories and brands, expanded its commercial network and accelerated its expansion in strategic channels, consolidating itself as the fastest growing mass consumption company in the country.

In a context where consumption continues to show signs of caution, the personal care and cleaning categories are going through a challenging scenario. According to data from NielsenIQ, these categories are registering an evolution below the market average, driven by consumers who prioritize promotions, smaller formats and more rational purchasing decisions.

Despite this scenario, Newsan managed to grow 12 percentage points above the market in this unit, driven by a strategy based on innovation, changes in the portfolio and greater commercial capillarity. During the last year, the company incorporated three new categories—Oral Care, Deodorants and Lip Balm—, launched six new brands, implemented more than 80 projects and added more than 150 new SKUs, expanding its proposal for consumers and clients.

Adding to this growth is the expansion of the ecommerce portfolio with the launch of the Fabric & Home Care category, which incorporates new brands and proposals for clothing and home care. Tide and Dreft join the laundry segment, while Cascade, Mr. Clean and Febreze expand the offering to dishwashing, surface care and air care.

At the same time, it continued to expand its commercial reach with the incorporation of more than 100 new clients, a 16% growth in distribution and a 34% expansion in the e-commerce channel, one of the most dynamic segments for the company.

The main brands in the portfolio also strengthened their positioning. Pampers, Gillette, Venus and Vick maintain a prominent position within their categories, while nine out of ten brands registered improvements in their brand health indicators, driven by local campaigns, launches and closeness actions with consumers. An example of this performance is Downy, which reached 26.1 market share points for the first time in its history, positioning itself as the leading brand in fabric softeners in value share in Argentina, a true milestone for the brand.

After successfully completing the integration of the acquired operation in 2024, Newsan now begins a new stage focused on accelerating business growth. Among its priorities for next year are expansion into new channels and categories, strengthening commercial capillarity throughout the country and developing new business opportunities.

Within this framework, the company continues to expand and will move forward with the launch of HIT, a new proposal for the incontinence category, with the aim of developing a high-quality alternative and greater accessibility for Argentine consumers.

“From the beginning we set out to build a mass consumption company with the capacity to grow sustainably, innovate and bring leading brands to more Argentine homes. "The results achieved in this second year reflect the progress of this strategy and encourage us to continue investing in new categories, channels and business opportunities," said Romina Fernández, director of the Mass Consumption unit of Grupo Newsan.

Thus, Newsan Group reaffirms its long-term commitment to the development of the Mass Consumption business in Argentina, combining industrial, commercial and innovation capabilities to continue accompanying the needs of consumers and strengthening its brand ecosystem.