Dove, Vaseline And Hellmann’s: Power Brands Drive Unilever’s Growth In 2026, With 5% In Sales And 4% In Volume

Unilever began 2026 with a clear signal to the markets: its strongest brands remain the engine of the business. During the first quarter of the year, the so-called Unilever Power Brands —including Dove, Vaseline, and Hellmann’s— recorded 5% sales growth and 4% volume growth.

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This performance comes in a context where the company reported overall 3.8% underlying sales growth, mainly driven by volume (+2.9%), while total revenue was pressured by external factors such as exchange rates, with a -3.3% decline in turnover to €12.6 billion.

How are Dove, Vaseline, and Hellmann’s driving Unilever’s growth?

The performance of these brands reflects a clear strategy: concentrating investments on a smaller but more powerful portfolio. Currently, the Power Brands account for around 78% of Unilever’s total business, and their above-average growth confirms their relevance within the company’s operating model.

Dove, for example, continues to consolidate itself as one of the group’s most valuable brands, with sustained growth driven by innovation in personal care and digital strategies. Vaseline, meanwhile, has managed to revitalize its positioning through new premium product lines and a strong presence in social commerce.

In the food segment, Hellmann’s maintains its leadership with mid-single-digit volume growth, supported by flavor innovations and premium formats that have strengthened its presence in both developed and emerging markets.

What role do the Power Brands play in the global strategy?

The focus on these brands responds to a structural transformation within Unilever. The company has adopted a “fewer, but better brands” strategy, prioritizing those with the greatest growth potential, innovation, and global scalability. According to the financial report, this approach has enabled:

• Greater consistency in growth
• Better return on marketing investment
• Greater resilience in adverse macroeconomic environments

In addition, the Power Brands have been key to sustaining volume growth, a metric the company considers a priority over price increases.

Why is growth being driven by volume rather than price?

One of the most relevant data points of the quarter is that Unilever’s growth is being driven mainly by volume (+2.9%), while price increases were only +0.9%.

This shift reflects a new dynamic in global consumption:

• Greater price sensitivity among consumers
• The need to strengthen competitiveness in emerging markets
• Adjustments after previous periods of high inflation

The Power Brands have proven more resilient, maintaining demand even in scenarios of economic pressure.

Which regions are driving the growth of these brands?

The growth of Dove, Vaseline, and Hellmann’s has not been uniform globally. Emerging markets have become the main growth engine:

• Emerging markets: +5.7% in sales
• India: +7% growth
• Latin America: +6.2%

In contrast, developed markets show more moderate performance:

• Europe: -0.9%
• Developed markets overall: +1.0%

This trend reinforces Unilever’s dependence on regions with higher demographic growth and expanding consumption.

Which categories are leading growth within the portfolio?

The impact of the Power Brands is also reflected in category performance:

• Home Care: +6.1% (the most dynamic segment)
• Beauty & Wellbeing: +3.6%
• Personal Care: +3.7%
• Foods: +2.2%

In particular, growth in personal care and beauty has been directly driven by brands such as Dove and Vaseline, while Hellmann’s has sustained growth in foods.

Unilever’s transformation: its strong bet on Home and Personal Care

The strong performance of the Power Brands comes at a key moment for the company, which is advancing a strategic reconfiguration of its portfolio.

One of the most significant moves is the announced combination of its food business with McCormick, which will allow Unilever to focus on becoming a more specialized Home & Personal Care company.

This operation aims to:

• Generate synergies of up to $600 million
• Simplify the portfolio
• Improve the long-term growth profile

What challenges does Unilever face despite the growth of its brands?

Despite the positive performance of its main brands, Unilever faces several challenges:

• Negative currency impact (-7.7%)
• Estimated inflation between €750 million and €900 million
• Cost pressure, especially in Home Care

In addition, the company expects annual growth to be at the lower end of its target range of 4% to 6%, reflecting an economic environment that remains uncertain.

The performance of the Power Brands confirms a clear trend in the global market: in times of volatility, the brands with the greatest recognition, innovation, and consumer connection are the ones that manage to sustain growth.