Procter & Gamble and Coca-Cola Bottlers Face EU Antitrust Investigation
Procter & Gamble (P&G), Coca-Cola Europacific Partners, and several other consumer packaged goods (CPG) firms are under investigation by the European Commission over alleged breaches of antitrust rules related to price coordination and information sharing.
The probe centers on potential collusion among manufacturers of daily consumer goods, including household, personal care, and beverage products, to influence pricing dynamics across EU markets. Authorities suspect that companies may have shared commercially sensitive information, possibly through industry trade associations, to align on price strategies and market conduct—conduct that could hinder fair competition and violate EU antitrust laws.
In a statement, the European Commission emphasized that the investigation is at a fact-finding stage and that the opening of formal proceedings does not predetermine the outcome. If evidence of cartel behavior or other anti-competitive practices is established, companies found in breach could face fines of up to 10% of their global annual turnover.
This scrutiny comes amid consumer sensitivity to retail price hikes, particularly in light of persistent inflation across the eurozone. Essential goods manufacturers have faced pressure from regulators and retail partners to justify cost increases, especially as consumers remain cautious on spending.
P&G confirmed it is cooperating with the European Commission, reiterating its commitment to full compliance with competition laws. Similarly, Coca-Cola Europacific Partners acknowledged the inquiry and stated its intention to provide full assistance during the process.
The investigation shines a spotlight on the practices of leading FMCG businesses and raises broader questions about the role of trade associations in influencing market behavior. It also signals regulators’ heightened focus on pricing transparency and competitive fairness amid ongoing inflationary pressures in the grocery and household goods sectors.
The EU’s investigation is expected to last months, and its findings could set a significant precedent for how pricing communication within the FMCG industry is managed across European markets. Industry leaders and compliance teams will be watching closely as the case unfolds.