Procter & Gamble and Coca-Cola Bottlers Under EU Antitrust Scrutiny
Procter & Gamble and several Coca-Cola bottlers have come under the regulatory spotlight, following allegations by the European Commission of anti-competitive practices within the fast-moving consumer goods (FMCG) sector. According to sources cited in a recent Bloomberg report, the two major FMCG players are being investigated for potential violations of EU competition laws.
The European Commission executed unannounced inspections—so-called “dawn raids”—in March 2023 at the premises of multiple companies across the European Economic Area (EEA), pointing to suspicions of collusive behavior related to pricing and market allocation. At the time, the Commission declined to disclose company names, but Bloomberg now reports that Procter & Gamble and Coca-Cola bottlers were among the firms targeted.
While details remain sparse, the focus of the probe appears to be on efforts by leading manufacturers and distributors to coordinate pricing strategies and limit competition across European markets. Such practices, if proven, could constitute violations under Article 101 of the Treaty on the Functioning of the European Union, which prohibits cartels and other restrictive business practices.
Both Procter & Gamble—the world’s largest consumer goods company—and Coca-Cola bottlers such as Coca-Cola Europacific Partners command significant influence across toiletries, cleaning products, and beverage categories. Any regulatory action could have far-reaching implications across the FMCG value chain, influencing supplier dynamics, retail negotiations, and pricing structures in key EU markets.
In response to Bloomberg’s findings, neither Procter & Gamble nor Coca-Cola bottlers provided specific commentary, instead referring to general policy statements about cooperating fully with regulatory authorities. The European Commission also declined to confirm the identities of the companies involved, in keeping with its ongoing investigative protocol.
Should the investigation result in formal charges, the companies could face substantial fines—up to 10% of their global annual turnover—and be required to implement corrective measures. The probe underscores the increasing scrutiny FMCG giants face as EU regulators take a tougher stance on market practices deemed to undermine fair competition.
For brand owners and FMCG professionals, the case highlights the importance of robust compliance frameworks and transparent commercial practices, particularly in pricing and distribution across cross-border markets.