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J&J Consumer Makes 'Aggressive' Shift In Digital Sales To Drive Growth

 
• By Malcolm Spicer

When J&J CEO Gorsky says, "We're not just sitting back, we're making aggressive moves in areas such as e-commerce – investments in that shift," his words are music to analysts' ears. J&J has OTC drug and other consumer health brands to drive growth, but it's missing the digital piece, they say.

Johnson & Johnson didn't disappoint analysts by announcing, after a flat consumer health fourth quarter, that it is investing in making its segment more competitive in a market swinging more toward online sales.

"The shift to e-commerce, shifts in some cases to more natural brands, digital types of brands, have been more secular in nature and have affected all of the large, [fast-moving consumer goods] companies," noted CEO Alex

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