In K-C’s personal care segment, first quarter sales of $2.2 billion decreased 4%. Changes in currency rates reduced sales 9%. Volumes increased 3% and product mix was favorable by 1%. First quarter operating profit of $449 million decreased 1%. The comparison was impacted by unfavorable currency effects and increased marketing, research and general spending on a local currency basis, mostly offset by organic sales growth, cost savings and lower input costs.
Sales in North America increased 3%. Volumes improved 5%, while the combined impact of changes in net selling prices and product mix reduced sales 1%. Currency was unfavorable 1%. Adult care volumes increased double-digits, with benefits from category growth, innovations and market share gains. Baby wipes and child care volumes each rose mid-single digits, including benefits from innovations. Feminine care volumes advanced low-single digits and diaper volumes were even with year-ago levels.
Sales in developing and emerging markets decreased 11%, including an approximate 18 point drag from unfavorable currency rates. Changes in volumes, net selling prices and product mix each improved sales 2%. The volume growth included gains in China and portions of Latin America. Volumes were down in Brazil, as comparisons were impacted by difficult economic conditions and strong growth in the base period. The higher net selling prices were driven by Latin America and Eastern Europe in response to weaker currency rates and local cost inflation. Net selling prices declined in China due to increased promotion activity.
Sales in developed markets outside North America (Australia, South Korea and Western/Central Europe) decreased 7%, including a 9 point drag from unfavorable currency rates. Volumes rose 2%, driven by Australia. Product mix improved 2%, while net selling prices were off 2%.