Matthew T. Farrell
Chairman, President and Chief Executive Officer at Church & Dwight
Good morning, everyone. Thanks for joining us today. I'd begin with a review of the Q2 results and then I'll turn the call over to Rick Dierker, our CFO, and when Rick is done, we'll open up the call for questions. But before we begin, I'd like to recognize all Church & Dwight employees around the world for their continued dedication to keeping our company going during the pandemic, especially our supply chain and R&D teams as during this quarter the company faced the complexities of raw material shortages and labor shortages at our suppliers and third-party manufacturers. Now let's talk about the results.
Q2 was another solid quarter for the company. Reported sales growth was 6.4%, organic sales growth -- grew 4.5% and exceeded our 4% Q2 outlook. The 4.5% organic growth is impressive considering Q2 2020 organic sales growth was 8.4%. Adjusted EPS was $0.76 and that's $0.07 better than our outlook. The EPS beat is attributed to two things, one, a temporary reduction in marketing, and two, our revenue growth handily exceeded our outlook. Another item that is noteworthy is we overcame a tax rate which was much, much higher than expected in Q2. We grew consumption in 13 of the 16 categories in which we compete, and in some cases on top of big consumption gains last year. Another way to look at this is to compare our Q2 consumption on those 16 categories to 2019, a pre-COVID year, we have higher consumption in 14 of those 16 categories compared to Q2 2019. Regarding brand performance, nine of our 13 brands saw a double-digit consumption growth and I'll name them for you: gummy vitamins, stain fighters, cat litter, condoms, battery powered toothbrushes, depilatories, dry shampoo sailing spray and water flossers. Now although many of our brands delivered double-digit consumption growth it is not reflected in our 4.5% organic sales growth as shipments were constrained by supply issues which we do expect to lessen by Q4.
In Q2, online sales as a percentage of total sales was 14.2%. Our online sales increased by 7% year-over-year. But remember, this is on top of the 75% growth in e-commerce that we experienced in Q2 2020 versus '19. We continue to expect online sales for the full year to be 15% as a percentage of total sales. With 70% of American adults having at least one vaccine shots so far, the US has been opening up consumers becoming more mobile. In recent days however, it appears that trend could slow down due to the delta variant combined with many people still being unvaccinated. Outside the US, many countries continue to enforce periodic lockdowns and we expect that to continue. As described in the release we faced shortages of raw and packaging materials. Labor shortages at suppliers and third-party manufacturers have reduced their ability to produce. And transportation challenges have further contributed to supply problems. Besides shortages, we are dealing with inflation. Significant inflation of material and component costs is affecting our gross margin expectations, which Rick will cover in his remarks. Due to a lower case fill rate we pulled back on Q2 marketing, especially for household products. We expect the supply issues to begin to abate in Q4. The higher input costs and transportation costs are expected to continue though for the rest of the year.
On past earnings calls we described how we expected categories and brands to perform in 2021. Overall, our full year thinking is generally consistent. To name a few categories, demand for vitamins, laundry additives, and cat litter is expected to remain elevated in 2021. Condoms, dry shampoo, and water flosses are recovering and experiencing year-over-year growth as society opens up and consumers have greater mobility. Baking soda and oral analgesics are expected to decline from COVID highs.
Now I'm going to talk about the divisions. Consumer Domestic business grew organic sales 2.8%. This is on top of 10.7% organic growth in Q2 2020. Looking at market shares in Q2, five out of our 13 power brands met or gained share. Our share results are clearly impacted by our supply issues. I'll comment on a few of the brands right now. VITAFUSION gummy vitamins saw great consumption growth in Q2, up 10%. Consumers have made health and wellness a priority. It appears that new consumers are coming into the category and they're staying. So here's a supporting statistic. In the last year, VITAFUSION household penetration is up 17%. That means the brand is now in one out of every ten households. Next up is WATERPIK. WATERPIK grew consumption 72% in Q2 as it continues to recover from COVID lows and benefits from the heightened consumer focus on health and wellness. WATERPIK is also benefiting from dental offices returning to pre-COVID patient levels. We expect the frequency of our Lunch 'n Learn program to return to normal levels in the second half of this year. BATISTE dry shampoo grew consumption 37%. Dry shampoo is recovering as stores have reopened and consumers are becoming more mobile. Similarly TROJAN delivered 11% consumption growth. Society has been opening up. As restaurants, bars and clubs have reopened people are hooking up again. Here's a fun fact that might be a contributing factor. In Q2, TROJAN launched on TikTok with explosive uptick from consumers with over 47 million views.
Next I want to discuss International. Despite intermittent lockdowns in our markets, our international business came through with 10.4% organic growth in the quarter, primarily driven by our strong growth in our Global Markets Group. Asia continues to be a strong growth engine for us. WATERPIK, BATISTE, and ARM & HAMMER led the growth for the international division in the quarter. Our Specialty Products business delivered a positive quarter with 11.8% organic growth. This was driven by higher pricing and volume. Milk prices remain stable and demand is high for our nutritional supplements. At the prior year quarterly organic growth for specialty products was 3%. So 11.8% is an impressive result.
Now, turning to new products. Innovative new products will continue to attract consumers. In 2021, we have launched many new products which are described in our press release. In the household products portfolio, we introduced OXICLEAN laundry and Home sanitizer. It's the first and only sanitizing laundry additive that boost stain fighting and eliminates 99.9% of bacteria and viruses. In the personal care portfolio, VITAFUSION launched Elderberry gummies, Triple immune gummies, and Power Zinc gummies to capitalize and increased consumer interest in immunity. WATERPIK launched WATERPIK ION, a water flosser which is 30% smaller with a long lasting lithium-ion battery. It is specifically designed for smaller bathrooms spaces. To capitalize on its earlier success, WATERPIK SONIC FUSION, the world's first flossing toothbrush was upgraded to SONIC FUSION 2.0 with two brush head sizes and two speeds, and that's doing extremely well. And finally, FLAWLESS is taking advantage of the at-home beauty and self-care trends with at home manicure and pedicure solutions.
Now let's turn to the outlook. Since we last spoke to you in April, unplanned cost inflation has grown by another $35 million. In addition to the price increases on 33% of our portfolio that we announced in April, we have just announced price increases on other categories, which means we have now priced up 50% of our portfolio. Of course there is a lag in the positive impact of these increases which impacts our earnings outlook. We now expect to be at the lower end of our range of adjusted EPS growth of 6% to 8% as a result of heightened input costs. Although we expect to be at the low end of the range, it's really important to remember that we are comping 15% EPS growth in 2020. We expect full year reported sales growth of 5% with 4% full year organic sales growth. It's also important to call out that we are committed to maintaining the long-term health of our brands by ensuring sustained high levels of marketing investment in the second half. In conclusion, July consumption continues to be strong. We are navigating through significant supply challenges and cost inflation. We believe we are well positioned for 2022 with the pricing actions we have taken. We expect our portfolio of brands to do well both in good and bad times and in uncertain economic times such as now. We have a strong balance sheet and we continue to hunt for TSR accretive businesses. Next up is Rick to give us details on Q2.