The maker of Dove soap and Surf detergent said it is charging shoppers more for products to help offset its own surging costs as it forecast that sales growth will exceed a previously stated range of 4.5% to 6.5%.

In a sign that some shoppers are prepared to accept higher prices for consumer products, Unilever said its full-year operating profit margin will be about 16% which is within its guided range of 16% to 17%.

Still, volumes are beginning to fall as some shoppers start to switch from branded goods to own-label products in a bid to make ends meet, the Anglo-Dutch company said. Britain’s biggest grocer Tesco Plc also recently said it was starting to see some early evidence of shoppers swapping some branded staples, such as pasta, for own label products.

Unilever is among consumer goods makers performing a careful balancing act as they seek to pass on some price increases to customers without deterring shoppers too much. The company warned earlier this year that it’s facing the worst inflation since the financial crisis and that it will take two years to return to 2021’s profitability level.

The company said Tuesday that inflation meant it was having to absorb an extra €4.6 billion (US$4.7 billion) of costs this fiscal year, only some of which it can offset.

“It’s a truly unprecedented cost landscape,” said chief financial officer Graeme Pitkethly on a media call.

Chief executive officer Alan Jope has been under pressure for months after a failed approach to buy Haleon Plc, the consumer unit spun out of drug company GSK last year.

He also needs to show investors he has a plan for growth and now also has to work with activist investor Nelson Peltz who was appointed as a non-executive director in May and joined the board this month.