Reported sales growth was 6.3%, and adjusted earnings per share was $0.83, and that's $0.03 better than our outlook.
Organic sales grew 4.9%, driven by higher consumption.
In Q1, our online sales increased by 54% year-over-year and as a percentage of total sales were 14.8% in Q1 compared to 10.2% in Q1 of 2020.
We continue to expect online sales for the full year to be 15% as a percentage of total sales.
60% of vaccinated consumers are optimistic that they will return to a normal or new normal as we are seeing the first signs that consumers are willing to spend more time in stores based on a study by IRI.
Of the 16 categories in which we compete, 8 grew consumption in Q1, in some cases, on top of big consumption gains in Q1 of 2020.
Of those 8 categories, 5 saw a double-digit growth, gummy vitamins, toothache, battery-powered toothbrush, pregnancy test kits and women's electric grooming.
Looking at market shares in Q1, 8 out of our 13 power brands met or gained share within our U.S. Consumer Domestic business, which grew organic sales 5.1%.
VITAFUSION and L'IL CRITTERS gummy vitamins saw great consumption growth in Q1, up 24% with the help of the new launches described in the release.
One survey showed that consumers who are new to the category had a 90% repeat rate.
WATERPIK grew consumption 15% in Q1 as it continues to recover from COVID lows and benefit from the heightened consumer focus on health and wellness.
While BATISTE remains impacted by social distancing, consumption was up 6%, and we achieved a record high quarterly balance share of 39%, behind our International Women's Day campaign.
Despite European lockdowns, our International business came through with 3.2% organic growth in the quarter, primarily driven by strong growth in our Global Markets Group.
Our Specialty Products business delivered a positive quarter with 6% growth, primarily due to higher pricing.
It is the first and only sanitizing laundry additives that boost stain fighting and eliminates 99.9% of bacteria and viruses.
WATERPIK launched WATERPIK ION, a water flosser which is 30% smaller and contains a long-lasting lithium ion battery and is specifically designed for smaller bathroom 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 brush speeds.
We continue to expect full year adjusted earnings per share growth of 6% to 8%, which is in line with our Evergreen target, despite the heightened input cost.
Given our expectations, for consumer consumption, we have raised our full year outlook for reported sales growth from 4.5% to now 5% to 6%.
Organic sales growth expectations were raised from 3% to 4% to 5%.
And if you look at consumption trends through the middle of April, 14 of our 16 categories were up in consumption year-over-year.
First quarter adjusted EPS, which excludes the positive earn-out adjustment, was $0.83, flat to prior year.
$0.83 was better than our $0.80 outlook, primarily due to continued increase in consumer demand for many of our products.
Reported revenue was up 6.3%.
Organic sales were up 4.9%, driven by a volume increase of 3.1% and a positive price mix of 1.8%.
Organic sales increased by 5.1% due to the higher volume and positive price mix.
Consumer International delivered 3.2% organic growth due to higher volume, partially offset by lower price and product mix.
For our SPD business, organic sales increased 6% due to higher pricing, partially offset by lower volume.
Our first quarter gross margin was 44.5%, a 120 basis-point decrease from a year ago.
Gross margin drag was impacted by 350 basis points of higher manufacturing costs, primarily related to commodities, distribution, tariffs and COVID impacts.
Commodities, which were exacerbated due to the Texas freeze were a 90 basis-point drag on margin.
Tariff costs negatively impacted gross margin by 40 basis points.
These costs were partially offset by a plus 190 basis points from price/volume mix and a positive 170 basis points from productivity programs as well as a 10 basis-point positive impact from favorable currency.
As a reminder, our outlook for the quarter on gross margin was down 50 basis points.
Marketing was up $2.3 million year-over-year as we invested behind our brand.
Marketing expense as a percentage of net sales decreased 30 basis points to 8%.
For SG&A, Q1 adjusted SG&A increased 60 basis points year-over-year, primarily due to acquisition-related intangible amortization.
Other expense all-in was $11.6 million, a $3.6 million decline due to lower interest expense from lower interest rates.
And for income tax, our effective rate for the quarter was 24.2% compared to 23.2% in 2020, an increase of 100 basis points, primarily driven by lower stock option exercises.
For the first three months of 2021, cash from operating activities decreased 57% to $100 million due to higher cash earnings, which was offset by an increase in working capital.
As of March 31st, cash on hand was $128 million.
Our full year capex plan continues to be approximately $180 million as we continue to expand manufacturing and distribution capacity, primarily focused on laundry, litter and vitamins.
For Q2, we expect reported sales growth of approximately 4.5%, organic sales growth of approximately 4% and gross margin contraction of 350 basis points as higher input costs continue and we lap artificially low promotional levels from a year ago.
Adjusted earnings per share is expected to be $0.69 per share, a 10% decrease from last year's adjusted Q2 EPS.
We expect the earnings per share impact in Q2 to be approximately $0.04 for the quarter and we are seeking reimbursement by insurance.
We now expect full year 2021 reported sales growth to be 5% to 6%, which is above our previous 4.5% outlook.
We're also raising our full year organic sales growth to approximately 4% to 5%, up from the previous outlook of 3%.
We had previously expected gross margin expansion of 50 basis points for the year.
We're absorbing $90 million of incremental costs for the full year.
Our full year tax rate expectations are now 22%, higher versus our last expectations due to lower stock option exercises.
This is a $0.02 headwind versus our previous full year outlook.
Adjusted earnings per share expectations continue to be in the range of $0.03 to $3.06, a 6% to 8% increase year-over-year.
Our cash from operations outlook continues to be $1 billion, while we continue to pursue accretive acquisitions.

Summary:
Reported sales growth was 6.3%, and adjusted earnings per share was $0.83, and that's $0.03 better than our outlook.
Given our expectations, for consumer consumption, we have raised our full year outlook for reported sales growth from 4.5% to now 5% to 6%.
Organic sales growth expectations were raised from 3% to 4% to 5%.
First quarter adjusted EPS, which excludes the positive earn-out adjustment, was $0.83, flat to prior year.
$0.83 was better than our $0.80 outlook, primarily due to continued increase in consumer demand for many of our products.
For Q2, we expect reported sales growth of approximately 4.5%, organic sales growth of approximately 4% and gross margin contraction of 350 basis points as higher input costs continue and we lap artificially low promotional levels from a year ago.
Adjusted earnings per share is expected to be $0.69 per share, a 10% decrease from last year's adjusted Q2 EPS.
We now expect full year 2021 reported sales growth to be 5% to 6%, which is above our previous 4.5% outlook.
We're also raising our full year organic sales growth to approximately 4% to 5%, up from the previous outlook of 3%.
Adjusted earnings per share expectations continue to be in the range of $0.03 to $3.06, a 6% to 8% increase year-over-year.