Shares in consumer firm Macpherson's dive

Macpherson's shares fall 20 per cent after the consumer goods firm behind brands such as Wiltshire issued a profit downgrade on Thursday night

Shares in kitchen and bathroom products maker McPherson's have dived 20 per cent after it slashed its profit forecasts on Thursday night.

The company behind brands including Wiltshire, Stanley Rogers and Manicare had forecast a rise of five to 10 per cent in underlying, pre-tax profit for this financial year, but that has been drastically downgraded to a fall of 20 to 25 per cent.

Macpherson's shares were 20 per cent lower at 75 cents at 1015 AEST following indications it will post a full year underlying pre-tax profit as low as $15.5 million, based on the previous year's result.