By Theo Francis 

The turmoil in emerging markets is creating unwelcome headwinds for U.S. companies that continue to count on the developing world for much of their growth.

Companies in industries as varied as consumer products and chemicals say demand in emerging markets remains strong. But currency volatility such as that seen in recent days complicates planning and can reduce the value of overseas sales.

"Last week, there were significant currency movements, primarily in some emerging markets," Theodore Crandall, chief financial officer of Rockwell Automation Inc., said in a Wednesday morning conference call with analysts. "And if those rates remain at current levels through the balance of the year, that would create some additional currency headwind for us."

Donald Allan Jr., chief financial officer at toolmaker Stanley Black & Decker Inc., told analysts in a call Friday morning that continued volatility in emerging markets would lead the company to pare back discretionary spending, including for travel and telephone calls.

"That's something that will be one of our top five priorities for the year until we see more stabilization, especially in emerging markets," Mr. Allan said.

The dollar's strength has weighed on U.S. companies' results for some time. Consumer products manufacturer Procter & Gamble Co., for instance, said its sales grew by 3% in the three months that ended Dec. 31 if currency movements are set aside. Including currency moves, sales were flat.

So far, companies aren't complaining much about demand. While Unilever PLC warned weakness in developing countries could hurt its sales growth this year, P&G said sales in emerging markets grew 7% to 8% excluding currencies and remained strong.

"We've all gotten used to the retrenchment, if you will, in the emerging markets around the world," John Luke, chief executive of packaging and chemicals maker MeadWestvaco Corp., said in an earnings call Wednesday morning. "But I think even against that backdrop, we're seeing good firm demand."

Executives at Ametek Inc., a maker of electronic instruments, remained upbeat about the company's emerging-market prospects. Chief Executive Frank Hermance told analysts that sales excluding currencies were up about 11% for 2013 in Brazil, Russia, India and China, and that 2014's prospects were positive.

Visa Inc. executives noted that about half the company's business comes from outside the U.S., and is growing about twice as fast as within the U.S.

History suggests that emerging-market currency declines hit companies that depend on commodities hardest, said Gina Martin Adams, an equity strategist at Wells Fargo Securities. Those industries include oil and gas, machinery, personal products, road and rail, tobacco, and hospitality and leisure.

The turmoil in emerging markets was clearly on the mind of Rick Goings, chairman and CEO of container-maker Tupperware Brands Corp. Throughout his presentation on the company's earnings call Wednesday morning and while answering analysts' questions, Mr. Goings emphasized the potential for sales in emerging markets.

"We're well-positioned, particularly in the emerging markets, for these middle-class that people want to have a different lifestyle," Mr. Goings said at one point.

But in his final comments he said, "I hope some of this currency settles out."

Write to Theo Francis at theo.francis@wsj.com

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