Investing№ 137NYSE: PG

Procter & Gamble

P&G sells Tide, Pampers, Gillette and Crest in about 180 countries and earned $87.0B of sales at a 23.6% core margin in fiscal 2026, but volume was flat for three years, and the price, 24 times core earnings, sits above my bull case.

Updated Fiscal year ends 30 June36 min readPedrum Shokouhi

Strong moat

Research, not investment advice. Figures as of .

Key numbers

  • Net sales$87.0B (reported)Fiscal 2026, up 3%; organic sales up 1% [2]
  • Core operating margin23.6% (reported)Fiscal 2026; 24.3% in 2025; down 80 basis points in Sep 2026 quarter [3][4]
  • Owner cash$15.3B (calculated)Fiscal 2026, after stock pay, before one-offs; $16.0B of net earnings [3][2]
  • Organic volume+2.4% (reported)Sep 2026 quarter; 0% in fiscal 2026 and 0% in fiscal 2024 [4][2][5]
  • Core EPS$6.89 (reported)Fiscal 2026; fiscal 2027 guide $6.89 to $7.10 [3][4]
  • Net debt$24.2B (calculated)30 June 2026; $23.6B at 30 September, before the $3.9B Thorne payment [2][6]

(reported)Reported in a filing (calculated)Calculated from reported figures (estimate)My estimate

The answer

  1. P&G sells daily-use brands such as Tide, Pampers, Gillette and Crest in about 180 countries, and in fiscal 2026 it turned $87.0B of sales into $19.7B of operating income and about $15.3B of cash an owner could take out.27
  2. I value it at $125 a share, in a range of $95 to $144, because the brands are real and the cash is steady, but organic volume was about flat for three years and nearly all of its growth in that time was price (estimate).582
  3. At $167.32 the price is 34% above my base value and 16% above my bull value, and it returns 6.7% a year on my base cash flows against the 8.0% I require; the market may be right if first-quarter volume growth of 2.4% holds, and my margin-of-safety price is $100 (estimate).14

Six questions, one line each

Why
It makes products people buy every week and are slow to swap, and it sells them at a scale no rival matches: $87.0B of sales against $20.4B for Colgate-Palmolive.29 →
The moat
Brand habit, $10.2B a year of advertising and $2.1B of research, and shelf position at the retailers; it is strong, but it did not widen the gross margin in ten years, which was 49.8% in 2017 and 50.2% in 2026 (calculated).27 →
The advantage
Leading shares in most of its categories, such as more than 60% of blades and razors and nearly 30% of oral care, and a productivity programme worth 250 basis points of operating margin in the first quarter, mostly spent again on commodities and product.24 →
Management
Shailesh Jejurikar has been chief executive since January 2026; his bonus paid 60% of target, and two of the four measures behind his stock award are on the “core” basis that leaves out restructuring, which has run at $0.8B to $0.9B after tax in each of two years.103 →
Margin of safety
Below $100, 20% under my base value, where my $95 bear value is only 5% under the price and the bear case still returns about 7.7% a year; the price is 67% above that, and the stock last closed below $100 in March 2020 (estimate). →
Risks
Shoppers move to cheaper brands after three years of price rises, oil near $100 lifts costs by $1.4B after tax, or the multiple falls from 24 times core earnings while the business does fine.4 →

The business

P&G makes and sells products people use every day: laundry detergent, diapers, razors, toothpaste, shampoo, paper towels and a long list of smaller things. It does this in about 180 countries, with operations in roughly 65, and a little over half of sales are outside the US.2 It runs as five segments. The largest is Fabric & Home Care at 35% of sales, with Tide, Ariel, Downy, Dawn and Swiffer. Baby, Feminine & Family Care is 24% (Pampers, Always, Charmin, Bounty), Beauty 19% (Pantene, Olay, SK-II, Old Spice), Health Care 14% (Crest, Oral-B, Vicks) and Grooming 8% (Gillette, Braun).2

The model is old and simple. The products are cheap, bought often and judged by whether they work. P&G spends $10.2B a year on advertising and $2.1B on research to keep them better than the next brand, then sells through stores it does not own.7 Walmart alone is about 16% of sales and the top ten customers 43%.2 That means the shelf is rented, and the landlord is large. I come back to this in the next section.

In fiscal 2026, which ended 30 June, net sales were $87.0B, up 3%, operating income $19.7B, down 3%, and net earnings $16.0B. Core earnings per share, the figure the company guides to, rose 1% to $6.89.23 Ten years ago, in fiscal 2017, sales were $65.1B.7 That is 3.3% a year (calculated), and the five years to 2026 grew 2.7% a year (calculated). This is a steady business, and it is not a fast one.

Net sales and operating income

Fiscal years ending 30 June, US$ billions

  • Net sales $87.0B
  • Operating income $19.7B
Net sales and operating incomeNet sales and operating income by fiscal year, 2017 to 2026. Net sales rose from $65.1B to $87.0B and operating income from $13.8B to $19.7B, with a $8.3B impairment cutting 2019 to $5.5B.$0$30B$60B$90B’17’19’21’23’25Net sales, 2017: $65.1BNet sales, 2018: $66.8BNet sales, 2019: $67.7BNet sales, 2020: $71.0BNet sales, 2021: $76.1BNet sales, 2022: $80.2BNet sales, 2023: $82.0BNet sales, 2024: $84.0BNet sales, 2025: $84.3BNet sales, 2026: $87.0BOperating income, 2017: $13.8BOperating income, 2018: $13.4BOperating income, 2019: $5.5BOperating income, 2020: $15.7BOperating income, 2021: $18.0BOperating income, 2022: $17.8BOperating income, 2023: $18.1BOperating income, 2024: $18.5BOperating income, 2025: $20.5BOperating income, 2026: $19.7BNet sales and operating incomeNet sales and operating income by fiscal year, 2017 to 2026. Net sales rose from $65.1B to $87.0B and operating income from $13.8B to $19.7B, with a $8.3B impairment cutting 2019 to $5.5B.$0$30B$60B$90B’17’18’19’20’21’22’23’24’25’26Net sales, 2017: $65.1BNet sales, 2018: $66.8BNet sales, 2019: $67.7BNet sales, 2020: $71.0BNet sales, 2021: $76.1BNet sales, 2022: $80.2BNet sales, 2023: $82.0BNet sales, 2024: $84.0BNet sales, 2025: $84.3BNet sales, 2026: $87.0BOperating income, 2017: $13.8BOperating income, 2018: $13.4BOperating income, 2019: $5.5BOperating income, 2020: $15.7BOperating income, 2021: $18.0BOperating income, 2022: $17.8BOperating income, 2023: $18.1BOperating income, 2024: $18.5BOperating income, 2025: $20.5BOperating income, 2026: $19.7BNet sales and operating incomeNet sales and operating income by fiscal year, 2017 to 2026. Net sales rose from $65.1B to $87.0B and operating income from $13.8B to $19.7B, with a $8.3B impairment cutting 2019 to $5.5B.$0$30B$60B$90B’17’18’19’20’21’22’23’24’25’26Net sales, 2017: $65.1BNet sales, 2018: $66.8BNet sales, 2019: $67.7BNet sales, 2020: $71.0BNet sales, 2021: $76.1BNet sales, 2022: $80.2BNet sales, 2023: $82.0BNet sales, 2024: $84.0BNet sales, 2025: $84.3BNet sales, 2026: $87.0BOperating income, 2017: $13.8BOperating income, 2018: $13.4BOperating income, 2019: $5.5BOperating income, 2020: $15.7BOperating income, 2021: $18.0BOperating income, 2022: $17.8BOperating income, 2023: $18.1BOperating income, 2024: $18.5BOperating income, 2025: $20.5BOperating income, 2026: $19.7B
Fiscal 2019 includes an $8.3B impairment of Gillette. Fiscal 2024 includes a $1.3B one. Reported figures, not core. Source 10-K 2026; SEC company facts; 10-K 2019 [2][7][11]
Show the numbers
Net sales and operating income
2017201820192020202120222023202420252026
Net sales (reported)$65.1B$66.8B$67.7B$71.0B$76.1B$80.2B$82.0B$84.0B$84.3B$87.0B
Operating income (reported)$13.8B$13.4B$5.5B$15.7B$18.0B$17.8B$18.1B$18.5B$20.5B$19.7B

The five segments

Share of sales and net earnings margin, fiscal 2026. Segment earnings are after tax at blended rates and before corporate costs.

Five segments, fiscal 2026
SegmentNet salesShare of salesNet earnings marginChange on 2025
Fabric & Home Care$30.3B (reported)35%18.6% (reported)−110 bp (reported)
Baby, Feminine & Family Care$20.4B (reported)24%19.3% (reported)−50 bp (reported)
Beauty$16.0B (reported)19%16.7% (reported)−140 bp (reported)
Health Care$12.5B (reported)14%19.3% (reported)−100 bp (reported)
Grooming$6.9B (reported)8%22.1% (reported)−160 bp (reported)
Corporate and other$0.9B (reported)n/an/an/a
Corporate holds restructuring charges and the Glad gain, which is why segment margins are not the company margin. Source 10-K 2026, segment results [2]. The change in margin is calculated.

Volume against price

This is the central question about P&G in 2026. Sales growth has three parts: how many units are sold, what each sells for, and what mix of products they are. The company reports all three, rounded to whole points.2 From fiscal 2019 to 2022 volume did most of the work, adding 2 to 4 points a year. Then inflation came. In fiscal 2023 price added 9 points and volume took away 3.12 Since then volume has been 0, 1 and 0, and price 4, 1 and 1.582

Volume against price, eight years and a quarter

Points of organic sales growth. Company approximations, rounded to whole points before the last bar.

  • Volume FY26: 0
  • Price FY26: +1
  • Mix FY26: 0
Volume against price, eight years and a quarterOrganic volume, price and mix as points of sales growth by fiscal year. Volume was 2 to 4 points a year in 2019 to 2022, then minus 3, 0, 1 and 0. Price was 9 points in 2023 and 1 point in each of 2025 and 2026. In the first quarter of fiscal 2027 volume was 2.4 points and price 0.4.−4%0%4%8%12%FY19FY21FY23FY25Q1 ’27Volume, FY19: +2.0 pointsVolume, FY20: +4.0 pointsVolume, FY21: +3.0 pointsVolume, FY22: +2.0 pointsVolume, FY23: −3.0 pointsVolume, FY24: +0.0 pointsVolume, FY25: +1.0 pointsVolume, FY26: +0.0 pointsVolume, Q1 ’27: +2.4 pointsPrice, FY19: +2.0 pointsPrice, FY20: +1.0 pointsPrice, FY21: +1.0 pointsPrice, FY22: +4.0 pointsPrice, FY23: +9.0 pointsPrice, FY24: +4.0 pointsPrice, FY25: +1.0 pointsPrice, FY26: +1.0 pointsPrice, Q1 ’27: +0.4 pointsMix, FY19: +1.0 pointsMix, FY20: +1.0 pointsMix, FY21: +2.0 pointsMix, FY22: +1.0 pointsMix, FY23: +1.0 pointsMix, FY24: +0.0 pointsMix, FY25: +0.0 pointsMix, FY26: +0.0 pointsMix, Q1 ’27: +1.1 pointsVolume against price, eight years and a quarterOrganic volume, price and mix as points of sales growth by fiscal year. Volume was 2 to 4 points a year in 2019 to 2022, then minus 3, 0, 1 and 0. Price was 9 points in 2023 and 1 point in each of 2025 and 2026. In the first quarter of fiscal 2027 volume was 2.4 points and price 0.4.−4%0%4%8%12%FY19FY20FY21FY22FY23FY24FY25FY26Q1 ’27Volume, FY19: +2.0 pointsVolume, FY20: +4.0 pointsVolume, FY21: +3.0 pointsVolume, FY22: +2.0 pointsVolume, FY23: −3.0 pointsVolume, FY24: +0.0 pointsVolume, FY25: +1.0 pointsVolume, FY26: +0.0 pointsVolume, Q1 ’27: +2.4 pointsPrice, FY19: +2.0 pointsPrice, FY20: +1.0 pointsPrice, FY21: +1.0 pointsPrice, FY22: +4.0 pointsPrice, FY23: +9.0 pointsPrice, FY24: +4.0 pointsPrice, FY25: +1.0 pointsPrice, FY26: +1.0 pointsPrice, Q1 ’27: +0.4 pointsMix, FY19: +1.0 pointsMix, FY20: +1.0 pointsMix, FY21: +2.0 pointsMix, FY22: +1.0 pointsMix, FY23: +1.0 pointsMix, FY24: +0.0 pointsMix, FY25: +0.0 pointsMix, FY26: +0.0 pointsMix, Q1 ’27: +1.1 pointsVolume against price, eight years and a quarterOrganic volume, price and mix as points of sales growth by fiscal year. Volume was 2 to 4 points a year in 2019 to 2022, then minus 3, 0, 1 and 0. Price was 9 points in 2023 and 1 point in each of 2025 and 2026. In the first quarter of fiscal 2027 volume was 2.4 points and price 0.4.−4%0%4%8%12%FY19FY20FY21FY22FY23FY24FY25FY26Q1 ’27Volume, FY19: +2.0 pointsVolume, FY20: +4.0 pointsVolume, FY21: +3.0 pointsVolume, FY22: +2.0 pointsVolume, FY23: −3.0 pointsVolume, FY24: +0.0 pointsVolume, FY25: +1.0 pointsVolume, FY26: +0.0 pointsVolume, Q1 ’27: +2.4 pointsPrice, FY19: +2.0 pointsPrice, FY20: +1.0 pointsPrice, FY21: +1.0 pointsPrice, FY22: +4.0 pointsPrice, FY23: +9.0 pointsPrice, FY24: +4.0 pointsPrice, FY25: +1.0 pointsPrice, FY26: +1.0 pointsPrice, Q1 ’27: +0.4 pointsMix, FY19: +1.0 pointsMix, FY20: +1.0 pointsMix, FY21: +2.0 pointsMix, FY22: +1.0 pointsMix, FY23: +1.0 pointsMix, FY24: +0.0 pointsMix, FY25: +0.0 pointsMix, FY26: +0.0 pointsMix, Q1 ’27: +1.1 points
In fiscal 2023 price added 9 points and volume took away 3. In fiscal 2026 organic sales grew 1%, all from price. Source 10-K 2019 to 2026; Q1 fiscal 2027 release [11][13][14][15][12][5][8][2][4]. Organic sales add volume, price and mix.
Show the numbers
Volume against price, eight years and a quarter
FY19FY20FY21FY22FY23FY24FY25FY26Q1 ’27
Volume (reported)+2%+4%+3%+2%−3%+0%+1%+0%+2%
Price (reported)+2%+1%+1%+4%+9%+4%+1%+1%+0%
Mix (reported)+1%+1%+2%+1%+1%+0%+0%+0%+1%

Add it up. From fiscal 2023 to 2026, organic volume is down about 2 points in all, and price is up about 15 (calculated). Organic sales growth fell from 7% to 4%, then 2% and 1%. The company took the price, kept the margin and gave back the units. That is what pricing power looks like at first, and it is also what it looks like just before it runs out.

The first quarter of fiscal 2027, reported on 22 October, is the first sign of a change. Organic sales rose 4%: volume 2.4 points, mix 1.1 and price only 0.4. All ten categories and all six regions grew, and the company said the market share it measures was flat overall.416 Notice where the volume came from.

The first quarter, by segment

Fiscal 2027 first quarter, July to September 2026. Approximations from the company.

First quarter of fiscal 2027, by segment
SegmentOrganic volumePriceMixOrganic sales
Fabric & Home Care+4.3% (reported)−0.3% (reported)+0.8% (reported)+4.8% (reported)
Baby, Feminine & Family Care+2.3% (reported)−1.2% (reported)+1.8% (reported)+3.0% (reported)
Beauty+2.2% (reported)+0.7% (reported)+2.5% (reported)+5.4% (reported)
Health Care−2.9% (reported)+2.8% (reported)+2.8% (reported)+2.7% (reported)
Grooming−0.4% (reported)+3.5% (reported)+1.5% (reported)+4.5% (reported)
Total P&G+2.4% (reported)+0.4% (reported)+1.1% (reported)+4.0% (reported)
In the two segments that cut or held price, volume rose 4.3% and 2.3%. In the two that raised it by about 3%, volume fell 2.9% and 0.4%. Source Q1 fiscal 2027 release [4]. Price and volume are the company’s approximations.

Fabric & Home Care and Baby, Feminine & Family Care are 59% of sales (calculated).2 Both lost a little price in the quarter and both grew units. Health Care and Grooming took price and lost units. I read that as ordinary behaviour: shoppers buy more when it costs less. It also says that price and volume still trade off, and that the 2023 price rises had a cost. Chief financial officer Andre Schulten, as MarketBeat summarizes the call, said: “The strength is real, but it will not be a straight line.”16

Where the sales are

Greater China, the United Kingdom, Canada, Japan and Germany are the largest markets outside the US, together about 21% of sales.2 Greater China sales rose 8% in the first quarter, with SK-II up 12% and Pampers up nearly 50%, which Schulten partly attributed to near-term competitive dynamics.16 Inside the US, he said over 70% of its largest retail customers were holding or gaining P&G’s share in the quarter, against under 10% in the first half of fiscal 2026. That is a company figure from a summary of the call, and I could not check it.16

What changed this year

Four things matter. First, a two-year plan announced in June 2025 to cut up to 7,000 non-manufacturing jobs by the end of fiscal 2027, along with brand and market exits, at a total cost of about $2.0B before tax.26 Employees were already down 4% to about 104,000.2 Second, on 1 January 2026, Shailesh Jejurikar became chief executive.10 Third, on 1 October it bought Thorne, a vitamin and supplement brand, for $3.9B in cash, to go in Personal Health Care.6 Fourth, costs: in July the company expected a $1.0B after-tax hit from materials, energy and transport in fiscal 2027, and in October it raised that to $1.4B, assuming Brent crude at $100.3416

The moat

The protection comes from people reaching for the same box. A parent who has used Pampers on one baby and Tide on every wash will pay a few cents more to avoid a bad night or a stained shirt, and the cost of being wrong is large compared with the saving. P&G adds the second layer: it spends more on advertising than any rival, $10.2B in 2026, which is 11.7% of sales, so a new brand needs to spend as much to be known.7 Shelf space is the third layer. A retailer needs the top brands in each aisle, and it can’t show all of them if a smaller supplier asks for the room.

How strong is it? One test is price. In fiscal 2023 P&G raised prices by 9% and lost 3 points of volume.12 The lesson for the brand is mixed: it could raise prices, which most companies cannot do, but shoppers did buy fewer units. A second test is margin. Gross margin was 49.8% in 2017, 51.2% in 2021, 47.4% in 2022 and 50.2% in 2026 (calculated).7 So price kept up with costs, and I can’t see price getting ahead of them. Protection that merely holds the margin level through a decade of inflation is good. Protection that widens the margin would be better, and this has not.

What P&G keeps from each dollar of sales

Share of net sales, fiscal years. Reported, not core.

  • Gross margin 50.2%
  • Operating margin 22.7%
  • Advertising 11.7%
What P&G keeps from each dollar of salesGross margin ran between 47.4% and 51.4% and was 50.2% in 2026. Operating margin was 22.7% in 2026, against 24.3% in 2025, with a low of 8.1% in 2019. Advertising rose from 10.9% of sales to 11.7%.0%20%40%60%’17’19’21’23’25Gross margin, 2017: 49.8%Gross margin, 2018: 48.5%Gross margin, 2019: 48.6%Gross margin, 2020: 50.3%Gross margin, 2021: 51.2%Gross margin, 2022: 47.4%Gross margin, 2023: 47.9%Gross margin, 2024: 51.4%Gross margin, 2025: 51.2%Gross margin, 2026: 50.2%Operating margin, 2017: 21.2%Operating margin, 2018: 20.0%Operating margin, 2019: 8.1%Operating margin, 2020: 22.1%Operating margin, 2021: 23.6%Operating margin, 2022: 22.2%Operating margin, 2023: 22.1%Operating margin, 2024: 22.1%Operating margin, 2025: 24.3%Operating margin, 2026: 22.7%Advertising, 2017: 10.9%Advertising, 2018: 10.6%Advertising, 2019: 10.0%Advertising, 2020: 10.3%Advertising, 2021: 10.8%Advertising, 2022: 9.9%Advertising, 2023: 9.8%Advertising, 2024: 11.4%Advertising, 2025: 10.9%Advertising, 2026: 11.7%What P&G keeps from each dollar of salesGross margin ran between 47.4% and 51.4% and was 50.2% in 2026. Operating margin was 22.7% in 2026, against 24.3% in 2025, with a low of 8.1% in 2019. Advertising rose from 10.9% of sales to 11.7%.0%20%40%60%’17’18’19’20’21’22’23’24’25’26Gross margin, 2017: 49.8%Gross margin, 2018: 48.5%Gross margin, 2019: 48.6%Gross margin, 2020: 50.3%Gross margin, 2021: 51.2%Gross margin, 2022: 47.4%Gross margin, 2023: 47.9%Gross margin, 2024: 51.4%Gross margin, 2025: 51.2%Gross margin, 2026: 50.2%Operating margin, 2017: 21.2%Operating margin, 2018: 20.0%Operating margin, 2019: 8.1%Operating margin, 2020: 22.1%Operating margin, 2021: 23.6%Operating margin, 2022: 22.2%Operating margin, 2023: 22.1%Operating margin, 2024: 22.1%Operating margin, 2025: 24.3%Operating margin, 2026: 22.7%Advertising, 2017: 10.9%Advertising, 2018: 10.6%Advertising, 2019: 10.0%Advertising, 2020: 10.3%Advertising, 2021: 10.8%Advertising, 2022: 9.9%Advertising, 2023: 9.8%Advertising, 2024: 11.4%Advertising, 2025: 10.9%Advertising, 2026: 11.7%What P&G keeps from each dollar of salesGross margin ran between 47.4% and 51.4% and was 50.2% in 2026. Operating margin was 22.7% in 2026, against 24.3% in 2025, with a low of 8.1% in 2019. Advertising rose from 10.9% of sales to 11.7%.0%20%40%60%’17’18’19’20’21’22’23’24’25’26Gross margin, 2017: 49.8%Gross margin, 2018: 48.5%Gross margin, 2019: 48.6%Gross margin, 2020: 50.3%Gross margin, 2021: 51.2%Gross margin, 2022: 47.4%Gross margin, 2023: 47.9%Gross margin, 2024: 51.4%Gross margin, 2025: 51.2%Gross margin, 2026: 50.2%Operating margin, 2017: 21.2%Operating margin, 2018: 20.0%Operating margin, 2019: 8.1%Operating margin, 2020: 22.1%Operating margin, 2021: 23.6%Operating margin, 2022: 22.2%Operating margin, 2023: 22.1%Operating margin, 2024: 22.1%Operating margin, 2025: 24.3%Operating margin, 2026: 22.7%Advertising, 2017: 10.9%Advertising, 2018: 10.6%Advertising, 2019: 10.0%Advertising, 2020: 10.3%Advertising, 2021: 10.8%Advertising, 2022: 9.9%Advertising, 2023: 9.8%Advertising, 2024: 11.4%Advertising, 2025: 10.9%Advertising, 2026: 11.7%
Core operating margin was 23.6% in 2026 and 24.3% in 2025. Advertising is rounded to $0.1B in the filings. Source 10-K 2026; SEC company facts [2][7]. Margins are calculated.
Show the numbers
What P&G keeps from each dollar of sales
2017201820192020202120222023202420252026
Gross margin (calculated)49.8%48.5%48.6%50.3%51.2%47.4%47.9%51.4%51.2%50.2%
Operating margin (calculated)21.2%20.0%8.1%22.1%23.6%22.2%22.1%22.1%24.3%22.7%
Advertising (calculated)10.9%10.6%10.0%10.3%10.8%9.9%9.8%11.4%10.9%11.7%

Where the protection comes from

My judgement of each source, and what could wear it down.

Sources of protection
SourceEvidenceHow strongWhat wears it down
Habit and performanceLeading global shares: more than 60% of blades and razors, over 35% of fabric care, more than 30% of baby care, nearly 30% of oral care2StrongA rival’s product that is as good and 20% cheaper
Advertising scale$10.2B in 2026, 11.7% of sales, up from 10.9% in 2017 (calculated)7StrongMarketing that moves to social video, where small brands are cheaper to start
Research and patents$2.1B a year; patents on formulations and processes72ModerateCopying takes less time than inventing
Shelf positionPresent in mass, club, grocery, drug, duty-free and online channels2ModerateWalmart is 16% of sales and ten customers are 43%2
Scale in making and moving goodsProductivity savings worth 250 basis points of operating margin in the first quarter, 460 in the fourth quarter of 202643StrongMost of it is given back in reinvestment and commodities
ReachSold in about 180 countries; 65 with operations2ModerateExchange rates and exits: P&G left Argentina and Nigeria as businesses2
Source 10-K 2026; Q1 and Q4 fiscal 2027 and 2026 releases; SEC company facts [2][4][3][7]. Ratings are my judgement.

The part I can’t measure

Private label is the threat that matters, and P&G does not publish how much share it has lost or gained to it. Costco says its Kirkland Signature brand saves members at least 15% to 20% against the national brand, and it does not report Kirkland’s share of sales. I covered that on my Costco page. Walmart, P&G’s largest customer, has its own advertising business, about $6.4B a year, and its own cheaper brands, as I set out on my Walmart page. Walmart’s revenue was $713.2B in its last fiscal year, and 16% of P&G’s sales is about $13.9B (calculated), so P&G is roughly 2% of Walmart’s sales. For Walmart, P&G is one of many. For P&G, Walmart is one in six dollars. That is the bargaining position, and it is why I give the shelf only a moderate rating.

The competitive advantage

Here is P&G against the three nearest US-listed rivals on this scale, and the retailer that sells a cheaper version of the same thing. They report on different calendars and define growth differently, so I show them as reported and don’t net them.

P&G against its rivals

Latest full year of each, US$ millions, and the latest quarter of organic growth.

Rivals
Latest yearNet salesOperating marginLatest organic growth
P&GJune 202687,032 (reported)22.7% (calculated) (core 23.6%)4.0% in Sep 2026 quarter (reported)
Colgate-PalmoliveDec 202520,382 (reported)16.2% (calculated); 21.2% in 20243.6% in Sep 2026 quarter (reported)
Kimberly-ClarkDec 202516,447 (reported)14.3% (calculated)Categories about 1.7% a year; own growth about 1 point lower (reported)
KenvueDec 202515,124 (reported)16.0% (calculated)Being acquired by Kimberly-Clark (reported)
Costco, as a seller of KirklandAug 2026303,200 (reported)3.9% (calculated)Not comparable: a retailer
Colgate’s 2025 operating margin includes charges; its 2024 margin was 21.2%. Source 10-K and XBRL data; Colgate Q3 2026 release; Kimberly-Clark preliminary Q3 release [2][9][17][18][19][20]. Costco figures are from my Costco page.

Where P&G wins

It wins on margin and size. An operating margin of 22.7% compares with 14% to 16% for the other three, and its $10.2B advertising budget is about half of Colgate’s total sales.79 It also wins on how many categories it leads. P&G often holds a leadership position, with more than 60% of blades and razors, over 35% of fabric care, more than 30% of baby care, about 30% of feminine care and about 40% of paper towels in North America.2 A rival can attack one category, but few can attack five at once. And it wins on earnings: net earnings of $16.0B in 2026 against $2.0B at Kimberly-Clark and $2.1B at Colgate in 2025.2179

The productivity machine is the other advantage. In the first quarter it was worth 250 basis points of operating margin, 120 of them in gross margin. That is a very large number, and it was not enough. Commodities took 140 points of gross margin, product and package reinvestment 140 and mix 50, against gains of 50 from tariffs and 20 from price, so core gross margin fell 150.4

Where it loses

It loses on price. Colgate says it holds 41.4% of toothpaste worldwide, and P&G says it holds nearly 30% of oral care, which also covers brushes.192 In the September quarter P&G grew organic sales 4.0% and Colgate 3.6%. Yet Colgate’s base-business earnings per share rose 7% and P&G’s core earnings per share rose 1%, and Colgate’s gross margin rose 80 basis points where P&G’s core gross margin fell 150.194 Growth is not the difference. Costs are.

It loses on speed in categories where small brands win with a story. P&G bought Thorne, a premium supplement brand, instead of building one.6 That is sensible, and it shows that some of the next dollar of growth is bought.

And it loses on bargaining power. The brand protects the margin, and does not give P&G the right to name a price. The shelf belongs to the retailer, and retailers can see the whole basket.

Management

Shailesh Jejurikar, 59, became chief executive on 1 January 2026. He was chief operating officer from 2021 to 2025 and ran Fabric & Home Care before that, so he has run the largest segment and was the heir for some years.210 Jon Moeller, his predecessor, stayed on as executive chairman and then retired. The board has combined the roles again, and Jejurikar is chairman as well as chief executive.10 Andre Schulten, 55, has been chief financial officer since 2021.2 Everyone on the list below has worked at P&G for more than five years, and the filing says so.2

Who runs it

Executive officers on 4 August 2026, with the segment chiefs.

Executive officers
NameRoleAgeNote
Shailesh JejurikarChairman, President and CEO59CEO from 1 January 2026; COO 2021 to 2025
Andre SchultenChief Financial Officer55Officer since 2021
Marc PritchardChief Brand Officer66Officer since 2008
Sundar RamanCEO, Fabric and Home Care51Officer since 2021
Freddy BharuchaCEO, Beauty54Officer since 2025
Paul GamaCEO, Health Care60Officer since 2026
Juliana AzevedoCEO, Grooming50Officer since 2026
Hesham Tohamy Abd El HakCEO, Baby and Feminine Care51Officer since 2026
Four of the five segment chiefs were first named officers in 2025 or 2026. Source 10-K 2026, executive officers; 2026 proxy statement [2][10].

I read this as a deliberate reset. A new chief executive, a new chairman, and four of five segment heads new in two years, all promoted from inside. That is how a company changes direction without hiring from outside, and it also means the people who made fiscal 2026 a hard year are mostly not the people running the segments now. I cannot judge any of them from outside.

How they are paid, and what that pays them to do

Jejurikar’s salary became $1.6M from January. His annual bonus has a target of 200% of salary, prorated to 170% for the half-year, and paid $1,634,720 for fiscal 2026, or 60% of target. His long-term award was $14.0M: half in performance stock and half in options and stock units.10 Total chief executive pay for the year, shared between him and Moeller for the periods they held the job, was $19.0M, against $68,595 for the median employee, a ratio of 277 to 1 (calculated).10 At the 2025 meeting 92.2% of votes backed the pay plan.10

The performance stock turns on four measures with weights of 20% or 30%: organic sales growth against competitors, growth in core operating profit at constant currency, growth in core earnings per share, and free cash flow productivity, plus a relative share-return multiplier. The payout for the three years to 2026 was 69% of target.10 That is a fair design, and it pays for the right things in the short run: sales, profit and cash. Two things stand out to me. No measure counts volume, so a point of price counts the same as a point of units; the company has just spent three years proving that. And two of the four measures are on a core basis, which leaves out “incremental” restructuring. That has been $801M after tax in fiscal 2025 and $903M in fiscal 2026, and it moves core earnings per share up by $0.33 and $0.37.3 I do not find an explicit return-on-capital measure in the plan. The Gillette purchase has been written down by $8.3B in 2019 and $1.3B in 2024, and nothing in the plan would have charged executives for that.115

How much of their own money is in

Jejurikar must hold stock worth eight times his salary, $12.8M, and other officers four times.10 The proxy shows 834,315 shares and share rights for him, of which 9,011 are held outright or in the profit-sharing plan; at $167.32 those are worth $1.5M (calculated).10 The rest is options and units, which pay only if the price rises. All 27 directors and officers together show 5,228,764 shares and rights, 0.225% of the company.10 That is aligned with a rising price and little else. It is also how it is at most companies this size, where no manager owns more than a rounding error.

What they did with capital over a full cycle

Over the ten years to June 2026, P&G earned $135.4B of free cash flow, or $130.4B after share-based pay. It paid $85.3B in dividends and $69.5B in buybacks, together 119% of owner cash (calculated).7 The difference came from employees exercising options, which brought in $18.6B, and from debt that rose from $31.6B to $34.1B.7 Diluted shares fell 11.6%, from 2,740M to 2,422M.7 A shrinking share count is the whole point of a buyback. Option exercises put $18.6B back, 27% of what the buybacks cost (calculated).

What the payouts did

Fiscal years ending 30 June. Cash flow statement; diluted shares are the weighted average.

Capital returned, fiscal years 2017 to 2026
Fiscal yearBuybacksDividendsOption proceedsDiluted shares
2017$5.2B (reported)$7.2B (reported)$2.6B (reported)2,740M (reported)
2018$7.0B (reported)$7.3B (reported)$1.2B (reported)2,657M (reported)
2019$5.0B (reported)$7.5B (reported)$3.4B (reported)2,540M (reported)
2020$7.4B (reported)$7.8B (reported)$2.0B (reported)2,626M (reported)
2021$11.0B (reported)$8.3B (reported)$1.7B (reported)2,601M (reported)
2022$10.0B (reported)$8.8B (reported)$1.9B (reported)2,539M (reported)
2023$7.4B (reported)$9.0B (reported)$1.2B (reported)2,484M (reported)
2024$5.0B (reported)$9.3B (reported)$1.9B (reported)2,472M (reported)
2025$6.5B (reported)$9.9B (reported)$1.7B (reported)2,454M (reported)
2026$5.0B (reported)$10.2B (reported)$0.9B (reported)2,422M (reported)
Ten years$69.5B (calculated)$85.3B (calculated)$18.6B (calculated)-11.6% (calculated)
Buybacks are cash paid. P&G also reports about $5B planned for fiscal 2027, and spent $1.25B in the first quarter, about $146 a share. Source SEC company facts; 10-K 2026; 10-Q September 2026 [7][2][6].

Cash earned, and cash paid out

Fiscal years, US$ billions

  • Owner cash 2026 $14.6B
  • Dividends 2026 $10.2B
  • Buybacks 2026 $5.0B
Cash earned, and cash paid outOwner free cash flow, dividends and buybacks by fiscal year. Over ten years owner free cash flow was $130.4B, dividends $85.3B and buybacks $69.5B, so payouts were 119% of owner cash.$0$5B$10B$15B$20B’17’19’21’23’25Owner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6BDividends, 2017: $7.2BDividends, 2018: $7.3BDividends, 2019: $7.5BDividends, 2020: $7.8BDividends, 2021: $8.3BDividends, 2022: $8.8BDividends, 2023: $9.0BDividends, 2024: $9.3BDividends, 2025: $9.9BDividends, 2026: $10.2BBuybacks, 2017: $5.2BBuybacks, 2018: $7.0BBuybacks, 2019: $5.0BBuybacks, 2020: $7.4BBuybacks, 2021: $11.0BBuybacks, 2022: $10.0BBuybacks, 2023: $7.4BBuybacks, 2024: $5.0BBuybacks, 2025: $6.5BBuybacks, 2026: $5.0BCash earned, and cash paid outOwner free cash flow, dividends and buybacks by fiscal year. Over ten years owner free cash flow was $130.4B, dividends $85.3B and buybacks $69.5B, so payouts were 119% of owner cash.$0$5B$10B$15B$20B’17’18’19’20’21’22’23’24’25’26Owner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6BDividends, 2017: $7.2BDividends, 2018: $7.3BDividends, 2019: $7.5BDividends, 2020: $7.8BDividends, 2021: $8.3BDividends, 2022: $8.8BDividends, 2023: $9.0BDividends, 2024: $9.3BDividends, 2025: $9.9BDividends, 2026: $10.2BBuybacks, 2017: $5.2BBuybacks, 2018: $7.0BBuybacks, 2019: $5.0BBuybacks, 2020: $7.4BBuybacks, 2021: $11.0BBuybacks, 2022: $10.0BBuybacks, 2023: $7.4BBuybacks, 2024: $5.0BBuybacks, 2025: $6.5BBuybacks, 2026: $5.0BCash earned, and cash paid outOwner free cash flow, dividends and buybacks by fiscal year. Over ten years owner free cash flow was $130.4B, dividends $85.3B and buybacks $69.5B, so payouts were 119% of owner cash.$0$5B$10B$15B$20B’17’18’19’20’21’22’23’24’25’26Owner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6BDividends, 2017: $7.2BDividends, 2018: $7.3BDividends, 2019: $7.5BDividends, 2020: $7.8BDividends, 2021: $8.3BDividends, 2022: $8.8BDividends, 2023: $9.0BDividends, 2024: $9.3BDividends, 2025: $9.9BDividends, 2026: $10.2BBuybacks, 2017: $5.2BBuybacks, 2018: $7.0BBuybacks, 2019: $5.0BBuybacks, 2020: $7.4BBuybacks, 2021: $11.0BBuybacks, 2022: $10.0BBuybacks, 2023: $7.4BBuybacks, 2024: $5.0BBuybacks, 2025: $6.5BBuybacks, 2026: $5.0B
Payouts of $154.8B exceeded owner cash of $130.4B by $24.4B over ten years. Employees’ option exercises brought in $18.6B. Source 10-K 2026; SEC company facts [2][7]. Calculated.
Show the numbers
Cash earned, and cash paid out
2017201820192020202120222023202420252026
Owner free cash flow (calculated)$9.0B$10.8B$11.4B$13.8B$15.0B$13.0B$13.2B$16.0B$13.6B$14.6B
Dividends (calculated)$7.2B$7.3B$7.5B$7.8B$8.3B$8.8B$9.0B$9.3B$9.9B$10.2B
Buybacks (calculated)$5.2B$7.0B$5.0B$7.4B$11.0B$10.0B$7.4B$5.0B$6.5B$5.0B

The capital allocation record

Main decisions and my reading.

Capital allocation
DecisionWhat happenedMy reading
Dividend$85.3B paid in ten years; raised for the 70th year in a row in April 202623Covered 1.5 times by owner cash. The most reliable thing the company does
Buybacks$69.5B in ten years; $5.0B in 2026 for 33.4M shares, about $150 each72At $167.32, $5B buys about 30M shares, 1.2% of the company. My base value is $125, so by my numbers buybacks at this price cost holders money
Gillette$8.3B written off in 2019 and $1.3B in 2024115The biggest acquisition in its history, bought in 2005, did not earn what was paid
Smaller deals and exitsMerck KGaA consumer health in 2019; Glad venture ended for $476M in 2026; Thorne bought for $3.9B in October 20261126Small enough not to matter yet. The Thorne price rose from $3.8B at signing to $3.9B at closing, and I don’t know why
RestructuringArgentina and Nigeria exited; up to 7,000 overhead jobs to go by mid-2027; about $2.0B before tax over two years26Needed, and it recurs. I treat the cash cost as real in 2027
Debt$31.6B in 2017, $34.1B in 2026; Aa3 and AA- ratings72Low risk. Used to pay out more than owner cash earned
Source 10-K 2019, 2024, 2026; Q4 release; 10-Q [11][5][2][3][6]. Readings are my judgement.

Financials

Ten years of P&G show a very stable business. Sales grew 3.3% a year. Operating margin moved between 20% and 24%, apart from the 2019 write-off. Operating cash flow was above net earnings in nine of the ten years and 20% to 25% of sales in nine. Share-based pay was $0.35B to $0.56B a year. The only large shock was the $8.3B write-down in fiscal 2019.711

P&G, ten years

Fiscal years ending 30 June, US$ billions except per share. Core earnings per share are the company’s own non-GAAP measure.

P&G, ten years
FY17FY18FY19FY20FY21FY22FY23FY24FY25FY26
Net sales65.1 (reported)66.8 (reported)67.7 (reported)71.0 (reported)76.1 (reported)80.2 (reported)82.0 (reported)84.0 (reported)84.3 (reported)87.0 (reported)
Organic sales growth, %n/an/a5 (reported)6 (reported)6 (reported)7 (reported)7 (reported)4 (reported)2 (reported)1 (reported)
Gross margin, %49.8 (calculated)48.5 (calculated)48.6 (calculated)50.3 (calculated)51.2 (calculated)47.4 (calculated)47.9 (calculated)51.4 (calculated)51.2 (calculated)50.2 (calculated)
Operating income13.8 (reported)13.4 (reported)5.5 (reported)15.7 (reported)18.0 (reported)17.8 (reported)18.1 (reported)18.5 (reported)20.5 (reported)19.7 (reported)
Operating margin, %21.2 (calculated)20.0 (calculated)8.1 (calculated)22.1 (calculated)23.6 (calculated)22.2 (calculated)22.1 (calculated)22.1 (calculated)24.3 (calculated)22.7 (calculated)
Net earnings15.3 (reported)9.8 (reported)3.9 (reported)13.0 (reported)14.3 (reported)14.7 (reported)14.7 (reported)14.9 (reported)16.0 (reported)16.0 (reported)
Diluted EPS, $5.59 (reported)3.67 (reported)1.43 (reported)4.96 (reported)5.50 (reported)5.81 (reported)5.90 (reported)6.02 (reported)6.51 (reported)6.62 (reported)
Core EPS, $n/a4.22 (reported)4.52 (reported)5.12 (reported)5.66 (reported)5.81 (reported)5.90 (reported)6.59 (reported)6.83 (reported)6.89 (reported)
Operating cash flow12.8 (reported)14.9 (reported)15.2 (reported)17.4 (reported)18.4 (reported)16.7 (reported)16.8 (reported)19.8 (reported)17.8 (reported)19.6 (reported)
Capital spending3.4 (reported)3.7 (reported)3.3 (reported)3.1 (reported)2.8 (reported)3.2 (reported)3.1 (reported)3.3 (reported)3.8 (reported)4.4 (reported)
Share-based pay0.35 (reported)0.40 (reported)0.52 (reported)0.56 (reported)0.54 (reported)0.53 (reported)0.55 (reported)0.56 (reported)0.48 (reported)0.52 (reported)
Owner free cash flow9.0 (calculated)10.8 (calculated)11.4 (calculated)13.8 (calculated)15.0 (calculated)13.0 (calculated)13.2 (calculated)16.0 (calculated)13.6 (calculated)14.6 (calculated)
Dividends paid7.2 (reported)7.3 (reported)7.5 (reported)7.8 (reported)8.3 (reported)8.8 (reported)9.0 (reported)9.3 (reported)9.9 (reported)10.2 (reported)
Buybacks5.2 (reported)7.0 (reported)5.0 (reported)7.4 (reported)11.0 (reported)10.0 (reported)7.4 (reported)5.0 (reported)6.5 (reported)5.0 (reported)
Diluted shares, M2,740 (reported)2,657 (reported)2,540 (reported)2,626 (reported)2,601 (reported)2,539 (reported)2,484 (reported)2,472 (reported)2,454 (reported)2,422 (reported)
Debt31.6 (reported)31.3 (reported)30.1 (reported)34.7 (reported)32.0 (reported)31.5 (reported)34.6 (reported)32.5 (reported)34.5 (reported)34.1 (reported)
Cash5.6 (reported)2.6 (reported)4.2 (reported)16.2 (reported)10.3 (reported)7.2 (reported)8.2 (reported)9.5 (reported)9.6 (reported)9.9 (reported)
Net debt26.0 (calculated)28.7 (calculated)25.9 (calculated)18.5 (calculated)21.7 (calculated)24.3 (calculated)26.4 (calculated)23.0 (calculated)25.0 (calculated)24.2 (calculated)
Owner free cash flow is operating cash flow less capital spending less share-based pay. Fiscal 2017 net earnings include a gain from brand divestitures and 2019 includes the $8.3B Gillette write-down. Cash includes restricted cash. Source 10-K 2018 to 2026; SEC company facts [7][2][8][5][12][15][14][13][11][21]. Organic growth and core EPS are the company’s measures.

What an owner could really take out

Net earnings in fiscal 2026 were $16.0B. Operating cash flow was $19.6B and capital spending $4.4B, leaving $15.1B of free cash flow. The company adds back $0.7B, the last payment of a transition tax from the 2017 US tax law, to get $15.8B of adjusted free cash flow and a productivity ratio of 100%.3 That tax was a real payment, but it is finished, so I add it back too. I then take off $0.5B of share-based pay, which is a cost to owners paid in shares.2 That leaves $15.3B of owner cash, 95% of net earnings and 92% of the $16.7B of core net earnings (calculated).3 So an owner gets about 92 cents of cash for each dollar of core profit. The gap is small and has three parts: stock pay, restructuring cash that the core figure leaves out, and capital spending that now runs above depreciation.

Net earnings against cash an owner could take

Fiscal years, US$ billions. Owner free cash flow is operating cash flow less capital spending less share-based pay.

  • Net earnings $16.0B
  • Owner free cash flow $14.6B
Net earnings against cash an owner could takeNet earnings and owner free cash flow by fiscal year. From 2017 to 2026 net earnings totalled $132.6B and owner free cash flow $130.4B. In 2026 they were $16.0B and $14.6B before adding back the final $0.7B tax payment.$0$5B$10B$15B$20B’17’19’21’23’25Net earnings, 2017: $15.3BNet earnings, 2018: $9.8BNet earnings, 2019: $3.9BNet earnings, 2020: $13.0BNet earnings, 2021: $14.3BNet earnings, 2022: $14.7BNet earnings, 2023: $14.7BNet earnings, 2024: $14.9BNet earnings, 2025: $16.0BNet earnings, 2026: $16.0BOwner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6BNet earnings against cash an owner could takeNet earnings and owner free cash flow by fiscal year. From 2017 to 2026 net earnings totalled $132.6B and owner free cash flow $130.4B. In 2026 they were $16.0B and $14.6B before adding back the final $0.7B tax payment.$0$5B$10B$15B$20B’17’18’19’20’21’22’23’24’25’26Net earnings, 2017: $15.3BNet earnings, 2018: $9.8BNet earnings, 2019: $3.9BNet earnings, 2020: $13.0BNet earnings, 2021: $14.3BNet earnings, 2022: $14.7BNet earnings, 2023: $14.7BNet earnings, 2024: $14.9BNet earnings, 2025: $16.0BNet earnings, 2026: $16.0BOwner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6BNet earnings against cash an owner could takeNet earnings and owner free cash flow by fiscal year. From 2017 to 2026 net earnings totalled $132.6B and owner free cash flow $130.4B. In 2026 they were $16.0B and $14.6B before adding back the final $0.7B tax payment.$0$5B$10B$15B$20B’17’18’19’20’21’22’23’24’25’26Net earnings, 2017: $15.3BNet earnings, 2018: $9.8BNet earnings, 2019: $3.9BNet earnings, 2020: $13.0BNet earnings, 2021: $14.3BNet earnings, 2022: $14.7BNet earnings, 2023: $14.7BNet earnings, 2024: $14.9BNet earnings, 2025: $16.0BNet earnings, 2026: $16.0BOwner free cash flow, 2017: $9.0BOwner free cash flow, 2018: $10.8BOwner free cash flow, 2019: $11.4BOwner free cash flow, 2020: $13.8BOwner free cash flow, 2021: $15.0BOwner free cash flow, 2022: $13.0BOwner free cash flow, 2023: $13.2BOwner free cash flow, 2024: $16.0BOwner free cash flow, 2025: $13.6BOwner free cash flow, 2026: $14.6B
Over ten years owner cash was 98% of net earnings, which were cut by $8.3B and $1.3B of impairments that cost no cash. Source 10-K 2026; SEC company facts [2][7]. Calculated.
Show the numbers
Net earnings against cash an owner could take
2017201820192020202120222023202420252026
Net earnings (calculated)$15.3B$9.8B$3.9B$13.0B$14.3B$14.7B$14.7B$14.9B$16.0B$16.0B
Owner free cash flow (calculated)$9.0B$10.8B$11.4B$13.8B$15.0B$13.0B$13.2B$16.0B$13.6B$14.6B

Capital spending is the part I watch. It was $4.4B in fiscal 2026, or 5.1% of sales, against an average of 4.4% in the nine years before. It is 1.4 times depreciation.7 The company guides to 4.5% to 5.5% of sales again for fiscal 2027.4 I take it down only slowly, to 4.2%, because supply chain automation is how it pays for the 250 basis points of savings. If it stays at 5%, my base value falls by about $5 a share (estimate).

Quality of earnings

Three things to know. First, “core” earnings differ from reported earnings by one thing, restructuring: core earnings per share were $6.89 in 2026 and reported $6.62, after taking out $0.11 for the Glad gain.3 I count about half of the restructuring cash as a cost in 2027 and a tail in 2028 (estimate). Second, working capital helped. Payables rose $0.9B in 2026, and $6.5B of payables sit in a supplier finance programme at terms of 60 to 180 days.26 If suppliers got paid faster, that money would leave the business. I show what $6.5B would be if I counted it as debt: about $2.70 a share (calculated). Third, inventories rose $0.6B, partly for safety stock, and inventory is 8% higher than a year earlier on sales that are 3% higher.2

The balance sheet

Debt was $34.1B at 30 June 2026 and cash $9.9B, a net $24.2B, or about 1.1 times operating income plus depreciation (calculated).2 By 30 September, debt was $38.9B and cash $15.4B, because P&G had raised money ahead of the $3.9B Thorne payment on 1 October.6 On 3 November it closed €3.25B of euro notes in four tranches, due 2030 to 2046, at rates from 3.75% to 4.625%.22 The long-term ratings are Aa3 from Moody’s and AA- from S&P.2 Interest expense was $877M, covered 22 times by operating income (calculated).2 Goodwill and intangibles are 50% of assets, $62.7B (calculated), which is what ten years of buying brands leaves.2 Pension and retiree plans are net positive and need no adjustment.2 Current liabilities exceed current assets by $12.5B, which is normal here, because suppliers are paid later than customers pay.6

The share price over ten years

Last close of each calendar quarter, not adjusted for dividends, log scale

  • Close, Q4 2026 $167.32
The share price over ten yearsQuarter-end closes on a log scale, from $84.08 to $167.32.$75$100$150$200’17’18’19’20’21’22’23’24’25’26The share price over ten yearsQuarter-end closes on a log scale, from $84.08 to $167.32.$75$100$150$200’17’18’19’20’21’22’23’24’25’26The share price over ten yearsQuarter-end closes on a log scale, from $84.08 to $167.32.$75$100$150$200’17’18’19’20’21’22’23’24’25’26
The highest close was $179.70 on 2 December 2024. The price has doubled in ten years; core earnings per share rose 6.3% a year from fiscal 2018. Source Nasdaq historical [1]. Calculated from daily closes.

The share price doubled in ten years, from $85.08 to $167.32, or 7.0% a year before dividends (calculated).1 Core earnings per share grew 6.3% a year from fiscal 2018 (calculated).213 So the price kept pace with earnings, and the multiple did not do much of the work. The highest close was $179.70 in December 2024. The lowest close in the last three years was $138.04 in January 2026.1 The price today is 6.9% under the high (calculated).

Valuation

First, how this goes badly wrong

Before any number, three ways this ends badly, working backward from the price. The first is volume. From fiscal 2023 to 2026 P&G took about 15 points of price and lost about 2 of volume.12582 If the shopper who stayed is now the shopper who leaves, units fall and P&G has to choose between price and share. The first quarter shows the trade is live: segments that cut price grew units.4 The second is cost. The company expects $1.4B of after-tax commodity pain in fiscal 2027, which is about $0.58 a share, or 8% of earnings, with Brent assumed at $100.416 Schulten said it would weigh more in the second quarter and the second half.16 The third is the price itself. At $167.32 the stock trades at 24.3 times fiscal 2026 core earnings and 23.9 times the midpoint of this year’s guide (calculated).4 If the business is fine and the multiple falls to 18 times, which is my base value over fiscal 2026 core earnings, the holder loses 25% (calculated). No one needs to be wrong about the business for that to happen.

What the price implies

Run the model backward. Hold every input at the values below and ask what sales growth makes the stock worth $167.32.

Reverse DCF: the inputs

Solve the model for today’s price instead of for value.

Reverse DCF: the inputs
InputValue
Discount rate8.0% (estimate)
YearsFiscal 2027 to 2036, then 2.5% growth for ever (estimate)
Core operating marginHeld at 24.5%, a little above fiscal 2025’s 24.3% (estimate)
Tax rate20.5% of operating income, within the 20% to 21% guide (estimate)
Capital spending5.0% of sales in 2027, falling to 4.2% by 2031 (estimate)
Depreciation and amortization3.7% of sales (estimate)
Restructuring cash$0.55B after tax in 2027, $0.15B in 2028 (estimate)
Net debt$23.6B at 30 September 2026; Thorne is valued at what was paid (calculated)
Shares2,401M, including the convertible preferred and options (calculated)
Solved: sales growth for ten years6.5% a year, which makes fiscal 2036 sales $163B against $118B in my base (calculated)
Or solved: core operating margin, at my base growth31.9% by 2027 and for ever (calculated)
Source 10-K 2026; Q1 fiscal 2027 release and 10-Q; Nasdaq historical [2][4][6][1]. Solved values are my calculations.

The answer is 6.5% a year for ten years, with the margin flat at 24.5%. P&G grew sales 3.3% a year in the nine years to 2026. Its best organic growth in the past eight years was 7%, in fiscal 2022 and 2023, and in 2023 that came with 9 points of price and a loss of 3 points of volume.712 The other way to get there is margin: at my growth, the margin would need to be 31.9%, which is far above anything P&G has earned. Either figure is far from anything P&G has done. The usual answer to this is that I have the discount rate too high, and it is a fair one. I show it below.

What I can’t judge

Four inputs I cannot know from outside. How much of the price rise of 2023 was permanent: the company gives volume and price only in whole points. What the 7,000 job cuts save, because the company says savings are “difficult to estimate” given reinvestment.2 How much of the $1.4B commodity bill is passed on, and when, because management declined to give detail on pricing plans.16 And what Thorne earns, because it said only that the result is not material.6 So I show a range and not a figure. The table moves two things I know matter, growth and the final margin.

My base value at other growth rates and margins

Value per share. Across: the operating margin in 2036, reached in a straight adjustment from my base path. Down: points of sales growth added or removed each year.

Base value at other growth and margins
Growth, points a year vs baseMargin by 2036: 22.5%24.5% (base)26.5%28.5%
−1 points$106 (estimate)$115 (estimate)$123 (estimate)$132 (estimate)
+0 points$116 (estimate)$125 (estimate)$134 (estimate)$144 (estimate)
+1 points$126 (estimate)$136 (estimate)$146 (estimate)$156 (estimate)
+2 points$137 (estimate)$148 (estimate)$159 (estimate)$170 (estimate)
At the base margin and one point of extra growth every year, the value is $136. The price needs more than the top corner of this table, which is $170. Source My model. Values are my estimates.

The discount rate

I discount at 8.0%, about 3.1 points above the ten-year Treasury yield of 4.90%.23 The capital asset pricing model, with Damodaran’s implied equity risk premium of 4.41%, gives 6.3% on P&G’s beta against the S&P 500 over 36 months (0.32), 6.5% over 60 (0.36) and 6.6% over 108 (0.39) (calculated).2425 I do not use those, for a reason I think matters. A low beta says the earnings do not swing with the market. It does not say the price is steady: the share fell 23% from $179.70 in December 2024 to $138.04 in January 2026, while earnings kept growing (calculated).1 A share that pays 2.5% and grows at 3% is priced like a long bond. My 8.0% is the rate I use on my Walmart page too.

My base case at other rates

Value per share; discount rate down the side, growth after 2036 across the top.

My base case at other rates
Discount rateGrowth after 2036: 2.0%2.5%3.0%
6.5%$161 (estimate)$176 (estimate)$196 (estimate)
7.0%$144 (estimate)$155 (estimate)$170 (estimate)
7.5%$130 (estimate)$139 (estimate)$150 (estimate)
8.0%$118 (estimate)$125 (estimate)$134 (estimate)
8.5%$108 (estimate)$114 (estimate)$121 (estimate)
The price is $167.32. At the 6.5% the 60-month beta gives, with 2.5% growth for ever, the base is $176, above the price, and the bull is $204. Source My model. Values are my estimates.

That is the real argument for the price, and it is not a silly one. If you accept a 6.5% return from an exceptionally steady business, the base value is $176 and the market is nearly right. I don’t accept it, because the same return is 1.6 points above a Treasury that pays it with no risk, and the volume record of the last three years does not look like a bond.

Three cases

The cases differ on three things: sales growth, the core margin and capital spending. Everything else is held the same.

Three cases

Fiscal years 2027 to 2036. Owner cash is after tax, stock pay, capital spending and restructuring cash.

Bear, base and bull cases
BearBaseBull
Sales growth, 2027 (estimate)1.5%2.0%3.0%
Sales growth, 2030 (estimate)2.0%3.5%4.5%
Sales growth, 2036 (estimate)2.0%3.0%3.5%
Sales, 2030 (estimate)$93B$97B$102B
Sales, 2036 (estimate)$105B$118B$128B
Core operating margin, 2027 (estimate)22.8%23.8%24.3%
Core operating margin, 2030 (estimate)21.5%24.3%25.8%
Core operating margin, 2036 (estimate)21.2%24.5%26.0%
Core EPS implied, fiscal 2027 (estimate)$6.60$6.93$7.15
Owner cash, 2027 (estimate)$14.3B$15.1B$15.6B
Owner cash, 2036 (estimate)$16.9B$22.4B$26.0B
Share of value after 2036 (estimate)59%61%62%
Value per share (estimate)$95$125$144
Yearly return at $167.32 (estimate)5.7%6.7%7.3%

Bear, $95. Shoppers have had four years of price rises. They trade down, retailers push their own brands, and P&G has to give back price to hold units. Sales grow 1.5% to 2% a year, commodities stay high and the core margin falls from 23.6% to 21.2% by 2033, inside the 20% to 22% where reported margin sat in most years from 2017 to 2024 (estimate).7 Owner cash stays between $14B and $15B until 2030. Cash holds up. The business stays good and stops growing.

Base, $125. This is the company’s own guide extended. Sales grow with their categories, 2% in fiscal 2027 and 3% to 3.5% after, which is about what the company says its categories are growing at, 2.5% to 3%, with no share gain.16 The core margin recovers to 24.5% by 2032 as the 7,000 job cuts and automation pay and commodities ease. Capital spending drops from 5.0% of sales to 4.2%. Fiscal 2027 core earnings per share come out at $6.93, in the lower half of the $6.89 to $7.10 range (estimate).4

Bull, $144. Volume keeps growing as it did in the first quarter, sales rise 4% to 4.5% a year from fiscal 2028 to 2034, premium products and Beauty lift the mix, and the core margin reaches 26.0% by 2031, 170 basis points above fiscal 2025’s 24.3% (estimate).3 Sales reach $128B in 2036. Even this does not reach $167.32 at 8.0%.

Source 10-K 2026; Q1 fiscal 2027 release [2][4]. All drivers and values are my estimates.

Owner cash in my three cases

US$ billions a year, fiscal years: bear to bull, with the base marked

  • Bear to bull, 2036 $17B to $26B
  • Base, 2036 $22B
Owner cash in my three casesBase owner cash reaches $22.4B in 2036, bear $16.9B and bull $26.0B, from $15.3B in 2026.$0$10B$20B$30B’26’28’30’32’34’36Base, 2026: $15.3BBase, 2027: $15.1BBase, 2028: $16.3BBase, 2029: $17.3BBase, 2030: $18.1BBase, 2031: $19.0BBase, 2032: $19.8BBase, 2033: $20.5BBase, 2034: $21.1BBase, 2035: $21.8BBase, 2036: $22.4BOwner cash in my three casesBase owner cash reaches $22.4B in 2036, bear $16.9B and bull $26.0B, from $15.3B in 2026.$0$10B$20B$30B’26’27’28’29’30’31’32’33’34’35’36Base, 2026: $15.3BBase, 2027: $15.1BBase, 2028: $16.3BBase, 2029: $17.3BBase, 2030: $18.1BBase, 2031: $19.0BBase, 2032: $19.8BBase, 2033: $20.5BBase, 2034: $21.1BBase, 2035: $21.8BBase, 2036: $22.4BOwner cash in my three casesBase owner cash reaches $22.4B in 2036, bear $16.9B and bull $26.0B, from $15.3B in 2026.$0$10B$20B$30B’26’27’28’29’30’31’32’33’34’35’36Base, 2026: $15.3BBase, 2027: $15.1BBase, 2028: $16.3BBase, 2029: $17.3BBase, 2030: $18.1BBase, 2031: $19.0BBase, 2032: $19.8BBase, 2033: $20.5BBase, 2034: $21.1BBase, 2035: $21.8BBase, 2036: $22.4B
Cash after tax, stock pay, capital spending and restructuring cash. 2026 is reported; everything after it is my estimate. Source 10-K 2026; Q1 fiscal 2027 release [2][4]. Assumptions and values are my estimates.
Show the numbers
Owner cash in my three cases
20262027202820292030203120322033203420352036
Bear (estimate)$15.3B$14.3B$14.6B$14.8B$15.0B$15.3B$15.6B$15.9B$16.2B$16.5B$16.9B
Base (estimate)$15.3B$15.1B$16.3B$17.3B$18.1B$19.0B$19.8B$20.5B$21.1B$21.8B$22.4B
Bull (estimate)$15.3B$15.6B$17.4B$18.9B$20.3B$21.5B$22.4B$23.3B$24.3B$25.1B$26.0B

The base path, year by year

US$ billions; fiscal years. Fiscal 2027 owner cash is the full year; the model counts nine months of it.

The base path, year by year
US$ billionsSalesGrowthCore marginOperating incomeTaxCapital less depreciationRestructuringOwner cash
FY2788.82.0%23.8%21.14.31.20.5515.1
FY2891.43.0%24.0%21.94.51.00.1516.3
FY2994.23.0%24.2%22.84.70.80.0017.3
FY3097.53.5%24.3%23.74.90.70.0018.1
FY31100.93.5%24.4%24.65.00.60.0019.0
FY32104.43.5%24.5%25.65.20.50.0019.8
FY33108.13.5%24.5%26.55.40.50.0020.5
FY34111.33.0%24.5%27.35.60.60.0021.1
FY35114.73.0%24.5%28.15.80.60.0021.8
FY36118.13.0%24.5%28.95.90.60.0022.4
Source My model. Judgements are my estimates.

The odds. My base needs four things, and I put rough numbers on each. Sales growth near 3% a year to 2030: 55%. The core margin at 24.3% by 2030 despite this year’s costs: 60%. No large deal or write-down that destroys value: 85%. A commodity shock that fades, with price recovered without losing units: 70%. Multiplied, those are 20% (estimate). They are related, so say 30% in practice. The price needs more: it needs the base and a market that still accepts a 6.7% return, or it needs 6.5% sales growth, which I put well below 5%. These are my guesses, and they are not used in the values, except that the weighted value of $122 uses 25%, 50% and 25%.

What it is worth, against the price

Value per share, my estimates, against the close in Q4 2026

  • Bear to bull $95 to $144
  • Base $125
  • Price $167.32
  • Margin of safety below $100
What it is worth, against the priceValue per share: bear $95, base $125, bull $144. Price in Q4 2026: $167.32, 34% above the base value. Margin-of-safety price $100.BEAR$95BASE$125BULL$144Price $167.32What it is worth, against the priceValue per share: bear $95, base $125, bull $144. Price in Q4 2026: $167.32, 34% above the base value. Margin-of-safety price $100.BEAR$95BASE$125BULL$144Price $167.32What it is worth, against the priceValue per share: bear $95, base $125, bull $144. Price in Q4 2026: $167.32, 34% above the base value. Margin-of-safety price $100.Margin-of-safety zone: below $100$0$50$100$150$200Bear to bull: $95 to $144Bear case: $95 per shareBEAR$95Base case: $125 per shareBASE$125Bull case: $144 per shareBULL$144Price in Q4 2026: $167.32Price $167.32Close, Q4 2026
The price is above the bull case, so the dot sits to the right of the band. Source Nasdaq historical; Q1 fiscal 2027 release [1][4]. Values are my estimates.

Other uses of the same dollar

The ten-year Treasury pays 4.90% and the 30-year 5.28%, both with no business risk.23 Against that, my base cash flows return 6.7% a year from $167.32 (estimate). The other pages on this site are priced the same way. At today’s prices my Costco base returns 6.2% a year against an 8.5% hurdle, and my Walmart base 5.5% against 8.0%. P&G’s 6.7% is the best of the three, and still 1.3 points short of 8.0%. Costco is a better-growing business at a higher price and Walmart a thinner one. So P&G is the least expensive of the three, and it is not cheap. The extra 1.8 points over the Treasury is the pay for all the risks in this section, and I do not think it is enough.

What past lows looked like

The last close below $100 was on 23 March 2020, at $97.70. The last below my base value of $125 was 12 October 2022, at $124.43. In the past three years the lowest close was $138.04, in January 2026, 4% under my bull case (calculated).1 So I cannot point to a recent time when the stock was priced within my range. A close at $100 has not happened in more than six years, and I do not know that it will.

The margin of safety

My margin-of-safety price is $100, 20% under my base value. At that price my bear case returns 7.7% a year, close to the 8.0% I need, my base 9.2% and my bull 10.1%. I use a cushion of one fifth here. On my Costco page I used 30%, because that range ran from $323 to $731. Here the range is narrow, $95 to $144, and the cash flows are among the steadiest I cover. The price is 67% above $100.

What the price buys in each case

Value against price, and the yearly return my cash flows give at that price.

Returns at each price
At a price ofBear valueBase valueBull valueYearly return, bearYearly return, baseYearly return, bull
$100$95$125$1447.7%9.2%10.1%
$125$95$125$1446.8%8.0%8.8%
$144$95$125$1446.2%7.3%8.0%
$167.32$95$125$1445.7%6.7%7.3%
Source My model. Values and returns are my estimates.

Two different questions

How good is the business, and how good is the price? They are separate. P&G earned 22% to 24% operating margins, turned 92% of core profit into owner cash, raised its dividend for 70 years and has leading shares in most of its categories. Those are the marks of a very good business. The price asks for more than it has delivered: 6.5% growth in sales, where it has delivered 3.3%. This looks like a very good business at a price that already pays for it, and a bit more. My values assume it stays very good.

The case for the price

What most people miss

Three facts cut in P&G’s favour and get less notice than the headline. First, the first-quarter volume was broad. All ten categories and all six regions grew, and the company says over 70% of its largest US retail customers were holding or gaining its share, against under 10% in the first half of fiscal 2026.416 Second, the productivity machine is large: savings worth 460 basis points of operating margin in the fourth quarter of fiscal 2026 let the company reinvest 410 points in SG&A, mostly marketing, and lose only 130 of core operating margin.3 Third, the share count did more than sales did: diluted shares fell 11.6% in ten years, so core earnings per share grew 6.3% a year from fiscal 2018 on sales growth of 3.3% a year (calculated).7213

The bull case

In plain words: P&G is the safest compounding business a market has, it has just turned volume positive after three flat years, a cost programme worth thousands of jobs is arriving, and it pays out $15B a year. I did not open any sell-side report, so I name no analyst. The company’s own line is steady. Jejurikar: “We are confident in the near term and excited about the future.”4 Schulten said, as MarketBeat summarizes the call, that the strength is real and will not be a straight line.16

On who holds it, at 30 June 2026, the latest 13F date, Fundsmith, Terry Smith’s firm, held 4,078,371 shares worth about $598M, down from 4,248,048 at 31 December 2025.26 Berkshire Hathaway shows no P&G in its filing for that date.27 Those positions are four months old, and they do not say why.

Against reality

If P&G does what the bull case says, with volume up 1% to 2% a year, price at 1% to 2%, the core margin back to 24.3% by 2030 and no more big write-offs, then my base of $125 is possible. It is still $42 below the price. My bull needs sales growth of 4% to 4.5% for six years and a 26% margin and is worth $144. The gap to $167.32 is the discount rate. At 6.5%, the CAPM rate, my base is $176. So the case for the price is that P&G is a nearly riskless 6.5% instrument that also grows. That could be right. My values do not pay for that.

The first-quarter numbers are good news with a footnote. Earnings per share rose 1% on 4% organic growth, and core operating margin fell 80 basis points.4 Guidance asks it to rise by the year-end: my own bridge from the guided core earnings per share of $6.89 to $7.10 implies a core margin of about 24%, up from 23.6%, in a year when costs are rising by $1.4B (estimate).4

For the price to be right at 8.0% I would need sales growth near 6% a year for ten years with a 26% margin. P&G managed 6% to 7% organic growth from 2020 to 2023, on volume and then inflation, and never for ten years. At 6.7% the price needs my base, about 30% likely, and a market that stays generous.

What a 10x would take. Ten times $167.32 is $1,673, about $4.0T of market value on today’s shares. At 24 times core earnings, which is today’s multiple, that needs about $165B of net income, ten times fiscal 2026. At the 19% core net margin it earns now, that is about $863B of sales, ten times fiscal 2026 and more than Walmart’s $713B (calculated). By 2036 it needs 26% sales growth a year for ten years, from a company that has grown 3.3% a year in nine. Buying back 1.2% of the shares a year would cut those sums by about a tenth, and it still needs more than $750B of sales. The stock has doubled in ten years, from $85.08, about 7% a year, so a tenfold move would need nearly four times that pace.1 I know of no company in my files that has grown tenfold from a $400B start, and for P&G it is close to impossible. I would not build a case on it.

What they have to hit

Six numbers a reader can check. The thresholds come from my base case, and they agree with the signposts below.

What they have to hit
IndicatorTodayWhat the case needsWhere to track itNext check
Organic volume+2.4% in the Sep 2026 quarter; 0% in fiscal 202642At least +1% a year with price no more than 2 points (estimate)Quarterly release, Net Sales Drivers table, Organic Volume columnQ2 fiscal 2027 release, expected January 2027
Organic sales growth+4.0% in the Sep quarter; guide 1% to 3% for fiscal 20274About 3% in 2028 and 3% to 3.5% after; the price itself needs 6.5% (estimate)Release, first table, Organic Sales; 10-K MD&A, Net SalesQ2 release, January 2027; 10-K, August 2027
Core operating margin23.6% in fiscal 2026; down 80 basis points in the Sep quarter3423.8% in 2027, 24.3% in 2030 (estimate)Release, Exhibit 1, Core operating margin lineQ2 release, January 2027
Commodity cost headwind$1.4B after tax guided, up from $1.0B in July43No higher than $1.4B, or offset by price (estimate)Release, fiscal 2027 guidance paragraphQ2 release, January 2027; Brent price in the meantime
Free cash flow productivity93% in the quarter; 100% in fiscal 2026; guide 85% to 90%43At least 85%, with owner cash near $15.1B in fiscal 2027 (estimate)Release, free cash flow productivity line; 10-Q cash flow statementQ2 release, January 2027
Restructuring cost and jobs$192M in the quarter, $1.2B in fiscal 2026; up to 7,000 roles by June 202762Total near $2.0B before tax and no extension past fiscal 2027 (estimate)10-Q, Restructuring Program note, charges and reserve tableQ2 10-Q, January 2027
The price is within reach of the case only if volume, margin and cash all arrive, and then only at a lower required return than mine. Source Q1 and Q4 releases; 10-Q; 10-K 2026 [4][3][6][2]. Thresholds are my estimates.

Where I come down

The volume in the first quarter moved me. Three flat years made me expect a story about price alone, and units are growing again. The 4% growth did not move me much, because earnings rose only 1% and the quarter had lower pricing in two big segments. What would raise my values most is volume of 1% to 2% a year with price at or under 2 points for four quarters, and a core margin that rises while commodities are rising.

Risks, and what would change my view

The three ways this goes badly wrong are at the start of Valuation. These are the rest.

  • Retailers. Walmart is 16% of sales and ten customers 43%.2 Retailers sell their own brands, run their own media businesses and can move shelf space. P&G does not report how many dollars it loses to private label.
  • Tariffs. The September quarter included about $90M from a refund of tariffs paid under the emergency powers act,16 and tariffs added 50 basis points to core gross margin through lower costs and recognized recoveries.4 Gains like these may not repeat, and new tariffs would hit costs again.
  • China. Greater China is its largest market outside the US and grew 8% in the first quarter. In the fourth quarter of fiscal 2026 skin care volume there fell.316 A weak consumer there would show up quickly.
  • Currency. More than half of sales are outside the US. Currency added 2 points to fiscal 2026 sales, and core earnings per share were unchanged at constant currency.23 The liquidation of Argentina brought $801M of charges after tax in fiscal 2025, mostly non-cash currency losses.2
  • Supplier finance. $6.5B of payables are in a supplier finance programme at 60 to 180 days.6 If banks or suppliers ask for less time, cash falls.
  • Health Care and Thorne. Personal Health Care sells products regulated by the FDA, and the Thorne purchase adds supplements, a category with its own rules.26 Health Care volume fell 2.9% in the first quarter.4
  • New ways to shop. The 10-K names social commerce, streaming and AI-based search as changes it must adapt to.2 If shoppers ask an assistant for “the cheapest detergent that works,” the brand is in a weaker position than when the shopper reads the box.
  • New leadership. A new chief executive, a new chairman and four new segment heads, all during a 7,000-job restructuring.102 Changes this large usually help, and also tend to distract.
  • Interest rates. The ten-year yield is 4.90%. A share with a 2.5% dividend yield competes with that every day.23

What would change my view

Signals that move my values, in either direction.

Signposts
SignalTodayRaises my valueLowers my value
Organic volume+2.4% in the Sep quarter, 0% in fiscal 202642+1% or better for four quarters with price at or under 2 pointsNegative volume in two quarters, or price above 3 points with falling units
Core operating margin23.6% in fiscal 2026324.3% or more in fiscal 2028Below 23% in fiscal 2028
Commodity bill$1.4B after tax4Falling, with price heldAbove $1.8B, or a second raise without price
Share with the largest customersOver 70% holding or gaining, per the CFO16Stays above 60% for a yearFalls back toward the 10% of the first half of fiscal 2026
Capital useAbout $5B of buybacks and over $10B of dividends planned4Buybacks heavier when the price is below my base valueA deal above $10B, or debt raised to fund buybacks at today’s price
Restructuring$2.0B total plan6Completed by mid-2027 with savings statedExtended, or a new plan that follows this one
Price against my range$167.32, 34% above baseCloses below $100, where my bear case returns 7.7% a yearRises above my bull case with no change in the numbers
Source Q1 fiscal 2027 and Q4 fiscal 2026 releases; 10-K 2026 [4][3][6][2]. Thresholds are my judgement.

Sources

  1. 1PG daily closes, Nasdaq.com historical API, 4 November 2016 to 4 November 2026 (opens in a new tab)PriceNasdaq · 4 Nov 2026 · Close/Last on 11/04/2026 = $167.32, after the 4:00 pm close; cross-checked against the Yahoo Finance chart feed, regular market price also $167.32; prior close $162.06 on 3 Nov · Accessed 4 Nov 2026↩︎
  2. 2P&G Form 10-K, year ended 30 June 2026 (opens in a new tab)FilingSEC EDGAR · 4 Aug 2026 · Business, segments, shares, MD&A, statements, restructuring, executive officers, debt, pensions · Accessed 4 Nov 2026↩︎
  3. 3P&G news release, fourth quarter and fiscal 2026 (Ex. 99.1 to 8-K) (opens in a new tab)FilingSEC EDGAR · 29 Jul 2026 · Fiscal 2026 results, core reconciliation, adjusted free cash flow, first fiscal 2027 guidance · Accessed 4 Nov 2026↩︎
  4. 4P&G news release, first quarter fiscal 2027 (Ex. 99.1 to 8-K) (opens in a new tab)FilingSEC EDGAR · 22 Oct 2026 · Quarter results, volume, price and mix by segment, margin bridges, fiscal 2027 guidance, cash return · Accessed 4 Nov 2026↩︎
  5. 5P&G Form 10-K, year ended 30 June 2024 (opens in a new tab)FilingSEC EDGAR · 5 Aug 2024 · Net sales drivers fiscal 2024; organic sales 4%; Gillette impairment · Accessed 4 Nov 2026↩︎
  6. 6P&G Form 10-Q, quarter ended 30 September 2026 (opens in a new tab)FilingSEC EDGAR · 22 Oct 2026 · Statements; Thorne note; restructuring note; share repurchases; supplier finance; cover share count · Accessed 4 Nov 2026↩︎
  7. 7SEC XBRL company facts for The Procter & Gamble Company (CIK 80424) (opens in a new tab)DataSEC EDGAR · 4 Nov 2026 · Ten years of sales, operating income, net earnings, cash flow, capital spending, dividends, buybacks, share-based pay, debt, cash and diluted shares, fiscal 2017 to 2026 · Accessed 4 Nov 2026↩︎
  8. 8P&G Form 10-K, year ended 30 June 2025 (opens in a new tab)FilingSEC EDGAR · 4 Aug 2025 · Net sales drivers fiscal 2025; organic sales 2% · Accessed 4 Nov 2026↩︎
  9. 9SEC XBRL company facts for Colgate-Palmolive (CIK 21665) (opens in a new tab)DataSEC EDGAR · 4 Nov 2026 · 2025 net sales $20.4B, operating income $3.3B · Accessed 4 Nov 2026↩︎
  10. 10P&G 2026 proxy statement (DEF 14A) (opens in a new tab)FilingSEC EDGAR · 28 Aug 2026 · Chief executive pay, bonus and stock plans, performance measures, ownership, pay ratio, board changes · Accessed 4 Nov 2026↩︎
  11. 11P&G Form 10-K, year ended 30 June 2019 (opens in a new tab)FilingSEC EDGAR · 6 Aug 2019 · Net sales drivers fiscal 2019; $8.3B Shave Care impairment; Merck KGaA consumer health · Accessed 4 Nov 2026↩︎
  12. 12P&G Form 10-K, year ended 30 June 2023 (opens in a new tab)FilingSEC EDGAR · 4 Aug 2023 · Net sales drivers fiscal 2023: price 9%, volume down 3% · Accessed 4 Nov 2026↩︎
  13. 13P&G Form 10-K, year ended 30 June 2020 (opens in a new tab)FilingSEC EDGAR · 6 Aug 2020 · Net sales drivers fiscal 2020 · Accessed 4 Nov 2026↩︎
  14. 14P&G Form 10-K, year ended 30 June 2021 (opens in a new tab)FilingSEC EDGAR · 6 Aug 2021 · Net sales drivers fiscal 2021; core EPS · Accessed 4 Nov 2026↩︎
  15. 15P&G Form 10-K, year ended 30 June 2022 (opens in a new tab)FilingSEC EDGAR · 5 Aug 2022 · Net sales drivers fiscal 2022 · Accessed 4 Nov 2026↩︎
  16. 16MarketBeat summary of P&G first quarter fiscal 2027 earnings call (opens in a new tab)NewsMarketBeat · 22 Oct 2026 · Third-party summary, not a transcript; attributes remarks to the chief financial officer: market share, commodities, China, category growth · Accessed 4 Nov 2026↩︎
  17. 17SEC XBRL company facts for Kimberly-Clark (CIK 55785) (opens in a new tab)DataSEC EDGAR · 4 Nov 2026 · 2025 net sales $16.4B, operating income $2.4B · Accessed 4 Nov 2026↩︎
  18. 18SEC XBRL company facts for Kenvue (CIK 1944048) (opens in a new tab)DataSEC EDGAR · 4 Nov 2026 · 2025 net sales $15.1B, operating income $2.4B · Accessed 4 Nov 2026↩︎
  19. 19Colgate-Palmolive news release, third quarter 2026 (Ex. 99) (opens in a new tab)FilingSEC EDGAR · 30 Oct 2026 · Organic sales up 3.6%, toothpaste share 41.4%, gross margin · Accessed 4 Nov 2026↩︎
  20. 20Kimberly-Clark preliminary third quarter 2026 release (Ex. 99.1) (opens in a new tab)FilingSEC EDGAR · 15 Oct 2026 · Category growth about 1.7%, 2026 outlook, pending Kenvue acquisition · Accessed 4 Nov 2026↩︎
  21. 21P&G Form 10-K, year ended 30 June 2018 (opens in a new tab)FilingSEC EDGAR · 7 Aug 2018 · Core EPS fiscal 2018 and 2017 · Accessed 4 Nov 2026↩︎
  22. 22P&G Form 8-K, euro notes closed 3 November 2026 (opens in a new tab)FilingSEC EDGAR · 3 Nov 2026 · Four tranches of euro notes, EUR 3.25B in all · Accessed 4 Nov 2026↩︎
  23. 23U.S. Treasury daily par yield curve rates, 2026 (opens in a new tab)DataU.S. Department of the Treasury · 4 Nov 2026 · Row 11/04/2026: 10 Yr 4.90, 30 Yr 5.28 · Accessed 4 Nov 2026↩︎
  24. 24Aswath Damodaran, NYU Stern: implied equity risk premium, 1 November 2026 (opens in a new tab)DataNYU Stern · 1 Nov 2026 · Implied ERP on 1 November 2026 = 4.41% (trailing 12-month earnings, adjusted payout); the previous month was 4.20% · Accessed 4 Nov 2026↩︎
  25. 25S&P 500 monthly closes, Yahoo Finance chart feed, 2016 to 2026 (opens in a new tab)PriceYahoo Finance · 4 Nov 2026 · Used with PG monthly closes from Nasdaq for betas to the end of October 2026: 0.32 over 36 months, 0.36 over 60, 0.39 over 108; price returns · Accessed 4 Nov 2026↩︎
  26. 26Fundsmith LLP Form 13F-HR for 30 June 2026 (opens in a new tab)FilingSEC EDGAR · 14 Aug 2026 · 4,078,371 P&G shares, $598M; 4,248,048 at 31 December 2025 (31 December 2025 filing, accession 0001569205-26-000002) · Accessed 4 Nov 2026↩︎
  27. 27Berkshire Hathaway Form 13F-HR for 30 June 2026 (opens in a new tab)FilingSEC EDGAR · 14 Aug 2026 · No P&G in the information table (CUSIP 742718109) · Accessed 4 Nov 2026↩︎

How the figures are labelled

(reported)Reported: taken from a filing or a price feed, as printed.

(calculated)Calculated: arithmetic on reported figures, such as a margin or a growth rate.

(estimate)Estimate: my judgement, such as a case value or a growth assumption.

The price

Close in Q4 2026: $167.32, from Nasdaq [1]. Retrieved in Q4 2026. Diluted market value uses 2,317.8M shares outstanding on 30 September 2026, plus 66.6M for the convertible preferred and 17.0M for options, the third-quarter dilution in the 10-Q.

P&G’s fiscal year ends on 30 June. Fiscal 2026 ended on 30 June 2026. Core earnings per share are the company’s non-GAAP measure and leave out incremental restructuring and the Glad gain.

The valuation

Ten-year discounted cash flow on owner cash, fiscal 2027 to 2036, then 2.5% growth, at an 8.0% discount rate. Each year’s cash is taken at the end of the year, 0.65 years from the price date for fiscal 2027, and only nine months of fiscal 2027 are counted because the first quarter is already in the balance sheet. Core operating income is taxed at 20.5%. I add depreciation at 3.7% of sales and deduct capital spending and incremental restructuring cash. Stock pay stays deducted because it is in operating income. Net debt is the 30 September balance, $38.9B of debt less $15.4B of cash. The $3.9B Thorne purchase of 1 October is taken out of cash and valued at the same amount, so it nets out. Supplier finance payables, leases and pensions are not added to debt. Per-share values divide by 2,401M shares. The yearly returns are the rate that equates the price to ten years of each case’s cash flow plus a terminal value at that rate and 2.5% growth. The odds in Section VI are my guesses and are not used in the values, except for the weighted value of $122, which uses 25%, 50% and 25%. Implied core earnings per share subtract $0.83B of net interest and add $0.71B of other income, both from the guide, less $0.1B for minority holders, over 2,395M shares.

The margin-of-safety price is $100, set 20% under my base value. No rating: the page states a range and the price, and leaves the decision to the reader.

Research, not investment advice. Figures as of .

Legal information and disclosures

These are my own views as of the update shown on this page. They can change without notice, and I have no duty to update them. Past performance does not indicate future results, and any investment can lose money.

This is for education only. It is not investment, legal, tax or accounting advice, and it is not an offer to sell or a solicitation to buy any security in any jurisdiction. It does not consider your goals or circumstances.

Figures from company filings and other third parties are believed to be reliable, but I have not independently verified them and cannot guarantee them. Bear, base and bull values, and anything marked as an estimate, are my own and rest on assumptions that may prove wrong.

Please do not copy or republish this material without my written consent.