Our Core Strengths

The power to change the world

To make a positive impact on consumers, you have to excel in six core strengths: Consumer Understanding, Innovation, Branding, Go-to-Market Capabilities, Scale and Productivity. As a company with purpose, P&G is built to lead in these areas.

Blue graphic outlining P&G's core strengths

Consumer Understanding

Working for P&G means pushing the boundaries of market research to better understand the communities and consumers we serve. We conduct thousands of research studies each year to stay ahead of what consumers need today and want tomorrow. The insights we gain not only identify new innovations, but also help us better communicate with our consumers.


Today, we’re recognized as one of the industry’s most prolific global innovators. But we rarely work alone. More than half of our product innovations have at least one major component from an external partner. Such contributions have helped us earn consistent recognition from the IRI New Product Pacesetters Report, an annual list of the biggest innovations in our industry.


P&G is a company of leading brands. We are focusing on 10 product categories with about 65 brands. They play to P&G’s strengths of consumer understanding, branding, innovation, productivity, go-to-market capability and scale. Across the 10 categories, P&G has 21 brands with annual sales of $1 billion to about $10 billion, and 11 brands with sales of $500 million to $1billion — many of those with billion-dollar potential.

Go-to-Market Capabilities

P&G is consistently ranked as a preferred supplier by leading retailers throughout the industry. We’re also frequently recognized as the industry leader in a wide range of capabilities, including clearest company strategy, brands with purpose, strong business fundamentals and innovative household products and programs.


As one of the world’s largest consumer packaged goods companies, P&G has scale advantages across our brands, businesses, operations and people. This allows us to share knowledge, transfer technologies, optimize our spending and flow resources to better serve consumers and continually improve our efficiency and productivity.


We are turning productivity into a core strength at P&G. We’re making it systemic to improve sales profit and cash performance, and to enable ongoing investment in business growth, new channels and market, and in brand and product innovation.