Superiority Across Product, Package, Brand Communication, Retail Execution and Value
Our ongoing commitment is to irresistible superiority — through innovation — integrated across product, package, brand communication, retail execution, and consumer and customer value.
Superior performing products in superior packages provide noticeably better benefits to consumers. They become aware of and learn about these products through superior brand communications. This comes to life in stores and online with superior retail execution and delivers superior consumer value at a price that is considered worth it across each price tier where we compete.
We are committed to delivering superiority across all five vectors in every part of our portfolio — all price tiers where we play, all retail channels, all consumer segments we serve, against all brands. This is the path to growing categories, providing value to consumers and customers and creating value for shareowners.
Delivering irresistible superiority holistically requires ongoing investment, which is why productivity must be as ingrained in our culture as innovation.
Product
Products so good, consumers recognize the difference. Superior products raise expectations for performance in the category.
As washing machines have gotten bigger, laundry loads in the U.K. have become larger, with consumers running shorter cycles at colder temperatures. To address the changing consumer needs, Ariel launched Ariel ‘The Big One,’ new pods that are larger and provide the power of two Ariel original pods, with the added benefit of a built-in pre-treatment. Ariel’s big pods are designed to tackle bigger, tougher loads, delivering a superior Ariel clean. Ariel’s ‘The Big One’ led P&G’s U.K. Fabric Care to mid-single-digit organic sales growth and contributed more than 40% of category growth in fiscal 2025.
Packaging
Packaging that attracts consumers, conveys brand equity, helps consumers select the best product for their needs and delights consumers during use.
In 2023, Native reinvented the spray deodorant experience for consumers with nitrogen-powered sprays that deliver a superior application experience without hydrocarbon propellants. This ozone-friendly natural propellant was expanded across Native, Old Spice and Secret with the 2024 launch of whole body deodorants. P&G was the first company to launch whole body deodorant sprays and now has the #1 whole body spray brand in both female and male segments. P&G’s North America deodorant business grew organic sales high single digits in fiscal 2025, contributing to high single-digit category growth.
Brand Communication
Advertising that reaches consumers and communicates the superiority of the brand’s product and packaging benefits — attracting consumers to the brand and driving brand and category growth.
Oral-B, the global market leader in power brushing and the #1 dentist recommended brand, launched its most advanced power toothbrush, Oral-B iO10, early last year. This was followed with iO2, designed to incent trade-up from a manual toothbrush. Oral-B’s superior communication highlights the perfect clean for everybody’s unique smile with ease of use at an accessible price point to deliver exceptional value. The combination of premium and entry tier innovations is working well. P&G’s Oral-B power brush grew high single digits in fiscal 2025, driving mid-single-digit market growth and growing share +1.3 points.
Retail Execution
In-store: with the right store coverage, product forms, sizes, price points, shelving and merchandising. Online: with the right content, assortment, ratings, reviews, search and subscription offerings.
Venus is implementing superior retail execution with the rollout of its “female house of grooming” shelf design to drive the launch of its biggest product upgrade in 25 years — a new razor handle design and significant blade improvements housed within beautifully refreshed, recyclable packaging. For the first time, Venus system razors are sold with a shower hook — a consumer delight that increases category consumption. Globally, Venus grew organic sales mid-single digits in fiscal 2025, contributing to high single-digit category growth and growing share +1.4 points.
Consumer & Customer Value
For consumers: all these elements presented in a clear and shoppable way at a compelling price. For customers: margin, penny profit, trip generation, basket size and category growth.
Smooth-tear Charmin Ultra Soft is the biggest innovation in toilet paper in over 100 years and addresses the top consumer frustration with toilet paper tearing outside the perforated line. Smooth-tear Charmin was developed with a patented scalloped edge for a better tear — no matter where the toilet paper is hung or from what direction it’s pulled — delivering irresistible softness, better tears, and consumer value and delight. The five-vector superior offering led to very strong results with Charmin’s Ultra Soft Smooth Tear organic sales up high single digits in fiscal 2025, contributing to the mid-single-digit category growth.
VARIOUS STATEMENTS IN THIS ANNUAL REPORT, including estimates, projections, objectives and expected results, are “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and are generally identified by the words “believe,” “expect,” “anticipate,” “intend,” “opportunity,” “plan,” “project,” “will,” “should,” “could,” “would,” “likely” and similar expressions. Forward-looking statements are based on current assumptions that are subject to risks and uncertainties that may cause actual results to differ materially from the forward-looking statements, including the risks and uncertainties discussed in Item 1A – Risk Factors of the Form 10-K included in this Annual Report. Such forward-looking statements speak only as of the date they are made, and we undertake no obligation to update or revise publicly any forward-looking statements, except as required by law.