Superiority to Win
with
Consumers
and Grow Markets
Winning with consumers starts with insights that lead to superiority across these five vectors.
Product
Packaging
Brand
Communication
Retail
Execution
Consumer &
Customer Value
Putting the
Consumer First
Greater China Baby Care
Greater China Baby Care continues to lead the growth of the premium and super premium-segments behind consumer insight-driven innovation. Chinese parents want “only the best” for their baby — softness, comfort and dryness. The Greater China team translated that insight into a diaper using silk materials to deliver skin comfort and protection wrapped in a unique, soft-feel package that conveys superiority at first touch. The result is double-digit organic sales growth in each of the past 6 quarters and nearly 5 points of value share over this period.
Transforming
Brand Building
Pantene Germany
Authentic, personal conversations and trusted recommendations from experts and social communities are crucial to cutting through the fragmented media landscape. Pantene in Germany transformed its communication to support this insight. Pantene found new ways to create relevance and earn consumer attention through connecting with consumers via social media. The brand created memorable consumer experiences by strengthening its presence within influential beauty and lifestyle communities, working with German opinion leaders and being present at events where great hair styling matters. The result was a four-fold increase in influencer-generated content and total reach tripled. Pantene grew users resulting in value sales growth of 14% and one-half point of value share growth versus year ago.
Holistic Partnerships
with Retailers
Mexico Across the Portfolio
P&G Mexico elevated its strategic partnerships with retailers by transitioning from short-term tactical planning to longer-term joint business planning. The team focused on winning consumer propositions and aligning objectives and priorities between P&G and each of the retailers, creating shared accountability for winning the consumer. As a result, P&G Mexico strengthened its position as a preferred supplier to these customers, achieving record levels of in-store visibility and support behind joint priority growth initiatives. These efforts enabled P&G to drive 60% of category growth, approximately twice fair share. P&G Mexico grew organic sales high single digits and gained over one point of value share in fiscal 2026.
Stronger Core and
Bigger More Innovation
Tide Boosted and Tide evo
Tide made its biggest upgrade in over two decades on the original Tide liquid detergent, significantly improving the product for the same price. Tide original liquid has gone from declining to high single-digit retail sales growth in the months since launch — a powerful example of strengthening the core. A great example of a “bigger more” is Tide evo. Tide evo represents the biggest innovation in laundry, crafted by concentrating active surfactant ingredients into a mixture that is spun into individual fibers. This breakthrough process ensures each functional fiber delivers the powerful cleaning performance of Tide, while also enabling the creation of the convenient Tide evo unit dose form with no plastic bottles and no extra water. This new formulation and assembly process is proprietary to P&G and protected by over 50 granted patents, making it a truly unique technology and strengthening Tide’s equity as the best clean.
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.