Procter & Gamble Charts a Course for Accelerated Growth

P&G CEO details strategy to reignite growth via product innovation like Tide Evo, digital transformation, and strong international performance in markets like China and Brazil.

At its recent presentation for the Consumer Analyst Group of New York (CAGNY), Procter & Gamble’s leadership detailed a multi-faceted strategy designed to reignite its growth momentum. The consumer goods giant is focusing on product innovation, a digital transformation, and sustained investment to navigate ongoing challenges like inflation, fragmented media channels, and retail evolution.

A Strategy of "Constructive Disruption"

In his first CAGNY appearance as CEO, Shailesh Jejurikar, alongside CFO Andre Schulten and CIO Seth Cohen, outlined what the company terms an "integrated growth strategy." This plan is bolstered by near-term initiatives intended to speed up progress. The core approach involves leveraging "constructive disruption" and digital projects to strengthen P&G's leading positions across its key product categories.

The management team acknowledged a difficult first half in fiscal 2026. CFO Schulten attributed this primarily to base effects from the prior year, where comparison figures were distorted by pandemic-related stockpiling and supply chain disruptions from port strikes and hurricanes. These headwinds disproportionately impacted the U.S. market. Outside the U.S., organic sales actually grew by over 2% during the same six-month period.

Spotlight on Innovation: Tide Evo and a Core Brand Revival

A significant portion of the presentation highlighted Tide Evo, described by P&G as its most substantial laundry innovation in years. The product utilizes highly concentrated surfactants that are "spun" into individual fibers, creating a single-dose format designed to eliminate plastic bottles and excess water.

A national rollout is confirmed, with pre-sales already underway through select retailers. The products are scheduled to arrive on regular store shelves in the coming weeks. P&G had initially announced Tide Evo on February 17, positioning it as a "worldwide premiere."

CEO Jejurikar also pointed to a major refresh within the existing portfolio. Tide Original Liquid, which represents approximately one-quarter of all Tide users, has undergone its most significant reformulation in over two decades. Since its relaunch, the brand has shifted from declining performance to double-digit growth over the past three months.

International Momentum and Digital Acceleration

The company provided several examples of current growth drivers. In Greater China, the Baby-Care segment delivered double-digit organic growth, gaining nearly 3 percentage points in market share. In Mexico, the Downy fabric enhancer brand grew organically at a double-digit rate, with value share increasing by over 4 points since its launch. In Brazil, Pantene reported 30% sales growth following a shift to user-generated content and influencer marketing. Overall, Latin America is growing in the high single digits, with market share gains in nearly every country.

On the technology front, CIO Cohen emphasized the role of artificial intelligence. This includes using AI for molecular discovery to accelerate product development. One cited example was a Pantene spray that was pre-tested using digital "consumer twins" before validation with actual users. P&G also highlighted the strength of its supply chain, noting that Gartner has recognized it for the eleventh time as one of only four global supply chains in its "Masters" category.

In market action, Procter & Gamble shares closed at $156.99, up 0.60% for the day. Year-to-date, the stock has gained 10.66%.

Outlook: Sustained Investment for Gradual Improvement

Looking ahead, CFO Schulten was clear: P&G remains committed to consistent investment "without hitting the brakes." The company anticipates a gradual improvement in both sales and earnings in the second half of fiscal 2026 and beyond. A key determinant will be whether innovations like Tide Evo can scale quickly enough and if the challenging U.S. base effects dissipate as expected.