PG · 10-K · 2026A · Full report

Market Demand Trends

PROCTER & GAMBLE Co · 2026-08-04 · Importance 49 · Surprise 32

Baby, Feminine & Family Care net sales rose 1% to $20.4 billion, but organic sales declined 1% as unit volume fell 1% and global segment market share decreased 0.2 points. Baby Care showed the strongest demand, with unit volume growth in Greater China from innovation and in IMEA from market growth; organic sales increased 20% in Greater China and mid-single digits in IMEA, partly offset by a North American decline tied to competitive activity. Feminine Care faced market contraction in Greater China and competitive activity in IMEA and Europe, while predominantly North American Family Care declined due to competitive activity and lower pricing from merchandising investments; category shares fell 0.2 points for Feminine Care and 0.7 points for Family Care.

Key facts

• Baby Care net sales increased low single digits driven by favorable foreign exchange and a unit volume increase, including a 20% increase in Greater China and a mid-single-digit increase in IMEA. source
• Feminine Care net sales increased low single digits with unit volume decreasing driven by IMEA and Europe (both due to competitive activity) and Greater China (due to market contraction). source
• P&G products are sold in about 180 countries and territories. source