PG · 10-K · 2026A · Full report

Competition and Market Share

PROCTER & GAMBLE Co · 2026-08-04 · Importance 20 · Surprise 24

P&G described competition from global, regional and local branded products as well as retailer private-label products across multiple price tiers and sales channels. Global market share declined 0.3 points in Beauty, 0.4 points in Grooming and 0.4 points in fabric care, with competitive activity specifically affecting North American hair care, Greater China skin care and oral care, and European fabric care. Health Care share increased 0.4 points, including a 0.5-point gain in personal health care, while home care share increased 0.3 points and personal care share increased 0.2 points. The Grooming business retained more than 50% global market share and more than 60% share in global blades and razors, while hair care held about 20% global share and oral care nearly 30%.

Key facts

• P&G is a global market leader in the retail hair care market with about 20% global market share primarily behind Head & Shoulders and Pantene. source
• P&G has about 20% global market share in personal care and is number two, primarily behind Old Spice, Native, Secret and Safeguard. source
• Olay has about 5% global market share in skin care. source
• P&G is the global market leader in the grooming market holding more than 50% share and global blades and razors market share is more than 60%. source
• P&G holds nearly 30% of the male electric shavers market. source
• In oral care, P&G has a nearly 30% global market share behind Crest and Oral-B. source
• In fabric care, P&G is the global market leader with over 35% market share in the markets in which it competes, primarily behind Tide, Ariel and Downy. source
• P&G's global home care market share is more than 30% across categories it competes in, primarily behind Cascade, Dawn, Febreze and Swiffer. source