PG · 10-K · 2026A · Full report

Competition and Market Share

PROCTER & GAMBLE Co · 2026-08-04 · Importance 11 · Surprise 24

P&G operates in highly competitive markets against global, regional and local branded competitors as well as retailer private-label products across multiple price tiers. Global market share declined 0.3 points in Beauty, 0.4 points in Grooming and remained unchanged in Fabric & Home Care, while Health Care share increased 0.4 points. Category-level pressure was most pronounced in Beauty hair care and skin care, Grooming, oral care and fabric care, with competitive activity reducing volume in North America, Greater China, Europe and IMEA. Home Care and Personal Health Care gained category share by 0.3 points and 0.5 points, respectively.

Key facts

• Feminine Care unit volume decreased driven by IMEA and Europe (both due to competitive activity) and Greater China (due to market contraction). source
• Beauty global market share decreased 0.3 points. source
• Hair Care net sales increased high single digits with unit volume increase; global market share of hair care decreased 0.5 points. source
• Personal Care net sales increased high single digits and global market share of the personal care category increased 0.2 points. source
• Skin Care net sales increased mid-single digits; global market share of the skin care category decreased 0.6 points. source
• Global market share of the Grooming segment decreased 0.4 points. source
• Global market share of the Health Care segment increased 0.4 points. source
• Fabric Care global market share decreased 0.4 points. source