PG · 10-Q · 2026Q1 · Full report

Oral care premiumization

PROCTER & GAMBLE Co · 2026-04-24 · Importance 45 · Surprise 38

Oral Care growth was driven by favorable foreign exchange, innovation-based pricing in North America and Europe, and mix shifts toward power brushes and premium toothpaste formats that command above-category prices. Despite these mix and pricing gains, unit volumes declined notably in Greater China due to market contraction and competitive activity. Organic trends show mid-single-digit to low-single-digit growth in major regions but a mid-teens decline in Greater China for the quarter, indicating regional divergence. Management reports a modest expansion in Oral Care market share despite the Greater China volume pressure.

Key facts

• Oral Care net sales increases were driven in part by growth of power brushes and premium paste, which have higher than category-average selling prices (oral care premiumization). source