Procter & Gamble

PG · NYSE

$159.32+$1.63 (+1.03%)TodayMarket closed · Oct 20, 7:59 PM ET

Prev close $157.69

PG analyst rating

BuyConsensus of 17 analysts over the last 12 months. 53% rate it a buy.

Strong buy0
Buy9
Hold8
Underperform0
Sell0

12-month price target · 30 analysts

Average $163.24 (+2.5% upside)

Low: $144.43
Now: $159.32
High: $195.30

Upgrades and downgrades

The latest rating actions, newest first

PG analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
RBC Capital	Oct 20, 2026	Maintains	Outperform	$166.00	45%
Citigroup	Oct 14, 2026	Maintains	Buy	$170.00 → $180.00	58%
Evercore ISI Group	Oct 6, 2026	Upgrade	In-Line → Outperform	$161.00 → $166.00	59%
RBC Capital	Oct 6, 2026	Maintains	Outperform	$167.00 → $166.00	45%
TD Cowen	Sep 30, 2026	Maintains	Hold	$150.00	58%
Argus Research	Aug 7, 2026	Downgrade	Buy → Hold	—	51%
HSBC	Jul 30, 2026	Downgrade	Buy → Hold	$182.00 → $149.00	—
Citigroup	Jul 30, 2026	Maintains	Buy	$181.00 → $170.00	58%
Barclays	Jul 21, 2026	Maintains	Equal-Weight	$146.00 → $152.00	62%
JP Morgan	Jul 16, 2026	Maintains	Overweight	$164.00 → $162.00	58%

The case for and against

Updated Oct 7, 2025

Bull case

Procter & Gamble has demonstrated solid sales growth, with a reported increase of over 5% in January and February, translating to a 3.4% growth rate for the quarter ending March 9, reflecting resilience despite some challenges in the U.S. market. The company is anticipated to continue improving its market share, which is expected to drive strong topline growth moving forward. Additionally, with positive momentum anticipated in Europe and Latin America as comparisons ease, Procter & Gamble's outlook remains promising.

Bear case

Procter & Gamble has experienced a significant decline in its SK-II brand sales in Greater China, with a 30% drop attributed to unfavorable market conditions and challenges faced by Japanese brands, reflecting broader issues in the region. Furthermore, the company reported a 15% decrease in category growth rates in the U.S. during December, indicating weak and inconsistent underlying market growth amid declining consumer confidence. These factors suggest potential long-term challenges for Procter & Gamble's revenue growth and overall financial performance.

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