Procter and Gamble braces for volatile year as US tariffs hit profits and sales growth forecast

Procter & Gamble, the globe’s largest consumer goods company, has issued a cautious outlook for the year ahead, despite delivering a modest rise in quarterly sales that outpaced analysts’ expectations. The firm, renowned for brands such as Gillette, Pampers and Head & Shoulders, reported that net sales in the fourth quarter lifted 2 per cent to $20.9 billion. Analysts had forecast slightly weaker figures, highlighting the company’s resilience in the face of complex market conditions.

For the financial year, total sales were broadly flat at $84 billion. The impact of rising product prices was offset by a one per cent dip attributable to unfavourable currency movements. Executives pointed to ongoing global headwinds, including a slowdown in China and the impact of American President Trump’s trade policies. Tariffs imposed by the US government are expected to cost Procter & Gamble an additional $1 billion in pre-tax costs in the coming year, putting pressure on future performance.

The company has forecast net sales growth of between 1 and 5 per cent for the 2026 financial year, trailing behind recent analyst expectations. Shares in the group have already dropped nearly 8 per cent since the start of 2025, with a further slight decrease in early US trading. Jon Moeller, the outgoing chief executive, emphasised that despite a challenging trading environment, the business succeeded in growing both sales and profits during 2025, and returned $16 billion to shareholders, which included $9.9 billion in dividends. The April dividend increase marked the 69th consecutive year of payout hikes, and projections for 2026 indicate dividends could reach $10 billion.

The effects of a volatile global economy and tariff headwinds have prompted cost-cutting measures. In June, Procter & Gamble announced a plan to shed 7,000 office-based jobs over the next two years—amounting to around 15 percent of its non-manufacturing workforce.

The company is also poised for a shift in leadership. Jon Moeller, who has held the top job for four years, will step down in January and become executive chairman. Operating chief Shailesh Jejurikar, a thirty-six-year company veteran with extensive experience across multiple divisions including fabric and home care, will take over as chief executive. His appointment continues Procter & Gamble’s tradition of promoting insiders to lead the business.

Procter & Gamble posted growth across all five divisions for the quarter: beauty, grooming, health care, baby feminine and family care, and fabric and home care. The beauty division, despite a drop in volumes for haircare products in North America and China, achieved a one per cent rise year-on-year. With a workforce of over 100,000 and a presence spanning North America, Europe, and greater China, Procter & Gamble faces a crucial period as it navigates heightened consumer caution, currency pressures and global trade obstacles.