NEW YORK, Jan 9, 2026, 20:06 EST — Market closed
- P&G agreed to change Kid’s Crest toothpaste packaging after Texas raised fluoride-marketing concerns
- Shares closed up 0.24% at $141.87; the stock slipped in late after-hours trading
- Investors’ next focal point is P&G’s Jan. 22 earnings call and any guidance on volumes and pricing
Procter & Gamble is changing the packaging and marketing for its Kid’s Crest toothpaste after Texas Attorney General Ken Paxton said label artwork encouraged unsafe fluoride use by children. Paxton said the rollout began on Jan. 1 and the company must keep the changes in place for five years. P&G said it was “fully committed to delivering safe, reliable products” and would ensure the artwork reflects recommended dosing levels for children, while Colgate-Palmolive reached a similar agreement in September. 1
Why this matters now is less about one toothpaste box and more about how fast a consumer brand can get pulled into a political and regulatory fight. For staples companies, the pitch is stability; sudden label and marketing scrutiny does not fit neatly into that story.
It also lands at an awkward moment for the group. Investors are debating whether pricing power is fading and whether shoppers keep trading down, leaving volumes — unit sales — as the swing factor in 2026.
P&G shares closed up 0.24% at $141.87 on Friday. The stock was down 0.17% at $141.63 in after-hours trading by 7:38 p.m. EST, after two straight sessions of gains following Wednesday’s intraday dip to $137.62. 2
The broader tone helped. The Consumer Staples Select Sector SPDR Fund, a proxy for the group, rose about 1% on Friday, while the SPDR S&P 500 ETF Trust gained about 0.6%.
Analyst caution has been building into the new year. TD Cowen’s Robert Moskow cut his price target on P&G to $150 from $168 and kept a Buy rating, calling 2026 a “challenging” year for large-cap staples with pricing “muted.” 3
On the chart, traders are watching the $141 area. Barchart put first support — where buyers often step in — at $141.02 and first resistance — where rallies often stall — at $142.52, and flagged a 52-week range of $137.62 to $179.99.
But the downside case is straightforward. If the toothpaste dispute widens into broader label demands or fresh litigation, the category could face higher compliance costs and more reputational risk, even if the products keep selling.
Next up is earnings. Procter & Gamble is scheduled to host its fiscal second-quarter earnings conference call on Jan. 22 at 8:30 a.m. ET, with investors focused on volumes, pricing and any read-through on marketing and product-safety scrutiny. 4
