New York, Jan 10, 2026, 12:10 EST — Market closed
- P&G shares closed Friday just above their previous level, following a two-day bounce
- The company is launching updated Crest kids toothpaste packaging as part of a deal in Texas
- Upcoming catalysts: U.S. inflation data due Tuesday and P&G’s Jan. 22 earnings call
Procter & Gamble shares closed Friday up 0.24%, landing at $141.87 as investors digested new developments regarding the company’s Crest children’s toothpaste packaging. 1
Texas Attorney General Ken Paxton announced that his office secured a deal with Procter & Gamble Manufacturing Co. to revise the marketing and labeling of Crest children’s toothpaste. The new packaging started rolling out on Jan. 1 and will need to stay compliant for the next five years, the report noted. 2
Why it matters now: P&G stands as a key consumer staples benchmark. When a giant like this gets tangled in product-marketing disputes, investors quickly wonder if the legal turmoil will remain isolated or start to weigh on brand demand and expenses.
The timing hits right in the thick of earnings season, a period when traders grow jittery over anything that might trigger a surprise reveal on a conference call — no matter how minor the dollar amount.
Reuters reported that Paxton said P&G will make sure Kid’s Crest packaging and marketing “clearly depict the appropriate amount” of toothpaste for children. P&G stated it was “fully committed” to product safety and is voluntarily updating its artwork to show recommended dosing levels for kids. Colgate-Palmolive reached a similar deal with Paxton back in September, Reuters added. 3
The stock has gained ground in the past two sessions. PG climbed 2.53% Thursday and inched up 0.24% on Friday, with the latest session’s range between $140.83 and $142.33. 4
Friday’s rally extended across the board. The S&P 500 added 0.65%, the Dow climbed 0.48%, with Clorox leading gains at 1.86% and Colgate-Palmolive up 0.75%, according to MarketWatch data.
Analyst sentiment on staples has soured heading into 2026. TD Cowen’s Robert Moskow lowered his price target for P&G to $150 from $168, though he maintained a Buy rating. He described 2026 as a “challenging” year for large-cap consumer staples, noting that pricing is expected to remain “muted.” 5
Traders are focused on whether the toothpaste dispute will remain a simple packaging issue or escalate into a bigger problem — inviting increased scrutiny, sparking copycat claims, or simply becoming another headache for management.
P&G is set to release its next clean read with the fiscal second-quarter earnings call on Jan. 22 at 8:30 a.m. ET. 6
Macro data could drive sentiment for defensive stocks ahead of the next move. The U.S. Consumer Price Index for December 2025 is scheduled for release Tuesday, Jan. 13 at 8:30 a.m. ET, per the Bureau of Labor Statistics’ calendar. 7
In its latest quarterly update, P&G reported fiscal first-quarter results in October and confirmed it was sticking to its full-year guidance and cash-return strategy. On the follow-up call, investors usually zero in on organic sales — that is, sales excluding currency impacts and acquisitions — as well as core earnings, which remove certain one-time items. 8
But there’s a risk. A prolonged legal battle or stronger regulatory pressure could cap the multiple, particularly if volume stays weak and pricing power eases within staples.
Trading picks up again Monday, with CPI data due Tuesday. P&G’s earnings call on January 22 will be the next big event for the company.
