New York, Jan 20, 2026, 13:47 EST — Regular session
- Procter & Gamble shares buck the broader market decline, drawing defensive investor interest
- Barclays raises its price target but warns of “flight to safety” buying
- Traders are eyeing Jan. 22 earnings reports for new insights on pricing, costs, and demand
Procter & Gamble shares climbed 1.4%, hitting $146.49 in afternoon trading, brushing off a broad selloff that dragged major U.S. indexes down over 1%. The drop came after President Donald Trump warned of new tariff threats. He announced a 10% tariff starting Feb. 1 on imports from eight European countries, set to jump to 25% by June 1 unless the U.S. strikes a deal to buy Greenland. 1
The move stood out as a classic risk-off response—investors trimming positions, seeking safer assets and accepting higher prices for perceived security. The Cboe Volatility Index, known as Wall Street’s fear gauge, climbed to an eight-week peak of 20.69 while the S&P 500 dropped roughly 1.1%. 2
Cash moved into consumer staples, a go-to when growth stocks falter. The Consumer Staples Select Sector SPDR Fund rose roughly 0.4%. Shares of Kimberly-Clark and Colgate-Palmolive each jumped over 1%, and Coca-Cola added around 1.5%.
Barclays analyst Lauren Lieberman bumped her price target on P&G to $155 from $151, maintaining an “Equal Weight” rating. That rating usually means the stock is expected to perform about the same as its peers. Barclays noted the recent “enthusiasm” around the stock seems driven more by a “flight to safety” than by stronger fundamentals. The firm also flagged potential challenges ahead, citing oil and currency headwinds that could intensify in 2026. 3
Thursday brings the next key event. P&G will hold its fiscal second-quarter earnings call at 8:30 a.m. ET. This update often influences household and personal-care stocks, given P&G’s heavyweights like Tide and Pampers. 4
In its fiscal 2026 first-quarter update in October, P&G held firm on its full-year core EPS growth forecast, targeting a range between $6.83 and $7.09. The company posted 2% organic sales growth during the quarter, with pricing and mix each adding a percentage point, while volumes stayed roughly flat. 5
Income remains a key selling point. A filing on Jan. 13 revealed that P&G’s board approved a quarterly dividend of $1.0568 per share. The payout will go to shareholders of record as of Jan. 23, with payments starting on or after Feb. 17. 6
Defensives aren’t off the hook. If consumers keep trading down or retailers ramp up promotions, volume can drop even if reported sales hold steady. Meanwhile, currency shifts or spikes in energy-related costs can squeeze margins fast.
Traders are focused on two key factors: the impact of tariff news on market sentiment and whether P&G’s Thursday earnings can calm nerves around pricing, costs, and demand. The company’s webcast kicks off Jan. 22 at 8:30 a.m. ET. 7
