New York, Jan 20, 2026, 20:04 EST — Market closed.
- Despite a rough day for U.S. stocks, Procter & Gamble shares climbed 1.7%
- As tariff news weighed on risk appetite, investors shifted their focus to defensive consumer-staples stocks
- Attention shifts to P&G’s January 22 earnings and potential updates on its cost and demand forecasts
Procter & Gamble shares jumped 1.71% to close at $147.00 on Tuesday, bucking a broad U.S. selloff that dragged the S&P 500 down 2.06% and the Dow 1.76%. The gain ended a two-day slide, with trading volume hitting 12.6 million shares—well above the stock’s 50-day average. Despite the bounce, P&G still sits roughly 18% below its 52-week peak. 1
This move is significant since P&G often serves as a go-to “safe haven” stock when investors turn cautious. A surge into staples usually signals traders are dialing back risk rather than chasing growth.
That defensive stance is facing a challenge. P&G reports this week, with investors eager to see whether pricing power holds up or if volumes are slipping as shoppers pull back.
Tuesday’s retreat came after President Donald Trump issued fresh tariff threats targeting imports from eight European countries, stirring fears of an escalating trade battle that dragged down tech shares and other risk-sensitive stocks, according to an Associated Press report. 2
Not everyone sees the decline as the beginning of a larger trend. Chris Verrone, chief market strategist at Strategas, told CNBC he’s inclined to buy, calling the drop a likely limited “drawdown” from recent highs. 3
For P&G, the key market question is straightforward: are consumers still purchasing, and how much are they willing to pay? The company’s product lineup focuses on essentials — detergent, diapers, razors — categories that usually weather dips in confidence better than discretionary goods.
In its October quarterly update, P&G held firm on its fiscal 2026 forecast, noting a $100 million after-tax hit from commodity costs and an additional $400 million after-tax drag from tariffs for the year. “These results keep us on track to deliver within our guidance ranges,” then-CEO Jon Moeller said. 4
Heading into Thursday, traders will zero in on any shifts in those cost lines, watching for signs of easing or new strains. Commentary on promotions and market share will draw sharp attention, as it reveals just how fierce the competition is getting on the shelves.
Peers played their role as well. On Tuesday, Colgate-Palmolive gained ground while Johnson & Johnson and Estée Lauder slipped. It’s a brief glimpse of investors weighing “defensive” stocks against “cyclical” ones amid renewed concerns over tariffs and growth.
But the risks are evident. Should P&G’s volume slip further, or if management adopts a sterner stance on tariffs, commodities, or currency moves, the stock’s safe-haven appeal could evaporate quickly — particularly if the wider market stabilizes and money flows back into higher-beta stocks.
P&G plans to release its fiscal second-quarter results and hold its earnings call on Jan. 22 at 8:30 a.m. ET, according to the company’s investor relations page. 5
