New York, Jan 27, 2026, 12:40 EST — Regular session
- Procter & Gamble shares slipped Tuesday following a downgrade from TD Cowen.
- A regulatory filing revealed that P&G’s chief brand officer sold stock after exercising options.
- With new data revealing a more anxious U.S. consumer, investors are focused on the Fed ahead of Wednesday’s meeting.
Procter & Gamble (PG.N) shares slipped roughly 0.3% to $149.00 in midday trading Tuesday, trailing a slight uptick in the broader market. The consumer staples sector showed little movement.
This shift is significant since staples have long served as a market refuge, but that “safe” bet falters when consumers cut spending. For P&G, investors remain focused on volumes and pricing power as the key factors.
U.S. consumer confidence dropped in January to its lowest point since 2014, the Conference Board reported, signaling trouble for companies selling everyday goods. “Consumers’ write-in responses … continued to skew towards pessimism,” noted Dana Peterson, the Conference Board’s chief economist. 1
TD Cowen has downgraded P&G from “buy” to “hold,” while nudging up its price target to $156 from $150, according to MT Newswires. For clarity, the price target represents where the analyst expects the stock to trade over the coming year. 2
Separately, a U.S. securities filing revealed Chief Brand Officer Marc S. Pritchard exercised options to purchase 95,903 shares, then sold the exact same amount on Jan. 23 at a weighted average price of $151.1495. After these moves, the filing showed he still held roughly 182,607 shares. 3
Tariffs and price sensitivity continue to weigh on the group. P&G has boosted prices in the U.S. by roughly 2% to 2.5% in a bid to counter tariffs and sluggish sales, Reuters reported Monday. “Most consumers are still mad about the level of current prices and won’t take kindly to further hikes,” said Brian Jacobsen, chief economic strategist at Annex Wealth Management. 4
Kimberly-Clark’s stock rose about 2% in pre-market trading after the company topped quarterly profit forecasts, driven by cost reductions and stable demand. The maker of Huggies and Kleenex showed a different picture for household essentials. Reuters reported on the earnings. 5
For P&G, the question remains a familiar one on Wall Street: can strong brands hold shoppers’ loyalty even as cheaper store brands claim more shelf space during belt-tightening?
There’s a downside risk. If tariffs continue to drive up costs and consumers push back against more price hikes, P&G might have to rely more on promotions and smaller pack sizes — strategies that safeguard sales volume but could squeeze margins.
The upcoming trigger is macro-related. All eyes are on Wednesday’s Federal Reserve policy announcement, set for 2:00 p.m. ET, with Chair Jerome Powell’s press conference scheduled for 2:30 p.m. ET. 6
