Procter & Gamble Company (The) (NYSE: PG) stock is trading around $139–140 in midday U.S. trading on December 9, 2025, only a little above its new 52‑week low near $138 and well below its 12‑month high around $180. [1]
The consumer‑staples giant faces a rare mix of pressures: slowing U.S. category growth, new lawsuits against its Tampax and Kid’s Crest brands, and roughly $1 billion in tariff‑related cost headwinds for fiscal 2026. At the same time, Wall Street still sees meaningful upside, with most 12‑month price targets clustered in the high‑$160s to low‑$170s and PG yielding about 3% as a “Dividend King” with nearly seven decades of consecutive dividend increases. [2]
This article rounds up the key PG stock news, forecasts, and analysis published around December 9, 2025, and what it could mean for investors watching this defensive blue chip.
PG stock today: price, valuation and recent performance
- Share price & valuation – Around midday on December 9, PG trades near $139.7, giving the company a market cap of about $326 billion. Trailing‑12‑month revenue is roughly $84.9 billion and net income $16.5 billion, implying EPS of $6.85 and a P/E of ~20.4. Forward P/E is just under 20x, with an annual dividend of $4.23 per share (about a 3.0–3.1% yield at current prices). [3]
- 52‑week range and volatility – PG’s 52‑week range now runs from about $138.1 to $179.99, meaning the stock is currently down more than 22% from its 12‑month high. With a beta around 0.3–0.4, PG remains meaningfully less volatile than the broader market. [4]
- Performance vs. the market – Various data providers estimate that PG is down roughly the mid‑teens percentage year‑to‑date and over the last 12 months, while the S&P 500 has delivered a solid double‑digit gain over the same period. [5]
On December 8, PG closed at $138.34, down more than 3%, dragging on the Dow and marking one of its weakest closes since early 2023. [6] The stock is therefore entering December 9 trading from a position of clear technical weakness.
What moved Procter & Gamble stock on December 9, 2025?
1. Options market signals potential near‑term volatility
A fresh GuruFocus report on December 9 highlights “heightened options market activity” in PG, indicating traders are positioning for bigger‑than‑usual price swings. [7]
Key takeaways from that analysis:
- Annual revenue near $84.9 billion with a gross margin ~51% and operating margin ~24%, translating into a strong net margin around 19.7%.
- Solid balance sheet metrics: current ratio ~0.71, quick ratio ~0.51, debt‑to‑equity about 0.68, and ROE above 32%.
- Valuation screens as relatively undemanding versus its own history, with P/E ~20.2, P/S ~4.0, P/B ~6.2, all close to five‑year lows.
- The stock’s RSI in the high‑20s points to oversold conditions, even as PG trades below its 50‑ and 200‑day moving averages. [8]
In short, options data and technicals together suggest elevated short‑term volatility but also scope for a bounce if sentiment stabilizes.
2. New Febreze cabin air filter licensing deal
The most tangible product news of the day is a licensing partnership with Premium Guard Inc. (PGI).
- PGI announced a deal with Procter & Gamble to launch Febreze™ Cabin Air Filters powered by PUREFLOW® air‑filtration technology, targeting the automotive aftermarket. [9]
- The filters are designed to capture dust, pollen, exhaust and other contaminants while neutralizing odors, and will roll out through major retailers and e‑commerce platforms in early 2026, with expansion across North America and select global markets. [10]
Financially, this kind of brand‑licensing extension is unlikely to move the needle near term, but it reinforces Febreze as a cross‑category franchise and shows P&G’s ongoing push to monetize its brands beyond traditional household aisles.
3. Institutional investors buy the dip while insiders sell
Two separate MarketBeat notes dated December 9 show institutional investors increasing their positions:
- Jump Financial LLC initiated a new PG stake of 49,528 shares, about $7.9 million, as part of a broader pattern of institutional accumulation. [11]
- Investment Management Corp. of Ontario boosted its holdings by 31.8% in Q2 to 163,656 shares worth roughly $26 million. [12]
MarketBeat pegs institutional ownership at about 66% of shares outstanding, reflecting continued confidence from long‑term investors. [13]
At the same time, insiders – including senior executives – have sold around 30,000 shares (~$4.6 million) over the last quarter, trimming but not abandoning their holdings. [14] This mix of institutional buying versus insider selling is one reason sentiment screens as “cautiously optimistic” rather than outright bullish.
4. Dual headwinds: legal risks and analyst target cuts
A widely cited boerse‑global/ad‑hoc‑news piece on December 9 frames P&G’s share slide as driven by “dual headwinds”: emerging product‑safety litigation and a string of analyst price‑target cuts. [15]
On the litigation side (covered in more detail below), PG faces:
- Fresh class actions alleging unsafe lead levels in Tampax tampons. [16]
- A U.S. judge’s decision that P&G must face a lawsuit claiming Kid’s Crest toothpaste packaging encourages children to use more fluoride than is safe. [17]
On the analyst side, houses such as Deutsche Bank, Bank of America and BNP Paribas have trimmed their PG price targets (for example, Deutsche Bank to about $171 and BofA to $174), even while maintaining “Buy” ratings. [18]
That combination – legal noise plus slightly lower targets – has contributed to PG setting fresh annual lows in recent sessions. [19]
Fundamentals: fiscal 2025 results and P&G’s 2026 guidance
Despite the share‑price weakness, P&G’s latest full‑year numbers remain solid but not spectacular.
Fiscal 2025 (year ended June 30, 2025)
According to the company’s earnings release and annual report:
- Net sales were about $84.3 billion, essentially flat year‑on‑year.
- Organic sales (excluding FX and portfolio changes) grew 2%.
- Diluted EPS increased 8%, while core EPS (adjusted for certain items) grew 4%. [20]
- Q4 FY25 saw net sales of roughly $20.9 billion, up 2%, with core EPS rising about 6% and diluted EPS up 17%, boosted by pricing and a richer product mix. [21]
- P&G delivered adjusted free‑cash‑flow productivity around 87% and returned about $16.4 billion to shareholders via dividends and buybacks in the year. [22]
The earnings beat consensus expectations, and multiple outlets – including Barron’s – noted that core EPS of $1.48 in Q4 topped estimates, with organic sales still inching higher despite a tougher backdrop. [23]
Fiscal 2026 outlook: modest growth, higher costs
Management’s guidance for fiscal 2026 is where some investor unease creeps in:
- P&G expects flat to 4% organic sales growth and core EPS growth of roughly 0–4% versus fiscal 2025’s core EPS, implying a range around $6.83–$7.09 per share. [24]
- New U.S. tariffs are expected to add roughly $1 billion in pre‑tax costs in fiscal 2026. [25]
- In response, the company is raising prices on about 25% of its U.S. portfolio, restructuring its operations, and plans to cut roughly 7,000 non‑manufacturing jobs over two years. [26]
At the same time, P&G is preparing for a leadership transition: long‑time executive Shailesh Jejurikar will become CEO on January 1, 2026, succeeding Jon Moeller, who will stay on as executive chairman. [27]
Taken together, the fundamentals show slow but positive growth, strong margins, and continued cash returns – but not enough acceleration to fully offset the macro, tariff and legal worries that are now front‑of‑mind for the market.
Wall Street forecasts: what analysts expect for PG stock
Across major platforms, the message is broadly consistent: modest growth, solid dividend, and double‑digit upside from depressed levels, but not without risk.
- MarketBeat aggregates 22 analyst ratings and classifies PG as a “Moderate Buy”, with 13 Buys and 9 Holds. The average 12‑month price target is about $171.40, implying roughly 23% upside from around $139.50. [28]
- TipRanks shows a similar “Moderate Buy” consensus from 18 Wall Street analysts, with an average target of $169.06 (high $180, low $151), about 18% upside from the last quoted price around $143. [29]
- TradingView reports a Buy rating from 27 analysts and an average target around $169.7, with a typical range of $151–186. [30]
- StockAnalysis cites 14 analysts with a “Buy” rating and an average target of $174.43, almost 25% above the current share price. [31]
A deeper forecast snapshot from Benzinga notes that:
- PG’s 1‑year return was recently about -9%, and both year‑to‑date and 12‑month performance have lagged the market.
- The average target across 26 analysts is ~$176.72, with a high of $209 and a low of $153.
- CoinCodex‑based models see little price movement near term, a slight dip in 2026, and modest upside by 2030. [32]
In plain language: most analysts expect PG to grind higher over the next 12 months, but they are also tempering expectations compared with earlier in the cycle.
Valuation debate: quality on sale or slow‑growth value trap?
Quantitative screens: historically cheap for PG
The GuruFocus options note effectively labels PG as “undervalued relative to its own history”:
- P/E near 20x is close to the stock’s five‑year low, while P/S (~4x) and P/B (~6x) are also around multi‑year troughs. [33]
- With a net margin just under 20% and ROE above 30%, PG still looks like a high‑quality compounder on most profitability metrics. [34]
Simply Wall St reaches a similar conclusion using its proprietary “Fair Ratio”:
- It estimates PG’s current P/E around 19.6x versus a “fair” multiple of about 22x, implying modest undervaluation.
- A bull‑case narrative yields a fair value near $169 (around 18% above the last close), while a bear‑case narrative centers around $120, implying limited upside or modest downside from current levels. [35]
Bulls: “Dividend King on sale”
A December 8 Seeking Alpha article titled “Procter & Gamble: The Dividend King Is On Sale Now” argues that:
- PG trading near its 52‑week lows offers a long‑term buying opportunity, especially as tax‑loss selling fades.
- The company’s restructuring, automation and AI initiatives could unlock up to $1.5 billion in productivity savings, supporting margins.
- With a near‑3% yield, a 69‑year dividend growth streak, and a discount to the S&P 500’s valuation, PG is presented as a defensive income play ahead of potential Fed rate cuts. [36]
Bears: “Cash cow still a sell”
On the other side, another Seeking Alpha piece (also recent) characterizes PG as “a cash cow that is still a sell”, pointing to:
- Slow revenue growth, particularly in mature categories.
- Tariff‑driven cost pressure and more cautious consumers.
- A valuation that, while off its highs, is still rich relative to sluggish growth and rising legal risk. [37]
Benzinga’s forecast similarly warns that private‑label competition and muted sales growth could keep a lid on PG’s multiple, even as its profit margins remain enviable. [38]
Legal and regulatory overhangs: Tampax and Kid’s Crest
Tampax lead‑contamination lawsuits
Legal headlines have become a bigger part of the PG story in late 2025:
- A new class action filed in Ohio federal court in November alleges that Tampax tampons contain unsafe levels of lead, accusing P&G of failing to disclose the risk and misleading consumers about product safety. [39]
- Earlier litigation describes test results where certain Tampax Pearl products allegedly expose frequent users to microgram‑level lead doses above California’s Maximum Allowable Dose Level (MADL), though these claims remain unproven in court. [40]
These cases are at an early stage – no findings of liability, damages, or regulatory sanctions have been made – but the headline risk to a trust‑centric brand like Tampax is material.
Kid’s Crest fluoride packaging case
Separately, a U.S. District Judge recently ruled that P&G must face a lawsuit alleging its Kid’s Crest toothpaste packaging misleads parents into thinking children can safely use a full strip of toothpaste, despite guidance that only a small amount should be used to avoid excess fluoride ingestion. [41]
The case is one of several fluoride‑related suits targeting children’s oral‑care products from multiple companies, and it sits alongside a broader investigation by the Texas Attorney General into marketing practices by Crest and Colgate. [42]
For now, these legal matters are reputation and risk‑premium issues more than financial ones, but they help explain why some investors are demanding a bigger discount before owning PG stock.
Demand slowdown and macro backdrop
At the Morgan Stanley Global Consumer & Retail Conference in early December, PG CFO Andre Schulten warned that U.S. category sales in some key business lines fell meaningfully in October and likely again in November, calling the environment “the most volatile in years” and highlighting consumers who are “more nervous and cautious.” [43]
According to coverage of his comments:
- Category sales are under pressure in both volume and value terms in the U.S. mass market.
- Competitive intensity and macro factors like government shutdown risk and changes to SNAP benefits have weighed on demand. [44]
Those remarks triggered PG’s two‑year low last week and continue to color investor sentiment today. [45]
Brand engine still turning: new products and partnerships
Despite the headwinds, P&G continues to innovate and extend its brands:
- Aussie launched its Ultra Wonder curl‑care collection, aiming to offer premium multi‑tasking products at mass‑market prices. [46]
- Pantene introduced the Abundant & Strong line to address hair shedding and support healthier growth. [47]
- Pampers rolled out what it calls the world’s smallest diaper for extremely premature babies, bolstering its hospital and neonatal footprint. [48]
- Cascade marked its 70th anniversary by partnering with Feeding America to help provide up to one million meals, underscoring P&G’s ESG messaging. [49]
- The new Febreze cabin air filter licensing deal with Premium Guard pushes the Febreze name deeper into the automotive channel starting in 2026. [50]
These initiatives support P&G’s long‑term strategy of premiumization, mix improvement and brand‑led growth, even if they don’t yet offset macro and tariff pressures in the numbers.
Dividend profile: why income investors still care
For dividend‑focused investors, PG’s appeal is straightforward:
- The company currently pays $4.23 per share annually, translating to a ~3% yield at today’s price. [51]
- PG is a “Dividend King”, having increased its dividend for roughly 69 consecutive years and paying some form of dividend for well over a century. [52]
- Recent filings put the payout ratio around 60–62% of earnings, a level most analysts still view as sustainable given PG’s margins and cash flow. [53]
Multiple articles – from Motley Fool round‑ups to Seeking Alpha pieces – continue to highlight PG as a core holding for long‑term income portfolios, even though its total return has lagged the broader market in recent years. [54]
Who PG stock may suit right now
Putting the pieces together, PG at around $140 today looks like:
- Fundamentally solid, with steady (if slow) organic growth, high margins and reliable free cash flow. [55]
- Technically oversold, trading near two‑year and 52‑week lows with an oversold RSI and negative momentum indicators. [56]
- Valued below its historical averages, yet still not “deep value” if growth remains stuck in the low single digits. [57]
- Subject to unusual headline risk, from product‑safety litigation to tariff‑driven price increases and a more fragile U.S. consumer. [58]
That mix tends to appeal most to:
- Income‑oriented investors who prize dividend stability and are comfortable with modest growth.
- Defensive investors seeking lower‑beta exposure with potential upside if sentiment normalizes and macro pressures ease.
On the other hand, investors focused on high growth or litigation‑averse mandates may find the current setup less attractive until there is more clarity on legal outcomes and category trends.
Important: This article is for informational purposes only and does not constitute investment advice, a recommendation to buy or sell any security, or a substitute for professional financial guidance.
References
1. stockanalysis.com, 2. www.reuters.com, 3. stockanalysis.com, 4. stockanalysis.com, 5. www.financecharts.com, 6. www.marketwatch.com, 7. www.gurufocus.com, 8. www.gurufocus.com, 9. www.prnewswire.com, 10. www.prnewswire.com, 11. www.marketbeat.com, 12. www.marketbeat.com, 13. www.marketbeat.com, 14. www.marketbeat.com, 15. www.ad-hoc-news.de, 16. topclassactions.com, 17. www.reuters.com, 18. www.marketbeat.com, 19. www.ad-hoc-news.de, 20. us.pg.com, 21. us.pg.com, 22. s204.q4cdn.com, 23. www.barrons.com, 24. finance.yahoo.com, 25. www.reuters.com, 26. www.reuters.com, 27. www.reuters.com, 28. www.marketbeat.com, 29. www.tipranks.com, 30. www.tradingview.com, 31. stockanalysis.com, 32. www.benzinga.com, 33. www.gurufocus.com, 34. www.gurufocus.com, 35. simplywall.st, 36. seekingalpha.com, 37. seekingalpha.com, 38. www.benzinga.com, 39. topclassactions.com, 40. www.classaction.org, 41. www.reuters.com, 42. www.reuters.com, 43. www.globalcosmeticsnews.com, 44. www.globalcosmeticsnews.com, 45. stockanalysis.com, 46. stockanalysis.com, 47. stockanalysis.com, 48. stockanalysis.com, 49. stockanalysis.com, 50. www.prnewswire.com, 51. stockanalysis.com, 52. www.benzinga.com, 53. www.marketbeat.com, 54. stockanalysis.com, 55. us.pg.com, 56. www.gurufocus.com, 57. www.gurufocus.com, 58. topclassactions.com
