Procter & Gamble will raise prices on about 25% of its U.S. products starting in August as it works to offset rising tariff-related expenses, the company announced following its fourth-quarter earnings report.
Chief Financial Officer Andre Schulten said Wednesday that the company will implement mid-single-digit price increases across roughly a quarter of its portfolio. The price hikes come as P&G anticipates $1 billion in pre-tax tariff costs for fiscal year 2026.
P&G has already notified major retailers, including Walmart and Target, about the upcoming changes, which shoppers will begin seeing on store shelves next month.
Learn more about the upcoming price increases in the video below:
P&G to raise prices on nearly a quarter of products due to tariff costs
Which P&G products will go up in price?
The increases will affect several well-known brands across categories such as fabric care, baby care, grooming, and personal health.
While a full list of products wasn’t provided, the company said premium and innovation-led products will undergo the most significant adjustments, including high-end Oral-B electric toothbrushes, enhanced Luvs diaper and upgraded Tide detergents, such as Tide EVO and Tide Pods with Oxi Boost.
The pricing changes are part of a broader cost-cutting and restructuring plan announced in June, which includes the elimination of up to 7,000 non-manufacturing jobs over the next two years.
Despite signs of consumer caution and softer spending habits, P&G reported strong financial results in its latest quarter. In Q4 2025, the company reported net sales of $20.9 billion, a 2% increase year-over-year, primarily driven by higher prices. The company also beat analyst expectations for both revenue and earnings per share.
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