Procter & Gamble Co. on Tuesday said it would raise prices on around 25% of the products it sells in the U.S. due to tariffs. But as higher prices keep shoppers cautious, executives at the maker of consumer products including Tide and Bounty argued that cheaper products don't guarantee longer-term success.
Procter & Gamble reported quarterly results that beat Wall Street's expectations, but introduced 2026 guidance that included a $1 billion hit due to tariffs.
