Core Strengths

P&G focuses on five core strengths required to win in the consumer products industry. We are designed to lead in each of these areas.

P&G's five core strengths

Consumer Understanding

No company in the world has invested more in market research than P&G. We interact with millions of consumers each year in nearly 100 countries. We conduct thousands of research studies annually, and invest hundreds of millions annually in consumer understanding. The insights we gain help us identify opportunities for innovation and better serve and communicate with our consumers.


Today, we’re recognized as one of the industry’s most prolific global innovators. We have always believed that product innovation is the lifeblood of P&G’s business. We invent brands and products that create and transform categories, and that build consumer trial and create value in those categories for years — often for decades. Our brand and product innovations drive category market growth, which creates value for our retail customers and suppliers.

Innovative new products earned Procter & Gamble five of the top 10 spots on the IRI New Product Pacesetters™ ranking of the most successful non-food product launches of 2014. P&G innovations making this annual list of the biggest innovations in our industry were Gain Flings! (#2), DayQuil/NyQuil SEVERE (#5), Old Spice Wild Collection (#7), Duracell Quantum (#8), and Cascade Platinum (#9). This achievement underscores P&G’s focus on driving business growth through a strong portfolio of innovative products designed to delight consumers. Since the first Pacesetters list in 1995, P&G has had 161 products make the top 25 Pacesetters list in non-food categories — more than our six largest competitors combined.


P&G is a company of leading brands. We are focusing on 10 product categories with about 65 brands. They play to P&G’s strengths of consumer understanding, branding, innovation, productivity, go-to-market capability and scale. Across the 10 categories, P&G has 21 brands with annual sales of $1 billion to about $10 billion, and 11 brands with sales of $500 million to $1 billion — many of those with billion-dollar potential.

Go-to-Market Capabilities

We’ve established industry-leading go-to-market capabilities. P&G is consistently ranked by leading retailers in industry surveys as a preferred supplier. We’re also frequently ranked as the industry leader in a wide range of capabilities, including clearest company strategy, brands most important to retailers, strong business fundamentals and innovative marketing programs.


As one of the world’s largest consumer packaged goods companies, P&G has scale advantages across our brands, businesses, operations and people. This allows us to share knowledge, transfer technologies, optimize our spending and flow resources to better serve consumers and continuously improve our efficiency and productivity.