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.


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.


P&G is widely recognized as the industry’s global innovation leader. We collaborate with a global network of research partners, and more than half of all product innovation coming from P&G today includes at least one major component from an external partner. Their contributions have consistently helped us earn honors from the IRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry. This year, P&G products Crest Complete Multi Benefit (#5), Febreze CAR Vent Clips (#8) and Olay Body Collections (#9) earned three of the Top 10 spots on IRI's list, with P&G products filling six of the top 20 spots. In the 18 years the Pacesetters list has been published, P&G has had 148 products make the top 25 Pacesetters list in non-Food categories—more than our six largest competitors combined.


P&G is the brand-building leader of our industry. We’ve built the strongest portfolio of brands in the industry with 50 leadership brands that are among some of the world’s best-known household names–and which together make up more than 90% of P&G’s sales and profits. Twenty-five of these brands each generate more than $1 billion dollars in annual sales.

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.