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: Uncovers the unarticulated needs of consumers. Innovation: Translates consumer desires into new products. Brand-Building: Shapes purpose-inspired benefit-driven brands. Go-to-Market Capabilities: Reaches retailers and consumers at the right place and time. Scale: Drives efficiency and consumer value.

Consumer Understanding

No company in the world has invested more in market research than P&G. We interact with more than five million consumers each year in nearly 100 countries. We conduct over 15,000 research studies every year, and invest more than $350 million 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. Nearly all organic sales growth over the past decade has come from new brands or improved products. 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 SymphonyIRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry. Over the past 16 years, P&G has had 132 products on the top 25 Pacesetters list—more than our six largest competitors combined. P&G earned 5th place among Fortune’s 2011 list of the World’s Most Admired Companies. And as of April 2011, P&G has won 22 “Product of the Year” recognitions, as voted on by consumers in the US, UK, France, Holland, Italy, Spain, and South Africa.


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 90% of P&G’s sales and more than 90% of 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.


P&G is creating scale advantage by integrating across our enterprise, consistently acting as one Company across our businesses and markets. By harnessing the strength of our brands and categories as one Company, we can better serve more consumers around the globe. With all of our brands, businesses, and people working in unison, we can create scale advantages by allocating resources more strategically and efficiently than any individual business can do on its own. This combination is greater than the sum of its parts—and we are focused on maximizing its potential.