# After years of inflation, consumers are more price-sensitive, more willing to compare.

*business · news · 2026-04-27 · Fortune*

## Key points

- P&G is prioritizing product innovation over broad price hikes to maintain pricing power.
- The new Tide formula is its largest upgrade in 25 years, with prices held steady.
- P&G expects rising tariffs, commodities, and investment costs to cut full-year EPS.
- Middle East oil prices may create a $1 billion annual earnings headwind for P&G by 2027.
- Despite cost pressures, P&G reported $21.2 billion in net sales, beating Wall Street estimates.

**Companies:** Procter & Gamble, Apple, Acadia Healthcare Company, Inc., National Health Investors, Inc.
**Countries:** United States, China

[Read the full story on Fortune](https://fortune.com/2026/04/27/procter-gamble-cfo-pricing-power-company-plans-earn-it/)

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