Costco Wholesale vs Procter & Gamble: Fair Value & Quality
Both stocks run through our valuation models. Here is how Costco Wholesale (COST) and Procter & Gamble (PG) compare, as of Aug 13, 2026.
As of Aug 13, 2026, Fair Value Calculator sees Procter & Gamble as the less overvalued of the two: Costco Wholesale trades at $944 versus a fair value of $384 (-59%), while Procter & Gamble trades at $145 versus $108 (-26%).
Costco Wholesale
COST · USD · Consumer Staples
-59%
upside to fair value
overvalued
Price$944
Fair Value$384
Quality67/100
Procter & Gamble
PG · USD · Consumer Staples
-26%
upside to fair value
overvalued
Price$145
Fair Value$108
Quality75/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Costco WholesaleProcter & Gamble
Valuation
46.1×P/E (TTM)21.5×
1.38×P/S (TTM)3.95×
13.93×P/B6.58×
28.9×EV/EBITDA14.3×
4.47×PEG4.13×
0.6%Dividend yield2.9%
$5.37Dividend per share$4.23
Profitability
3%Net margin19%
4%Operating margin23%
29%Return on equity31%
9%Return on assets11%
Growth
22%Revenue growth (YoY)7%
6.6%Avg. growth/yr (3Y)1.7%
10.5%Avg. growth/yr (5Y)3.5%
Balance & size
0.20×Debt / equity0.48×
$406BMarket cap$342B
healthyGrowth qualityhealthy
Procter & Gamble leads: 5 to 9 metric wins.
Dash = not meaningfully computable, for example with negative equity.
Quality in detail
The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.
Costco Wholesaleof which business quality 65 · market factors 48Procter & Gambleof which business quality 71 · market factors 52
ProfitabilityMargins and returns on capital today
73
73
Quality GrowthAre margins and returns improving?
42
46
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
69
85
Low VolatilityCalm price path (market factor)
81
95
MomentumPrice trend over the last 3–12 months (market factor)
34
36
52W MomentumDistance to the 52-week high (market factor)
36
31
Net IssuanceBuybacks instead of dilution
82
91
What the models say
The median fair value (base case) per model family, each in the currency of its trading venue. Green = above the current price, red = below.
Costco Wholesale
DCF Models$424
Earnings-Based$202
Dividend Discount$94.03
Multiples$353
Asset-Based$44.06
Growth DCF$401
Economic Profit$224
Growth Earnings$315
26 of 26 models see the stock below the current price.
Procter & Gamble
DCF Models$97.73
Earnings-Based$85.21
Dividend Discount$59.55
Multiples$120
Asset-Based$14.97
Growth DCF$74.21
Economic Profit$68.20
Growth Earnings$112
24 of 24 models see the stock below the current price.
Scenario ranges
From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.
Costco Wholesale
Bear $264Fair Value $384Bull $479
$944 = current price (white tick)
Procter & Gamble
Bear $70.77Fair Value $108Bull $151
$145 = current price (white tick)
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Ranked within their sector
Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.
Costco Wholesale · Consumer Staples
Quality score67 · Top 25%
Fair value upside-59% · bottom 25%
Procter & Gamble · Consumer Staples
Quality score75 · Top 25%
Fair value upside-26% · below median
Bottom line
As of Aug 13, 2026, Fair Value Calculator sees Procter & Gamble as the less overvalued of the two: Costco Wholesale trades at $944 versus a fair value of $384 (-59%), while Procter & Gamble trades at $145 versus $108 (-26%).
Procter & Gamble has the higher quality score (75/100).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
