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The Procter & Gamble Company (0NOF) fair value: what the stock is really worth

As of Oct 2, 2026: fair value of The Procter & Gamble Company $98.93, price $145, upside -31.6%, quality 72 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.

  1. Fair value above price? No
  2. Good quality? Yes
  3. Add to watchlist

Consumer Defensive · GB · ISIN US7427181091

TP Broad data Oct 2, 2026

The Procter & Gamble Company

0NOF · LSE

Overvalued / MonitorQuality is not strong enough to offset the price risk.

!Fair value $98.93 · Overvalued (−31.6%)
✓Quality 72/100
✓Healthy Growth (revenue 5y +3.5 %/yr)
✓Solidly profitable · 19.2% net margin (TTM)
✓Low debt · generates free cash flow
✓2.9% dividend yield · Sustainable
✓Wide moat 79/100

What runs behind every stock

26 valuation models 8 families, DCF to NCAV 37 quality factors margins, balance sheet, cashflow, debt 6 AI factors moat, what no ratio measures 2,000+ data points verified, per stock, median

69 individual criteria per stock, every one traceable See the method →

Price vs Fair Value

$173.95 $112.49 Fair Value $98.93 Jun 2021 Oct 2026

White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Oct 2, 2026.

How to read this chart

60‑month range $112.49 – $173.95 · fair‑value band $65.73 – $138.37 · the $144.57 price screens above the $98.93 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Oct 2, 2026.

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Company profile

The Procter & Gamble Company provides branded consumer packaged goods worldwide. It operates through Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine & Family Care segments.

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The Procter & Gamble Company provides branded consumer packaged goods worldwide. It operates through Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine & Family Care segments. The company offers conditioners, shampoos, styling aids, and treatments under the Head & Shoulders, Herbal Essences, Pantene, and Rejoice brands; antiperspirants, deodorants, and personal cleansing products under the Native, Old Spice, Safeguard, and Secret brands; and facial moisturizers, cleaners, and treatments under the Olay and SK-II brands. It also provides blades, razors, shave products, appliances, and other grooming products under the Braun, Gillette, and Venus brands. In addition, the company offers toothbrushes, toothpastes, and other oral care products under the Crest and Oral-B brands; and gastrointestinal, pain relief, rapid diagnostics, respiratory, vitamins/minerals/supplements, and other personal health care products under the Metamucil, Neurobion, Pepto-Bismol, and Vicks brands. Further, it provides fabric enhancers, and laundry additives and detergents under the Ariel, Downy, Gain, and Tide brands; and air and dish care, P&G professional, and surface care under the Cascade, Dawn, Fairy, Febreze, Mr. Clean, and Swiffer brands. Additionally, the company offers baby wipes, and taped diapers and pants under the Luvs and Pampers brands; adult incontinence and menstrual care products under the Always, Always Discreet, and Tampax brands; and paper towels, tissues, and toilet papers under the Bounty, Charmin, and Puffs brands. It sells its products through mass merchandisers, social and e-commerce channels, grocery and specialty beauty stores, membership club stores, drug and department stores, distributors, wholesalers, airport duty-free and high-frequency stores, pharmacies, electronics stores, and professional channels, as well as directly to consumers. The Procter & Gamble Company was founded in 1837 and is headquartered in Cincinnati, Ohio.

Stock analysis

The Procter & Gamble Company (0NOF) currently trades at $144.57, while our model-based Fair Value estimate is $98.93, 31.6% below the price, so the stock looks overvalued today.

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Valuation

Bull case: the Multiples group reads highest at a median of $115.83 per share, and 0 of the 22 models we run sit above the $144.57 price.

Bear case: the Asset-Based group reads lowest at $14.86, and 22 of the 22 models stay below the price. Evidence for this calculation is high.

Scenario range: $65.73 (bear) to $138.37 (bull), the price of $144.57 sits above it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.

Quality & growth

The Quality Score stands at 72/100 (solid quality), in the Consumer Defensive sector.

Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.

The Procter & Gamble Company reported revenue of $84.3B in FY2025 versus $76.1B in FY2021, a compound +2.6%/yr. Reported net income was $16.0B in FY2025, compounding +2.8%/yr from FY2021.

Key figures

Market cap $339B · P/E ratio 0.2 · P/S ratio 0.04 · EPS (TTM) $6.30 · Dividend yield 2.9% · Net margin 19.0% · Return on equity 31.1% · Return on assets (EBIT) 15.5%.

Competitive moat

Our AI-assisted moat analysis scores the competitive advantage at 52 out of 100 (low confidence).

What moves the price

The share trades about 13% below its 52-week high and 5% above its 52-week low, currently below its 200-day average.

For context, the median of 10 Consumer Defensive peers we cover trades at −29% fair-value upside, at −32%, 0NOF screens richer than that median.

Fair Value models

Bear $65.73 Fair Value $98.93 Bull $138.37
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model. Based on fiscal year 2025 figures (about 9 months old). Earnings retained since then ($1.57 per share) are deliberately not added. Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds. Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Highest evidence
FCF DCF $55.81 $79.14 $111.56 81
Growth DCF $57.69 $79.71 $109.00 79
Owner Earnings $60.04 $84.96 $119.58 77
All 22 models by family
DCF Models
FCF DCF $55.81 $79.14 $111.56 81
Owner Earnings $60.04 $84.96 $119.58 77
5Y Revenue Exit $38.99 $56.83 $78.68 73
5Y EBITDA Exit $69.28 $109.58 $154.93 75
5Y P/E Exit $74.87 $119.32 $163.88 71
10Y Revenue Exit $44.04 $60.68 $79.95 67
10Y EBITDA Exit $63.42 $95.16 $132.83 68
10Y P/E Exit $66.81 $101.52 $139.03 64
Earnings-Based
Graham-Dodd $46.33 $94.47 $119.04 66
EPV $58.70 $69.00 $77.90 74
Multiples
P/E Multiple $107.31 $143.08 $178.85 63
P/S Multiple $43.14 $57.52 $71.90 58
P/B Multiple $86.87 $115.83 $144.78 55
EV/EBIT $104.63 $141.70 $178.77 66
EV/EBITDA $90.30 $122.60 $154.89 67
EV/Revenue $31.16 $47.34 $63.52 53
Asset-Based
NCAV (Graham) $11.09 $14.86 $22.18 54
Growth DCF
Growth DCF $57.69 $79.71 $109.00 79
Rev-Margin DCF $38.99 $57.92 $78.44 73
Economic Profit
Residual Income $36.75 $43.74 $66.35 75
ROIC Compounder $60.58 $73.70 $86.88 72
Growth Earnings
Growth-Adj P/E $78.15 $111.65 $145.14 67

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Quality Score breakdown

Overall quality 72/100

Of which business quality 68 · Market factors (momentum, volatility) 48

Profitability 73
Margins and returns on capital today
Quality Growth 41
Are margins and returns improving?
Cashflow 65
Earnings quality: real cash, not paper profit
Fin. Strength 62
Balance sheet, leverage, solvency risk
Investment 85
Disciplined investing over empire-building
Low Volatility 87
Calm price path (market factor)
Momentum 37
Price trend over the last 3–12 months (market factor)
52W Momentum 24
Distance to the 52-week high (market factor)
Net Issuance 89
Share count: buybacks or dilution?

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Revenue & earnings trend

Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card. 75/100
Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Revenue growth 1 year
+0.3%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+1.7%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+3.5%
Start year 2020 (pandemic)
Revenue growth 8 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+3.3%
What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
+5.9%
Earnings growth per share plus dividend.
Earnings per share, growth per year+3.0%
Dividend (yield on the price)2.9%
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.22% → 24%

Growth Forecast

A lot of optimism in the price
The price assumes more growth than the company has delivered so far and more than analysts expect.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
+12.3%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
+2.8%
Yearly sales growth analysts expect, extended to five years.
After inflation (USA: IMF forecast 2.4% a year to 2030, 3.1% from 2016 to 2025) that is about +9.7% a year for the price and +0.4% for the forecasts.
Forecast 2026 (sales)+3.0%
Forecast 2027 (sales)+3.0%
Projected 2028 (sales)+2.9%
Projected 2029 (sales)+2.7%
Projected 2030 (sales)+2.6%

0NOF screens overvalued: fair value 32% below the price. Compare with Colgate-Palmolive Company →

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Values & ESG

Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.

None of the checked exposures detected

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Cite: Fair Value Calculator (2026). "The Procter & Gamble Company Fair Value". https://www.fairvalue-calculator.com/stock/0NOF

Frequently asked questions

Is The Procter & Gamble Company (0NOF) overvalued or undervalued?
As of Oct 2, 2026, our model estimates a fair value of $98.93 versus a price of $144.57, about −32% upside (overvalued).
What is the fair value of 0NOF?
Our model-based fair value for The Procter & Gamble Company is $98.93 (as of Oct 2, 2026), built from audited fundamentals. The current price: $144.57.
What is the quality score of 0NOF?
The Procter & Gamble Company has a Quality Score of 72/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for The Procter & Gamble Company (0NOF)?
Our model-based price target is the fair value of $98.93 (as of Oct 2, 2026) from 22 valuation models. Cautious scenario $65.73, optimistic scenario $138.37. It is a calculation from audited fundamentals, not an analyst target.
What is the The Procter & Gamble Company stock forecast for 2026?
Our models put fair value at $98.93, about −32% upside versus a price of $144.57 (overvalued). Cautious scenario $65.73, optimistic scenario $138.37. The calculation is refreshed regularly with new filings.
What is the revenue of The Procter & Gamble Company (0NOF)?
The Procter & Gamble Company reported trailing-twelve-month revenue of about $86.7B (latest available figure, as of Oct 2, 2026).
Does The Procter & Gamble Company pay a dividend?
The Procter & Gamble Company currently shows a dividend yield of about 2.92% relative to its recent price (as of Oct 2, 2026).
What growth is priced into The Procter & Gamble Company (0NOF)?
For today's price to be fair in a discounted-cash-flow model, The Procter & Gamble Company would have to grow free cash flow by +12.3 % per year for five years (discount rate 9.0 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +3.5 % per year. As of Oct 2, 2026.
What discount rate (WACC) does the fair value of 0NOF use?
Our models discount The Procter & Gamble Company at 9.0 %: a base by market capitalisation (unknown), damped by beta 0.38, country premium for United Kingdom. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For The Procter & Gamble Company that is +12.3 % per year a year over ten years, using the same discount rate (9.0 %) and the same formula as our fair value.
How much growth has The Procter & Gamble Company (0NOF) delivered so far?
Over the past 5 years revenue at The Procter & Gamble Company grew +3.5 % a year. The price currently implies +12.3 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of The Procter & Gamble Company (0NOF) growing?
The median revenue growth in the sector is +7.0 % a year. That is the yardstick for the growth priced into The Procter & Gamble Company (+12.3 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of The Procter & Gamble Company (0NOF)?
The free-cash-flow yield on the price is 4.15 %: that much free cash flow The Procter & Gamble Company produces per unit of market value. When it exceeds the discount rate of our models (9.0 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of The Procter & Gamble Company (0NOF)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For The Procter & Gamble Company it is $98.93 per share (as of Oct 2, 2026), against a price of $144.57. It is the blended result of 22 valuation models (cash flow, earnings, asset, dividend).
Is The Procter & Gamble Company stock overvalued or undervalued in 2026?
As of Oct 2, 2026, 0NOF trades above its calculated fair value: price $144.57, fair value $98.93, a gap of about −32% (overvalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of 0NOF?
No. The price is what the market pays today ($144.57); the fair value is what the company's own numbers justify ($98.93). For The Procter & Gamble Company the two are $45.64 per share apart. That gap is exactly why we show both numbers side by side.
How much is The Procter & Gamble Company worth?
The market values The Procter & Gamble Company at about $339B (market capitalisation, as of Oct 2, 2026). Per share that is $144.57; our models calculate a fair value of $98.93 per share.
What do the bullish and bearish scenarios say about 0NOF?
Our models span a range for The Procter & Gamble Company: cautious scenario $65.73, base $98.93, optimistic $138.37 per share (as of Oct 2, 2026, price $144.57). The range comes from different growth and margin assumptions, not from analyst opinions.
How far is 0NOF from its 52-week high?
The Procter & Gamble Company trades at $144.57, about 13% below its 52-week high of $166.48 and 5% above the low of $137.07 (as of Oct 2, 2026). Distance from the high says nothing about value: that is what the fair value of $98.93 is for.
Which stocks are comparable to The Procter & Gamble Company?
From the same area (Consumer Defensive) we also value Colgate-Palmolive Company, Hindustan Unilever Limited, Kenvue Inc, The Estée Lauder Companies Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is The Procter & Gamble Company stock attractive at the current price?
The data as of Oct 2, 2026: price $144.57, calculated fair value $98.93 (−32%), Quality Score 72/100, from 22 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of 0NOF calculated?
We run The Procter & Gamble Company through 22 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of $98.93, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.5 % above its aggregate fair value. The Procter & Gamble Company itself currently trades above fair value. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of The Procter & Gamble Company (0NOF)?
The closing price on Oct 2, 2026 was $144.57. Our model-based fair value is $98.93, about −32% upside (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with The Procter & Gamble Company right now?
A high-quality business (quality 72/100), yet the market already pays well above fair value. Quality at a full price, with little margin of safety. The price sits above even our optimistic bull case ($138.37). The favourable scenario is already priced in. A fairly wide model range ($65.73 to $138.37) leaves room in how you read the outcome.

Key figures of The Procter & Gamble Company

How large is the market capitalisation of The Procter & Gamble Company (0NOF)?
The market capitalisation of The Procter & Gamble Company is $339B. The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/E ratio of The Procter & Gamble Company (0NOF)?
The price-to-earnings ratio of The Procter & Gamble Company is 0.2 (as of Jul 27, 2026). Price to earnings: how many years of current profit you pay for the stock. A P/E of 10 means ten years of profit.
What is the P/S ratio of The Procter & Gamble Company (0NOF)?
The price-to-sales ratio of The Procter & Gamble Company is 0.04 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of The Procter & Gamble Company (0NOF)?
Earnings per share at The Procter & Gamble Company are $6.30 (price ÷ EPS = P/E 0.2). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of The Procter & Gamble Company (0NOF)?
The dividend yield of The Procter & Gamble Company is 2.9% (payout 67.1%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of The Procter & Gamble Company (0NOF)?
The net margin of The Procter & Gamble Company is 19.0% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of The Procter & Gamble Company (0NOF)?
The return on equity (ROE) of The Procter & Gamble Company is 31.1% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of The Procter & Gamble Company (0NOF)?
On an EBIT basis the return on assets of The Procter & Gamble Company is 15.5% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of The Procter & Gamble Company (0NOF)?
The operating margin of The Procter & Gamble Company is 23.1% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at The Procter & Gamble Company (0NOF)?
Revenue at The Procter & Gamble Company is growing +7.4% versus a year earlier (3y avg +1.7%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at The Procter & Gamble Company (0NOF)?
Earnings per share at The Procter & Gamble Company are growing +5.8% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does The Procter & Gamble Company (0NOF) carry?
The net debt of The Procter & Gamble Company is $25.0B (fiscal year 2025, ≈ 1.8 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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