Procter & Gamble Co, The in Beauty and Personal Care

August 2018

Procter & Gamble reshaped the global beauty and personal care landscape when it divested more than 40 brands to a rival group in 2016. Two years later, the group is rationalising its portfolio by capitalising on its major brands and acquiring niche challengers. But its market share is still crumbling in most categories. Good performances by Pantene in shampoos and SK-II in skin care contrast with the struggles of Gillette and Olay. Adapting to new consumers’ tastes is the next challenge for P&G.

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Euromonitor International's report on Procter & Gamble Co, The delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Procter & Gamble Co, The, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Procter & Gamble Co, The.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Procter & Gamble Co, The provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key findings
Companies at a glance
Global footprint
Company overview
Procter & Gamble beauty and personal care reorganisation
New focus after divestments
SWOT: Procter & Gamble Co, The
Procter & Gamble focuses on core businesses

Competitive Positioning

P&G slowly catches up with the global beauty market
Growing competition from Unilever, evading L’Oréal more

Beauty and Personal Care Review

Developed and emerging markets are equally challenging
Mixed early results for P&G’s organic growth strategy
P&G develops streamlined focus in beauty
Flagship hair care brands consolidate in a challenging market
P&G’s hair care sales suffer in the US and elsewhere
P&G shampoo ranges would benefit from more segmentation

Beauty and personal care review

Filling the gaps in shampoos portfolio
Premium hair care spells growth opportunity in the US
US hair care operating below full potential
Men’s grooming: added value and higher pricing margin
Gillette reacts to the evolution of its market
P&G to benefit from addressing the needs of younger men
P&G compelled to react to shifts in skin care dynamics
Greater segmentation in skin care portfolio needed
Oral care more successful for P&G but falling behind rivals
Focusing on targeted benefits to help P&G oral care
Long-term potential for power toothbrushes
More immediate opportunities for mouthwashes/dental rinses

Brand Strategy

Gillette enjoys broad geographic reach
Pantene loses ground to its rivals in strategic markets
Olay to benefit from a more dynamic innovation pipeline
SK-II set to become P&G trademark in Asia Pacific

Brand strategy

P&G remains largely absent from natural beauty
Consumer perceptions of top P&G Brands


Product offering and price range are still limited
Two approaches to new brand strategy
Key findings

Appendix: Beauty Survey

Overview of Beauty Survey


Overview of beauty survey: product and brand coverage

Appendix: Competitor Analytics

Competitor Analytics tool

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Model

Why buy this report:

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