Can Procter & Gamble's Shift to DTC and Digital Win New Consumers?

Group 1 - The Procter & Gamble Company (PG) is shifting its go-to-market strategy to enhance digital engagement and selectively expand direct-to-consumer (DTC) capabilities, aiming to strengthen brand relationships and capture first-party data [1][8] - PG's digital strategy focuses on improving omnichannel execution rather than building large standalone DTC businesses, investing in brand websites, subscription models, social commerce, and AI-driven personalization [2][8] - The company faces challenges with DTC economics potentially diluting margins at scale and must balance digital expansion with maintaining strong retailer relationships [3][8] Group 2 - Church & Dwight (CHD) and Colgate-Palmolive (CL) are also leveraging digital and DTC initiatives to enhance brand engagement and reach younger consumers without pursuing large-scale DTC expansion [4] - CHD utilizes digital marketing and e-commerce partnerships to build awareness for emerging brands, focusing on data-driven marketing and influencer engagement to accelerate household penetration [5] - Colgate employs digital tools and selective DTC initiatives to strengthen consumer engagement and premium positioning, particularly in oral care and skin health, while investing in digital analytics and AI for improved targeting [6] Group 3 - Procter & Gamble's shares have decreased by approximately 11% over the past six months, compared to a 12.4% decline in the industry [7] - PG's forward price-to-earnings ratio stands at 19.84X, higher than the industry average of 18.05X [9] - The Zacks Consensus Estimate indicates year-over-year EPS growth of 3.1% and 2.9% for fiscal 2026 and 2027, respectively, with stable EPS estimates over the past week [10]