Does the reason you own Procter & Gamble Company still hold?
Review the position using today's evidence. Identify what still supports it, what has changed, and what deserves another decision.
Price as of Oct 17, 2026, 10:45 PM UTC (polygon last daily bar) · Evidence through Oct 13, 2026
The current case for continuing to hold
The stored model values Procter & Gamble Company at $103.08 per share against $159.35, versus $101.21 at the previous review on Oct 10, 2026. The case rests on the conditions below.
| Reason to hold | Supporting evidence | Contrary evidence | Condition to review |
|---|---|---|---|
| Revenue growth (yr 1): -7.91%Contradictory evidence requires review | Trailing 4-year revenue CAGR of -7.9%, faded toward terminal growth over 5 years. | Procter & Gamble Faces $1.4B After-Tax Earnings Headwind in FY27 | Re-underwrite if revenue growth, margins, or the cost of capital diverge materially from the stored assumptions. |
| Operating margin (steady-state): 24.09%Contradictory evidence requires review | Anchored to mean operating margin of 24.1% across the last 4 reported periods. | Procter & Gamble Faces $1.4B FY27 Earnings Drag as Q4 Sales Volumes Flatline | Re-underwrite if revenue growth, margins, or the cost of capital diverge materially from the stored assumptions. |
| Discount rate (WACC): 6.1%Changed since the previous review | CAPM baseline: 5.10% risk-free + β-0.04 × 5.5% ERP = 4.85%. | None in the last 45 days | Re-underwrite if revenue growth, margins, or the cost of capital diverge materially from the stored assumptions. |
What changed since the previous review?
- Oct 17, 2026 · model $103.08 vs price $159.35 · discount rate 6.10% · Overvalued
- Oct 10, 2026 · model $101.21 vs price $151.23 · discount rate 6.22% · Overvalued
- Oct 3, 2026 · model $238.31 vs price $144.91 · discount rate 6.24% · Undervalued
- Oct 13, 2026 · Walmart and Procter & Gamble Advance Over 1.3% Against Broad Market Softness
- Sep 22, 2026 · Procter & Gamble Faces $1.4B FY27 Earnings Drag as Q4 Sales Volumes Flatline
- Sep 22, 2026 · Procter & Gamble Flags $1.4B FY27 Earnings Headwind as Q4 Volume Growth Stalls
- Sep 22, 2026 · Procter & Gamble Faces $1.4B After-Tax Earnings Headwind in FY27
Review your holding.
The observation that deserves your attention
Revenue growth (yr 1): contradictory evidence requires review.
Evidence to inspect: 10-yr UST (risk-free) (FRED DGS10); Equity beta (vs SPY, 1y) (Polygon daily bars); Equity risk premium (Damodaran (institutional consensus)).
Make your next review start with what changed.
Save your reasons for holding, the assumptions they depend on, and the conditions you want monitored. When relevant evidence changes, reopen the position with the previous and revised cases side by side.
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