Procter & Gamble is seeking to persuade consumers to accept higher prices through premium innovations such as Pampers Amore diapers, launched in the United States in March, whose sales are expected to reach $100 million in their first year. A 108-pack of Amore diapers costs 10% more than the same pack of Pampers Swaddlers, while the group’s organic sales rose 4% in the first quarter of fiscal 2027, its strongest performance in 11 quarters. To offset inflationary pressure on consumers, the company combines price reductions and new pack sizes for entry-level staples with launches that justify higher prices. P&G shares jumped 6% after the results, but the challenge remains to sustain growth and pricing power over the long term.
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