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Relative Intelligence · Household & Personal Products

How Procter & Gamble (PG) compares with the whole market and its popular alternatives

Built by QuantCommons' quantitative engine, this page is about relative opportunity, not data on PG alone. It places PG (The Procter & Gamble Company) against 19 popular alternatives, its neighboring categories and the entire market of over 10,000 U.S.-listed stocks and ETFs, and surfaces what has done better on consistent outperformance, return for the risk taken, behavior in real market crashes and diversification. The result is a clearer view of where PG stands in the market, and of the alternatives worth a closer look.

Period covered: PG's full trading record, from October 1986 through September 2026. All returns include reinvested dividends. Data as of October 20, 2026.

Data as of October 20, 2026. Full tables and charts read best on a larger screen.

Rank the market against PG →Chart PG vs. 19 alternatives →
On this page12 sections

Key findings

How much would $10,000 in PG have grown?

This chart tracks a hypothetical $10,000 investment in PG over the past 29 years, with dividends reinvested, alongside the same amount in the S&P 500, investments that ended ahead of PG over the same span and PG's popular alternatives, among those that traded for the entire period. A second view covers the past 5 years, the period the better options further down the page are judged on. It shows not only where each investment ended up but also how smooth or uneven the path was.

Choose a period

From the end of September 1997 to the end of September 2026. The scale is logarithmic, so equal steps up the chart are equal percentage gains. Hover over a fund in the key to pick out its line. 581 of the 1,042 stocks and funds worth at least $500 million that traded the whole period ended ahead of PG; the chart shows 5, closest alternatives first. The other 3 lines are popular alternatives, shown for context.

$10,000$100,000$1M$10M199720022007201220172022$10,000$100,000$1M$10M19972004201120182025
  • AMZN$11M+114,749% total · +27.5% a year
  • COST$727,732+7,177% total · +15.9% a year
  • IPAR$725,262+7,153% total · +15.9% a year
  • CHD$554,277+5,443% total · +14.8% a year
  • WMT$272,033+2,620% total · +12.1% a year
  • TGT$184,797+1,748% total · +10.6% a year
  • SPY (S&P 500)$132,907+1,229% total · +9.3% a year
  • CL$89,873+799% total · +7.9% a year
  • PG$87,839+778% total · +7.8% a year
  • UL$84,946+749% total · +7.7% a year
Change the dates or add tickers to this chart in EasyCompare

From the end of September 2021 to the end of September 2026. Hover over a fund in the key to pick out its line. 2,180 of the 3,628 stocks and funds worth at least $500 million that traded the whole period ended ahead of PG; the chart shows 5, closest alternatives first. The other 3 lines are popular alternatives, shown for context.

$0$20,000$40,000$60,000$80,000202120222023202420252026$0$20,000$40,000$60,000$80,000202120222023202420252026
  • ELF$34,758+248% total · +28.3% a year
  • COST$21,378+114% total · +16.4% a year
  • PKG$19,327+93.3% total · +14.1% a year
  • SPY (S&P 500)$19,000+90.0% total · +13.7% a year
  • IPAR$16,792+67.9% total · +10.9% a year
  • AMZN$15,169+51.7% total · +8.7% a year
  • CL$12,718+27.2% total · +4.9% a year
  • CHD$12,116+21.2% total · +3.9% a year
  • PG$11,814+18.1% total · +3.4% a year
  • TGT$8,005−20.0% total · −4.4% a year
Change the dates or add tickers to this chart in EasyCompare

PG at a glance

This section summarizes the key facts about the stock, its returns over periods from one to ten years and the risk it has carried, with dividends reinvested throughout. These figures serve as the baseline for every comparison that follows.

The company

Market value
$370B
Industry
Household & Personal Products
Price history from
October 1986

Returns

Past 1 year
+8.0%total return
Past 3 years
+15.8%+5.0% a year
Past 5 years
+28.3%+5.1% a year
Past 10 years
+145%+9.4% a year
Best calendar year
+50.5%1997
Worst calendar year
−27.1%2000
Losing years
6 of 29full calendar years

Risk

Volatility
18.3%typical yearly swing, 5 years
Sharpe ratio
0.37return per unit of risk, 5 years
Worst decline ever
−54.4%Jan 2000 to Mar 2000
From its all-time high
−6.9%below the peak

PG against the whole market

Where PG ranks among every stock and fund, and what across the market has done better.

How does PG rank among all stocks?

This section ranks PG on return, volatility, risk-adjusted return and worst decline against every stock worth at least $300 million with enough history. Where the comparisons with its popular alternatives show how PG stacks up against its peers, these rankings show where it stands in the market as a whole.

Ranked against U.S.-listed stocks worth at least $300M that have enough history for each measure, so the count changes from row to row; smaller stocks are left out. Lower volatility and smaller declines rank higher.

MeasurePGRankStanding
1-year return+8.0%1,663 of 3,287bottom 50%
3-year return+15.8%2,076 of 3,017bottom 32%
5-year return+28.3%1,357 of 2,893top 47%
10-year return+145%1,100 of 2,202top 50%
Volatility, 5 years18.3%50 of 2,893top 2%
Sharpe ratio, 5 years0.371,341 of 2,893top 46%
Worst decline, past 10 years−23.8%3 of 2,187top 1%

What has beaten PG on both return and risk?

Each dot is an investment, placed by how much it earned a year over the past 5 years (higher is better) and how much its price swung, its volatility (further left is calmer). PG sits where the dashed lines cross. Anything in the green box above and to the left earned more than PG with smaller swings, a better trade-off over this period on both counts. Past results are no promise, but a name in the box is worth a closer look.

Annual return is the annualized total return with dividends reinvested, and volatility the annualized swing in daily prices, both over 5 years. Labeled dots are the strongest picks from the table below and the names called out above, colored by how close they sit to PG; faint dots are 93 more of the 314 in the green region (the strongest, one per fund family). 3,633 stocks and funds worth at least $500 million were screened. Hover over a dot for its figures.

0.0%5.0%10.0%15.0%20.0%25.0%30.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%Volatility over 5 years (annualized)Annual return over 5 yearsMore return, less volatility than PGCHT: +7.7% a year, volatility 13.3%HDV: +12.9% a year, volatility 13.0%PJUL: +10.5% a year, volatility 8.6%FJAN: +11.1% a year, volatility 10.5%JQUA: +13.6% a year, volatility 15.7%JEPI: +7.5% a year, volatility 11.0%IWX: +12.7% a year, volatility 13.8%BCI: +10.1% a year, volatility 16.7%BUFR: +9.9% a year, volatility 10.5%DIVB: +13.9% a year, volatility 15.4%FHLC: +7.3% a year, volatility 15.4%DSTL: +11.3% a year, volatility 16.1%PPH: +11.6% a year, volatility 15.8%FTXH: +11.9% a year, volatility 16.9%ACIO: +9.3% a year, volatility 11.1%PJP: +11.2% a year, volatility 16.6%VOO: +12.8% a year, volatility 16.9%SIXH: +10.2% a year, volatility 10.2%HEGD: +7.9% a year, volatility 9.5%VXUS: +8.2% a year, volatility 16.4%VEA: +9.3% a year, volatility 16.9%VIG: +10.4% a year, volatility 14.1%EPD: +16.4% a year, volatility 17.1%VT: +10.3% a year, volatility 16.2%DFAC: +11.4% a year, volatility 17.0%RSP: +8.2% a year, volatility 16.1%QUAL: +11.4% a year, volatility 17.3%EFV: +13.6% a year, volatility 15.9%FNDF: +13.6% a year, volatility 16.3%VOE: +9.4% a year, volatility 15.8%AVLV: +14.0% a year, volatility 16.9%HYGH: +6.6% a year, volatility 7.1%FTS: +8.4% a year, volatility 16.4%USMV: +7.6% a year, volatility 12.3%SPHQ: +12.0% a year, volatility 16.7%MGV: +12.6% a year, volatility 13.4%SDY: +7.6% a year, volatility 14.0%FDVV: +13.2% a year, volatility 14.6%DBEF: +13.1% a year, volatility 13.8%IOO: +15.7% a year, volatility 17.2%FDL: +13.9% a year, volatility 14.4%BBCA: +11.4% a year, volatility 16.7%DIVO: +11.1% a year, volatility 11.9%XLP: +7.2% a year, volatility 13.8%IGF: +9.0% a year, volatility 13.9%FNDE: +9.8% a year, volatility 17.0%QYLD: +8.4% a year, volatility 15.0%EMLP: +14.9% a year, volatility 14.5%VPU: +7.6% a year, volatility 17.1%DBMF: +9.8% a year, volatility 12.4%USMC: +14.1% a year, volatility 16.4%GCOW: +14.1% a year, volatility 13.6%FTCS: +6.2% a year, volatility 13.2%TXNM: +7.2% a year, volatility 14.9%FTLS: +10.2% a year, volatility 10.4%OMFL: +9.0% a year, volatility 16.4%EWU: +11.4% a year, volatility 16.4%PTLC: +9.5% a year, volatility 11.8%DEM: +9.6% a year, volatility 15.5%WTV: +13.4% a year, volatility 17.0%DIVI: +13.4% a year, volatility 15.5%AOR: +6.4% a year, volatility 10.7%XYLD: +7.4% a year, volatility 11.2%EQWL: +11.6% a year, volatility 15.0%HDEF: +12.8% a year, volatility 14.2%MLPA: +15.2% a year, volatility 17.2%FTHI: +10.3% a year, volatility 13.3%FLQL: +13.8% a year, volatility 16.3%HFXI: +11.4% a year, volatility 15.3%FNDC: +7.7% a year, volatility 16.0%DDWM: +12.3% a year, volatility 13.4%DHS: +12.0% a year, volatility 13.9%RODM: +10.6% a year, volatility 13.5%SEAL-PB: +8.0% a year, volatility 14.3%FGD: +11.6% a year, volatility 14.8%RLY: +9.9% a year, volatility 13.3%RAAX: +11.7% a year, volatility 15.6%FDLO: +9.8% a year, volatility 13.0%DBA: +10.7% a year, volatility 13.8%RDIV: +12.2% a year, volatility 17.3%EDIV: +11.2% a year, volatility 13.8%TDVG: +9.6% a year, volatility 13.8%EXI: +10.6% a year, volatility 17.3%PTNQ: +9.7% a year, volatility 14.1%REGL: +7.2% a year, volatility 16.0%EQL: +13.5% a year, volatility 14.5%JVAL: +12.0% a year, volatility 17.2%FLSP: +8.4% a year, volatility 13.4%ROUS: +12.3% a year, volatility 14.4%NTSX: +8.2% a year, volatility 17.2%LGLV: +7.6% a year, volatility 13.0%FDRR: +12.6% a year, volatility 15.0%FYLD: +13.1% a year, volatility 16.0%PG: +5.1% a year, volatility 18.3%SPY (S&P 500): +12.7% a year, volatility 17.1%CL: +7.2% a year, volatility 19.2%CHD: +6.1% a year, volatility 21.1%PKG: +15.4% a year, volatility 25.8%BRK-B: +13.4% a year, volatility 17.1%KO: +14.7% a year, volatility 16.8%SCHD: +9.7% a year, volatility 14.3%BALT: +6.3% a year, volatility 3.3%IWD: +11.4% a year, volatility 14.7%XLV: +8.4% a year, volatility 15.3%JAAA: +5.1% a year, volatility 1.7%JNJ: +12.7% a year, volatility 17.9%LVHI: +17.0% a year, volatility 11.1%PGSPY (S&P 500)CLCHDPKGBRK-BKOSCHDBALTIWDXLVJAAALVHI0.0%10.0%20.0%30.0%2.5%5.0%7.5%10.0%12.5%15.0%17.5%Volatility over 5 years (annualized)Annual return over 5 yearsMore return, less volatility than PGCHT: +7.7% a year, volatility 13.3%HDV: +12.9% a year, volatility 13.0%PJUL: +10.5% a year, volatility 8.6%FJAN: +11.1% a year, volatility 10.5%JQUA: +13.6% a year, volatility 15.7%JEPI: +7.5% a year, volatility 11.0%IWX: +12.7% a year, volatility 13.8%BCI: +10.1% a year, volatility 16.7%BUFR: +9.9% a year, volatility 10.5%DIVB: +13.9% a year, volatility 15.4%FHLC: +7.3% a year, volatility 15.4%DSTL: +11.3% a year, volatility 16.1%PPH: +11.6% a year, volatility 15.8%FTXH: +11.9% a year, volatility 16.9%ACIO: +9.3% a year, volatility 11.1%PJP: +11.2% a year, volatility 16.6%VOO: +12.8% a year, volatility 16.9%SIXH: +10.2% a year, volatility 10.2%HEGD: +7.9% a year, volatility 9.5%VXUS: +8.2% a year, volatility 16.4%VEA: +9.3% a year, volatility 16.9%VIG: +10.4% a year, volatility 14.1%EPD: +16.4% a year, volatility 17.1%VT: +10.3% a year, volatility 16.2%DFAC: +11.4% a year, volatility 17.0%RSP: +8.2% a year, volatility 16.1%QUAL: +11.4% a year, volatility 17.3%EFV: +13.6% a year, volatility 15.9%FNDF: +13.6% a year, volatility 16.3%VOE: +9.4% a year, volatility 15.8%AVLV: +14.0% a year, volatility 16.9%HYGH: +6.6% a year, volatility 7.1%FTS: +8.4% a year, volatility 16.4%USMV: +7.6% a year, volatility 12.3%SPHQ: +12.0% a year, volatility 16.7%MGV: +12.6% a year, volatility 13.4%SDY: +7.6% a year, volatility 14.0%FDVV: +13.2% a year, volatility 14.6%DBEF: +13.1% a year, volatility 13.8%IOO: +15.7% a year, volatility 17.2%FDL: +13.9% a year, volatility 14.4%BBCA: +11.4% a year, volatility 16.7%DIVO: +11.1% a year, volatility 11.9%XLP: +7.2% a year, volatility 13.8%IGF: +9.0% a year, volatility 13.9%FNDE: +9.8% a year, volatility 17.0%QYLD: +8.4% a year, volatility 15.0%EMLP: +14.9% a year, volatility 14.5%VPU: +7.6% a year, volatility 17.1%DBMF: +9.8% a year, volatility 12.4%USMC: +14.1% a year, volatility 16.4%GCOW: +14.1% a year, volatility 13.6%FTCS: +6.2% a year, volatility 13.2%TXNM: +7.2% a year, volatility 14.9%FTLS: +10.2% a year, volatility 10.4%OMFL: +9.0% a year, volatility 16.4%EWU: +11.4% a year, volatility 16.4%PTLC: +9.5% a year, volatility 11.8%DEM: +9.6% a year, volatility 15.5%WTV: +13.4% a year, volatility 17.0%DIVI: +13.4% a year, volatility 15.5%AOR: +6.4% a year, volatility 10.7%XYLD: +7.4% a year, volatility 11.2%EQWL: +11.6% a year, volatility 15.0%HDEF: +12.8% a year, volatility 14.2%MLPA: +15.2% a year, volatility 17.2%FTHI: +10.3% a year, volatility 13.3%FLQL: +13.8% a year, volatility 16.3%HFXI: +11.4% a year, volatility 15.3%FNDC: +7.7% a year, volatility 16.0%DDWM: +12.3% a year, volatility 13.4%DHS: +12.0% a year, volatility 13.9%RODM: +10.6% a year, volatility 13.5%SEAL-PB: +8.0% a year, volatility 14.3%FGD: +11.6% a year, volatility 14.8%RLY: +9.9% a year, volatility 13.3%RAAX: +11.7% a year, volatility 15.6%FDLO: +9.8% a year, volatility 13.0%DBA: +10.7% a year, volatility 13.8%RDIV: +12.2% a year, volatility 17.3%EDIV: +11.2% a year, volatility 13.8%TDVG: +9.6% a year, volatility 13.8%EXI: +10.6% a year, volatility 17.3%PTNQ: +9.7% a year, volatility 14.1%REGL: +7.2% a year, volatility 16.0%EQL: +13.5% a year, volatility 14.5%JVAL: +12.0% a year, volatility 17.2%FLSP: +8.4% a year, volatility 13.4%ROUS: +12.3% a year, volatility 14.4%NTSX: +8.2% a year, volatility 17.2%LGLV: +7.6% a year, volatility 13.0%FDRR: +12.6% a year, volatility 15.0%FYLD: +13.1% a year, volatility 16.0%PG: +5.1% a year, volatility 18.3%SPY (S&P 500): +12.7% a year, volatility 17.1%CL: +7.2% a year, volatility 19.2%CHD: +6.1% a year, volatility 21.1%PKG: +15.4% a year, volatility 25.8%BRK-B: +13.4% a year, volatility 17.1%KO: +14.7% a year, volatility 16.8%SCHD: +9.7% a year, volatility 14.3%BALT: +6.3% a year, volatility 3.3%IWD: +11.4% a year, volatility 14.7%XLV: +8.4% a year, volatility 15.3%JAAA: +5.1% a year, volatility 1.7%JNJ: +12.7% a year, volatility 17.9%LVHI: +17.0% a year, volatility 11.1%PGSPY (S&P 500)CLCHDPKGBRK-BKOSCHDBALTIWDXLVJAAAJNJLVHI
  • Popular alternatives
  • Same and neighboring categories, and shared themes
  • The whole market
  • Others in the green region
  • 3 with more than 1.6× PG's volatility are in the table only

Is there a better investment than PG?

Investments that beat PG over the past 5 years on return, volatility, drawdowns, consistency, crash losses or fees, from its popular alternatives out to the whole market.

How this works

The table below lists investments that beat PG over the past 5 years on at least one of these measures: a higher annual return with lower volatility, a higher annual return at similar volatility, a similar return with lower volatility, a higher Sharpe ratio with a smaller worst decline, a higher total return in most periods from 3 months to 10 years, or smaller losses in recent market crashes. It checks PG's popular alternatives first, then the rest of its own and neighboring categories, then every stock and fund worth at least $500 million, and shows the strongest few in each group. The full list of those with a higher return and lower volatility than PG follows the table.

Annual return is the annualized total return with dividends reinvested. Annual return, volatility and the Sharpe ratio cover 5 years; the worst decline covers the past 10 years. Green marks a better figure than PG's. "On the frontier" means no other option shown or tested earned more with less volatility. Funds that hold the same thing are shown once. Beyond the popular alternatives, nothing with more than 1.5× PG's volatility counts as better.

These figures cover the past 5 years. Green marks a better figure than PG's.

Screen the whole market against PG for any period in BetterThanSPYOpen these 15 in EasyCompare
InvestmentWhy it is betterPast 5 yearsDownsideLong runFit
Annual return?higher is betterVolatility?lower is calmerSharpe?return per unit of riskWorst decline?past 10 years10Y returntotalCorr. with PG?lower diversifies moreExpenseper year
PGThe Procter & Gamble Company · this page
+5.1%18.3%0.37−23.8%+145%1.00—
SPYState Street SPDR S&P 500 ETF · S&P 500
+12.7%17.1%0.79−33.7%+321%0.330.09%
Popular alternativesbest 5 shownThe investments people most often weigh against PG. 5 of 18 passed at least one test.
CLColgate-Palmolive Company · Household & Personal Products
Higher return in most periods+7.2%19.2%0.46−29.0%+68.8%0.77—
ELFe.l.f. Beauty, Inc. · Household & Personal Products
Higher return in most periods+31.2%58.5%0.77−77.3%+331%0.27—
CHDChurch & Dwight Co., Inc. · Household & Personal Products
Higher return in most periods+6.1%21.1%0.39−31.7%+154%0.80—
TGTTarget Corporation · Discount Retail
Higher return in most periods−6.5%36.1%0.00−64.4%+207%0.17—
IPARInter Parfums, Inc. · Household & Personal Products
Higher return in most periods+11.6%33.7%0.49−54.9%+350%0.41—
Same and neighboring categories, and shared themesbest 1 shownEverything else in Household & Personal Products and the categories next to it (Discount Retail, Packaging, Consumer Health, E-Commerce), plus PG's specific themes. 1 of 26 passed at least one test.
PKGPackaging Corporation of America · Packaging
Higher return in most periods+15.4%25.8%0.69−38.2%+294%0.49—
The whole marketbest 8 shownEvery other stock and fund worth at least $500 million. 609 of 3,589 passed at least one test.
BRK-BBerkshire Hathaway Inc. · Insurance
Higher return, lower volatilityHigher return in most periods+13.4%17.1%0.82−29.6%+274%0.46—
KOThe Coca-Cola Company · Food & Beverages
Higher return, lower volatilityHigher return in most periods+14.7%16.8%0.91−37.0%+204%0.70—
SCHDSchwab U.S. Dividend Equity ETF · US Dividend Equity
Higher return, lower volatilityHigher return in most periods+9.7%14.3%0.72−33.4%+252%0.480.06%
BALTInnovator Defined Wealth Shield ETF · Crypto
On the frontierHigher return, lower volatilityHigher Sharpe, smaller worst decline+6.3%3.3%1.85−4.9%—0.350.69%
IWDiShares Russell 1000 Value ETF · US Large-Cap Value
Higher return, lower volatilityHigher return in most periods+11.4%14.7%0.81−38.5%+205%0.450.18%
XLVState Street Health Care Select Sector SPDR ETF · Health Care Equity
Higher return, lower volatilityHigher return in most periods+8.4%15.3%0.60−28.4%+202%0.470.08%
JAAAJanus Henderson AAA CLO ETF · CLO Bonds
On the frontierSimilar return, lower volatilityHigher Sharpe, smaller worst decline+5.1%1.7%2.98−2.6%—0.170.20%
JNJJohnson & Johnson · Pharmaceuticals
Higher return, similar volatilityHigher return in most periods+12.7%17.9%0.76−27.4%+196%0.43—
What these numbers mean for PG
Annual return
PG returned 5.1% a year over the past 5 years with dividends reinvested, against 12.7% a year for the S&P 500. At that pace, $10,000 became about $12,800. Annual return is the steady yearly rate that would produce the same total result, so investments held over the same span compare fairly. Guide: What is performance and return? →
Volatility
PG's volatility over the past 5 years was 18.2%, 1.1 times the S&P 500's 17.1%. Volatility measures how widely returns swing around their average: in roughly two years out of three, PG's return lands within 18.2% of its average, either way. The higher it is, the rougher the ride and the harder it is to hold through a slump. Guide: Understanding and measuring risk (volatility) →
Sharpe ratio
PG's Sharpe ratio over the past 5 years was 0.37, against 0.79 for the S&P 500, so PG earned less for each unit of risk than an index fund did. The Sharpe ratio is the return earned above cash for each unit of volatility: two investments with the same return are not equal if one got there with far bigger swings. Guide: Balancing reward with risk (Sharpe ratio) →
Worst decline
PG's worst fall from a peak to a low over the past 10 years was 23.8%, against 33.7% for the S&P 500. Losses and gains are not symmetric: climbing back from a 23.8% fall takes a 31.2% gain. Guide: Market crash risk and tail risk →
Correlation
Over the past 5 years, PG's monthly returns had a correlation of 0.33 with the S&P 500. Correlation runs from 1 (moving in lockstep) through 0 (unrelated) to −1 (moving in opposite directions). They are only loosely linked, which makes it a real diversifier next to an index fund. In the table, the correlation column measures each option against PG instead: the lower it is, the more that option would diversify a PG holding. Guide: Correlation and diversification →
Show all 314 stocks and funds worth at least $500 million that earned more than PG with less volatility

Out of 3,633 tested over 5 years. The strongest 100 are listed, best first, with funds that hold the same thing listed once.

#InvestmentFound inAnnual returnVolatilitySharpeWorst decline10Y returnCorr. with PGExpense
1
BRK-BBerkshire Hathaway Inc. · Insurance
Whole market+13.4%17.1%0.82−29.6%+274%0.46—
2
KOThe Coca-Cola Company · Food & Beverages
Whole market+14.7%16.8%0.91−37.0%+204%0.70—
3
SCHDSchwab U.S. Dividend Equity ETF · US Dividend Equity
Whole market+9.7%14.3%0.72−33.4%+252%0.480.06%
4
BALTInnovator Defined Wealth Shield ETF · Crypto
Whole market+6.3%3.3%1.85−4.9%—0.350.69%
5
IWDiShares Russell 1000 Value ETF · US Large-Cap Value
Whole market+11.4%14.7%0.81−38.5%+205%0.450.18%
6
XLVState Street Health Care Select Sector SPDR ETF · Health Care Equity
Whole market+8.4%15.3%0.60−28.4%+202%0.470.08%
7
CHTChunghwa Telecom Co., Ltd. · Integrated Telecommunications
Whole market+7.7%13.3%0.63−23.8%+101%0.32—
8
HDViShares Core High Dividend ETF · US Dividend Equity
Whole market+12.9%13.0%1.00−37.0%+172%0.530.08%
9
PJULInnovator U.S. Equity Power Buffer ETF · Broad Market
Whole market+10.5%8.6%1.20−18.2%—0.330.79%
10
FJANFT Vest U.S. Equity Buffer ETF - January · Multi-Asset
Whole market+11.1%10.5%1.05−13.6%—0.250.85%
11
JQUAJPMorgan U.S. Quality Factor ETF · US Quality Equity
Whole market+13.6%15.7%0.89−32.9%—0.420.12%
12
JEPIJPMorgan Equity Premium Income ETF · Equity Income
Whole market+7.5%11.0%0.71−13.7%—0.600.35%
13
IWXiShares Russell Top 200 Value ETF · Broad Market
Whole market+12.7%13.8%0.94−35.8%+221%0.480.20%
14
BCIabrdn Bloomberg All Commodity Strategy K-1 Free ETF · Alternatives
Whole market+10.1%16.7%0.66−32.7%—0.140.26%
15
BUFRFT Vest Laddered Buffer ETF · Buffered Equity
Whole market+9.9%10.5%0.96−13.7%—0.320.10%
16
DIVBiShares Core Dividend ETF · Dividend & Income
Whole market+13.9%15.4%0.93−36.9%—0.400.05%
17
FHLCFidelity MSCI Health Care Index ETF · Healthcare
Whole market+7.3%15.4%0.53−28.8%+199%0.420.08%
18
DSTLDistillate U.S. Fundamental Stability & Value ETF · Broad Market
Whole market+11.3%16.1%0.75−33.1%—0.410.39%
19
PPHVanEck Pharmaceutical ETF · Healthcare
Whole market+11.6%15.8%0.78−29.7%+153%0.520.36%
20
FTXHFirst Trust Nasdaq Pharmaceuticals ETF · Healthcare
Whole market+11.9%16.9%0.75−32.1%+153%0.370.60%
21
ACIOAptus Collared Income Opportunity ETF · Dividend & Income
Whole market+9.3%11.1%0.86−14.2%—0.370.79%
22
PJPInvesco Pharmaceuticals ETF · Healthcare
Whole market+11.2%16.6%0.72−34.0%+135%0.330.58%
23
VOOVanguard S&P 500 ETF · US Large-Cap Equity
Whole market+12.8%16.9%0.80−34.0%+324%0.330.03%
24
SIXHETC 6 Meridian Hedged Equity Index Option ETF · Broad Market
Whole market+10.2%10.2%1.00−11.7%—0.530.31%
25
HEGDSwan Hedged Equity US Large Cap ETF · Broad Market
Whole market+7.9%9.5%0.85−14.5%—0.290.88%
26
LVHIFranklin International Low Volatility High Dividend Index ETF · International Equity
Whole market+17.0%11.1%1.48−32.4%+194%0.510.40%
27
VXUSVanguard Total International Stock ETF · International Equity
Whole market+8.2%16.4%0.57−36.0%+140%0.430.05%
28
VEAVanguard FTSE Developed Markets ETF · Developed International Equity
Whole market+9.3%16.9%0.61−35.8%+153%0.440.03%
29
VIGVanguard Dividend Appreciation ETF · US Dividend Equity
Whole market+10.4%14.1%0.78−31.7%+258%0.510.04%
30
EPDEnterprise Products Partners L.P. · Oil & Gas Midstream
Whole market+16.4%17.1%0.98−58.1%+178%0.31—
31
VTVanguard Total World Stock ETF · Global Equity
Whole market+10.3%16.2%0.69−34.2%+223%0.380.06%
32
DFACDimensional - US Core Equity 2 ETF · US Total Market
Whole market+11.4%17.0%0.72−23.1%—0.340.21%
33
RSPInvesco S&P 500 Equal Weight ETF · US Large-Cap Equity
Whole market+8.2%16.1%0.57−39.0%+211%0.420.20%
34
QUALiShares MSCI USA Quality Factor ETF · US Quality Equity
Whole market+11.4%17.3%0.71−34.1%+293%0.400.15%
35
EFViShares MSCI EAFE Value ETF · International Equity
Whole market+13.6%15.9%0.88−43.2%+157%0.440.31%
36
FNDFSchwab Fundamental International Large Company Index ETF · International Equity
Whole market+13.6%16.3%0.87−40.2%+194%0.440.25%
37
VOEVanguard Morningstar Mid-Cap Value ETF · US Mid-Cap Equity
Whole market+9.4%15.8%0.65−43.2%+182%0.420.05%
38
AVLVAvantis U.S. Large Cap Value ETF · US Large-Cap Value
Whole market+14.0%16.9%0.86−19.5%—0.370.15%
39
HYGHiShares Interest Rate Hedged High Yield Bond ETF · Bonds
Whole market+6.6%7.1%0.94−23.9%+74.5%0.181.12%
40
FTSFortis Inc. · Electric Utilities
Whole market+8.4%16.4%0.58−34.3%+154%0.49—
41
USMViShares MSCI USA Min Vol Factor ETF · US Low-Volatility Equity
Whole market+7.6%12.3%0.66−33.1%+176%0.560.15%
42
SPHQInvesco S&P 500 Quality ETF · US Quality Equity
Whole market+12.0%16.7%0.76−31.6%+300%0.480.20%
43
MGVVanguard Morningstar Mega Cap Value ETF · US Large-Cap Value
Whole market+12.6%13.4%0.95−35.4%+244%0.520.05%
44
SDYState Street SPDR S&P Dividend ETF · US Dividend Equity
Whole market+7.6%14.0%0.59−36.7%+157%0.550.35%
45
FDVVFidelity High Dividend ETF · US Dividend Equity
Whole market+13.2%14.6%0.92−40.2%+253%0.410.15%
46
DBEFXtrackers MSCI EAFE Hedged Equity ETF · International Equity
Whole market+13.1%13.8%0.96−32.5%+206%0.460.35%
47
IOOiShares Global 100 ETF · Global Equity
Whole market+15.7%17.2%0.94−31.4%+361%0.320.40%
48
FDLFirst Trust Morningstar Dividend Leaders Index Fund · US Dividend Equity
Whole market+13.9%14.4%0.98−41.4%+199%0.460.43%
49
BBCAJPMorgan BetaBuilders Canada ETF · International Equity
Whole market+11.4%16.7%0.73−42.8%—0.370.19%
50
DIVOAmplify CWP Enhanced Dividend Income ETF · Equity Income
Whole market+11.1%11.9%0.95−30.0%—0.530.56%
51
XLPState Street Consumer Staples Select Sector SPDR ETF · Consumer Staples
Whole market+7.2%13.8%0.57−24.5%+121%0.820.08%
52
IGFiShares Global Infrastructure ETF · Infrastructure Equity
Whole market+9.0%13.9%0.69−42.1%+113%0.450.37%
53
FNDESchwab Fundamental Emerging Markets Large Company Index ETF · Emerging Markets Equity
Whole market+9.8%17.0%0.64−39.9%+151%0.370.39%
54
QYLDGlobal X - Nasdaq 100 Covered Call ETF · Equity Income
Whole market+8.4%15.0%0.62−24.7%+156%0.230.60%
55
EMLPFirst Trust North American Energy Infrastructure Fund · Energy Infrastructure
Whole market+14.9%14.5%1.04−43.6%+150%0.420.95%
56
VPUVanguard Utilities ETF · Utilities Equity
Whole market+7.6%17.1%0.52−36.4%+134%0.470.09%
57
DBMFiMGP DBi Managed Futures Strategy ETF · Alternatives
Whole market+9.8%12.4%0.82−20.4%—0.020.85%
58
USMCPrincipal U.S. Mega-Cap ETF · Broad Market
Whole market+14.1%16.4%0.89−30.0%—0.340.12%
59
GCOWPacer Global Cash Cows Dividend ETF · International
Whole market+14.1%13.6%1.04−37.6%+168%0.470.60%
60
FTCSFirst Trust Capital Strength ETF · US Quality Equity
Whole market+6.2%13.2%0.52−31.9%+188%0.560.53%
61
TXNMTXNM Energy, Inc. · Electric Utilities
Whole market+7.2%14.9%0.54−46.4%+150%0.00—
62
FTLSFirst Trust Long/Short Equity ETF · Broad Market
Whole market+10.2%10.4%0.99−20.6%+158%0.390.95%
63
OMFLInvesco Russell 1000 Dynamic Multifactor ETF · US Multifactor Equity
Whole market+9.0%16.4%0.61−33.2%—0.350.29%
64
EWUiShares MSCI United Kingdom ETF · International
Whole market+11.4%16.4%0.74−43.3%+130%0.490.50%
65
PTLCPacer Trendpilot US Large Cap ETF · Broad Market
Whole market+9.5%11.8%0.83−26.6%+188%0.320.60%
66
DEMWisdomTree Emerging Markets High Dividend Fund · International Equity
Whole market+9.6%15.5%0.67−37.8%+133%0.330.63%
67
WTVWisdomTree U.S. Value Fund · Broad Market
Whole market+13.4%17.0%0.83−42.2%+303%0.360.12%
68
DIVIFranklin International Core Dividend Tilt Index ETF · International
Whole market+13.4%15.5%0.89−27.7%+184%0.490.09%
69
AORiShares Core 60/40 Balanced Allocation ETF · Multi-Asset
Whole market+6.4%10.7%0.64−23.0%+118%0.370.20%
70
XYLDGlobal X - S&P 500 Covered Call ETF · International
Whole market+7.4%11.2%0.70−33.4%+128%0.350.60%
71
EQWLInvesco S&P 100 Equal Weight ETF · Broad Market
Whole market+11.6%15.0%0.81−34.3%+291%0.420.30%
72
HDEFXtrackers MSCI EAFE High Dividend Yield Equity ETF · International
Whole market+12.8%14.2%0.92−36.4%+134%0.470.09%
73
MLPAGlobal X - MLP ETF · Energy
Whole market+15.2%17.2%0.91−74.3%+80.0%0.280.77%
74
FTHIFirst Trust BuyWrite Income ETF · Dividend & Income
Whole market+10.3%13.3%0.81−32.7%+126%0.270.75%
75
FLQLFranklin U.S. Large Cap Multifactor Index ETF · Broad Market
Whole market+13.8%16.3%0.88−33.6%—0.380.15%
76
HFXINYLI FTSE International Equity Currency Neutral ETF · International
Whole market+11.4%15.3%0.79−32.4%+180%0.450.19%
77
FNDCSchwab Fundamental International Small Company Index ETF · International
Whole market+7.7%16.0%0.55−43.2%+121%0.410.39%
78
DDWMWisdomTree Dynamic International Equity Fund · International
Whole market+12.3%13.4%0.94−35.0%+149%0.500.40%
79
DHSWisdomTree U.S. High Dividend Fund · Dividend & Income
Whole market+12.0%13.9%0.89−37.4%+156%0.450.38%
80
RODMHartford Multifactor Developed Markets (ex-US) ETF · International
Whole market+10.6%13.5%0.82−36.0%+141%0.460.29%
81
SEAL-PBSeapeak LLC · Oil & Gas Midstream
Whole market+8.0%14.3%0.62−47.8%—0.03—
82
FGDFirst Trust Dow Jones Global Select Dividend Index Fund · International
Whole market+11.6%14.8%0.82−44.8%+155%0.400.55%
83
RLYState Street Multi-Asset Real Return ETF · Multi-Asset
Whole market+9.9%13.3%0.78−34.2%+128%0.380.50%
84
RAAXVanEck Real Assets ETF · Commodities
Whole market+11.7%15.6%0.79−33.9%—0.400.55%
85
FDLOFidelity Low Volatility Factor ETF · Broad Market
Whole market+9.8%13.0%0.79−34.4%+249%0.480.15%
86
DBAInvesco DB Agriculture Fund · Alternatives
Whole market+10.7%13.8%0.81−35.3%+62.2%0.270.90%
87
RDIVInvesco S&P Ultra Dividend Revenue ETF · Dividend & Income
Whole market+12.2%17.3%0.75−50.0%+184%0.360.39%
88
EDIVState Street SPDR S&P Emerging Markets Dividend ETF · International
Whole market+11.2%13.8%0.84−40.7%+119%0.420.49%
89
TDVGT. Rowe Price Dividend Growth ETF · Dividend & Income
Whole market+9.6%13.8%0.73−19.2%—0.520.50%
90
EXIiShares Global Industrials ETF · Industrials
Whole market+10.6%17.3%0.67−39.6%+203%0.470.38%
91
PTNQPacer Trendpilot 100 ETF · Technology
Whole market+9.7%14.1%0.73−28.1%+305%0.180.65%
92
REGLProShares - S&P MidCap 400 Dividend Aristocrats ETF · Dividend & Income
Whole market+7.2%16.0%0.52−36.4%+148%0.410.40%
93
EQLALPS Equal Sector Weight ETF · Broad Market
Whole market+13.5%14.5%0.94−34.2%+387%0.460.19%
94
JVALJPMorgan U.S. Value Factor ETF · Broad Market
Whole market+12.0%17.2%0.75−40.4%—0.350.12%
95
FLSPFranklin Systematic Style Premia ETF · Alternatives
Whole market+8.4%13.4%0.68−22.9%—0.280.65%
96
ROUSHartford Multifactor US Equity ETF · Broad Market
Whole market+12.3%14.4%0.88−35.5%+238%0.480.19%
97
NTSXWisdomTree U.S. Efficient Core Fund · Alternatives
Whole market+8.2%17.2%0.55−31.4%—0.330.20%
98
LGLVState Street SPDR US Large Cap Low Volatility Index ETF · Broad Market
Whole market+7.6%13.0%0.63−36.6%+199%0.580.12%
99
FDRRFidelity Dividend ETF for Rising Rates · Dividend & Income
Whole market+12.6%15.0%0.87−36.5%+265%0.400.15%
100
FYLDCambria Foreign Shareholder Yield ETF · Dividend & Income
Whole market+13.1%16.0%0.85−44.6%+203%0.400.59%

PG against its popular alternatives

The investments people most often weigh against PG, compared period by period and year by year.

How do PG's risk and return compare with its alternatives?

This map plots each investment's annual return over the past 5 years against its volatility, the size of its typical price swings. Investments toward the upper left earned more for a smoother ride, and those toward the lower right earned less for a rougher one. The dashed lines cross at PG, which divides the map into what did better or worse on each measure.

Green points earned more than PG with less volatility; red points earned less with more. Hover over a point for its figures. Total returns with dividends reinvested, annualized.

10.0%20.0%30.0%40.0%50.0%60.0%−40.0%−30.0%−20.0%−10.0%0.0%10.0%20.0%30.0%40.0%Volatility over 5 years (annualized)Annual return over 5 yearsHigher return, lower volatilityLower return, higher volatilityPG: 5.1% a year, volatility 18.3%SPY (S&P 500): 12.7% a year, volatility 17.1%TGT: −6.5% a year, volatility 36.1%NWL: −20.7% a year, volatility 55.5%EL: −17.7% a year, volatility 44.5%EPC: −2.4% a year, volatility 34.3%HELE: −33.6% a year, volatility 53.0%COTY: −16.1% a year, volatility 45.3%KMB: 0.0% a year, volatility 21.1%ENR: −6.0% a year, volatility 36.3%WD: −20.9% a year, volatility 38.0%CLX: −8.3% a year, volatility 26.7%CHD: 6.1% a year, volatility 21.1%ELF: 31.2% a year, volatility 58.5%CL: 7.2% a year, volatility 19.2%IPAR: 11.6% a year, volatility 33.7%COST: 17.4% a year, volatility 22.9%AMZN: 9.0% a year, volatility 36.6%WMT: 20.8% a year, volatility 22.6%UL: 5.5% a year, volatility 21.5%PGSPY (S&P 500)TGTNWLELEPCHELECOTYKMBENRWDCLXCHDELFCLIPARCOSTAMZNWMT10.0%20.0%30.0%40.0%50.0%60.0%−40.0%−20.0%0.0%20.0%40.0%Volatility over 5 years (annualized)Annual return over 5 yearsHigher return, lower volatilityLower return, higher volatilityPG: 5.1% a year, volatility 18.3%SPY (S&P 500): 12.7% a year, volatility 17.1%TGT: −6.5% a year, volatility 36.1%NWL: −20.7% a year, volatility 55.5%EL: −17.7% a year, volatility 44.5%EPC: −2.4% a year, volatility 34.3%HELE: −33.6% a year, volatility 53.0%COTY: −16.1% a year, volatility 45.3%KMB: 0.0% a year, volatility 21.1%ENR: −6.0% a year, volatility 36.3%WD: −20.9% a year, volatility 38.0%CLX: −8.3% a year, volatility 26.7%CHD: 6.1% a year, volatility 21.1%ELF: 31.2% a year, volatility 58.5%CL: 7.2% a year, volatility 19.2%IPAR: 11.6% a year, volatility 33.7%COST: 17.4% a year, volatility 22.9%AMZN: 9.0% a year, volatility 36.6%WMT: 20.8% a year, volatility 22.6%UL: 5.5% a year, volatility 21.5%PGSPY (S&P 500)TGTNWLELEPCHELECOTYKMBENRWDCLXCHDELFCLIPARCOSTWMT
All figures
InvestmentAnnual returnVolatility
ELF e.l.f. Beauty, Inc.+31.2%58.5%
WMT Walmart Inc.+20.8%22.6%
COST Costco Wholesale Corporation+17.4%22.9%
SPY S&P 500State Street SPDR S&P 500 ETF+12.7%17.1%
IPAR Inter Parfums, Inc.+11.6%33.7%
AMZN Amazon.com, Inc.+9.0%36.6%
CL Colgate-Palmolive Company+7.2%19.2%
CHD Church & Dwight Co., Inc.+6.1%21.1%
UL Unilever PLC+5.5%21.5%
PG This pageThe Procter & Gamble Company+5.1%18.3%
KMB Kimberly-Clark Corporation0.0%21.1%
EPC Edgewell Personal Care Company−2.4%34.3%
ENR Energizer Holdings, Inc.−6.0%36.3%
TGT Target Corporation−6.5%36.1%
CLX The Clorox Company−8.3%26.7%
COTY Coty Inc.−16.1%45.3%
EL The Estée Lauder Companies Inc.−17.7%44.5%
NWL Newell Brands Inc.−20.7%55.5%
WD Walker & Dunlop, Inc.−20.9%38.0%
HELE Helen of Troy Limited−33.6%53.0%
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Has PG consistently beaten its popular alternatives?

This section compares PG with the investments people most often weigh against it, checking each one over eight periods from one month to ten years. Counting how often an alternative earned more than PG helps separate lasting outperformance from a single strong stretch.

A green cell means the alternative earned more than PG over that period. "Qualified" marks those that did so in at least 3 of 5 short-term periods and 2 of 3 long-term periods.

InvestmentPeriods outperformed Short termLong termRisk · 5 yearsFund
1M3M6MYTD1Y3Y5Y10YVolatilitylower is calmerSharpehigher is betterWorst declinepast 10 yearsExpenseAssetsOverlapsame sectors
PG The Procter & Gamble Company (this page)—+9.1%+7.7%+12.0%+14.9%+8.0%+15.8%+28.3%+145%18.3%0.37−23.8%—$370B—
CHD QualifiedChurch & Dwight Co., Inc.4/5 short3/3 longAll-weather+11.0%+8.7%+10.4%+29.4%+21.9%+21.9%+34.6%+154%21.1%0.39−31.7%—$25B—
ELF Qualifiede.l.f. Beauty, Inc.4/5 short2/3 long+17.3%+44.1%+67.7%+47.5%−10.0%+12.6%+289%+331%58.5%0.77−77.3%—$6.8B—
TGT QualifiedTarget Corporation4/5 short2/3 long−2.4%+11.2%+20.3%+57.4%+75.1%+58.0%−28.5%+207%36.1%0.00−64.4%—$70B—
CL QualifiedColgate-Palmolive Company4/5 short2/3 long+10.2%+3.4%+14.5%+24.6%+22.9%+38.3%+41.8%+68.8%19.2%0.46−29.0%—$75B—
IPAR QualifiedInter Parfums, Inc.3/5 short2/3 long+2.8%−6.2%+20.0%+38.9%+21.2%+1.3%+72.8%+350%33.7%0.49−54.9%—$3.7B—
COST Discount StoresCostco Wholesale Corporation2/5 short3/3 long+10.7%+6.5%0.0%+16.9%+6.9%+87.2%+123%+685%22.9%0.82−31.4%—$441B—
AMZN Specialty RetailAmazon.com, Inc.2/5 short3/3 long+1.6%+5.1%+5.8%+16.0%+21.3%+110%+53.8%+548%36.6%0.42−56.1%—$2.8T—
WMT Discount StoresWalmart Inc.2/5 short3/3 long+9.7%+5.3%−7.5%+5.2%+11.0%+130%+158%+508%22.6%0.96−25.7%—$938B—
UL Household & Personal ProductsUnilever PLC1/5 short2/3 long+4.9%+6.1%+14.6%+2.9%−4.7%+32.9%+30.5%+89.8%21.5%0.36−30.1%—$141B—
NWL Household & Personal ProductsNewell Brands Inc.4/5 short0/3 long+1.4%+12.0%+34.0%+60.0%+25.1%−5.5%−68.7%−83.2%55.5%-0.14−91.8%—$2.4B—
EL Household & Personal ProductsThe Estée Lauder Companies Inc.3/5 short0/3 long+10.2%+27.3%+37.3%+0.4%+5.0%−18.3%−62.3%+39.8%44.5%-0.21−85.8%—$38B—
EPC Household & Personal ProductsEdgewell Personal Care Company3/5 short0/3 long+4.2%−0.8%+21.3%+70.7%+45.3%−14.0%−11.5%−58.3%34.3%0.10−78.6%—$1.3B—
HELE Household & Personal ProductsHelen of Troy Limited3/5 short0/3 long+6.4%+5.1%+48.7%+42.7%+53.8%−71.6%−87.1%−63.6%53.0%-0.51−94.7%—$688M—
COTY Household & Personal ProductsCoty Inc.3/5 short0/3 long+28.3%+19.3%+35.9%+3.5%−22.0%−66.1%−58.3%−84.3%45.3%-0.16−91.0%—$2.8B—
KVUE Household & Personal ProductsKenvue Inc.3/5 short0/3 long+9.1%+3.7%+13.5%+16.6%+36.7%+12.0%————−44.1%—$37B—
KMB Household & Personal ProductsKimberly-Clark Corporation2/5 short0/3 long+10.8%+1.1%+12.8%+11.0%−5.7%−0.4%0.0%+29.9%21.1%0.11−34.1%—$36B—
ENR Electrical Equipment & PartsEnergizer Holdings, Inc.2/5 short0/3 long+2.8%+10.8%+12.2%+16.7%−2.5%−19.5%−26.5%−35.4%36.3%0.01−67.5%—$1.5B—
WD Financial - MortgagesWalker & Dunlop, Inc.0/5 short0/3 long−12.9%−29.9%−32.2%−40.4%−57.2%−43.6%−69.0%+74.8%38.0%-0.43−76.0%—$1.1B—
CLX Household & Personal ProductsThe Clorox Company0/5 short0/3 long+3.0%−8.1%−12.3%−10.2%−23.5%−20.1%−35.3%−3.1%26.7%-0.19−58.8%—$11B—
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How did PG do year by year?

This table shows each investment's total return in every full calendar year since 1997, along with where PG ranked among its popular alternatives each year. Annual results reveal how consistently each one kept pace with PG and how far its good and bad years diverged, detail that multiyear averages tend to smooth over.

Newest year first. Green marks a year in which the fund came out ahead of PG; gray means the two finished within a fraction of a point. The rank row places PG among the alternatives that traded the full year; dark green is the top quarter and red the bottom quarter.

InvestmentYears ahead of PG20252024202320222021202020192018201720162015201420132012201120102009200820072006200520042003200220012000199919981997
PG This pageThe Procter & Gamble Company—−12.3%+17.3%−0.9%−5.1%+20.5%+14.2%+39.7%+3.6%+12.7%+9.3%−10.0%+15.4%+23.6%+5.2%+7.0%+9.3%+1.2%−13.8%+16.7%+13.4%+7.2%+12.4%+18.5%+11.4%+3.1%−27.1%+21.6%+16.0%+50.5%
Rank among alternativesTop quarter in 3 of 297 of 207 of 2013 of 195 of 199 of 1913 of 197 of 198 of 1912 of 195 of 1814 of 1710 of 1711 of 1615 of 1610 of 1610 of 1514 of 156 of 157 of 1510 of 153 of 159 of 1511 of 156 of 159 of 1511 of 149 of 1410 of 146 of 13
SPY S&P 500State Street SPDR S&P 500 ETF16 of 29+17.7%+24.9%+26.2%−18.2%+28.7%+18.3%+31.2%−4.6%+21.7%+12.0%+1.2%+13.5%+32.3%+16.0%+1.9%+15.1%+26.4%−36.8%+5.1%+15.9%+4.8%+10.7%+28.2%−21.6%−11.7%−9.8%+20.4%+28.7%+33.5%
CHD Church & Dwight Co., Inc.21 of 29−18.9%+12.0%+18.7%−20.4%+18.9%+25.5%+8.3%+33.2%+15.3%+5.7%+9.4%+21.2%+26.0%+19.3%+34.8%+15.4%+8.7%+4.4%+27.6%+30.0%−0.9%+28.1%+31.3%+15.2%+21.3%−15.3%+50.0%+29.7%+25.0%
ELF e.l.f. Beauty, Inc.5 of 9−39.4%−13.0%+161%+66.5%+31.8%+56.2%+86.3%−61.2%−22.9%————————————————————
TGT Target Corporation16 of 29−24.5%−2.3%−1.4%−34.2%+32.9%+40.5%+100%+4.7%−5.8%+2.7%−1.6%+23.8%+9.5%+18.2%−13.0%+26.3%+42.4%−30.0%−11.6%+4.7%+6.6%+36.1%+29.0%−26.5%+28.0%−11.5%+36.2%+62.2%+74.2%
CL Colgate-Palmolive Company17 of 29−11.0%+16.6%+3.8%−5.5%+2.1%+27.2%+18.6%−19.2%+17.9%+0.4%−1.6%+8.4%+27.6%+15.9%+18.1%+0.4%+22.9%−10.1%+22.0%+21.5%+9.6%+4.1%−3.0%−8.0%−9.4%+0.4%+41.6%+28.0%+62.3%
IPAR Inter Parfums, Inc.14 of 29−33.6%−6.5%+52.0%−7.4%+79.0%−16.2%+12.7%+53.3%+35.1%+40.3%−11.6%−22.1%+89.6%+27.3%−15.9%+57.4%+60.9%−35.1%−5.5%+7.6%+14.1%−29.2%+194%+4.2%+26.0%+41.0%+55.4%−11.0%+5.4%
COST Costco Wholesale Corporation22 of 29−5.4%+39.6%+49.0%−19.1%+51.8%+32.7%+45.7%+10.6%+22.4%+0.3%+18.9%+20.5%+21.9%+28.4%+16.7%+23.7%+14.3%−24.0%+33.2%+7.9%+3.2%+31.1%+32.5%−36.8%+11.1%−12.5%+26.4%+61.8%+77.7%
AMZN Amazon.com, Inc.17 of 28+5.2%+44.4%+80.9%−49.6%+2.4%+76.3%+23.0%+28.4%+56.0%+10.9%+118%−22.2%+59.0%+45.0%−3.9%+33.7%+163%−44.7%+135%−16.5%+6.8%−16.0%+178%+74.6%−30.5%−79.6%+42.2%+968%—
WMT Walmart Inc.15 of 29+24.5%+74.0%+12.9%−0.5%+1.9%+23.4%+30.1%−3.4%+46.6%+16.1%−26.6%+11.8%+18.2%+17.1%+13.8%+3.1%−2.5%+20.0%+4.9%+0.2%−10.2%+0.6%+5.6%−11.8%+8.9%−22.7%+70.5%+107%+74.6%
UL Unilever PLC14 of 29+5.8%+20.9%−0.2%−2.8%−7.6%+9.1%+12.9%−2.4%+40.2%−2.6%+9.7%+1.9%+10.1%+19.6%+12.9%+0.6%+44.1%−36.3%+38.6%+30.9%+5.3%+9.2%+1.3%+18.0%−1.0%+17.6%−31.0%+31.5%+45.2%
NWL Newell Brands Inc.12 of 29−60.5%+18.9%−30.9%−37.0%+6.8%+16.7%+9.5%−37.5%−29.3%+2.9%+17.9%+19.9%+49.0%+41.0%−9.5%+22.8%+57.9%−60.3%−8.0%+25.8%+1.8%+10.2%−22.4%+13.0%+25.2%−18.9%−28.2%+1.2%+37.2%
EL The Estée Lauder Companies Inc.16 of 29+42.1%−47.6%−40.1%−32.3%+40.0%+29.8%+60.3%+3.4%+68.7%−11.9%+17.0%+2.3%+27.2%+7.9%+40.5%+68.5%+58.1%−27.6%+8.2%+23.3%−26.0%+17.7%+49.9%−17.5%−26.5%−12.7%+18.4%+67.1%+1.7%
EPC Edgewell Personal Care Company10 of 25−47.9%−6.8%−3.5%−14.4%+34.3%+12.2%−17.1%−37.1%−18.6%−6.9%−17.0%+20.9%+37.8%+4.4%+6.3%+19.0%+13.2%−51.7%+58.0%+42.6%+0.2%+32.3%+34.6%+46.4%−10.8%————
HELE Helen of Troy Limited15 of 29−64.5%−50.5%+8.9%−54.6%+10.0%+23.6%+37.1%+36.1%+14.1%−10.4%+44.9%+31.8%+47.8%+8.9%+3.2%+21.6%+40.9%+1.3%−29.3%+50.6%−52.1%+45.3%+98.8%−6.2%+154%−32.7%−50.6%−8.9%+46.6%
COTY Coty Inc.5 of 12−55.8%−44.0%+45.1%−18.5%+49.6%−36.9%+79.2%−65.7%+11.7%−27.4%+25.2%+37.1%—————————————————
KVUE Kenvue Inc.0 of 2−15.8%+3.1%———————————————————————————
KMB Kimberly-Clark Corporation12 of 29−19.9%+11.8%−7.1%−1.6%+9.7%+0.9%+24.6%−2.1%+9.0%−7.7%+13.8%+18.9%+27.9%+19.1%+21.6%+3.3%+26.1%−21.0%+5.2%+17.5%−6.8%+18.1%+27.9%−19.0%−13.8%+10.2%+22.3%+12.9%+5.5%
ENR Energizer Holdings, Inc.1 of 10−40.1%+14.4%−2.2%−13.2%−2.2%−13.8%+14.3%−3.9%+10.1%+34.1%———————————————————
WD Walker & Dunlop, Inc.8 of 15−35.9%−10.1%+46.0%−46.8%+67.0%+45.9%+52.7%−7.2%+52.2%+8.3%+64.2%+8.5%−3.0%+32.6%+24.6%——————————————
CLX The Clorox Company17 of 29−35.6%+17.7%+5.0%−17.0%−11.5%+34.5%+2.2%+6.6%+24.7%−3.0%+25.0%+15.9%+30.8%+13.9%+8.8%+7.2%+13.7%−12.1%+3.9%+14.9%−1.6%+23.9%+20.5%+6.5%+14.1%−28.1%−12.5%+49.4%+61.2%
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Risk and diversification

How PG has fallen, how it held up in crashes beside the S&P 500 and its popular alternatives, and what moves independently of it.

What were PG's worst declines?

A drawdown is the decline from a peak to the lowest point before a new high. This section presents PG's five deepest drawdowns since it began trading in 1986, alongside the S&P 500's return over the same dates, and how long each took to recover. Together, these figures show how much an investor could have lost and how long it took to get back to even.

Green means PG fell less than the S&P 500 over the same dates. Based on daily closing prices with dividends reinvested.

DuringPG fellS&P 500, same datesPeakLowTime to the lowBack at the peakTime to recover
Dot-com bust−54.4%−3.0%Jan 2000Mar 20002 monthsMay 20044.2 years
No named crash−40.1%—Oct 1987Oct 1987Under a monthMay 198919 months
2008 financial crisis−39.0%−53.1%Dec 2007Mar 200915 monthsDec 20112.8 years
No named crash−28.7%−12.1%Jul 1998Sep 19982 monthsNov 19982 months
2015 China and oil sell-off−25.5%−5.1%Dec 2014Sep 20159 monthsSep 201612 months

How did PG do in stock market crashes?

This section measures how far PG, the S&P 500 and each alternative fell from peak to trough during every major market crash since 2000. A smaller decline means an investment held up better, and comparing results across crashes shows whether that resilience was consistent or a one-off.

Newest crash first. Each figure is the fund's deepest fall within the crash window; green means a smaller fall than PG.

InvestmentHeld up better2023 regional bank crisisMar 20232022 bear marketJan 2022Covid crashFeb 2020Late-2018 sell-offSep 2018February 2018 volatility shockFeb 20182015 China and oil sell-offAug 20152011 euro debt crisisJul 20112010 flash crashMay 20102008 financial crisisOct 2007Dot-com bustMar 2000
PG This pageThe Procter & Gamble Company—−0.7%−23.8%−22.9%−9.6%−5.1%−10.9%−8.9%−0.7%−39.0%−27.1%
SPY S&P 500State Street SPDR S&P 500 ETF0 of 10−3.4%−24.5%−33.7%−19.3%−6.5%−12.8%−17.9%−1.5%−55.2%−47.5%
CHD Church & Dwight Co., Inc.5 of 100.0%−31.7%−21.1%−9.4%−1.1%−13.3%−12.4%−1.5%−28.0%−23.6%
ELF e.l.f. Beauty, Inc.0 of 5−6.0%−35.3%−58.4%−41.7%−4.8%—————
TGT Target Corporation2 of 10−3.4%−43.9%−21.7%−30.3%−3.0%−15.8%−10.4%−1.3%−60.6%−42.6%
CL Colgate-Palmolive Company3 of 10−0.9%−18.2%−20.7%−15.7%−4.8%−12.2%−8.5%−1.9%−31.1%−30.8%
IPAR Inter Parfums, Inc.1 of 10−1.6%−37.9%−49.1%−13.7%−4.4%−25.9%−38.2%−3.0%−80.9%−52.1%
COST Costco Wholesale Corporation1 of 10−3.1%−31.4%−13.7%−20.8%−6.5%−15.2%−13.5%−1.2%−48.0%−50.1%
AMZN Amazon.com, Inc.0 of 10−3.4%−39.6%−22.7%−33.2%−7.1%−30.6%−20.7%−2.9%−65.3%−91.8%
WMT Walmart Inc.2 of 10−0.8%−25.7%−13.1%−18.3%−4.9%−22.3%−10.5%−1.5%−26.2%−31.8%
UL Unilever PLC3 of 10−0.2%−19.1%−25.3%−8.0%−7.7%−15.2%−11.8%−2.7%−53.5%−21.5%
NWL Newell Brands Inc.0 of 10−12.1%−44.9%−46.2%−29.5%−6.7%−29.9%−27.8%−2.2%−83.2%−33.9%
EL The Estée Lauder Companies Inc.1 of 10−5.4%−42.0%−32.1%−19.8%−4.2%−16.1%−21.5%−3.7%−62.1%−50.7%
EPC Edgewell Personal Care Company0 of 9−4.0%−36.7%−40.7%−24.6%−7.5%−25.7%−21.2%−3.9%−74.0%—
HELE Helen of Troy Limited1 of 10−12.0%−60.8%−44.2%−14.0%−2.6%−20.5%−29.1%−1.9%−65.0%−46.1%
COTY Coty Inc.1 of 6−5.4%−43.5%−67.5%−52.6%−4.3%−28.2%————
KMB Kimberly-Clark Corporation6 of 10−0.2%−22.2%−23.7%−12.4%−4.1%−11.6%−7.8%−0.1%−35.0%−26.5%
ENR Energizer Holdings, Inc.0 of 6−5.7%−37.6%−44.8%−30.4%−5.5%−29.6%————
WD Walker & Dunlop, Inc.1 of 7−10.2%−44.3%−53.8%−28.7%−3.2%−38.8%−20.5%———
CLX The Clorox Company4 of 10−1.2%−33.4%−14.0%−12.6%−3.0%−8.6%−13.2%−1.5%−28.4%−37.3%
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How closely does PG move with the S&P 500?

Upside capture measures how much of the S&P 500's gains an investment kept in the months the market rose, and downside capture how much of its losses it took in the months the market fell. An investment that captures more of the gains than the losses has compounded ahead of the market over time. This section compares PG with its popular alternatives on both measures, and on beta (how strongly each has moved with the market), over the past 10 years.

Monthly total returns over the past 10 years, measured against SPY. 100% capture or a beta of 1.00 means moving in line with the S&P 500. Green marks a better figure than PG's: more upside, less downside or a higher capture ratio. Sorted by capture ratio.

InvestmentUpside captureDownside captureCapture ratioBeta
PG This pageThe Procter & Gamble Company46%41%1.130.41
WMT Walmart Inc.74%36%2.080.53
COST Costco Wholesale Corporation93%50%1.850.77
CHD Church & Dwight Co., Inc.47%38%1.220.44
IPAR Inter Parfums, Inc.105%108%0.971.02
AMZN Amazon.com, Inc.134%139%0.961.31
TGT Target Corporation83%87%0.951.00
ELF e.l.f. Beauty, Inc.133%171%0.781.81
UL Unilever PLC46%60%0.770.45
CL Colgate-Palmolive Company39%52%0.750.46
WD Walker & Dunlop, Inc.108%170%0.631.42
KMB Kimberly-Clark Corporation27%48%0.570.39
EL The Estée Lauder Companies Inc.103%188%0.551.14
CLX The Clorox Company31%73%0.430.40
ENR Energizer Holdings, Inc.46%126%0.370.99
HELE Helen of Troy Limited52%177%0.291.11
COTY Coty Inc.39%212%0.181.70
EPC Edgewell Personal Care Company13%93%0.150.68
NWL Newell Brands Inc.5%135%0.040.92
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What diversifies PG?

Correlation measures how closely two investments move together, on a scale from 1 (in lockstep) through 0 (unrelated) to -1 (in opposite directions). This section lists large ETFs and stocks whose returns have had a low correlation with PG's. Because such investments tend not to fall at the same time, pairing PG with them can reduce a portfolio's overall swings.

Only ETFs with at least $1.0B in assets and stocks worth at least $10B, with a correlation below 0.5 over the past 5 years and a positive return, are included, ranked by Sharpe ratio; funds that hold the same thing are shown once. The year columns are the years in which PG lost money. The last two columns show a portfolio that is 80% PG and 20% the other investment, rebalanced monthly.

ETFs

InvestmentCorrelation5Y returnSharpe20252023202220152008200080/20 mix volatility80/20 mix annual return
PG The Procter & Gamble Company (this page)1.00+28.3%0.37−12.3%−0.9%−5.1%−10.0%−13.8%−27.1%18.3%+3.4%
DXJ InternationalWisdomTree Japan Hedged Equity Fund0.39+225%1.34+32.8%+42.0%+6.0%+7.7%−20.8%—15.8%+8.0%
EMLP Broad MarketFirst Trust North American Energy Infrastructure Fund0.42+101%1.04+9.7%+8.0%+10.4%−25.3%——16.1%+6.0%
SMH TechnologyVanEck Semiconductor ETF0.10+323%0.97+49.2%+73.4%−33.5%−0.3%−44.7%—16.8%+10.7%
DBEF InternationalXtrackers MSCI EAFE Hedged Equity ETF0.46+85.0%0.96+23.1%+20.1%−5.1%+4.1%——15.8%+5.6%
GLD CommoditiesSPDR Gold Shares0.30+126%0.96+63.7%+12.7%−0.8%−10.7%+4.9%—16.0%+6.6%
SPMO Broad MarketInvesco S&P 500 Momentum ETF0.30+136%0.93+26.6%+17.6%−10.4%———16.4%+7.2%
XLE EnergyState Street Energy Select Sector SPDR ETF0.20+177%0.93+7.9%−0.6%+64.4%−21.5%−39.0%+24.4%16.5%+7.8%
DFIV InternationalDimensional - International Value ETF0.40+99.4%0.93+45.4%+17.7%−3.7%———16.2%+6.0%

Stocks

InvestmentCorrelation5Y returnSharpe20252023202220152008200080/20 mix volatility80/20 mix annual return
PG The Procter & Gamble Company (this page)1.00+28.3%0.37−12.3%−0.9%−5.1%−10.0%−13.8%−27.1%18.3%+3.4%
CAH Medical - DistributionCardinal Health, Inc.0.39+479%1.55+76.3%+34.1%+54.1%+12.6%−39.6%+108%17.4%+10.1%
CLS Hardware, Equipment & PartsCelestica Inc.0.03+3,143%1.47+220%+160%+1.3%−6.0%−20.5%−2.3%19.1%+22.6%
FIX Engineering & ConstructionComfort Systems USA, Inc.0.21+1,636%1.46+121%+79.6%+17.0%+67.7%−15.2%−71.1%18.7%+18.5%
MCK Medical - DistributionMcKesson Corporation0.37+413%1.44+44.5%+24.1%+51.8%−4.5%−40.4%+61.2%17.2%+9.6%
MPC Oil & Gas Refining & MarketingMarathon Petroleum Corporation0.17+690%1.41+19.2%+30.4%+86.6%+17.4%——17.0%+12.2%
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Common questions

What was PG's worst drawdown?

PG's deepest decline since it began trading in 1986 was 54.4%, from January to March 2000. It took about four years from the low to climb back to its old high.

What were PG's best and worst years?

Over 29 full calendar years, PG's best year was 1997, when it returned 50.5%. Its worst was 2000, with a return of -27.1%.

Is there a better investment than PG?

Among PG's popular alternatives, CL, ELF and CHD were ahead of PG in most short and long periods. Looking beyond its popular alternatives, PKG (packaging) was ahead of PG in most short and long periods, though with much bigger swings (25.8% volatility against 18.2%).

Is PG more volatile than the S&P 500?

Yes. PG's volatility over the past 5 years was 18.2%, 1.1 times the S&P 500's 17.1%. Volatility measures how widely returns swing around their average: in roughly two years out of three, PG's return lands within 18.2% of its average, either way. The higher it is, the rougher the ride and the harder it is to hold through a slump.

What is PG's Sharpe ratio?

PG's Sharpe ratio over the past 5 years was 0.37, against 0.79 for the S&P 500, so PG earned less for each unit of risk than an index fund did. The Sharpe ratio is the return earned above cash for each unit of volatility: two investments with the same return are not equal if one got there with far bigger swings.

How correlated is PG with the S&P 500?

Over the past 5 years, PG's monthly returns had a correlation of 0.33 with the S&P 500. Correlation runs from 1 (moving in lockstep) through 0 (unrelated) to −1 (moving in opposite directions). They are only loosely linked, which makes it a real diversifier next to an index fund. In the table, the correlation column measures each option against PG instead: the lower it is, the more that option would diversify a PG holding.

What are the best alternatives to PG?

Of the 19 popular alternatives we compared, five outperformed PG in at least 3 of 5 short-term and 2 of 3 long-term timeframes, with dividends reinvested: CHD, ELF and TGT.

Did PG outperform the S&P 500?

PG finished ahead of the S&P 500 (SPY) in 13 of 29 full calendar years. In 2025, it returned -12.3%, against +17.7% for the index.

How did PG do in stock market crashes?

PG fell less than the S&P 500 (SPY) in ten of the ten major crashes it has traded through, and further in no. The clearest case was the dot-com bust, when PG fell 27.1% and the S&P 500 fell 47.5%.

What diversifies PG?

These had a low correlation with PG over the past 5 years and still earned a positive 5-year return: among large ETFs, DXJ (correlation 0.39), EMLP (correlation 0.42) and SMH (correlation 0.10); among large stocks, CAH (correlation 0.39), CLS (correlation 0.03) and FIX (correlation 0.21). A correlation near zero means the two have moved largely independently.

How we measure

More research

Popular alternatives to PG

Other stocks and ETFs