COST vs PG: Which Is the Better Buy?
Side-by-side comparison of Costco Wholesale Corporation and The Procter & Gamble Company — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-25.
Costco Wholesale Corporation · Consumer Defensive
$896.48
+24.7% upside to fair value
Med Conviction
Grade B
High Quality
VS
The Procter & Gamble Company · Consumer Defensive
$147.04
+14.4% upside to fair value
Med Conviction
Grade B+
High Quality
QuantHub Verdict
COST has more upside to fair value
(+24.7%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
COST |
PG |
| Current Price |
$896.48 |
$147.04 |
| Fair Value Estimate |
$1,117.50 |
$168.19 |
| Upside to Fair Value |
+24.7%
|
+14.4%
|
| Market Cap |
$397.6B |
$349.5B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
32.7x
|
17.6x
|
| Price / Sales |
1.3x
|
4.0x
|
| Price / FCF |
42.4x
|
22.4x
|
| Revenue Growth YoY |
+11.1%
|
+1.5%
|
| Gross Margin |
17.5%
|
50.2%
|
| Operating Margin |
3.9%
|
22.7%
|
| Return on Equity |
28.0%
|
29.8%
|
| Dividend Yield |
0.62% |
2.92% |
| FCF Yield |
2.36%
|
4.47%
|
| Analyst Consensus |
Strong Buy
|
Buy
|
Investment Thesis
Costco Wholesale Corporation operates a global network of membership-based warehouse clubs, selling branded and private-label merchandise across the United States, Canada, Mexico, Japan, the United Kingdom, South Korea, Taiwan, Australia, Spain, France, Iceland, and China, supplemented by pharmacies, optical centers, food courts, hearing aid centers, tire installation, 636 gas stations, and e-com…
Procter & Gamble is a global consumer-staples leader selling daily-use products across beauty, grooming, health care, fabric and home care, and baby, feminine and family care in about 180 countries. Business quality is high because its brands, consumer insight, R&D, marketing scale and global distribution underpin leading category positions, including over 60% in blades and razors and over 35% in…
Accumulation Zones
| Metric |
COST |
PG |
| Zone Low |
$838.12 |
$126.14 |
| Zone High |
$949.88 |
$142.96 |
| In Buy Zone? |
Yes
|
No
|