PG vs V: Which Is the Better Buy?
Side-by-side comparison of The Procter & Gamble Company and Visa Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-05-04.
The Procter & Gamble Company · Consumer Defensive
$143.45
+13.8% upside to fair value
Grade B
High Quality
VS
Visa Inc. · Financial Services
$304.36
+37.7% upside to fair value
High Conviction
Grade A-
QuantHub Verdict
V has more upside to fair value
(+37.7%).
PG trades at a lower forward P/E
(20.8x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
PG |
V |
| Current Price |
$143.45 |
$304.36 |
| Fair Value Estimate |
$163.27 |
$419.00 |
| Upside to Fair Value |
+13.8%
|
+37.7%
|
| Market Cap |
$334.0B |
$586.8B |
| Forward P/E |
20.8x
|
23.7x
|
| EV / EBITDA |
15.4x
|
22.3x
|
| Price / Sales |
3.9x
|
14.2x
|
| Price / FCF |
22.2x
|
25.6x
|
| Revenue Growth YoY |
+7.4%
|
+11.3%
|
| Gross Margin |
50.3%
|
81.08%
|
| Operating Margin |
23.2%
|
59.18%
|
| Return on Equity |
31.3%
|
54.22%
|
| Dividend Yield |
0% |
0.83% |
| FCF Yield |
4.5%
|
3.91%
|
| Analyst Consensus |
Buy
|
Strong Buy
|
Investment Thesis
The Procter & Gamble Company is a leading consumer defensive firm specializing in household and personal products with a diversified portfolio across fabric and home care, baby and family care, beauty, health care, and grooming segments. The business quality is high, supported by durable brands, strong margins with a 50.3% gross margin and 19.2% net margin, and consistent earnings growth evidence…
Visa is the world's dominant payment network with $40B in net revenue (FY2025), 50%+ net margins, and a capital-light toll-booth model processing $14.2T in annual payment volume across 257.5B transactions. The business compounds at 10-12% revenue CAGR with operating leverage pushing EPS growth to 12-15% over a cycle, funded by $21.6B in annual free cash flow against only $1.5B in capex. At 28.0x …
Accumulation Zones
| Metric |
PG |
V |
| Zone Low |
$122.45 |
$265.00 |
| Zone High |
$138.78 |
$300.00 |
| In Buy Zone? |
No
|
No
|