Procter & Gamble Co. on Tuesday said it would raise prices on around 25% of the products it sells in the U.S. due to tariffs. But as higher prices keep shoppers cautious, executives at the maker of consumer products including Tide and Bounty argued that cheaper products don’t guarantee longer-term success.

The price increases will be implemented starting next month. Procter & Gamble ( NYSE: PG) Chief Financial Officer Andre Schulten said the price increases will be in the mid-single digit percentages and, in some cases, will be presented to consumers with improved product features.

July 29 (Reuters) - Procter & Gamble (PG.N) on Tuesday forecast annual results largely below estimates and said it would raise prices on some products in the U.S., a day after naming insider Shailesh Jejurikar as CEO to steer it through tariff uncertainty.