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.

P&G; will raise prices on roughly 25% of its U.S. product portfolio starting in August. The increases, averaging mid-single digits (~2–3%), are des