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,