Oct 18 (Reuters) - Procter & Gamble ( PG ) missed Wall

Street expectations for first-quarter sales on Friday, as

consumers in its major markets, the U.S. and China, switched to

cheaper household and personal care brands.

The company's first-quarter net sales fell to $21.74 billion

from $21.87 billion a year earlier. Analysts had expected $21.91

billion, according to LSEG data.

(Reporting by Ananya Mariam Rajesh in Bengaluru; Editing by

Shinjini Ganguli)