consumer groups,” explained Sarah Pasquinucci, communications, North American fabric and home care, P&G. “Between Era, Dreft, Cheer, Gain and Tide, we delight a variety of consumers with our detergents.” She noted that consumers have many different needs, and it is P&G’s goal to meet those needs. “If you look at My Tide (a marketing program that debuted in July 2011), for example, you see that there are many vari- ants of Tide to reach the different needs of consumers—those seeking scent, white- ness, etc. Tide Pods is a great solution for those who want a pre-dosed detergent and a convenient laundry solution.”
The economy may be on the mend, but
that doesn’t mean consumers will be flush with
cash and ready to spend it on laundry detergent,
according to Vlacich.
“The value trend will continue. People won’t want less value,”
he told HAPPI. “They will not accept price increases, they want
more for their money. (As a result) the value segment won’t be
curtailed, it will continue.”
Vlacich noted that the 2011 launch of Sun Triple Clean with
Oxi meets the needs of cash-strapped consumers who are still
interested in using the latest laundry technology.
Craigie insisted that the recent addition of a sensitive skin
variant to Church & Dwight’s Arm & Hammer liquid laundry detergent is designed to appeal to the more than 50% of consumer
households who have sensitive skin issues.
“It will drive growth of the Arm & Hammer liquid laundry
brand, which has posted 14 consecutive quarters of growth,” he
Arm & Hammer Crystal Burst and Toss
N Done give Church & Dwight a posi-
tion in the unit dose segment.
This year, Sun will grow behind single dose initiatives, some
new variants within existing brands and product improvements.
Vlacich noted that new improved All just began shipping and it’s
filled with improved aesthetics.
“Our consumer research told that consumers want stain re-
moval and whitening, but they also want things such as opti-
mized scent, good product color and proper viscosity.”
Looking ahead, Vlacich maintained that convenience and
price will continue to drive the US laundry category. In Sun’s
research, convenience is the No. 1 benefit consumers cite these
days, with value coming in at No. 2, which may explain why value
products are growing faster than premium brands these days.
“With products such as All Mighty Pacs, they are delighted
that they don’t have to give up performance for convenience,” he
explained. “But we have to deliver the right value. It’s not always
about price. It’s a combination of perfor-
mance and price.”
Industry sources agree that unit dose
products have grabbed anywhere from
6-8% of the US laundry detergent market.