Laundry detergent makers are facing a challenge: convincing consumers that less really isn’t less when it comes to detergent. Proctor & Gamble is following Unilever’s lead (who was first to market) and rolling out a concentrated fomulation of all of the detergent in its portfolio.
Selling Detergent Bottles’ Big Shrink – WSJ.com
Laundry-detergent brands are about to face a messy marketing challenge: convincing consumers to pay the same old prices for about half the detergent.
By the end of this year, detergent bottles across the board will shrink by almost 50%. That is the result of pressure from powerful retail chains such as Wal-Mart Stores, which are eager to fit more bottles on shelves, and detergent makers’ desire to cut their production costs.