Procter & Gamble has long dominated the laundry-detergent market with premium products like Tide, but inflation-weary shoppers will test that strategy
“I won’t deny at all that certain consumers will make changes on the margins,” P&G Chief Executive Jon Moeller said. P&G’s strategy, he said, focuses on churning out products that outperform competitors and are essential to daily life. “It’s hard for me to understand how superiority in these categories becomes irrelevant,” he said.
Recent shifts in laundry-detergent buying aren’t likely to change P&G’s market dominance. P&G has a nearly 60% share of the U.S. liquid-detergent market and an 80% share of the market for single-dose laundry pods, which are typically more expensive per load than liquid detergent. The company also makes lower-priced detergents.
P&G this summer raised detergent prices by close to 10% from a year ago, according to retail data-tracking firms. Diana Bianrosa for years referred to herself as a “Tide girl,” a loyal buyer of P&G’s pricey orange-bottled liquid laundry detergent. Ms. Bianrosa, a bank employee living in the Bronx borough of New York City with her 3-year-old daughter, now hunts for bargains and usually buys lower-cost brands.
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