Hispanic consumers often find existing stain-removal tactics ineffective

Procter & Gamble laundry unit surveys Hispanic consumers

CINCINNATI — Nearly two-thirds of Hispanic consumers have discarded garments ruined by bleach or home remedies up to five times per year, according to a new survey by Procter & Gamble's Tide division.

The survey, which found that 32% of Hispanic consumers who use bleach for white clothing have experienced garments turning yellow and dingy, while 80% have found that home remedies like vinegar, lemon and salt, and dish soap worked only on some stains. Food was the toughest stain to remove, 56% said, while 21% said dirt was, and 13% said the same of make up. A majority of consumers — including 68% of Hispanics and 63% of non-Hispanics — desire a detergent that can white and brighten fabrics and leave them looking like new.

"Laundry can be a complex process, as consumers not only look to getting their garments clean, but also need to address concerns like stain removal and ensuring their fabrics stay looking new for as long as possible," P&G Tide brand manager Raquel Rozas said. "Understanding what consumers need is at the core of our research and development process to create products and solutions that make the laundry regimen easy and effective, like Tide Vivid White + Bright and Boost, which help remove stains without the damage that chlorine bleach or other treatments can have, while keeping whites looking like new, wash after wash."
 

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