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Increased performance cleans up in detergents

BY Barbara White-Sax

Laundry detergent manufacturers are betting that consumers will pay more for products that offer increased convenience and better performance. A number of new products that have entered the market recently have brought innovation and excitement to a flat category that hasn’t seen much change in three decades.


In the first quarter, Procter & Gamble introduced Tide Pods, three-chamber capsules that clean, fight stains and brighten, all in one premeasured product. Tide Pods retail for 25% more than traditional liquid detergents. The Sun Products Corp. followed with the introduction of All Mighty Pacs, a similar all-in-one capsule that also carries a higher retail price.


Other introductions followed, including Church & Dwight’s Arm & Hammer Power Pak and Dial Corp.’s Purex Ultra­Packs. The Purex brand had a big hit last year with Purex Complete Crystals fabric softener, which features new technology. Despite a higher retail price than traditional liquid softeners, the product became a huge success.

 

The article above is part of the DSN Category Review Series. For the complete Household Cleaning Buy-In Report, including extensive charts, data and more analysis, click here.

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Cool classic

BY Barbara White-Sax

Mars Chocolate is extending its classic Milky Way franchise further into the ice cream category with new Milky Way chocolate ice cream bars. The bars are made with chocolate ice cream, a layer of caramel and are covered with a smooth milk chocolate coating to deliver the classic Milky Way bar taste.


Mars is promoting the new product using its limited-edition Milky Way chocolate ice cream truck, which will make stops at events across the country this summer. Actor Kunal Nayyar, who plays an astrophysicist on the popular sitcom “The Big 
Bang Theory,” 
helped unveil the truck in June.

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Long-lasting lips

BY Antoinette Alexander

NEW YORK — What type of makeup is hot? That which offers skin care benefits.


Recent research by market research firm the NPD Group found that 86% of women said they use makeup that offers skin care benefits, with moisturizing and SPF protection being the two most sought-after benefits.


When it comes to mascara, the most popular benefit is thickening/volume. When it comes to lipstick, the most important benefit is long-wearing, while for foundation it is “evens out skin tone.”

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