Random Thoughts
P&G and Latin America:
South Amercian countries are the current focus for P&G, especially their laundry products. Indeed if one reads annual and other reports by and on the company it is clearly stated.
In most of their other markets, P&G's brands, in particular laundry are mature and loosing market share. It does not help matters that during the current economic recession consumers on both sides of the pond have trended down from TOL products. Many other laundry products out there give the same or equal results as Tide, Ariel, or Lenor, and cost less.
IIRC, P&G never had a real huge share in the South American markets, and is now taking steps to address this, thus help it's overall balance sheets.
Liquid Laundry Detergents.
It wasn't that along ago the the major surfactants (soap, washing soda, borax, petrol based detergents) et all required warm if not hot water to give good results. The invention of enzymes, and more importantaly "Frankenzymes" that will work in cool or even cold water changes the equation quite abit.
Combined with modern surfactants a laundry detergent with enzymes no longer requires near or high pH levels, along with hot water to shift soils and stains. This can lead to good results along with prolonged textile life as things aren't subjected to the harsh laundry conditions.
Also consider the nature of "dirt" for most laundry days has changed. Fewer persons do the sort of "hard labour" that resulted in ground in clay type soils, for which powdered detergents (especially those with phosphates) excell at shifting. Today while you do have food stains, the rest of the wash is likely bodily oils and the like, again these are easily dealt with via enzymes.
Aside from incorporating a type of bleach, liquid laundry detergents are easier to compose because many ingredients do not require separation. Powdered detergents often have certain chemicals "coated" to keep them stable (for long shelf life), but also from either being activated before use, and or deactivated by other chemicals in the detergent.
Tide's liquid versions offer a more chemically complex formula than powders, including an advanced enzyme system.
Liquid detergents are also easier to formulate for clean rinsing. Leaving out washing soda, and Zeolites reduces the amount of residue left in textiles. This powder residue is trapped between the fibers and is one of the causes of hard/scratchy items, and the eventual dull grey appearance.
For commercial laundries the buzz has been about pH neutral detergents for some time. For ages the primary means of cleaning textiles was to open the fibers by using alkaline substances (soaps, washing soda, et al)and hot water. This allowed dirt to be flushed off laundry, but the problem is often hard water minerals and other residues became trapped in textiles as the fibers closed down. Again what one got was eventually hard, scratchy, dull, gray laundry.
If the wash pH is kept near or at neutral, textile fibers do not swell, and associated problems are averted. This also leads to longer textile life as well.
Finally ounce per ounce it is possible to cram more cleaning power into a liquid form of detergent, than powders. Though at some point depending upon composition you move towards a gel or slurry as water content is decreased.