spoodles
Well-known member
I noticed people are wishing we still had compact powders here, well your prayers have been answered!
From Marketing Week:
Procter & Gamble is poised to introduce compact versions of its laundry detergent formats across all brands. The decision means fillers will be removed from powders, tablets and liquitabs, reducing their size by up to a quarter, by February 2009.
The move, which will include P&G detergent brands Ariel, Bold, Fairy and Daz, is intended to shore up P&G's green credentials following its £12m "Turn to 30°" campaign for flagship brand Ariel.
It is thought that P&G will support the new compact products with a major marketing campaign in spring 2009. The company is aiming for continued growth in its mid-market brand Bold, whose market share rose by 3% between 2005 and 2007. Both Bold and Ariel have about an 18% share.
P&G's Bold strategy has been focused on strongly-fragranced variants, such as Black Diamond and Lotus Flower.
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I did read that Unilever will be doing the same for Persil & Surf but they haven't announced when their compacts will be out. Persil are also launching Persil Naturals to match the new Comfort Naturals range so wouldn't be surprised if this launched in the new compact version.
From Marketing Week:
That Unilever is extending flagship laundry brand Persil with a fragranced sub-brand highlights the struggle manufacturers face to add meaningful value in a fiercely competitive sector.
The move also confirms that it is fragrance-led innovation that leads the way in today's laundry detergent market, rather than format or task-driven development.
Persil, the market leader, is facing increasing competition from Procter & Gamble mid-market brand Bold - which has leveraged its own fragranced range resulting in strong growth - as well as from supermarket own-labels, which have become more attractive in today's price-sensitive market.
According to Mintel, the detergents market is forecast to see only marginal growth from its total 2007 value of £857m. Persil, although still the market leader, has seen its brand share drop by 2% since 2005, from 24% to 22%.
Sensitive skin
The new Persil sub-brand, Persil Naturals, is set to launch in early 2009 and echoes the just-launched Naturals variants added to Unilever's market-leading fabric conditioner Comfort. The Comfort Naturals line has been developed for sensitive skin and is available in three variants/ olive blossom with cotton extract; jojobaoil and white orchid; and a fragrance blended with aloe vera.
The move to introduce fragrances to Persil is proof that premium detergent brands are having to develop new ways to simply maintain market share, say experts.
From Marketing Week:
Procter & Gamble is poised to introduce compact versions of its laundry detergent formats across all brands. The decision means fillers will be removed from powders, tablets and liquitabs, reducing their size by up to a quarter, by February 2009.
The move, which will include P&G detergent brands Ariel, Bold, Fairy and Daz, is intended to shore up P&G's green credentials following its £12m "Turn to 30°" campaign for flagship brand Ariel.
It is thought that P&G will support the new compact products with a major marketing campaign in spring 2009. The company is aiming for continued growth in its mid-market brand Bold, whose market share rose by 3% between 2005 and 2007. Both Bold and Ariel have about an 18% share.
P&G's Bold strategy has been focused on strongly-fragranced variants, such as Black Diamond and Lotus Flower.
---
I did read that Unilever will be doing the same for Persil & Surf but they haven't announced when their compacts will be out. Persil are also launching Persil Naturals to match the new Comfort Naturals range so wouldn't be surprised if this launched in the new compact version.
From Marketing Week:
That Unilever is extending flagship laundry brand Persil with a fragranced sub-brand highlights the struggle manufacturers face to add meaningful value in a fiercely competitive sector.
The move also confirms that it is fragrance-led innovation that leads the way in today's laundry detergent market, rather than format or task-driven development.
Persil, the market leader, is facing increasing competition from Procter & Gamble mid-market brand Bold - which has leveraged its own fragranced range resulting in strong growth - as well as from supermarket own-labels, which have become more attractive in today's price-sensitive market.
According to Mintel, the detergents market is forecast to see only marginal growth from its total 2007 value of £857m. Persil, although still the market leader, has seen its brand share drop by 2% since 2005, from 24% to 22%.
Sensitive skin
The new Persil sub-brand, Persil Naturals, is set to launch in early 2009 and echoes the just-launched Naturals variants added to Unilever's market-leading fabric conditioner Comfort. The Comfort Naturals line has been developed for sensitive skin and is available in three variants/ olive blossom with cotton extract; jojobaoil and white orchid; and a fragrance blended with aloe vera.
The move to introduce fragrances to Persil is proof that premium detergent brands are having to develop new ways to simply maintain market share, say experts.
