Hey guys, I wish Reckitt Benckiser would make a real laundry detergent to compete with the big dogs like Tide, Gain and Persil. Why aren't they doing it? I wish they would.[this post was last edited: 12/2/2023-22:51]
Reckitt Benckiser and laundry detergent.
- Thread starter gelaundry4ever
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It does not make financial or any other sense for Reckitt Benckiser to even attempt going up against P&G. They've got Woolite and seem well enough pleased with whatever that gets them.
https://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/
Henkel/Dial for all their power elsewhere in world hasn't pushed Tide or Gain out of top spots in US sales. Second ranking Churchill Dwight (Arm & Hammer) has lower tier products that seem to do well enough, so that's sorted.
Reckitt was known for their bluing. They've also got Vanish/Resolve oxygen bleaches/stain removers (formerly Spray n' Wash). Again cobbled together with Woolite that's about far as RB is going to go far as laundry detergent market.
None of above touches private label laundry detergents such as Kirkland and Presto (Costco and Amazon respectively) that round out sales not taken by P&G, Unilever, etc..
Very long story short you've got P&G, Henkel, Unilever/Lever Bros who together dominate worldwide laundry detergent sales. Brands such as Tide, Ace, Ariel, Persil, etc... simply are tough acts to follow.
https://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/
Henkel/Dial for all their power elsewhere in world hasn't pushed Tide or Gain out of top spots in US sales. Second ranking Churchill Dwight (Arm & Hammer) has lower tier products that seem to do well enough, so that's sorted.
Reckitt was known for their bluing. They've also got Vanish/Resolve oxygen bleaches/stain removers (formerly Spray n' Wash). Again cobbled together with Woolite that's about far as RB is going to go far as laundry detergent market.
None of above touches private label laundry detergents such as Kirkland and Presto (Costco and Amazon respectively) that round out sales not taken by P&G, Unilever, etc..
Very long story short you've got P&G, Henkel, Unilever/Lever Bros who together dominate worldwide laundry detergent sales. Brands such as Tide, Ace, Ariel, Persil, etc... simply are tough acts to follow.
Reckitt and laundry.
I get what you're saying, but it would be nice if Reckitt Benckiser made a real laundry detergent and fabric softener like everybody else. They could come with a real laundry detergent like Washday or launderall, or whatever name they could come up with.
I get what you're saying, but it would be nice if Reckitt Benckiser made a real laundry detergent and fabric softener like everybody else. They could come with a real laundry detergent like Washday or launderall, or whatever name they could come up with.
"Nice" for who?
Shareholders of RB wouldn't likely be happy if their money went into R&D along with rest for a product nearly surely destined to fail or gain any market share worth the bother.
Again Henkel took on Tide with Persil for USA market and look what that's gotten them. It was a decent enough effort at start and Henkel did rattle P&G's cage when Tide was knocked off it's perch as America's TOL laundry detergent. It didn't last however. P&G soon got cracking and Tide once again regained top spot.
Reckitt Benckiser brought out "Botanical Origin" laundry detergents a few years ago. It is (or was) yet another niche product which suits RB as they (again) never are going to take on P&G or Henkel.
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Shareholders of RB wouldn't likely be happy if their money went into R&D along with rest for a product nearly surely destined to fail or gain any market share worth the bother.
Again Henkel took on Tide with Persil for USA market and look what that's gotten them. It was a decent enough effort at start and Henkel did rattle P&G's cage when Tide was knocked off it's perch as America's TOL laundry detergent. It didn't last however. P&G soon got cracking and Tide once again regained top spot.
Reckitt Benckiser brought out "Botanical Origin" laundry detergents a few years ago. It is (or was) yet another niche product which suits RB as they (again) never are going to take on P&G or Henkel.
Laundry Detergent Market
In a pandemic, clean matters more than ever; which explains the gains in fabric care sales. A list of new ingredients follows the article.
www.happi.com
Reckitt Benckiser of laundry detergent
So who is the Reckitt Benckiser of laundry detergent? We are talking about normal high efficiency laundry detergent similar to Tide.
So who is the Reckitt Benckiser of laundry detergent? We are talking about normal high efficiency laundry detergent similar to Tide.
volvoman
Well-known member
@ Reply 4
Huh?
I'm not sure of your question, but here's my $.02 on the topic...
1: P&G, for all intents and purposes, has the primary lock on the laundry detergent market. Be it TOL products (Tide, Ariel, Dreft), MOL (Gain, Tide Studio, Ivory), or BOL (Era, Cheer, Tide Simply), there's a detergent for everyone...whether it's the US, Canada, Mexico, et al.
2: Henkel has both TOL (Persil) MOL (All), and BOL (Purex, Sun) covered. They also have a lock on at least 80% - if not more - of the private label business, ever since acquiring Sun Products (formerly Huish). Whatever private label products aren't made by Henkel, are locked up by other companies (I believe Fab & Kind, or whatever their name is now, handles the "Optim" line for Save-A-Lot).
3: Church and Dwight has the MOL (Oxi-Clean, some Arm & Hammer formulas) and BOL (Xtra) covered. In fact, I believe Xtra has a good chunk -sales-wise - of the BOL market (someone please correct me if I'm wrong on that).
Where does this leave Reckitt-Benckiser, you may ask?
Well...if you look at the "big 3" above, note that not one of them has a "delicate cycle" detergent. And if they do, it is NOT a big market seller.
Enter Woolite. You've got Woolite liquid. You've got Woolite pods. Heck, in some markets outside of the US, you've got Woolite fabric softener. In fact, if you search online for Woolite, you'll see in some markets, Woolite is marketed as a whole-family laundry detergent, with different varieties (red, blue, white, gold, black, pink) for different kinds of laundry (fun fact - I tried the gold one once, after finding it National Wholesale Liquidators. Mrs. Volvoman loved the way it made her sweaters feel/smell. I believe it had protein or keratin in it). Anyway, since Reckitt-Benckiser has this market all to themselves, they probably feel that this is good enough.
To build on this, look at the number of products that each of the "big 3" offer. It would make ZERO sense for Reckitt-Benckiser to either A: develop a competing product, or B: import one of their overseas products (Sole, Ava, Elena) over, when the chances of it being slaughtered in the marketplace are near guaranteed.
They DO have, as Laundress mentioned, "Botanical Origins" detergent, which is sold on Amazon. While it has its fans, you'd think that if it were a huge seller, they'd move it to a regular supermarket. Which they haven't.
So, no. You stand about as much chance of Reckitt-Benckiser competing with the big three, as you do it snowing in Florida during the month of August.
Hope this helps.
Huh?
I'm not sure of your question, but here's my $.02 on the topic...
1: P&G, for all intents and purposes, has the primary lock on the laundry detergent market. Be it TOL products (Tide, Ariel, Dreft), MOL (Gain, Tide Studio, Ivory), or BOL (Era, Cheer, Tide Simply), there's a detergent for everyone...whether it's the US, Canada, Mexico, et al.
2: Henkel has both TOL (Persil) MOL (All), and BOL (Purex, Sun) covered. They also have a lock on at least 80% - if not more - of the private label business, ever since acquiring Sun Products (formerly Huish). Whatever private label products aren't made by Henkel, are locked up by other companies (I believe Fab & Kind, or whatever their name is now, handles the "Optim" line for Save-A-Lot).
3: Church and Dwight has the MOL (Oxi-Clean, some Arm & Hammer formulas) and BOL (Xtra) covered. In fact, I believe Xtra has a good chunk -sales-wise - of the BOL market (someone please correct me if I'm wrong on that).
Where does this leave Reckitt-Benckiser, you may ask?
Well...if you look at the "big 3" above, note that not one of them has a "delicate cycle" detergent. And if they do, it is NOT a big market seller.
Enter Woolite. You've got Woolite liquid. You've got Woolite pods. Heck, in some markets outside of the US, you've got Woolite fabric softener. In fact, if you search online for Woolite, you'll see in some markets, Woolite is marketed as a whole-family laundry detergent, with different varieties (red, blue, white, gold, black, pink) for different kinds of laundry (fun fact - I tried the gold one once, after finding it National Wholesale Liquidators. Mrs. Volvoman loved the way it made her sweaters feel/smell. I believe it had protein or keratin in it). Anyway, since Reckitt-Benckiser has this market all to themselves, they probably feel that this is good enough.
To build on this, look at the number of products that each of the "big 3" offer. It would make ZERO sense for Reckitt-Benckiser to either A: develop a competing product, or B: import one of their overseas products (Sole, Ava, Elena) over, when the chances of it being slaughtered in the marketplace are near guaranteed.
They DO have, as Laundress mentioned, "Botanical Origins" detergent, which is sold on Amazon. While it has its fans, you'd think that if it were a huge seller, they'd move it to a regular supermarket. Which they haven't.
So, no. You stand about as much chance of Reckitt-Benckiser competing with the big three, as you do it snowing in Florida during the month of August.
Hope this helps.
To clarify...
When I say the Reckitt Benckiser of laundry detergents, I am talking the competitor to Tide. For example, Finish is the competitor to Cascade. Wouldn't Persil be the Finish of laundry detergents? It would be nice if Reckitt Benckiser did a mainstream laundry line like P&G and Henkel do.
When I say the Reckitt Benckiser of laundry detergents, I am talking the competitor to Tide. For example, Finish is the competitor to Cascade. Wouldn't Persil be the Finish of laundry detergents? It would be nice if Reckitt Benckiser did a mainstream laundry line like P&G and Henkel do.
RB got head start in that Ecolab developed "Electrasol" and "Finish". RB bought those brands and made further developments.
https://en.wikipedia.org/wiki/Finish_(detergent)
https://en.wikipedia.org/wiki/Finish_(detergent)
They make Botanical Origin detergent and softeners. Found it to be very effective for an eco detergent and smells great.
volvoman
Well-known member
@ Reply 6
Jerome -
To answer a question, and rebuke a statement...
Q: When I say the Reckitt Benckiser of laundry detergents, I am talking the competitor to Tide. For example, Finish is the competitor to Cascade. Wouldn't Persil be the Finish of laundry detergents?
A: I mean, if you want to look at it that way...sure. But don't forget that the dishwasher detergent market, brand-wise, is significantly smaller than what is offered with laundry detergents. It's not a true apples-to-apples comparison. Electrasol was merged into the Finish lineup. Dishwasher All is long gone. Sunlight dishwasher detergent is tough to find, as is Palmolive Automatic. So, save for a smattering of store brands, Cascade and Finish are really your only "main" options. Whereas with laundry detergents, you've got enough choices to make you dizzy.
Statement: "..It would be nice if Reckitt Benckiser did a mainstream laundry line like P&G and Henkel do..."
Rebuttal: Not really sure who it would be "nice" for, per se. Definitely not their shareholders, definitely not their accountants, and definitely not anyone involved with upper-level corporate. You need to look at advertising. P&G and Henkel have bottomless pockets. Because of their advertising budget, they can (quite easily) influence what the average consumer buys. Tide is America's best-selling detergent. Gain comes in second. Persil is probably up there. And Church & Dwight's Xtra pretty much dominates the BOL market.
It would be astoundingly and profoundly stupid for Reckitt-Benckiser to spend all of that R&D money to bring a product to market, and expect it to trounce the "Big 3" in sales. And they probably know it. As mentioned before - they've already got a slice of the market with Woolite. They'd need far more than one person wanting them to enter the market, in order to make a business case for it.
If you are a huge R-B fan, I have two suggestions...
1: Write the company. They will probably give you an answer that you don't want to hear, but at least you've made your voice heard.
2: Try and find an online seller that can ship you Sole, Ava, or Elena detergents from overseas. Those are all R-B products.
Jerome -
To answer a question, and rebuke a statement...
Q: When I say the Reckitt Benckiser of laundry detergents, I am talking the competitor to Tide. For example, Finish is the competitor to Cascade. Wouldn't Persil be the Finish of laundry detergents?
A: I mean, if you want to look at it that way...sure. But don't forget that the dishwasher detergent market, brand-wise, is significantly smaller than what is offered with laundry detergents. It's not a true apples-to-apples comparison. Electrasol was merged into the Finish lineup. Dishwasher All is long gone. Sunlight dishwasher detergent is tough to find, as is Palmolive Automatic. So, save for a smattering of store brands, Cascade and Finish are really your only "main" options. Whereas with laundry detergents, you've got enough choices to make you dizzy.
Statement: "..It would be nice if Reckitt Benckiser did a mainstream laundry line like P&G and Henkel do..."
Rebuttal: Not really sure who it would be "nice" for, per se. Definitely not their shareholders, definitely not their accountants, and definitely not anyone involved with upper-level corporate. You need to look at advertising. P&G and Henkel have bottomless pockets. Because of their advertising budget, they can (quite easily) influence what the average consumer buys. Tide is America's best-selling detergent. Gain comes in second. Persil is probably up there. And Church & Dwight's Xtra pretty much dominates the BOL market.
It would be astoundingly and profoundly stupid for Reckitt-Benckiser to spend all of that R&D money to bring a product to market, and expect it to trounce the "Big 3" in sales. And they probably know it. As mentioned before - they've already got a slice of the market with Woolite. They'd need far more than one person wanting them to enter the market, in order to make a business case for it.
If you are a huge R-B fan, I have two suggestions...
1: Write the company. They will probably give you an answer that you don't want to hear, but at least you've made your voice heard.
2: Try and find an online seller that can ship you Sole, Ava, or Elena detergents from overseas. Those are all R-B products.
Reckitt (Reckitt Benckiser) really are very much focused on other product ranges. They're HUGE in dishwashing with 'Finish.'
Developing a new laundry detergent might be easy for them, given they've got the plants, production facilities, technologies and distribution chain. Marketing it however would be VERY challenging and these aren't typically huge margin products and are in very competitive markets.
Reckitt's 'billion dollar brand' is Finish. That's the area they are big volume, high end and very dominant in household products.
That and probably Lysol / Dettol / Sagrotan disinfectants/hygiene cleaners is their other HUGE product.
Developing a new laundry detergent might be easy for them, given they've got the plants, production facilities, technologies and distribution chain. Marketing it however would be VERY challenging and these aren't typically huge margin products and are in very competitive markets.
Reckitt's 'billion dollar brand' is Finish. That's the area they are big volume, high end and very dominant in household products.
That and probably Lysol / Dettol / Sagrotan disinfectants/hygiene cleaners is their other HUGE product.
Have never seen Woolite "Keratin" on offer in USA other than fleaPay and other online at ridiculous prices.
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They seem to push a few versions of Woolite here and get a bit more shelf space, and then just you'll see the shelf space kinda shrink again and mostly just the standard pink Woolite with 'Keratin technology' focused on actual wool / silk products ...
You can usually pick up the dark fabrics and denims version and a colours version which are just regular detergents for general purpose laundry - found them quite good but nothing special. Both 'with keratin technology'.
There is or was a 'pro' version too which I think I've only seen once.
They had pods but I haven't seen them in stock in a long time so maybe they dropped them. Similar design in shape to a Finish dishwasher tablet.
I know there were quite a few different versions of Woolite in Belgium that I've never seen sold here.
I wouldn't personally be too keen on using a detergent pod on a very low-action wool cycle. Liquid seems to be the only sensible option for that.
As delicate detergents go, I'm a big fan of Miele's wool/silks liquid. I've used it quite a bit for some of my more delicate shirts and so on but not on a wool / silk cycle and the results have been superb!
You can usually pick up the dark fabrics and denims version and a colours version which are just regular detergents for general purpose laundry - found them quite good but nothing special. Both 'with keratin technology'.
There is or was a 'pro' version too which I think I've only seen once.
They had pods but I haven't seen them in stock in a long time so maybe they dropped them. Similar design in shape to a Finish dishwasher tablet.
I know there were quite a few different versions of Woolite in Belgium that I've never seen sold here.
I wouldn't personally be too keen on using a detergent pod on a very low-action wool cycle. Liquid seems to be the only sensible option for that.
As delicate detergents go, I'm a big fan of Miele's wool/silks liquid. I've used it quite a bit for some of my more delicate shirts and so on but not on a wool / silk cycle and the results have been superb!
Don't forget what P&G pays each grocery store for shelf space. A huge amount of money. Persil obviously isn't paying them much for the paltry two foot wide spaces they get on maybe two or three levels if that.
In our area shops have Tide in orange bottles and containers (liquid, powder, pods) under lock and key due to thefts. OTHO the yellow containers (Tide Simply or whatever) normally isn't locked up.
Persil also isn't usually under lock and key, so guess it doesn't have much street value. *LOL*
Having said this still believe Persil (USA version) beats most Tide liquids. Henkel needs to come out with a truly scent free version of Persil for USA market to go up against Tide "Free and Gentle".
Persil also isn't usually under lock and key, so guess it doesn't have much street value. *LOL*
Having said this still believe Persil (USA version) beats most Tide liquids. Henkel needs to come out with a truly scent free version of Persil for USA market to go up against Tide "Free and Gentle".
Amen to that Laundress!!! Wish they would come out with a truly scent free version. Persil doesn’t have shelf space like Tide does, had to look for it the other day.
I had hoped for a stink free Persil myself and then they went and doubled down with an Intense stink version a couple of years ago.
I don't get it. For the last 10 or more years you read articles etc of people complaining or just disliking all these "scented" products, plus scientific articles saying they may not be all that good for you and what do we get? Even more stinkier smelly detergents and to take the cake, those Downy Unstoppables so you can add even more stink. It makes no sense to me
I don't get it. For the last 10 or more years you read articles etc of people complaining or just disliking all these "scented" products, plus scientific articles saying they may not be all that good for you and what do we get? Even more stinkier smelly detergents and to take the cake, those Downy Unstoppables so you can add even more stink. It makes no sense to me
I don’t know what it is about detergents here but even Persil non-bio smells a bit like Dove soap. None of them are totally scent free except Ecover Zero or maybe some of the specialist ones you would have to buy online.
Ariel smells like, Ariel - sort of odd pine/citrus indescribable smell.
Persil bio / ultimate liquid smells quite pleasant but very similarly synthetic fresh
Persil non-bio just smells like something close to Dove soap to me.
Persil non-bio ultimate with aloe vera smells amazingly nice.
Persil with a touch of Comfort is not my cup of tea at all. I really very strongly disliked the scent and had to give it away.
I really wish Unilever would produce the bio liquids with the far nicer non bio scents!
Bold is the scents of Lenor (similar to Downy)
Surf is all about scents
Ariel smells like, Ariel - sort of odd pine/citrus indescribable smell.
Persil bio / ultimate liquid smells quite pleasant but very similarly synthetic fresh
Persil non-bio just smells like something close to Dove soap to me.
Persil non-bio ultimate with aloe vera smells amazingly nice.
Persil with a touch of Comfort is not my cup of tea at all. I really very strongly disliked the scent and had to give it away.
I really wish Unilever would produce the bio liquids with the far nicer non bio scents!
Bold is the scents of Lenor (similar to Downy)
Surf is all about scents
RB and laundry
Now it makes sense. It's like it's Cascade vs. Finish and Tide vs. Persil. Maybe RB would've been concerned that their laundry products would've been slaughtered by P&G and Henkel formerly Dial.
Now it makes sense. It's like it's Cascade vs. Finish and Tide vs. Persil. Maybe RB would've been concerned that their laundry products would've been slaughtered by P&G and Henkel formerly Dial.
