Boston, MA -- (ReleaseWire) -- 06/24/2014 -- Liquid tablet detergents, or laundry pods, first became available in the US in February 2012 with the release of Tide Pods from Procter & Gamble. The product was an immediate success for two main reasons. First, liquid tablet detergents are convenient. Consumers can just throw a laundry pod into the washing machine along with their clothes - the process of unscrewing, measuring, and pouring detergent is eliminated. Pods also significantly decrease the risk of making a mess. Second, pods look like a product of the future. The glossy packaging and gel-like feel of the product are instrumental in attracting consumers. Moreover, the futuristic look engenders a feeling of super effectiveness about the product. The immediate success of laundry pods has prompted nearly every single major liquid laundry manufacturer to launch their own liquid tablet product, and has allowed such products to be introduced to nearly every major distributor in the US. Consequently, values sales of liquid tablet detergents grew by an astounding 150% in current terms in 2013.
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Procter & Gamble is the leading manufacturer of laundry detergent in the US. In 2013, sales of Procter & Gamble products accounted for a 55% value share of laundry care. This was up from the 54% in 2012, which was quite impressive considering that Procter & Gamble's one percentage point jump in value share was the highest by any company in 2013. This is indicative of just how competitive the laundry care industry is.
Sales of laundry care are expected to grow at a CAGR of 1% at constant 2013 prices over the forecast period. This is significantly better than the performance over the review period - when sales declined at a CAGR of 2% at constant 2013 prices. This growth is expected to come largely as a consequence of the continued proliferation of laundry pods, or liquid tablet detergents. Liquid tablet detergents are expected to cannibalise sales from other forms of detergents and from detergent aids, such as stain removers that are often bundled in within the pods.
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The Laundry Care in USA market research report includes:
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