Marketing for Soaps and Cleaners Shifts to Individual Pods, Retail Price Discounts, Business and Industry Trends Analysis

  The soap and cleanser market is evolving as products become more efficient and personal tastes change.  For example, higher-efficiency washing machines and dishwashers require less detergent.  Major manufacturers such as Procter & Gamble and Unilever are producing pre-measured laundry soap capsules and selling less overall.  Meanwhile, consumers have become more price conscious.  Many companies are discounting household products to boost sales volume.  Nielsen reported that 33.7% of consumer-packaged goods, including cleaning products and soaps, were sold in discounted promotions in the year ending February 2014.  A recent study by Bernstein Research found that Americans devote approximately 10.8% of their…

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