Skip to Content

Procter & Gamble’s Plan to Get You to Use More Tide Pods

Online sales of laundry detergent are dominated by Tide.Online sales of laundry detergent are dominated by Tide.
Online sales of laundry detergent are dominated by Tide.Photo by Bloomberg via Getty Images

Tide pod-creator Procter & Gamble (PG) thinks that you should use more of the detergent capsules.

Four years after releasing the product, the Fortune 500 company is upping its original dosage recommendation, which it had previously described as “the ultimate perfect dose,” from just one Tide pod to two or three. P&G spokesperson Tracey Long explained to the Wall Street Journal that they’ve made this change because “people need more clarity in judging their load size.” However, CEO of rival company Seventh Generation Inc. John Replogle guesses that it’s “clearly a way to boost sales.”

P&G launched Tide pods in 2012, and soon all the major detergent makers came out with their own versions. Pods now make up 15% of the $7 billion U.S. laundry detergent market, and industry sales are down almost 5% as compared to the pre-pod period. Though pods are more costly per wash, the pre-measured doses help consumers to not overuse liquids or powders.

 

Most companies with their own brand of detergent pods recommend one for a standard load of laundry, or two if it’s particularly large or soiled. P&G now appears to be marketing two as its standard—a new commercial for Tide pods shows someone doing laundry with two capsules in hand.

This change comes as P&G has seen little growth in recent years. A feature in Fortune‘s June issue chalks this up to the surprising lack of innovation within the historically innovative company in the past decade, though CEO David Taylor appears to be hopeful about a turnaround.

Procter & Gamble could not immediately be reached for comment.