02.28.17
Price-sensitive and skin-sensitive consumers rejoice! There's a Tide laundry detergent made just for you and it is set to deubt in April. Procter & Gamble Co. is launching a new version of Tide laundry detergent that’s formulated for budget-conscious consumers with sensitive skin. Tide Simply Free & Sensitive will be available for purchase in April, said Jon Moeller, chief financial officer, of the Cincinnati-based company.
According to P&G data, more than 40% of Americans report having sensitive skin, and they want to avoid irritating it, according to a study cited by P&G. Toward that end, Tide Simply Free & Sensitive is devoid of dyes and perfumes. And it has been dermatologist tested, P&G said. The new version of Tide is an extension of the Tide Simply Clean & Fresh brand introduced in 2014. Clean & Fresh was formulated to provide odor-fighting and cleaning power while being competitively priced with other detergents in the mid-tier segment.
Speaking at yesterday's annual meeting of the Consumer Analyst Group of New York in Boca Raton, FL, Moeller said the new Free & Sensitive version of Tide is bring introduced to fuel the momentum within the mid-tier.
“Last fiscal year, Tide Simply delivered over 3 points of household penetration growth and is successfully driving dollar-per-load trade up in the mid-tier category,” Moeller said. “Almost 70% of Tide Simply volume is sourced from the mid- and economy tier segments. We’re building and supporting a broader price ladder in many categories."
According to P&G data, more than 40% of Americans report having sensitive skin, and they want to avoid irritating it, according to a study cited by P&G. Toward that end, Tide Simply Free & Sensitive is devoid of dyes and perfumes. And it has been dermatologist tested, P&G said. The new version of Tide is an extension of the Tide Simply Clean & Fresh brand introduced in 2014. Clean & Fresh was formulated to provide odor-fighting and cleaning power while being competitively priced with other detergents in the mid-tier segment.
Speaking at yesterday's annual meeting of the Consumer Analyst Group of New York in Boca Raton, FL, Moeller said the new Free & Sensitive version of Tide is bring introduced to fuel the momentum within the mid-tier.
“Last fiscal year, Tide Simply delivered over 3 points of household penetration growth and is successfully driving dollar-per-load trade up in the mid-tier category,” Moeller said. “Almost 70% of Tide Simply volume is sourced from the mid- and economy tier segments. We’re building and supporting a broader price ladder in many categories."