Pod-Based Systems on the Rise in Laundry Care

Procter and Gamble recently launched a pod-type delivery system using its Ariel laundry detergent in parts of Europe. The launch followed a similar release, Persil Bio Gel Caps by Henkel. These new products mimic pod-based innovations seen in the automatic dishwashing segment. In both industries, pod-based delivery creates multi-functionality and adds value for money. For instance, laundry pods might claim usage as a detergent, stain remover and brightener. However, it may be an uphill battle for companies using pods because consumers are still leery of pods’ functionality.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.