Procter & Gamble Launching Tide Pods in the US

Ian Bell, head of home care and tissue and hygiene research at Euromonitor International, discusses Procter & Gamble's launch of Tide Pods in the United States. The pods are a quick dissolve detergent meant to be dropped into one load of laundry as a liquid soap alternative. Tide Pods have been delayed since summer 2011, and Bell discusses if wary US consumers are ready for a premium laundry product post-recession. Laundry tablets never really gained a foothold in the US, mainly due to dissolvability issues stemming from certain washing cycles in US laundry appliances. Tide Pods claim to solve these issues. Bell discusses the possibility of Tide Pods gaining a position in the US laundry market.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.