Soap giant Procter & Gamble, which built its name on boxed washing powders, is pulling out of big box powders and will axe its standard size boxes in an effort to move the market towards concentrates.
P&G is to drop the biggest of its box detergents, the 4kg size. Boxes of Ariel, Bold, Daz and Fairy will no longer be available in this size after next month. Due to the strength of the Ariel brand, it alone will be available in a new 5kg size as well as in the compact sizes.
But industry sources say all other standard 1.2kg size boxes will be gradually dropped next year in the move towards concentrated detergents. This is a clearest sign that soap giants are pursuing divergent strategies.
Dick Johnson, director of corporate affairs for P&G, denies the company is pulling out of the big box format. Johnson does admit, however, that P&G believes the market for detergents lies in concentrates.
News Analysis, page 20