‘Detergent tablets to top 30 percent share’

Sales of washing powder tablets are tipped to grow by &£100m, and to account for 30 per cent of the &£1bn laundry market by the end of the year, say Lever Brothers sources.

In the four weeks to December 5 1999, washing powder tablets made up 21.8 per cent of the market and over &£200m in sales, topping Lever Brothers’ original predictions that the sector would reach 20 per cent by 2000.

Informal estimates now suggest washing powder tablets could take up to 30 per cent of what is a fairly static market by the end of this year. They have achieved a 34 per cent penetration of households so far.

Since the first laundry tablet was launched in May 1998 by Lever Brothers under the Persil brand, they have proved a remarkable success story.

Procter & Gamble followed with its own Ariel Discs, and other manufacturers, including the supermarkets, have brought out own-label versions.