"Unit dose" laundry products such as Procter & Gamble's Tide Pods, which started the trend, have become so successful that U.S. laundry detergent sales are down 2.1% in the past year. The pods prevent consumers from using too much detergent, which the industry previously counted on, and now rivals are blaming P&G for an innovation that has shrunk revenue. But Tide makes more money per load on pods and remains "laser-focused on making sure consumers get the right dose, and that may have consequences for our competitors," says P&G CEO Robert McDonald.

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