"Unit-dose" laundry products, such as Tide Pods, have become so successful that U.S. detergent sales declined 2.1% in the year that ended in March. Such products prevent consumers from using too much detergent, which the industry previously counted on, and rivals blame Procter & Gamble for disruption in the wrong direction. "Pod is killing the laundry-detergent category," said James Craigie, CEO of Church & Dwight. However, P&G 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," CEO Robert McDonald said.

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