Liquid laundry detergent and cleaning supplies in the United States
In some ways, cleaning products never change. Buckets, sponges, mops, water detergent and a little elbow grease are the tools of the trade for anyone looking to maintain a clean home, just as they have been for centuries. Yet, in other ways, the category never stays the same. Manufacturers are always coming up with new formulas, new packages, new display ideas, new fragrances, new colors, new anything and everything that will make their product distinct, if not superior.
Innovations in the detergent category have led to declines in liquid laundry detergent sales. Despite the Tide brand controlling almost a quarter of total U.S. liquid laundry detergent sales in 2016, which amounted to revenue of approximately USD 1.09 billion. Sales of the liquid laundry detergent category in general increased 1.2 percent, while unit sales took a minute 0.1 percent hit compared to the previous year.
Procter & Gamble was the leading liquid laundry detergent vendor in the United States in 2016, controlling over 56 percent of the 5.2 billion U.S. dollar market. Procter & Gamble, also known as P&G, is the biggest consumer goods company in the world. It mainly manufactures laundry and cleaning supply products as well as products in the cosmetics and personal care sector. The company's roots date back to the year 1837 when it was founded by William Procter and James Gamble in Cincinnati, Ohio, where the company's headquarters still remains.