Procter & Gamble Co. (PG) expands its Tide brand with new multipurpose cleaning product

Tide Oxi targets $7.9 billion cleaning market

CINCINNATI - Procter & Gamble Co. is launching an expansion of its Tide brand to include a multi-purpose stain remover that can be used in every room in the house.

“More than 225 uses and counting,” is the new catch phrase for Tide Oxi, which is now hitting store shelves and comes with a suggested retail price of $12.99 for a 7.5 lb tub.  P&G claims the new product has “a new ingredient called NOBS, which works with peroxide to form peracid -- stronger form of bleach.”

Tide Oxi can be used on upholstery, carpets, bathroom tile and grout and patio furniture.

"Tide prides itself on offering the best laundry care products to make it easy to clean life's messes," said Karen Klei Schlosser, Associate Marketing Director, P&G North American Fabric Care. "But, we know that stains and spills happen outside the laundry room, too. That's why we are excited to introduce a product that will allow for the deep down Tide clean in the wash and around the house."

P&G is aiming for a piece of a U.S. cleaning market that is expected to reach $7.9 billion in annual sales by 2018, with a compound annual growth rate of 6.6 percent, according to statistics published by Transparency Market Research in December, 2012.

“The U.S. specialty household cleaners market is driven by factors such as increased focus on hygiene among new age consumers, rising demand for green products, increased usage of convenient products and popular dependence on lifestyle and home experts,” the report said. “In addition, the increasing numbers of working women in the population, growing concerns over spread of infectious diseases and rising per capita disposable income is also supporting the growth of the U.S. specialty household cleaners market.”

Tide is a $2.8 billion brand that is hoping to get consumers to adopt the use of product regimens -- using a family of branded products to handle multiple household chores.

CEO A.G. Lafley told analysts in February that Tide Oxi would extend “the home fabric care regimen” and described it as “a big business opportunity” for P&G’s household products.

“Even in the U.S., only a quarter of households purchase and use more than two products in the regimen on a regular basis,” he said.

P&G enlisted mom bloggers Audrey McClelland and Vera Sweeney to launch Tide Oxi March 31 with a Twitter party that explored different spring cleaning tasks that can be tackled with the product. It’s also planning a “spring cleaning challenge” starting April 1 with two other mom blogs, Mom Generations and Lady and the Blog.

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