Shrinkflation/pricing: Tide/Crest scrutiny offset by innovations
Key Questions
What is the shrinkflation concern with Tide and Crest?
Tide and Crest smaller bottles have drawn scrutiny for shrinkflation and pricing, amid consumer pushback on P&G's strategy. This is offset by innovations like Tide EVO tiles.
What innovations is P&G launching to address pricing scrutiny?
P&G is introducing Tide EVO tiles, Dawn Platinum EZ-Pour refill jug (37% faster with ergonomic handle), OLAY refresh peptide, Gillette Lystra, H&S MLS, and shiny soft packaging by Jejurikar. These aim to boost loyalty in fabric, baby, and dish categories.
How does the Dawn Platinum EZ-Pour refill jug improve user experience?
The Dawn refill jug features a 37% faster pour and ergonomic handle, targeting only 12% adoption of refills to enhance loyalty in dish care. It's part of a nationwide launch testing cost-effectiveness.
What is the consumer reaction to P&G's pricing strategy?
Consumers are pushing back on P&G's pricing, including shrinkflation in Tide and Crest, prompting innovations and efficiency drives like supply chain rollouts. Monitoring Q3 KPIs for fabric, baby, and dish is recommended.
How are P&G's innovations positioned against tariffs and market tailwinds?
Innovations like Pampers AMORE, Swiffer, Thai April launches, and liquid detergent tailwinds counter tariffs and pricing narrative. Articles highlight P&G's innovation strategy powering iconic brands like Dawn and OLAY.
Tide/Crest smaller risks offset Tide EVO/Dawn EZ-Pour (37% faster)/OLAY peptide/Gillette Lystra/H&S/Pampers AMORE/Swiffer vs tariffs; consumer pushback; monitor Q3 Fabric/Baby/Dish KPIs/vol.