Laundry Detergents of Each Company Have Latest Features and the Fierce Market Share Battle
Commercials featuring famous celebrities have ignited the battle for market share.
“Simply pinch and drop” revolutionized laundry.
In 2014, Procter & Gamble, the world’s largest consumer goods manufacturer headquartered in the United States, brought about the “second laundry revolution.”
“They launched Japan’s first gel ball detergent under the brands ‘Ariel’ and ‘Bold.’ The liquid is wrapped in a water-soluble film, simply placed in the washing machine. If you have a lot of laundry, just add another one. From a detergent that ‘can be easily measured’ to one that ‘does not require measuring,’ it has evolved. It can be said to be an epoch-making detergent that eliminates stress from spills or getting on hands. While Lion and Kao should have the technology to make water-soluble films, making gel ball detergents now would likely feel like a copycat move,” says Kensuke Kanzaki, a laundry expert who runs a cleaning company.
Ariel currently holds the industry’s second position after Kao’s ‘Attack’ series, boasting a market share of about 25%.
Five years after the second revolution began, Kao realized the new era keyword is no need for measuring with a push-type detergent.
“The convenient ‘Attack ZERO,’ usable with one-hand push, is handy. Adjusting the amount is very simple—push twice for small loads, six times for larger loads. Unlike gel ball detergents, Attack ZERO is unscented, allowing for the versatility of using various fabric softeners, which is a significant advantage,” says the previously mentioned Fujiwara.
While Procter & Gamble and Kao compete on convenience, Lion counters with functionality and marketing strategies.
“Lion, emphasizing its ‘NANOX one’ series, proposes to consumers different detergents based on usage scenarios, such as the ‘Odor-specific’ to suppress aging odors and the premium ‘PRO’ that tackles stubborn stains and odors. They first introduce the affordable ‘Standard’ and then appeal to consumers with the PRO, boasting professional-level cleaning power. This marketing strategy has influenced Procter & Gamble, who launched the ‘Ariel Gel Ball PRO’ in April this year. Going forward in the detergent industry, premium products like these may become a trend,” as noted by Kanzaki.
