I few days ago, I blogged about how I had no idea as to which laundry detergent was the better. (See my post on perception vs. reality in marketing.)
So I attempted to do some research, but unfortunately, I still don't know. There's hardly any information on the internet about laundry detergents. I spent a significant amount of time doing Google searches but came up blank. This is in stark contrast to the digital camera market where a review of the new Canon EOS 30D takes up 30 web pages. If only I could find a single web page devoted to tests of a laundry detergent.
I am certain that the consumer is getting ripped off on laundry detergent. This is because (1) the market has oligopolistic competition (Proctor & Gamble has near monopoly power); (2) there is asymmetric information (the consumer has no clue what the difference is between products); and (3) the demand curve is price inelastic. That box of Tide which I bought for $5.27 at Duane Reade probably only cost P&G a few cents to manufacture.
Despite the illusion that there are many brands of of laundry detergent, there are really just four brands. P&G brands include Ivory, Era, Gain, Cheer, and of course Tide. Tide alone comes in dozens of different varieties and sizes. The goal here is to grab all the shelf space and crowd out any competitors.
I've blogged before about how competition causes higher prices. If P&G didn't have to spend so much money on marketing in order to maintain its near-monopoly, it could probably sell Tide for half the price and still make the same amount of profit.
Unilever is the next biggest competitor with two brands, Wisk and All.
Then there's a new player in the laundry detergent business, Phoenix Brands. What, never heard of them? That's because they knew how difficult it is to break into an oligopolistic market with huge barriers to entry, so they bought all the brands from Colgate-Palmolive, including Fab, Dynamo, and Ajax.
There's a final independent brand, Arm & Hammer. I've been using this brand because someone (my mother) gave me a free jug of the stuff, but my clothes don't seem especially clean so this stuff must suck.
This leads me to the recommendation part of the post. I am pretty sure that no brand works any better than Tide. Now read what I said very carefully. I'm not saying that I'm sure that other brands are worse, I really have no idea, but the scanty evidence I could find on the internet indicates that Tide is the gold standard. If some other brand came up with an advertising campaign demonstrating how they are better than Tide then I'd recommend that other brand, but you will notice that no brands attempt to compete in this market through comparison. Obviously they have an oligopolistic gentleman's agreement not to rock the boat.
I also recommend that you used powdered detergent instead of liquid. Not only does the powdered stuff cost a few cents less, there is some evidence that powders work better. I have no idea why this is the case. I can only assume that the powders contain some chemicals that become unstable after they are dissolved in liquid. The Tide website says that liquid Tide is better for grease while powdered Tide is better for all other dirt. Because most of the dirt on your clothes is the non-grease kind, and you can always pre-treat a grease stain with some liquid product, I don't see any reason not to make the powdered detergent your regular detergent.
If powdered detergent works better, why is liquid more popular? Because consumers think it's easier to use and consumers have no idea that powdered is better. Probably P&G doesn't want consumers to know because it gets to dominate more shelf space with both liquid and powdered versions of all its detergents.
With tax, that $5.27 box of Tide costs me only 38 cents per load. I'm already paying three dollars in quarters for every load, what's an extra 38 cents? This demonstrates why the demand for detergent is price inelastic. I used to use whatever detergent I found at the lowest price, but now that I've done more research I realize that it's worth paying an extra twenty cents per load to make sure that I'm using the best stuff.
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