Procter & Gamble’s Tide Evo Gains Traction Amid Consumer Shift Toward Sustainability

Procter & Gamble's Tide evo, a laundry detergent packaged in recyclable paper, is seeing robust demand despite its 50% price premium over conventional alternatives. CEO Jon Moeller noted the product's incremental sales growth during the company's Q4 earnings call, with plans to expand manufacturing capacity. The success of Tide evo challenges conventional wisdom—McKinsey surveys indicate sustainability rarely tops consumer priorities, yet this product defies expectations.

Retailers initially underestimated demand for the eco-friendly detergent, now available nationwide online after a Colorado test launch. The fiber-based "tile" format eliminates plastic waste, resonating with a niche of environmentally conscious shoppers. While price and convenience dominate most purchasing decisions, Tide evo's performance suggests a latent market for green innovations—if they deliver on Core functionality.