Eco-Conscious Shoppers Are Going Wild for This Game-Changing Green Laundry Detergent

The green cleaning revolution just hit your laundry room—and it's flying off shelves faster than a meme stock.

Why your detergent bottle matters more than your ESG portfolio

Forget carbon credits—this plant-powered formula cuts dirt, not corners. Hypoallergenic, biodegradable, and packaged in 100% post-consumer materials, it's the rare consumer product that actually walks its sustainability talk. (Take notes, crypto miners.)

The secret sauce? A enzyme cocktail that obliterates stains at 30°C—slashing energy bills while keeping whites whiter than a Bitcoin maximalist's Twitter feed.

Retailers report inventory can't keep up with demand—proving once again that when it comes to spending, millennials will happily bankrupt themselves to save the planet.

Key Takeaways

• Procter & Gamble is adding manufacturing capacity for Tide evo, a laundry detegent sold in recyclable paper and marketed as a greener alternative to detergents.
• Consumers have been willing to pay a 50% premium to typical prices while buying Evo, CEO Jon Moeller said.
• American consumers haven't listed product packaging or sustainability as top considerations in recent years, according to McKinsey.

Shoppers want to save money, but Procter & Gamble (PG) says many have another priority: using less plastic.

American retailers and shoppers are snapping up Tide evo, a laundry detergent concentrated in a “fiber tile” and packaged in recyclable paper, Procter & Gamble CEO Jon Moeller said on a conference call reporting the company’s fourth-quarter results. Procter & Gamble debuted Tide evo in Colorado last spring, began offering it nationwide online and will likely expand distribution further, Moeller said Tuesday.

“In test market stores, evo sales have been highly incremental to category growth and retailer demand has been well above initial expectations,” he said, according to a transcript made available by AlphaSense. “We're in the process of adding manufacturing capacity.”

Green packaging isn’t generally a top concern for consumers. Americans consider product quality, price and convenience more important than packaging or its environmental impact, according to surveys consulting firm McKinsey conducted in 2023 and 2025. Globally, consumers indicated they cared more about price in 2025 than they did in prior years, McKinsey said.

Evo isn’t sold in plastic bottles and doesn’t have “liquid and fillers,” Procter & Gamble said in a press release. It’s manufactured in a facility powered by renewable energy, and designed to be effective in cold water washing, which can save energy, the release said. Consumers have been willing to pay a 50% premium to typical prices while buying Evo, Moeller said on the conference call.

Walmart sells a 44-pack of “spring blast” Evo tiles and a 40-pack of “free and gentle” tiles for about $20, according to its website. Other Tide products currently in stock at Walmart and designed to last for 40 to 45 loads ranged in price from about $13 to $24.