When it comes to brand loyalty, consumers are often more committed to their laundry soap brand than they are to their spouses. In surveys, most women admit that they purchase laundry soap based on the sniff test alone. They wash their clothes in some incredibly scented vanilla lavender mixture, and they’re sold. Men, on the other hand, focus more on the price tags when they buy laundry detergent. And do those price tags differ from brand to brand! In U.S. stores, lesser brands such as Purex or Arm & Hammer can be found for less than $5 for 26–32 load sizes, while more expensive brands like Tide, Gain, or Cheer can cost triple that amount.
Price vs. Performance: Is the Extra Cost Worth It?
Basically, the question needs to come back to whether the more expensive laundry soaps have a superiority complex or not. Are the clothes washed in them actually cleaner, or are the tantalizing scents just ammunition to shoot down any chance that fragrance-hungry moms will switch? To find the answer, it’s time to check out a little consumer report information.
In Consumer Reports magazine, when laundry soaps were put head to head, the first thing compared was price. Without mentioning any names, the “tidal” wave of cost efficiency definitely went to the no-name brands. The difference per load ranged from $0.08 to $0.36. This has to make you wonder whether an 8-cent-per-load laundry soap can really get your clothes clean. The results were pretty conclusive: the well-known, more expensive brands did have a higher percentage of cleaning agents in their makeup. Tide, for instance, was the only detergent that showed exemplary capabilities of pre-treating, stain removal, and leaving behind wash-to-wash freshness. The less expensive brands, which had fewer cleaning agents, still worked but required consumers to use more of the product to get the same level of cleanliness. Essentially, a 26-load bottle of cheap laundry detergent really only washes about 12 loads of laundry.
In a world where we expect more from our purchases than ever before, even laundry soap has not been left out of the loop. Today, there are laundry detergents that claim to be everything from environmentally friendly to possessing superpowers that reduce the need for ironing clothes. Others boast “technology” that enhances wash-to-wash freshness (that warm, fuzzy smell that drives women crazy), while some aim to be 100% natural. Each of these specialty products seems to have its own consumer base. If you are interested in preserving the environment and “going green,” chances are you won’t budge from your Seventh Generation cleaning products.
However, another important consideration for consumers is the capabilities of their washing machine. The new laundry soaps are designed to bubble less, thus protecting the life of your front-end high-efficiency washer. Less bubbling doesn’t necessarily mean less detergent—just fewer bubbling agents. Most consumers report that these high-efficiency (HE) products seem to pack a lesser punch when it comes to that long-lasting smell. However, washing machine manufacturers agree and endorse these products, asserting that they help keep your laundry machine working longer. While a tad more expensive, it may be worth the investment to save on replacement or repair costs down the road. Today, even the “little guys” of the laundry world are making high-efficiency detergents. Since they are safer for the environment and make septic tanks more efficient, it’s a wonder that the less bubbly versions haven’t become the only ones available on the market.
Picking out laundry soap is a very personal decision. You might be able to tell a lot about a person just by seeing what they choose. Do they have Tide or the store brand in their cart? What consumers need to watch out for are those fancy brands that are made specifically for individual stores. Many of these, such as the pricey Martha Stewart laundry detergent, performed poorly in research and included very low amounts of actual detergent agents. Perhaps consumers need to demand that laundry detergent companies start being more transparent with their labeling, just as the food industry has had to do.
For laundry enthusiasts (of which there are many), a return to basics may be in order. For decades, Fels-Naptha soap by Dial has been the highest-selling laundry soap. Today, many people still utilize this product to make homemade laundry detergents. Bar soaps are particularly effective at removing stains like grease or grass, and recipes for making a liquid version are as easy as adding borax. Not to mention, this versatile soap can be used as catfish bait, a treatment for poison ivy, a garden fertilizer, and even for insect control. This makes washing your clothes in Fels-Naptha before your next outdoor adventure seem like a brilliant idea. It actually smells pretty good, and a little of the product goes a long way. Just don’t expect bubbles or lather—this soap is all about the cleaning agents. If you’re looking for it, you’ll find it in the hand soap section of your local department store or in hardware stores.
Laundry soap is definitely here to stay. For most people, they will purchase plenty of other products to help them remove difficult stains but stick to one product when it comes to how their clothes feel and smell. If you’re interested in shopping around for detergent, you should visit the website of every brand you wish to try. Not only will you find plenty of coupons, but the market is so competitive that most brands offer a free trial size of the product just to see if you like it. Sign up for emails, and you’ll get monthly coupons for your favorite laundry soap as well.
