Dishwashing liquid Part 2: Behind the scenes
In response to my previous post about dishwashing liquid, I received a message from a reader who was also a a former employee of P&G. He has graciously shared his insight with us.
“There are a few things that companies may use to trick people a bit when buying dish washing liquid.
First, all the companies here know that many Israelis check the active ingredient concentration level, so there is a desire to keep it as high as possible. But…the regulator only lets you put the active ingredient in multiples of four. So if you are just under 30%, for example, you are only allowed to mark 24%. The last time I checked Fairy a few years ago it was around 28% I think – in any event it was the highest in the market.
Another important factor is what is actually the active ingredient. At one point Shufersal’s own brand was offering a 36% concentration but the active ingredient offered a significantly weaker performance than that in Fairy.
Fairy’s company needs Fairy to be the best performing product on the market – this is the marketing strategy. So then the only question is whether or not it is worth paying a bit more for it. Based on all the R&D tests we did and also my own use, it definitely is – you do not need to use very much of it compared to the other products so it really does last around 150-200% longer than Palmolive and even more than own brand stuff.
I left the company to be a student but despite my limited funds still buy Fairy as I believe it is an economy. I promise that I have no current interest in the product beyond being a big fan!”
What do you think? Any other Fairy fans out there?