Wal-Mart 'concentrates' on water-reduced, packaging material-reduced detergent marketing

The company’s goal is to be a catalyst for the transformation of the entire liquid laundry detergent category and save vast amounts of natural resources—approximately 400 million gallons of water, 95 million pounds of plastic, and 125 million pounds of corrugated over three years.

The vow was made by Lee Scott, president and CEO of Wal-Mart Stores, Inc., on September 26, 2007, in New York City, at the Clinton Global Initiative conference. Says Scott, “What we have done is work with suppliers to take water—one of our most precious natural resources—out of the liquid laundry detergent on our shelves.”

Wal-Mart says that the transition will occur in waves—beginning in the Southern region in October, extending to the North and Midwest by February, and finishing in East Coast states in April 2008.

The retailer points out that the technology to concentrate liquid detergent has been available for more than a decade, but has not been commercialized to a maximum extent. Since 2005, Wal-Mart has worked with various detergent manufacturers (e.g., Procter & Gamble, Unilever, Dial, and Church & Dwight) to market concentrated liquid detergents in smaller, more environmentally-friendly packaging.

Wal-Mart hopes that, by partnering closely with suppliers and making a commitment to the concept, concentrated liquid detergents can become the norm in the American marketplace. The company encourages other retailers also to move toward selling only concentrated versions of liquid detergents.