Why does Tide dominate the laundry detergent aisle at my local grocery store? Why does it have over 40% market share?
Was walking down the laundry detergent aisle, and was stopped in my tracks by the wall of orange that took up (literally) almost my entire field of view when standing in front of the section. A quick count of facings showed that Tide had about 50 (yes, FIFTY) different facings for different sizes, options, and formulations. The next closest brand had about five. Not scientific, but it appeared that Tide controlled over half the available shelf space.
So here’s the question. What do you think — did Tide’s dominant distribution strategy (get as much shelf space as possible) drive its market share? Or, because of its market share, was it able to convince the grocery that it should be given an utterly dominant percentage of the shelf space?
(By the way, I did need laundry detergent. I bought the store house brand.)