Current Product-Packaging System

Tide’s concentrated detergent formula is distributed through a 24ml pod. Each pod is made from polyvinyl alcohol (PVA), which is a water-soluble, shelf-stable, and synthetic polymer (Are tide detergent pods bad for the Environment?, 2022). Created through water-soluble materials, the pods are meant to dissolve within the washing machine once contacted with water and are disposed of through the plumping system. The product’s secondary packaging includes a high-density polyethylene tub that stores and preserves the detergent pods. In a 61-count tub, the packaging weighs 1.86 kilograms with 11 cm x 22 x 26 cm dimensions (Amazon.ca: Tide Pods, 61-count, n.d). The tub’s packaging is a coloured HDPE plastic that matches the brand’s bright orange identity. The plastic tub is created through blow moulding that allows the packaging to form a hollow shape. The packaging is flexible yet rigid which provides barrier properties and stiffness to protect its contents.

Components of the Tide PODS secondary packaging include the tub, lid, and adhesive labels that are used for branding and safety. The label’s graphics includes bright colours that can be created through specialty inks and coatings to help maintain the brand’s identity and “shiny” results. The graphics include symbols stating the chemical toxins and usage. Each pod holds 3 in 1 capability as a detergent, stain remover, and colour protector that is compatible with high-efficiency washers and cold water.

Home to its parent company, Procter and Gamble, Tide is committed to providing clean products for consumers and the environment. As a company, Tide reduced its 2020 absolute greenhouse gas emissions in direct manufacturing by more than 75% in the last decade (P&G, 2021). Tide wants to convince consumers to shift to cold water washing with compatible detergents like their PODS. With over two-thirds of all greenhouse gas emissions in the laundry lifecycle resulting from the consumer use phase, Tide is focusing its efforts on minimizing energy use in the wash cycle (P&G, 2021). They hope to reduce 4.25 million metric tons of greenhouse gas emissions by promoting cold water washing by 2030 (P&G, 2021).

Packaging Segment – Market Research

With the emergence of single-dose laundry detergent options, the market has begun to favour convenient packaging formats (Laundry detergent packaging: Start here for fresh insight, 2016). Packaging trends within this segmentation include pods tablets, and strips. The formulation of Tide PODS includes a liquid mixture that is encased by polyvinyl alcohol. Within the market, other companies also use methods of packaging for their detergent options. Polyvinyl alcohol is a popular packaging option within this market. However, studies have begun to emerge stating the uncertain environmental impact of this material. PVA can be fully biodegradable under specific conditions. Within a wash cycle these conditions are often unmet, and upon contact with water can release ethylene- a fossil-fuel-based chemical (Leander, 2021). 75% of PVA goes untreated within wastewater treatment plants, releasing around 8,000 tons of plastic material onto land and into waterways across the country (Leander, 2021).

Packaging Assessment

A core problem that can be solved within Tide PODS packaging strategy is its use of plastic. Considerations for new packaging would include reformulating the laundry solution and eliminating plastic in the container which holds them. Tide PODS life cycle stage includes emissions in creating the pods and containers that ultimately hold a one-time use and will get discarded into landfill. The PVA wrap will end up in the sewage systems if not fully dissolved and will impact aquatic ecosystems while releasing ethylene. Whereas the tub which holds it will require its own set of emissions that includes the container’s creation and adhesive labelling. The container’s recyclability is reliant on the consumer’s behaviour. Once the adhesive labels are removed the HDPE plastic can be discarded appropriately. A life-cycle assessment was conducted to compare the environmental packaging of Tide PODS vs its tablet competitor, Blueland. The results showed a significant difference in the PODS environmental impact. Its use of plastic materials within its primary and secondary packaging poses a greater threat to freshwater systems through its use of water, fossil fuels, and greenhouse gas emissions than tablets

Within the market segmentation, the single-dose laundry detergent formats of pods and strips both contain the PVA to bind their ingredients (Concentrated Laundry Detergent, n.d). Innovative competitors, like Blueland, formulated plastic-free laundry tablets in a dry form that removes the need for PVA wrapping (Laundry starter set: Natural, eco-friendly detergent pacs, n.d). This format has received Cradle to Cradle and EPA Safer Choice certifications. The secondary packaging includes compostable paper-based pouches and can be stored in a reusable steel container (Waldek, 2020).

Sustainable Design Proposal

The LCA highlighted which single-dose laundry format best supports sustainability for consumers and the environment. Using a tablet format will allow Tide to create plastic-free PODS that provide the market with a better product life cycle. Implementing tablets within Tide’s large customer and fan base will have a great impact on its environmental footprint. Tide already has powdered detergent options with its concentrated formula that its consumers know and love. Compressing this formula into tablets will allow Tide to reinvent its PODS to eliminate its PVA wrap. The new packaging design includes paper-based pouches that eliminate secondary packing processes and single-use plastic within the product’s life cycle. This new sustainable design will also support transportation emissions by providing a lighter weight.

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