BENTONVILLE, Ark. — Wal-Mart is selling laundry detergent packaged in bags to appeal to Hispanic consumers, according to a Financial Times report.
Flat-bottomed bags of Spanish-language Ariel powdered laundry detergent are now available in Wal-Mart stores in Texas and Arizona, the report said.
Procter & Gamble recently made its Ariel and Gain detergents available in bags for U.S. distribution. Neither P&G or Wal-Mart returned SN's request for comment.
Ariel detergent in a 3-kilogram bag is a best seller at Grande Foods, Cornelius, Ore., which dedicates 30 feet of shelf space to bagged, Spanish-language detergents, owner Tom Evans, told SN. He's been sourcing the Mexican version of Ariel through distributor Unified Grocers for the past 10 years.
Bagged varieties outsell boxed versions of Tide, Gain and other U.S. brands merchandised within an 8-foot section at Grande, since they are what's familiar to its 95% Hispanic customer base.
“That's the way they buy it in Mexico,” said Evans who converted the Hank's Thriftway banner store to the Hispanic format three years ago.
Price also contributes to shoppers' preference for Ariel. At $6.99, a 3-kilogram bag sells for $1 to $2 less than a comparably sized box of Tide detergent, noted Evans.
Ariel's strong floral scent also appeals to Hispanic shoppers. “You can smell it when you walk in the door,” Evans said.