The Challenges of Changing Consumer Perceptions

Big brands are not doing the hard work of actually looking at how they evolve their product portfolios and educating consumers about how their product portfolios need to change. Big players would like to reduce packaging and distribution costs every bit as much as you would. They are faced with a problem which is specific to supermarket sales, which is just facings and prominence on the shelf. No one's actually thinking number of washes really when they buy. They're thinking, how big is this thing?