A retailer has seen his laundry sales grow by as much as 63.6% following Procter & Gamble’s (P&G) advice to capitalise on consumer demand for liquid capsules.

The brand is asking store owners to focus away from laundry powders as part of its Shelf Help campaign. Atul Sodha, of Londis in Uxbridge, said: “I wasn’t sure my customers would be ready to move away from powder yet, but the results speak for themselves. Average laundry sales have increased by more than 63%.”

P&G director for convenience Sandeep Hegde said: “More than two thirds of shoppers now reach for liquitabs, gels and liquid detergents – and they are willing to pay a premium price for the greater convenience these formats provide.”