tide canada

What tide canada does

Tide Canada is the Canadian brand presence of Tide, the flagship laundry and fabric care brand owned by The Procter & Gamble Company (NYSE: PG). Tide Canada sells laundry detergents and fabric care products — including pods, liquid, powder, stain removers, and fabric rinse — to Canadian households through grocery, mass-merchant, drug, and e-commerce retail channels, supplemented by its own tide.ca storefront and the P&G Good Everyday rewards platform.

The portfolio is differentiated by proprietary chemical technologies rather than software: COLDZYMES™ enzymatic technology for cold-water cleaning, Ultra OXI oxygen-based stain removal, Smart Suds™/HE Turbo Clean for high-efficiency machines, and Tide Fabric Rinse Technology for odor and residue removal. Sub-brands and variants address specific consumer needs including sensitive skin (Free & Gentle), activewear (Febreze Sport Odor Defense), and deep hygienic cleaning (Hygienic Clean Heavy Duty 10X). Supporting infrastructure includes a comprehensive content library on tide.ca covering 50+ stain types and how-to laundry guidance, social channels (Facebook, X, Pinterest, YouTube), and partnerships with Safe Kids Worldwide and Febreze.

Tide operates as a wholly-owned brand within P&G's fabric care portfolio rather than an independent company; there are no external investors, no separate funding history, and brand-level revenue is not publicly disclosed. Tide Canada reports the #1 position in Canadian laundry detergent by Nielsen volume and the consumers' #1 trusted laundry detergent brand per BrandSpark, with Tide To Go ranked #1 in instant stain removal by sales.

Name

tide canada

Legal name

The Procter & Gamble Company

Website

https://tide.ca

Company type

Public

Founded year

1946

Operating status

Operating

Short description

Tide Canada is the Canadian brand presence of P&G's Tide laundry and fabric care line, selling pods, liquid, powder, stain removers, and fabric rinse to Canadian households through grocery, mass, drug, and e-commerce retail channels. It is the #1 laundry detergent brand in Canada by Nielsen volume.

Ownership category

akta.pro rank

Product category

Laundry Detergents and Fabric Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Surface Active Agent Manufacturing (325613)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Scent & Freshness Additives (Scent Boosters, In-Wash Fragrance) (CRAJAAAI), Color Care & Dye Transfer Prevention (CRAJAAAF), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG)

Keywords

• Laundry detergents
• Fabric care products
• Stain removal
• Household cleaning
• Laundry pods

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Consumer Retail Sales: Tide generates revenue through the sale of laundry detergents and fabric care products to consumers through retail distribution channels including grocery stores, mass merchants, and e-commerce platforms. Products are sold as repeat-purchase consumer packaged goods with various formats including liquid, pods, powder, and specialty formulations.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Tide Canada manufactures and sells a portfolio of laundry detergent and fabric care products for Canadian households, available in pods, liquid, and powder formats, with specialized variants for stain removal, odour elimination, sensitive skin, sport/activewear, and brightening. The offering is supplemented by instant stain removers (Tide To Go pen and wipes) and a fabric rinse booster (Tide Clean Boost). All products are positioned for effective cleaning in cold water and compatibility with high-efficiency washing machines.

Product overview

Tide Canada offers a comprehensive laundry detergent and fabric care product portfolio consisting of multiple product lines and formats. The core offering includes three main detergent formats: laundry pods (Power PODS®), liquid laundry detergent, and powder laundry detergent. Within these formats, Tide provides specialized variants including Ultra OXI products with odor elimination technology, Hygienic Clean heavy-duty formulas, Free and Gentle options for sensitive skin, and Sport-specific formulas with Febreze odor defense for active wear. The portfolio is supplemented by add-on products including the Tide To Go instant stain remover pen and wipes, as well as Tide Clean Boost fabric rinse as a detergent booster. All products emphasize cold water effectiveness, stain removal, and odor elimination as key differentiators, with Canada's #1 laundry detergent brand positioning. The product line is organized by both format type (Pods, Liquid, Powder, Stain Remover, Fabric Rinse) and consumer need (Stain Removal, Odour Removal, Freshness/Scent, Whiteness, Bright Colours, Sensitive, Additives, Deep Clean).

Differentiator

Problem solved

Functional benefit

Products and services

• Tide Power PODS® Original Scent Laundry Detergent Pods Laundry detergent pods designed to remove both visible and invisible dirt, providing deep hygienic clean to a microscopic level with original scent. Targeted at Canadian household consumers seeking everyday laundry cleaning.
• Tide Ultra OXI Power PODS® with Odor Eliminators Laundry pods that fight stains and eliminate odors in one, combining Ultra OXI cleaning power with odor elimination technology. For consumers seeking combined stain and odour removal performance.
• Tide Hygienic Clean Heavy Duty 10X Power PODS® Original Scent Heavy-duty laundry pods providing deep hygienic clean for tough jobs, combining 10X cleaning power with hygienic cleaning technology. For consumers tackling heavy-duty laundry challenges.
• Tide Hygienic Clean Heavy Duty 10X Free Power PODS® Free-formula heavy-duty laundry pods providing deep hygienic clean while being gentle on sensitive skin. For sensitive-skin consumers needing heavy-duty cleaning power.
• Tide PODS Free and Gentle Laundry Detergent Hypoallergenic laundry pods designed for sensitive skin, free from dyes and perfumes while working on 100% of common stains even in cold water.
• Tide Power PODS® Febreze Sport Odor Defense Laundry pods with Febreze sport odor defense technology that tackles sweat, grass, mud and active wear odors. For active lifestyle consumers.
• Tide PODS® Ultra OXI Laundry Detergent Ultra OXI laundry pods that remove the toughest stains using the combined power of Tide and OXI cleaning agents.
• Tide Original Scent Liquid Laundry Detergent Canada's #1 trusted liquid laundry detergent that works on 100% of common stains even in cold water, with 2X more concentrated ingredients and original scent.
• Tide Ultra OXI Liquid Laundry Detergent with Odor Eliminators Liquid laundry detergent combining Ultra OXI stain-fighting power with odor eliminators, removing stains without pre-treating or scrubbing while leaving clothes fresh-smelling.
• Tide Plus Ultra Oxi White and Bright Liquid Laundry Detergent Liquid detergent that brightens whites without bleach, combining Ultra OXI cleaning power with whitening and brightening technology.
• Tide Plus Coldwater Clean Liquid Laundry Detergent Liquid detergent formulated for cold water washing, delivering the cleaning performance Tide is known for in cold water cycles.
• Tide Plus Febreze Sport Odor Defense Liquid Laundry Detergent Liquid detergent with Febreze sport odor defense providing deep-down clean to fight sports odors on active wear.
• Tide Ultra OXI Max High Efficiency Liquid Maximum-strength Ultra OXI high efficiency liquid detergent combining Tide Power with Ultra OXI Max for the toughest cleaning challenges.
• Tide Clean Breeze Liquid Laundry Detergent Liquid detergent with Clean Breeze scent that cleans deeper and leaves laundry smelling fresh.
• Tide Original Powder Laundry Detergent Traditional powder laundry detergent providing the trusted clean consumers rely on, available in HE-compatible formula.
• Tide To Go Instant Stain Remover Pen Portable instant stain remover pen designed to travel easily and stop stains on the spot for immediate treatment. For convenience-focused consumers needing on-the-go stain treatment.
• Tide To Go Wipes Pre-moistened wipes for instant stain removal, ranked as the #1 instant stain remover based on sales.
• Tide Clean Boost Fabric Rinse (Spring Meadow Scent) Fabric rinse product that removes 3X odor and residue, acting as a laundry detergent booster that rinses away smelly residue trapped within fabric fibers.

Quantifiable outcome

• 100% of common stains removed even in cold water
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Procter & GamblecoreStrategic or Co-development PartnerTide is a flagship brand within the Procter & Gamble portfolio. P&G provides manufacturing scale, R&D capabilities, global distribution networks, and marketing resources that support Tide's market leadership position in Canada.
• Safe Kids (Safe Kids Worldwide)minorStrategic or Co-development PartnerTide partners with Safe Kids Worldwide to promote home safety, particularly around laundry and cleaning product safety. The partnership focuses on keeping loved ones safe through education and awareness initiatives.
• Febreze (P&G Brand)coreTechnology or IntegrationTide collaborates with Febreze on product formulations that combine Tide's cleaning power with Febreze's odor elimination technology, creating products like Tide Power PODS Plus Febreze Sport.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Persil: Henkel-owned premium laundry detergent brand that directly competes with Tide across liquid, pods, and powder formats in Canada. Persil's Pro-Clean technology and aggressive performance marketing make it Tide's closest premium-tier head-to-head rival.
• All Laundry Detergent: Henkel-owned mass-market laundry detergent brand offering liquid, pods, and powder in North America. All competes with Tide at mainstream price points with similar format coverage and stain-removal positioning.
• Gain: P&G-owned sister brand that directly competes with Tide in the laundry detergent category, differentiated primarily through scent-forward marketing. Gain competes for the same Canadian retail shelf space and consumer occasions as Tide.
• Sunlight: Heritage Canadian laundry detergent brand (now under Henkel) with deep Canadian distribution. Competes with Tide primarily in the value and mid-tier price segments across dish and laundry categories.
• Purex: Henkel-owned value-tier laundry detergent brand positioned against Tide at lower price points. Competes in pods, liquid, and powder formats, exerting pressure on Tide's mainstream and value-tier offerings.
• Arm & Hammer Laundry: Church & Dwight-owned laundry detergent line featuring baking soda-based cleaning. Competes with Tide across multiple formats and price points in North American retail, including the Canadian market.

Emerging players

• Seventh Generation: Plant-based, eco-friendly laundry detergent brand (Unilever-owned) competing for sustainability-driven consumers. Overlaps with Tide at the premium eco-conscious tier and pressures Tide on clean-label positioning.
• Method Products: Eco-friendly cleaning brand (Ecover-owned) offering laundry detergents with plant-based ingredients and recyclable packaging. Targets the same urban, sustainability-focused consumer segment that premium Tide variants are starting to address.
• Mrs. Meyer's Clean Day: SC Johnson-owned cleaning brand offering plant-derived laundry detergents with garden-inspired scents. Competes with Tide in the premium, eco-positioned, and sensitive-skin segments.

Broad incumbents

• Downy: P&G-owned sister brand offering fabric softeners and dryer sheets, frequently co-purchased and co-promoted with Tide. While not a direct detergent competitor, Downy operates within the same fabric care category and is part of Tide's broader P&G portfolio strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tide
• YouTubeyoutube.com/channel/UCEPeWPjaF1CWCKXa3xTp7vw
• Facebookfacebook.com/Tide
• Pinterestpinterest.com/tide

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about tide canada