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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

Tide

Tide is America's leading laundry detergent, owned by Procter & Gamble and sold mainly in North America, where sister brand Ariel covers many other markets. Tide's sales are reported within P&G's Fabric & Home Care segment, which generated US$30.3bn in the year to June 2026, out of total P&G sales of US$87.0bn. The brand is backed by heavy advertising, including Super Bowl campaigns, and a decades-old cleaning-power promise summed up in 'Tide's in, dirt's out'. WCRC's research found its greatest strengths in the financial security of its Aa3/AA- rated parent, the reliability of P&G's supply chain, and a clear, distinctive identity built around performance and the orange bullseye pack.

Region
Americas
Country
United States
WCRC research
Full 50-parameter assessment

What WCRC found

  1. Backed by a highly rated parent, with P&G holding Aa3 and AA- credit ratings.

  2. Reliable availability through P&G's supply chain across US retail.

  3. Clear performance positioning held for decades, with the instantly recognisable orange bullseye pack.

What holds it back: Circular economy is the weakest area: laundry packaging is plastic-heavy and P&G has been criticised for slow progress on its plastic commitments.

Status in the 2026 edition

Tide was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Consumer & FMCG brands

#2 LEGO, #12 adidas, #15 Dove, #17 Coca-Cola, #20 L'Oréal Paris, #25 Red Bull

Questions people ask

Is Tide in the WCRC World's Most Powerful 100 Brands 2026?

Tide was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Consumer & FMCG brands are ranked in 2026?

The most powerful Consumer & FMCG brands in the 2026 ranking are LEGO (#2), adidas (#12), Dove (#15), Coca-Cola (#17), L'Oréal Paris (#20), Red Bull (#25).