Even Colgate, which calls adding a new color of dish detergent a product innovation, spent 2%.

FORBES: Rebirth of a salesman

After all, the move to phosphate-free dish detergent has been a long time coming.

FORBES: Environmental Activists Get Under Your Sink

In the U.S., Tide Pods drove the improvement in the detergent category and Cascade dish detergent, Gillette Fusion razors and Crest toothpaste were other strong sellers.

NPR: Procter & Gamble Fiscal 2Q Profit Jumps

The single life is inherently self-interested: it calls for vigilance on matters of self-preservation both large (financial autonomy) and small (dish detergent), and, in many cases, it frees the solitary from the sorts of daily interaction that help craft a sense of shared responsibility.

NEWYORKER: The Disconnect

Someone who loves a fragrance in a laundry detergent might also buy it in a floor cleaner, a dish soap and a disinfectant.

WSJ: Does This Smell Clean to You?