Unit sales of liquid and powdered detergent, meanwhile, are down around 15%.

WSJ: Is Innovation Killing the Soap Business?

The intelligence has induced Big Lots to expand consumables and home decor and abandon artificial flowers, to pull Nascar products from the West Coast and to stock four times as much liquid as powder detergent on the East Coast.

FORBES: Out of the Discard Bin

Lower prices in North America helped spur market share gains for products such as Gain detergent, dishwashing liquid such as Cascade and Gillette razors, which gained 2 points of market share to boast 74 percent in the U.S. male blades and razors category.

NPR: Procter & Gamble Fiscal 2Q Profit Jumps

Part of the reason is that the chain is selling more unit-dose laundry detergent, like Tide Pods, which have a profit margin up to 5% lower than liquid laundry for retailers.

WSJ: Is Innovation Killing the Soap Business?