The Rise of Eco-Friendly Consumer Products Puts Pressure on P&G

Procter & Gamble Co., which is losing market share to eco-friendly products, is under mounting pressure to either fend off the competitors or buy one of them.

The maker of Tide and Crest is struggling to maintain its position in key categories, including skin care, razor blades and laundry detergent. Companies with so-called sustainable brands — products that are seen as more natural, environmentally sensitive or purpose-driven — are chipping away at P&G’s longstanding hold on American households. Though P&G remains the world’s largest consumer-products company, its wares don’t have the same maverick appeal as newer brands.