Why steal Tide?

This seemingly irrational criminal obsession with the leading liquid detergent brand can be interpreted as a rational response to theft deterrent precautions for other, more valuable goods.:

...Most frequently stolen goods—GPS devices, smartphones, and other consumer electronics—are pricey, light, and easily concealed. They’re also not routine purchases, which means they can be locked up until buyers ask for them. Bulk goods like detergent are harder to run off with, but they’re also bought by dozens of customers daily...

This makes it costly for stores to lock these items behind a case.   This makes Tide relatively easy to steal.  Plus,

 Cashiers and stockists, working for low pay, are often disinclined to confront a potential criminal. “People at the cash register don’t stop you,” says one of Thompson’s informants, an ex-con who shoplifted for years. “They just let you go past.” What’s more, stolen bottles of Tide aren’t easily traceable.

So how is P&G reacting to this?

For its part, Procter & Gamble doesn’t seem overly concerned about the black-market popularity of its product. “It’s unfortunate that people are stealing Tide, and I don’t think it’s appropriate at all, but the one thing it reminds me of is that the value of the brand has stayed consistent,” says Raman, the marketing director. 

HT:  Brad