Meanwhile I changed to Ecover Zero as I didn't like the fragrance they added to the 'normal' liquid. In fact I'm a bit pissed off the way they stinkified everything up over night.
Pods are a marketing gimmick, pretty sure if you worked it out it would be more expensive than liquid or loose powder.
Agree with the comments about using less than the manufacturer states, it has always been thus and now that modern washing machines are using less water even more so. When we moved house the washing machine we inherited was basically brand new, I had to reduce the amount of soap I was using as I could see some residual suds when it started the drain & spin part of the cycle.
I've also been using about half a cap of fabric softener, again because I don't appreciate my clothes reeking of flowers when they're dry.
Speaking of which, I don't know what they use at the cattery but it normally takes about a week for the cats to stop reeking of fragrance from the bedding they are provided.