Many people use Ecover detergents because of thier environmental credentials. Not only are their products more ecologically sound than other brands (biodegrading far more quickly etc.), but their factories are also built and run with great consideration to the environmment (so much so that they are recognized by the UN).
As a regular shopper at Sainsbury's in Leatherhead I always found it hard to buy any - they only stocked one sort and that was rarely in.
But now with the redevelopment they stock at least 3 types of Ecover washing powder alone. And what's more at the moment it is on offer:
Of course, there are ways of washing without synthetic powders at all, such as soap nuts.