Western Europe: A General Lack of Concentration
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Concentrated liquids represent the most modern face of laundry care. This format dominates the US whilst in Western Europe the change from standard products to concentrates and from powder to liquids is developing apace. With compaction ratios increasing, the emergence of Tide PODs in the US in 2012 hints at a new era likely dominated by monodose multifunctional and super concentrated products, a format which to date has only taken in the somewhat idiosyncratic UK market.
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