With Serena Jian - Home Care, Tissue and Hygiene Reserach Analyst
The market for tablet-based laundry detergent in Italy took a sharp decline in 2013 following impressive growth in previous years. Consumers in Italy, worried about a possible economic downturn, are conserving not only their money but also their washing detergent, making sure to wash with only the necessary amount. The control that liquid detergent provides means Italians are not buying tablet-based detergent, which requires one tablet per wash. As modest growth is expected in Italy over the next few years, it is likely Italians will return to tablet based detergent.
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