The global economic downturn has affected every market, however, the Home Care industry has boasted an impressive performance given the current economic climate. This is due to several reasons:

• The Home Care Industry in China grew by 700 million dollars in 2009
• The Home Care Industry in the U.K. grew by 2% in 2009 due to a boost in laundry care sales
• A strong performance by private label brands in Home Care during the recession; notably in Spain

Kondej also discusses the decline in air care sales due to developed countries not seeing this category as a necessity, and gives a projection of which countries will be the top performers in the Home Care industry in 2014.

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