As economic hardships continue, consumers continue to trade down in apparel. Detergents with added scents and fabric softeners are driving the laundry care
sector, as consumers look to reinvigorate their clothes. Ian Bell, Head of Home Care Research at Euromonitor, states that although the smell and feel of clothing fresh out of the dryer is important to consumers, functionality in detergent will be a driving force in the forecast period.
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