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From the vantage point of the developed world, one might be forgiven for thinking we live in an era when laundry is more or less taken care of by machines which are increasingly fed on liquids. Globally, however, 70% of consumers still wash by hand on a regular basis. This means there are still significant variations in demand in terms of product format, undoubtedly due to economic reasons but also differing local environments as well as strong cultural influences.