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The home care market in Japan caters to its aging population by recognizing not only that these consumers have the most money to spend on products, but they are also increasingly physically restricted. For instance, Kao Corporation released the Attack Sheet in 1999, a laundry detergent in a sheet format, which is a lighter alternative than a heavy container. Kao has recently released a highly concentrated detergent, which is easier for older consumers to purchase and move.
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