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Consumers in emerging and developed markets are often considered different in terms of their consumption habits. However, due to factors such as urbanisation, rising incomes and the internationalisation of retailing these two consumer groups are becoming more alike. Ian Bell, Head of Home Care and Tissue and Hygiene Research at Euromonitor, explains how consumers in both emerging and developed markets are similar in terms of packaging preferences and their desire for multifunctional home care products.
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