Home Care Continues Strong Growth
The home care industry experienced a 6 percent growth in value terms in 2013, which is the largest yearly growth since 1998. Developing markets are contributing more to home care growth than ever before, with the categories of bleach, insecticide and laundry care performing well in developing markets. The home care market is expected to continue its strong performance into 2014 as companies release products at new price points, such as Tide Simple, which is a basic version of the laundry detergent at a lower price.
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