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Laundry Detergent Makers Aim For Reduced Water In Washing

October 1, 2014: 12:00 AM EST

Fabric care makers Procter & Gamble and Church & Dwight Co. promised to cut water used in every dose of detergent by 25 percent in the next four years, as the laundry market continues to see falling detergent sales. Data from the 2014 Home Laundry Products report from Mintel showed sales declined 4 percent to $12.6 billion for the past five years. According to IRI, sales of single-dose detergents reached $700 million for the year ending August 10, 2014, making the category the fastest-growing segment of the laundry market. Meanwhile, stain fighting and cold-water effectiveness are the most important features for consumers, according to the Mintel study, which covered 1,896 internet users at least 18 years old. Results of the study showed 55 percent of respondents said they prefer stain fighters, while 43 percent said they opt for cold-water detergents.

Libby Basile, "Getting back in the fold", Grocery Headquarters , October 01, 2014, © Macfadden Grocery Headquarters, LLC
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