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Regionally, retail sales share of laundry detergents increased in Asia Pacific and contracted slightly in all other regions. Share taken by laundry liquids grew slightly in Asia Pacific at the expense of other laundry formats, whereas the laundry detergent segments remained unchanged in all other regions.  Fabric conditioner sales increased in Europe and North America. Premiumisation, added functionalities and usage occasions are the value drivers in the advanced fabric conditioner markets of North America and Europe, whereas new product types are having a small, but positive effect on laundry additives sales in general.  

The countries with the fastest growing fabric care markets in terms of retail sales in local currency over the past five years (2011-15) were South Africa, Vietnam, China, India, and Malaysia. At the other end we find Switzerland, Poland, Italy, Spain and the US, which are countries that even experienced contracting fabric care sales in local currency.

The best performing dishwashing markets in 2015 were Indonesia, India, Vietnam, South Africa and Turkey. The value creation within Asian growth countries is many driven by hand dishwashing liquids, whereas Turkey’s market segmentation is starting to resemble that of the average European market where sales of dishwasher detergents and ancillary products are slightly higher than hand dishwashing sales. Hand dishwashing liquids are still favoured by South Africans, thus the country offers growth opportunities for dishwashers and related products. At the other end of the spectrum we find the Netherlands, Spain, Italy and Switzerland with contracting dishwashing product sales, mainly as a result of intensified price competition in these mature markets.

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