The laundry category is by far the largest detergent category in emerging markets and provides a wealth of examples. What can be learned from the laundry category, however, applies equally well to other categories such as personal washing and household cleaning. Consumers in emerging markets do their laundry in a wide variety of circumstances. How have these circumstances affected and still are affecting the choice of ingredients which make up the products? How are they affecting the choice today? How are they changing to affect future choices? These are questions that will be addressed.
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