The tide has turned in the detergent category, with liquid laundry detergent sales now surpassing powders, especially in urban and cosmopolitan markets. And while powders still hold a sizable edge in many smaller and rural markets, liquids are gradually increasing in market share in those regions too. According to retailers and industry experts, consumers favor the ease that liquids offer. As their cleaning power improves and their cost per use becomes more in-line with that of powders, ...

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