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of the weak economic situation, the industry does need to prepare itself for further challenges. Producers are focusing increasingly on products that meet growing environmental demands. The combined N American, W European and Japanese markets for household cleaners ($30 bn) and toiletries ($50 bn) are the largest customer markets for surfactants.
Nachrichten fuer Aussenhandel, 23 Aug 2002, 65 (162), 4 (in German)
According to a market analysis, those who produce surfactants can rely on high stability in the most important markets of N America, W Europe and Japan. Neither lifestyle trends nor environmental concerns have a negative effect on demand. Some producers are focusing increasingly on green products and renewable resources. Leading surfactant makers, such as Shell Chemicals, Procter & Gamble, Dial, Unilever, Akzo Nobel, Dow Chemical and Colgate-Palmolive, would have no problems in coping with difficult market periods.
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