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According to a recent report by researcher Kantar, just two categories in the home and personal care segment added more than 10 million new consumers in 2023, both in the liquid format. Liquid fabric softeners and washes added 14 million and 13.1 million new users, respectively. Against the overall fast-moving consumer goods (FMCG) market growth of 5%, these segments grew 13% and 20% each, Kantar estimated.