Emerging markets accounted for 41% of the global surfactant market in 2010 -- a figure expected to reach 60% by 2050, Masakazu Negoro of Kao said in June at the 9th World Surfactant Congress and Business Convention. Meanwhile, "there is a worldwide shortage of water; we must reduce usage," he said. Along those lines, surfactant producers and their partners have developed laundry products that reduce water usage and rinse cycles, this article says.

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