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Asia Pacific is already the third largest market globally for home and personal care products. The segment, moreover, is growing a full percentage point faster than in the rest of the. And with the same demographic and lifestyle trends that are shaping the industry globally taking hold here as well, the region's importance can only increase. More and more of Asia Pacific's consumers are middle-class, many of them working women. They are relatively cash-rich but also time poor and with similar interests in appearance, hygiene and the environment as their counterparts in the developed markets of the United States and Western Europe. Many more are less affluent - especially in China and India.
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