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For customers, it’s all about the price now

Austrians spend 213 million euros a year on detergents. On top of this, almost 54 million euros are spent on fabric softeners and fragrances. To save money, people often shop during special offers. Many customers also buy the cheaper private labels of retail chains or use cheaper bulk packs.

In the domestic detergent laboratories, research is being carried out at high pressure to make it easier for customers to clean shirts, T-shirts and the like and to make every wash cycle even more efficient and cheaper. "Our detergents are already effective from 20 degrees," explains Henkel expert Pia van Saanen (Persil) and does the math: