THE SOFT SELL

Fluffy advertising campaigns and a bouquet of new formulations and scents are keeping the fabric softener and dryer sheets category April fresh, something that could help supermarket retailers stem the tide of sales moving from their stores to other classes of trade.However, manufacturers have their work cut out for them in softening consumer resistance to ultra concentrate products, which are still

Fluffy advertising campaigns and a bouquet of new formulations and scents are keeping the fabric softener and dryer sheets category April fresh, something that could help supermarket retailers stem the tide of sales moving from their stores to other classes of trade.

However, manufacturers have their work cut out for them in softening consumer resistance to ultra concentrate products, which are still viewed by many as being "half the product at twice the price," retailers told SN.

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