P&G has gradually concentrated its detergents over the years and will continue to do so. For example, since 1998, laundry powders in Western Europe have been compacted by more than 36 per cent in terms of weight and 25 per cent in terms of volume.

Although you might not see all the benefits directly, this is good news for the planet because more compact detergents use:

• Less energy in manufacturing.
• Fewer raw materials (meaning less is needed per dose).
• Less product (and so less waste).
• Less packaging (so they are easier to transport and lead to less emissions in the transport process).

They also result in fewer chemicals, such as sulphate, being washed into surface waters, all of which helps the environment without compromising performance or convenience.

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