Americans like to pour their own laundry detergent and when concentrated detergent was introduced, Americans continued to

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Americans like to pour their own laundry detergent and when concentrated detergent was introduced, Americans continued to pour the same amount and soap sales boomed. But when P&G introduced its laundry capsule, a 1-unit measure per wash, total detergent sales fell 5 percent from 3 years earlier.

Source: The Wall Street Journal, April 3, 2013

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