Farrokh Malihi - Fargol Research Group

The Iranian market for soap and detergents represents a large and growing market in the Middle East region. The strength of the detergent industry is evidenced by significant growth in the production of household detergents, and local production of surfactants and other raw materials in recent years. Increased competition and participation of private sector, consumer demand, and government policies promoting a more open system favoring high industrial competition over the last decade has resulted in the introduction of several new products, as well as significant improvements in product quality whit better performance and pleasant aesthetics. In this paper a review of current market, and major trends in fabric care and home care categories will be presented with focus on consumer washing habits, formulation technology, and demand for surfactants and other raw material in the market.