Several states in 2010 banned phosphates in dishwashing detergents, and that has injected competition and consumer awareness into a product category that had largely been dormant. "People shop on autopilot. You buy what your mother bought, what your grandmother bought. You put it in the dishwasher, you shut the door, it's out of your mind," said John Paquin of Euro RSCG, an advertising company.

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