benefits, too, according to company executives. During ACI, Dow
Chemical also promoted its Acusol Shine specialty dispersants
for phosphate-free automatic dishwashing formulations. Acusol
Shine products are said to increase soil removal, ease of use,
and improve spotting and filming. Dow also markets Acusol
anti-redeposition polymers for powder laundry detergents that
reduce water dependence with a lower dosage level and higher
Evonik introduced two multi-unctional performance boosters
for traditional fabric softeners under the Rewocare GSM 42 and
Rewocare ASM 40 names. The former is available in Europe and
the latter in North America. Both microemulsions increase the
softening ability of a fabric conditioner by 15-20%. Both improve
fragrance retention on fabrics, too.
“Rewocare ASM 40 provides a silky feel when incorporated
into fabric softener formulas,” said Dana Nystrand, marketing manager, household care, Evonik. She noted that in multiple fragrance retention tests, the silicone-derivatives retained
their scent 10 days after laundering, while retaining rewetting
Both Rewocare GSM 42 and Rewocare ASM 40 can improve a
fabric softener’s sustainability profile. When added to a formula,
treated clothing requires less energy in drying and lasts longer,
too, according to Evonik.
During ACI, Evonik also promoted its recently-introduced
Rewoferm SL 446, a sophorolipid biosurfactant that is readily
biodegradable under both aerobic and anaerobic conditions and
complies with European Ecolabel requirements.
“Rewoform SL 446 is very interesting to many of our cus-
tomers,“ asserted Steven Snead-Smith, business director for
household care in the NAFTA region. “They are intrigued by its
environmental attributes and its biofermentation manufacturing
The biosurfactant has a low toxicological profile and offers
significant advantages in foaming, degreasing and water hard-
ness tolerance over traditional surfactants, according to Evonik.
Rivertop Renewables recently unveiled a technology platform
based on a proprietary, cost-effective oxidation process to deliver glucaric acid for multiple markets and applications. For the
auto dish market, the company unveiled Riose detergent builder,
which promises to deliver superior performance in automatic
Riose delivers two times the calcium building capacity of generic citrates, and equivalent capacity to phosphate and synthetic
builders, according to Rivertop. As a result, the material delivers
greater consumer satisfaction, heightened brand differentiation
and increased market share through superior end-product performance. Moreover, the bio-based material can reduce total formulation cost across premium, mid-tier and value-end products.
Finally, under its Quantum brand name, Ineos has rolled
out new monoethanolamine (MEA) and triethanolamine (TEA)
products that meet the recent rulings for these materials under
REACH and Prop. 65. Using a unique distillation process at its
facility in Plaquemine, LA, Ineos has developed the capability of
reaching virtually non-detectable levels of DEA in its MEA and
TEA Pure Grade materials. TEA Pure has applications in fabric
softeners, shaving foam, ointments, non-aerosol hair spray, hand
lotion and liquid hand soap, while MEA Pure has applications in
detergents, hard surface cleaners and personal cleansers, according to the company.
Around the World
Global markets pose different challenges that vary by region.
Industry executives observed that North American demand remains consistent, but retailers such as Walmart and Target play
a huge role in defining what is sustainable and what is not, a
trend that was unheard of years ago. In Latin America, Brazil’s
economic slowdown has impacted the region, but demand for
more sophisticated cleaning solutions are here to stay, insisted
the suppliers who spoke to Happi.
“We are seeing a change in format everywhere; consumers
are moving from bars to powders in emerging markets, powders
to liquids in countries such as China, and liquids to monodose in
established markets,” explained Alam of Dow. “Each change has
Evonik’s Snead-Smith had a positive view of the economic
trends that could impact the global household cleaning market.
“There’s nothing of great concern in China, Europe is reasonably stable and North America is doing okay and growing,” he
Evonik has invested in emerging markets with new facilities
in Brazil that came online in 2015 and one in Shanghai (2013).
With a range of new raw materials that should be of interest to formulators of detergent, fabric softener and household
cleaning products, suppliers insist that they are well-prepared for
whatever 2016 throws at them.
“The global market has opportunities,” concluded Reiners.
“Yes, it’s a volatile market, but we are able to react to it.”•
Consumers look for fabric care formulas that do more than just clean clothes.