What They’re Buying
Steve Turner, business line director, household care, Evonik
Goldschmidt Corporation noted
that advanced wetting characteristics are important to hard-surface
cleaners, from kitchen and bath
products to floor cleaners and auto
“Superior wetting can ‘stretch’
the performance of cleaning
agents while maintaining or improving cleaning power,”explained
Turner, who also noted that the
home care market is expected to
grow along with improvements in
the housing market. He pointed to
US Department of Housing and
Urban Development statistics that
show in July 2010, sales of single-family houses were 276,000, with a
median sales price of $204,000. In
May 2013, sales reached 454,000,
with a median price of $271,600.
“Year-over-year job growth
and permits for new homes is also
improving now and all this bodes
well for growth in home care
cleaning products going forward,”
Turner told HAPPI.
Wu said that many customers are looking to formulate bet-
ter all-purpose cleaners that deliver multiple benefits and faster
“This is the largest segment within the hard surface care
category and growing in most markets around the world,” he
As a result, Croda’s multifunctional and specialty ingredients
that deliver unique consumer benefits or marketing claims are
highly sought after by CPG companies.
In personal care, Beio points to growing demand for sulfate-free surfactant technologies in hair care formulas, but they’re not
always the easiest chemistries to work with, he warned.
“These products are not easy to thicken, are tough to formulate clear products, have different foaming characteristics and
don’t always have the same“squeaky clean” rinse out, to name a
few,” said Beio. “But through diligent formulation, we have been
able to create products that our customers are very satisfied with.”
Growth in hair styling, body washes and shampoos has been
fueled by a shift to natural, greener and more sustainable ingredients, due in part, to regulatory pressures for safer surfactants
that are free of DEA and MEA, driven primarily by additions to
the California Proposition 65 listings, according to Cappabianca.
“At Jeen, we are actively pursuing several liquid alternatives
to these traditional, but pressured,
chemistries including a range
of MIPA-based approaches,” he
Jeen’s development efforts include MIPA-based ingredients as
well as expansion of its Jeesperse
cold process wax technology
which, Cappabianca said, can often reduce the number of surfactants that need to be added to the
formulation and allowing production to be done at lower, more energy efficient, temperatures.
According to BASF, product
categories that connect with consumer trends have shown the best
opportunity for growth—
specifically, consumer convenience, and
Galaxy Surfactants executives
note that Latin American consumers have always been interested in
hair care, but the segment is expanding even more thanks to demand from men.
“Recently, Latin men are be-
coming very aware of their appearance and as local economies
improve, the need to have a better personal care regimen is criti-
cal to promote a healthier lifestyle,” explained Bogadek. “In the
past, having personal care products was a status symbol but it is
now an everyday item that has become a necessity. As economic
purchasing power increases, many people find they can afford
the ‘me too’ items.”
In Europe, skin care including mildness for sensitive skin,
anti-aging and male grooming have shown great opportunities
for growth, according to Patil.
“As society has become more beauty conscious, the need
to look and feel good has become ingrained in the culture,” he
Looking toward the future, mild surfactants seem the most
promising. Some of the products that have seen great success are
GalSOFT SCG (sodium cocoyl glycinate), GalSOFT SCI (sodium
cocoyl isethionate), Galaxy NaCS (sodium cocoyl sarcosinate)
and Galaxy NaLS (sodium lauroyl sarcosinate).
The Regulatory Climate
When it comes to regulations, the European Union’s Registration,
Evaluation, Authorization and restriction of Chemicals (REACH)
and California are top of mind for surfactant suppliers.
A rising middle class means that dishwashers are
becoming more common around the world.