SURFACTANTS have long been considered the foundation of many household and personal care formulations. In fact, according to a recent study by Kline & Company, Fairfield,
NJ, surfactants accounted for 31% of volume sales of personal
care products. And where would laundry detergents be without
this ubiquitous ingredient? In recent years, the move toward
green, gentle formulations both in household and personal care
products, continues to impact the surfactant market. At the same
time, growing demand in emerging markets is rejiggering how
formulators and their suppliers deploy their assets.
Although some marketers are rethinking their reliance on
emerging markets for growth, there’s no doubting that a shift in
consumption is underway, according to a recent broad surfactant
report by Markets and Markets, which predicted the overall sur-
factant market will grow more than 6% a year to 2017 to reach
$36.5 billion. While synthetics will continue to dominate the cat-
egory, consumption of bio-based surfactants is predicted to show
significant growth. And while Europe is expected to remain the
largest consumer of surfactants in 2017, Asia-Pacific will overtake
North America as the No. 2 surfactant market during that time.
More specifically, anionic, amphoteric/betaine and amino
acid surfactants are making gains in both emerging and mature
markets, and use of alkanolamides is also growing in mature
markets, according to David Kreckman, global product manager,
surfactants, Lubrizol Advanced Materials.
A World Without Shampoo?
At the same time, some predict radical changes are in the works
when it comes to personal cleansing formulations.
“I honestly think in five years people are going to go, ‘Oh
God, remember when we used to wash our hair with shampoo?’”
Michael Gordon, Bumble and bumble’s founder told Wired last
month. To meet the needs of these new consumers, Gordon has
introduced the Purely Perfect collection of hair care products that
includes a $40 cleansing cream that’s free of silicones, detergents
and sodium laureth sulfate. What the formula does contain is
aloe vera, rose flower, peppermint and evening primrose, stuff
that Gordon insists nourish and hydrate the hair. According to
Tom Branna • Editorial Director
THESE MATERIALS PLAY AN IMPORTANT ROLE IN THE FORMULATION OF HOUSEHOLD AND PERSONAL
CARE PRODUCTS. BUT IN RECENT YEARS, SUPPLIERS HAVE FACED A VARIETY OF ISSUES REGARDING
THESE UBIQUITOUS MATERIALS. HERE’S HOW THEY’RE SOLVING SOME PRESSING PROBLEMS.
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