Inflation is now the top concern of consumers in Europe – and, likely, consumers worldwide as well. According to GlobalData, 66% of European consumers are “extremely concerned” about their budget.
One might think this would cause consumers to seek out home care products based on price alone. However, consumers also tell GlobalData that they are looking for value and paying attention to the ingredients. According to an IPSOS survey, 82% of Europeans prefer less plastic packaging too.
of Europeans are quite or extremely concerned by the impact of inflation on their household budget*
of global consumers pay high or very high attention to the ingredients used in their household care and laundry products**
of Europeans want to buy products which use as little plastic packaging as possible***
The Answer: Dilute at Home
Dilute-at-home formats appear to address these concerns. They can be a convenient choice that also offers consumers great value by refilling existing bottles at home. And, by switching to refill pouches, companies can reduce volume and weight, thus reducing transportation and fuel charges, as well as carbon emissions.
Formulating a super-concentrated laundry detergent poses several challenges to product developers though. Stability is a major issue. Plus, with the consumer adding tap water at home, the risk of over-diluting is also likely. So, formulators need to take into consideration a range of conditions.
The way to assure over-dilution stability is to formulate a structured liquid. However, most of the liquid detergents currently on the market are not structured. They use surfactants, solvents and hydrotropes that are not stable and cannot suspend insoluble materials either.
CELLULON® Cellulose Liquid
helps tackle reformulation challenges
Forms a unique 3D net
Produced by microbial fermentation
Effective in low or no water formulations
No impact on the finished product aesthetic
Very low use level needed
Fermentation-derived CELLULON® Cellulose Liquid forms a reliable, net-like structure that provides a high surface area by weight ratio. Because of its insolubility, it does not compete with water and is highly compatible in very high surfactant concentrations. It can also suspend fragrance, bleach, opacifiers and more, with little impact on your finished product’s viscosity, dispersibility or transparency.
With an extensive, nature-based ingredient portfolio, global service capabilities and innovative R&D expertise, CP Kelco can help product developers meet new format needs in the growing home care segment. Contact us for functional, bio-based alternatives to synthetic polymers and reformulation support from our rheology modifying experts.
* GlobalData: Consumer Survey Results: 2022 Q2 Consumer Survey
** GlobalData: Consumer Survey Results: 2022 Q1 Consumer Survey
*** IPSOS: Attitudes Towards Single Use Plastics