HOME CARE
Probiotics and enzymes
to enhance cleaning products IMCD home care and I&I has been exploring the latest industry trends and consumer behaviours to create an insightful and detailed guide for brand owners and manufacturers. Featuring an expert interview with business and technical contributors from IMCD, this article provides an analysis of key trends such as the quest for ultimate efficiency, and cleaning for fun.
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MCD home care and industrial & institutional (I&I) has six global laboratories with interconnected teams of experts who pride themselves on offering a deep understanding of formulation development alongside insights into global and regional market trends. This business group develops smarter, more appealing formulations for cleaning, hygiene and disinfection, working with customers to create tailor-made solutions for end users. In 2020, the group’s home care and I&I cleaning business rose to the challenge to meet the demand for hygiene and cleaning solutions which suddenly skyrocketed. Supported by industry-leading technical expertise and market knowledge, it has helped its partners get to market fast with solutions that meet the growing and evolving demands of their customers. Now, the business group is sharing insights into what comes next on the home care and I&I landscape along with the trends that are shaping this segment.
THE NEW SUSTAINABLE STANDARD As our lives keep getting busier, the pressure is on to achieve as much as we can in as little time as possible, and with the least amount of effort. This is especially true when it comes to the routine tasks of cleaning and disinfection.
"As manufacturers innovate to meet the need for efficiency, they are increasingly drawn to the magic of “multi-function” According to Mintel, in Brazil as many as 93% of adults use a multi-purpose cleaning product at least once a week. In commercial spaces, there’s a different kind
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of pressure. As employees return to work and places of business let the public through their doors once again, the transition needs to be as What do you do to smooth as possible in have order fun to during your help people feelfree safetime? while Several more yearsintensive ago, few managing of us would have said cleaning routines. “cleaning thetime, house”. At the same But the cannot way webe see efficiency at the our cleaning routines expense of sustainability. is changing. Home care and I&I brands are expected to pursue At first glance, the social the highest environmental media platform TikTok seems and standards without anethical unlikely place to host a compromising on ease of use, hygiene revolution. According to convenience and efficacy. the blog Apartment Therapy, since
MEET THE ‘CLEANFLUENCERS’
the start of the pandemic, TikTok has FORMULATING FORincrease EFFICIENCY reported a massive in users Assearching home carefor and I&I manufacturers cleaning content, with innovate meet theofneed for efficiency, close toto4bn uses the hashtag they are increasingly to the magic #cleaning recordeddrawn by October 2020. ofFurthermore, “multi-function”. The versatile and #cleanup, #cleaninghack cost-effective solutions which catch their and #cleanthatup trailed closely behind with a few hundred eyes include formulations thatmillion control both tagshardness each. water and metal ions in waterTikTok has become home to loads of short video cleaning tutorials and aspirational before-and-after clips that create a sense of satisfaction, even for those who don’t usually do any cleaning themselves. As with any social media trend, influencers are at the fore. Leading figures such as UK-based Instagrammer Sophie Hinchcliffe and American YouTuber Melissa Maker have acquired followers in the millions. Check out some of the influencers’ cleaning-related content here: • Sophie Hinchcliffe –
www.instagram.com/mrshinchhome
• Melissa Maker –
https://bit.ly/3DhsTQ3
based systems, while maintaining a good ecological profile. This can be achieved through the use of ingredients such as biodegradable chelates with superior environmental and (eco) toxicological properties. These enhance both the experience and efficiency of the product by reducing the detrimental effects of metal catalysts. The rise of more sustainable processes, such as the use of naturally-derived raw materials, avoidance of solvents and greater industrial water recycling have one unintended downside – an increased risk of microbial deterioration. This is why biocides have an important role to play in safeguarding our standard of living and realising a more sustainable future. When IMCD’s customers were looking for a highly efficient biocide for disinfectant and preservative applications, the supplier turned to a less traditional fatty aminebased biocide to uncover a solution. Not only does this product provide a broad spectrum of efficiency, but it also has the additional benefits of being nonsensitising and free from aldehydes,
