HI&I and Nonwovens
The fabric and laundry care market has changed drastically in recent years, as consumers have started finding value in their purchases. Increasing preference for scented laundry care products, allergenic/green products and new product development is gaining consumer approval and driving the growth of the laundry care industry.
Enhanced Cleaning and Softening Power
Washing and ironing are time consuming chores that form part of everyday life. Consumers are always on the lookout for better performance from their laundry care products, whilst making the tasks less time consuming. We are trying to relieve this headache by offering performance enhancing, functional ingredients. The recent success of the laundry additives segment has proven this shift in consumer demand. Our range of laundry ingredients can help bring attractive features such as softening through the wash, enhanced stain removal at cold wash temperatures or fabric protection to your products. Whether you’re interested in detergents, conditioners or pre-spotters, our products can help you to stand out in the market place.
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Laundry Detergents & Additives
With the huge range of laundry care products available on the market, product differentiation can be a major challenge, but Croda is developing ingredients that can give you the edge. We have novel laundry ingredients which deliver market leading through-the-wash softening in liquid laundry detergents. This outstanding softening performance can be achieved whilst maintaining the necessary high levels of detergency, with no detrimental effect on either fabric re-wettability or greying.
The fine fabric laundry market is growing and our range of natural ingredients is helping meet the demand for products in this sector. We offer a range of proteins, derived from natural sources such as cotton, silk and cashmere, that are naturally substantive, thereby offering fabric protection. Additionally, the protein source presents the opportunity for evocative marketing label claims.
Delivering market-leading claims and tangible product benefits to consumers through the usage of laundry additives is a growing innovative development in the laundry care market. Our products can add performance boosting functionality to formulations and provide product differentiation on-pack.
Fabric Conditioners
Increasingly hectic lifestyles mean that consumers are looking for new ways to save time and effort around the home, with requirements for convenience, longevity of comfort in-wear and garment protection to keep fabrics looking newer for longer. With a history of expertise in fabric care and textile finishing, we can offer performance advantages to fabric conditioning and after care formulations. Functional ingredients have been created to suit consumer needs that enhance comfort in-wear, durability and strength properties of fibres and garments. With ironing regularly topping surveys of most disliked household chores, we can help to combat this with our ingredients that offer easy-ironing and fabric protection claims.
Laundry is an experience for the senses, with feel and fragrance playing a large role in consumer choices. Clothes can’t just be clean, they need to smell clean, feel clean and look fresh and vibrant. Bringing a touch of luxury to fabric conditioners is simple with our range of botanical extracts, as in addition to fragrance our botanicals bring extra marketing claims and a conceptual focus to fabric care products.
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Meeting Environmental Targets
Green can be different things to different people. For some, choice over raw material origin may be very important. For others, carbon emissions or water consumption may be much larger issues. A consensus has arisen through the use of techniques such as life cycle analysis that the in-use phase by consumers has the most impact and therefore most initiatives have looked at how to change consumer habits in order to meet environmental targets. Typically, improvements have been sought in areas such as:
• Concentration of formulations
• Reduction in wash temperatures
• Shorter wash cycles
• Reduced water usage
This clearly results in a number of new challenges for detergent systems as they need to work more quickly and efficiently with less thermal and mechanical energy. We have a number of ingredients that will help the performance of sustainable detergent systems and that also meet another desire for products to be derived from natural raw materials.