Ebb Tide

F O C US
made with one or more methylesters of vegetable saturated or unsaturated fatty acids, 10-30% of nonionic surfactants wherein about 7-10% is ethoxylated isotridecanol, a thickening agent and water.
HAPPI, Household & Personal Products Industry, Dec 2009, 46 (12), 34
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Europe to have reached 29 bn ($42 bn) in 2008, an increase of 1.4% from 2007. Global detergent sales grew almost 50% to 35 bn ($50 bn) during 2003-2008, according to Euromonitor International.
ICIS Chemical Business, 25 Jan 2010, (Website: http://icischemicalbusiness.com)
Clorox patents controlled release using gels

The Clorox Co has been granted US Patent No 7,612,029 B2 for a method of making a cleaning substrate. The substrate, which comprises a nonwoven layer containing an ionically crosslinked polymer, can be used to control the release of active ingredients. The substrate can be a melamine foam and contain a surfactant and an alginate polymer crosslinked with calcium.
P&G patents laundry additive sachet

Procter & Gamble has been awarded US Patent No 7,615,524 B2 for laundry additive sachets with at least two compartments containing compositions. One of the compartments contains an anionic surfactant-based liquid laundry composition and the other a softening and suds-suppressing system.
market for laundry detergents to climb around 2.4%/y to $56.7 bn in 2013, following a 8.1%/y growth in 20032008. The sluggish growth is attributed to the weak economy, particularly in developed markets. According to The Nielsen Co, US consumption of liquid laundry detergents rose by 1.6% year on year to $3 bn in 2008. Leading the market was P&G, which accounts for around 58% of the market. The companys market share, however, dropped 1.6% in 2009. P&G is now focusing on novel products and innovation. The firm recently made a foray into the laundry additives industry by launching Tide Stain Release in the USA and Ariel Professional in Europe. The products, which are prewash treatments for stain removal, were rolled out in 15 regions and the firm plans to roll them out in 18 more markets in the next 18 months. Sun Products, which accounts for 15% of the US liquid laundry detergent market, also saw its market share grow in the dishwash detergent market. The firm recently acquired from Phoenix Brands the distribution rights in the USA and Canada to the Sunlight-brand hand and machine dish care business. The Sunlight dish care business reports sales of around $60 M/y.
Chemical Week, 25 Jan 2010, (Website: http://www.chemweek.com)
Ebb Tide?
The financial crisis claimed many victims in the US laundry detergent market, including Tide, which has been the No 1 national detergent brand for decades. According to Information Resources Inc (IRI), Tide lost two share points in 2009 to lowend private label brands and two strong competitors. IRI reported that US sales of laundry detergents in the food, drug and mass merchandiser sector, not including Wal-Mart, totalled $3.7 bn, up more than 2.5%, for the 52 weeks ended 1 Nov 2009. In particular, sales of liquid detergents totalled almost $3.1 bn, up 2.6%, while powders declined roughly 2% to almost $575 M. However, according to some observers, the laundry product sales gain actually becomes negative when Wal-Mart sales are included. Consumers may be rationing their detergent purchases but other detergent forms, including packets and bars, have caught the interest of consumers, with the category growing 111% to $48.2 M. Leading the packets and bars category is Purex Complete 3in1 laundry sheets, a mix of detergent, fabric softener and anti-static ingredients. Church & Dwight is another company that has gained share points during the recession, capitalizing on its value-priced Arm & Hammer brand to attract cashstrapped shoppers. Tide may have lost share points since 2008 but it remains as the top brand in the US detergent market. P&G researchers continue to come up with innovative formulas that meet consumer trends. For example, P&G is launching Swash following the discovery that almost 50% of adults treat their clothes in between washing. Swash, which is only available online, consists of products designed for quick and easy removal of stains, wrinkles and odour. Another novel formulation on the way is a new MARCH 2010
Detergent producers look to highlight ecologically sound formulations

Detergent manufacturers in the USA and Europe are launching programmes to inform consumers about their efforts to make their products more environmentally friendly. The US-based Soap & Detergent Association (SDA), along with two other North American groups, kicked off on 1 Jan 2010 the Consumer Product Industry Ingredient Communication Initiative, which aims to provide consumers with more extensive information on detergent ingredients in a variety of formats. In Europe, the International Association for Soaps, Detergents and Maintenance Products (AISE) launched its consumer website, which gives advice on the sustainable and safe way of using cleaning products. AISE estimates detergent sales in
MARKET REVIEWS
Soaps and detergents: stocking up on innovation
Detergent, soap and other household product makers are investing in moreefficient production lines and expanding into new end-application markets to maintain and increase their market share as consumers cut back on their spending on household products. Manufacturers anticipate demand in the global soaps and detergents market to start recovering in 2010 as consumer inventory destocking ceases. Euromonitor International estimates the global 6

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F O C US

Clorox patents controlled release using gels

P&G patents laundry additive sachet

Detergent producers look to highlight ecologically sound formulations

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