{"id":19037,"date":"2014-01-27T02:33:23","date_gmt":"2014-01-27T00:33:23","guid":{"rendered":"http:\/\/www.biofuelsdigest.com\/biobased\/2014\/01\/23\/novozymes-household-care-business-grows-9-in-2013\/"},"modified":"2014-01-24T10:38:39","modified_gmt":"2014-01-24T08:38:39","slug":"focusing-customers-regional-markets-novozymes-household-care-business-grows-9-2013","status":"publish","type":"post","link":"https:\/\/renewable-carbon.eu\/news\/focusing-customers-regional-markets-novozymes-household-care-business-grows-9-2013\/","title":{"rendered":"Focusing on customers and regional markets: Novozymes Household Care business grows 9% in 2013"},"content":{"rendered":"

Efficient stain removal and clothes washed clean at low temperatures. These are some of the benefits you get by adding enzymes to your laundry detergent. Novozymes\u2019 sales to the household care industry grew by 9% in 2013 and now represent 36% of the company\u2019s turnover.<\/strong><\/p>\n

The Household Care business has generally performed very well in recent years, and from 2008 to 2013 the business has grown around 10% per year.<\/p>\n

\u201cOur growth in household care has been driven by strong demand from customers who are seeking to improve wash performance, enable low-temperature washing and replace traditional chemicals with sustainable enzyme technology,\u201d says Andrew Fordyce, Executive Vice President at Novozymes. \u201cSales to emerging markets are also a significant growth contributor.\u201d<\/p>\n

Biotechnology to change the industry<\/h3>\n

Today Novozymes has over 60% of the global market share for laundry detergent enzymes and approximately 300 customers worldwide. Retaining this leadership position requires continuous innovation and growth in both existing and new markets. Part of Novozymes\u2019 strategy is to focus on regional and customized solutions \u2013 for example by developing special products for emerging markets.<\/p>\n

\u201cNovozymes sees great potential in emerging markets where use of enzymes is currently low\u201d, says Andrew Fordyce. \u201cIndia, for instance, is an attractive market for Novozymes given its huge consumer base, and our focus is starting to pay off.\u201d<\/p>\n

Tailor-made enzymes<\/h3>\n

Washing clothes is a simple chore, but the way clothes are washed around the world differs significantly. Novozymes seeks to understand consumer requirements in every region so as to develop suitably targeted enzyme innovations.<\/p>\n

\u201cOur researchers are constantly learning about the raw materials used in detergent production in different regions, and how to optimize enzymes to suit local formulations\u201d, says Andrew Fordyce. \u201cAt the same time, our partners are becoming more open and thereby helping to develop products that meet specific market needs.\u201d<\/p>\n

Such close collaboration with a customer enabled Novozymes to come up with the first enzymatic laundry soap bar for the Latin American market in mid-2013, helping consumers save on soap, water and time.<\/p>\n

Super-compaction in Japan<\/h3>\n

Meanwhile, Novozymes continues to provide targeted innovation in mature markets. In Japan, for example, where the market share of liquid detergents is growing due to strong demand for compaction, the company helped a key customer deliver an alternative: a super-compact powder detergent that also uses fewer surfactants.<\/p>\n

\u201cWe enabled the manufacturer to save on the raw materials needed in product formulation and packaging, thereby also lowering transportation costs\u201d, explains Andrew Fordyce. \u201cConsumers received an efficient detergent requiring just one rinse cycle per wash, saving on both water and electricity bills.\u201d<\/p>\n

Novozymes\u2019 financial results for the fiscal year 2013 were announced earlier today. Read more here<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

In Denmark, Novozymes reports that its sales to the household care industry grew by 9% in 2013 and n…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","nova_meta_subtitle":"","footnotes":""},"categories":[5572],"tags":[],"supplier":[1067],"class_list":["post-19037","post","type-post","status-publish","format-standard","hentry","category-bio-based","supplier-novozymes"],"_links":{"self":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts\/19037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/comments?post=19037"}],"version-history":[{"count":0,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts\/19037\/revisions"}],"wp:attachment":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/media?parent=19037"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/categories?post=19037"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/tags?post=19037"},{"taxonomy":"supplier","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/supplier?post=19037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}