Evonik and Henkel talk home cleaning evolution for modern households

03 Oct 2023 --- In today’s fast-paced world, home care consumers seek cleaning solutions that provide efficient cleanliness and prioritize environmental sustainability and convenience. The demands of modern households, particularly those with children or pets, have ushered in a new era of home cleaning solutions where safety takes center stage.

We speak to Evonik and Henkel who emphasize the importance of multifunctional products that are effective yet simplify cleaning routines.

“Cleaning convenience and environmental sustainability are priorities that will continue to drive innovation in the cleaning products industry,” an Evonik Care Solutions spokesperson tells us.

“Safety remains important for cleaning products used in homes with children and pets,” they affirm. “Multifunctional products that are effective and can simplify cleaning routines continue to grow in popularity. In addition, as consumers become more environmentally conscious, the sustainability of the products they purchase is becoming more important.”

Non-toxic solutions
A spokesperson from Henkel underscores that “consumer safety is of paramount importance.”

“We only offer products that are safe and compatible with human health. When formulating our consumer products, we only use ingredients that comply with all relevant legal regulations and have been thoroughly tested for compatibility with health.”

Innova Market Insights data suggests a 7% growth in multipurpose household cleaning product launches from April 2018 to March 2023.“In addition, safety instructions and warnings are provided on the packaging and information on correct use. Our products are safe when used in accordance with these instructions,” the Henkel spokesperson continues.

The demand for non-toxic and sustainable cleaning solutions has prompted innovations in the home cleaning industry. Manufacturers are responding by introducing new products derived from natural or renewable ingredients.

“As the demand for non-toxic and sustainable cleaning solutions continues to grow, the household cleaning industry has responded by bringing new and innovative products to market,” says the Evonik spokesperson.

“Evonik’s life sciences division, Nutrition & Care, is guided by a vision that puts sustainability at its core. Evonik, for example, was the first company to commercially produce a new type of surfactant made from sugar using a fermentation process. Rewoferm RL 200 is a rhamnolipid biosurfactant that is mild to the skin and has minimal environmental impact.”

Green innovations in the sector have expanded to include home care ingredients made from recycled carbon emissions, as demonstrated in a recent biodegradable surfactant launch by Dow and LanzaTech Global.

Ecolabels and sustainable packaging
Innova Market Insights data suggests a 7% growth in multipurpose household cleaning product launches from April 2018 to March 2023. The sustainable packaging trend has gained ground and multipurpose cleaners have grown 28% in the last five years. There is also a steep growth in the “Household – Odor Eliminating” category launches for multipurpose cleaners.

Henkel says the company is “continuously developing products in line with consumer needs, including during the COVID-19 pandemic.”

“The focus here is on reducing the environmental footprint. The latter is demonstrated by more sustainable packaging and product formulas that, for example, contain ingredients based on renewable raw materials and can save energy during the use phase.”

Manufacturers face the challenge of striking a balance between cleaning convenience, legislation compliance and environmental sustainability. Meeting safety standards and environmental regulations is a prerequisite, but product formulation is crucial in this balancing act.

“Product labeling can balance these priorities and inform consumers about the safety and environmental impact of the products they purchase. Ecolabels continue to evolve and are an important consideration for industry,” says the Evonik Care Solutions spokesperson.

“Evonik’s Rewoferm RL 200 biosurfactant, for example, was developed to meet ecolabel standards and is suitable for use in ecolabel-certified formulations from Groupe Ecocert.”

We also recently spoke to Berry Global and SP Group (SPG) about the evolving needs of household packs. SPG told us that in the packaging sector, ecodesign, innovation and customization are currently the company’s top priorities. Instructions and warnings are provided on packaging along with information on correct use to ensure consumer safety.

“SPG has therefore turned its efforts toward delivering solutions that meet ecodesign requirements. We have created three sustainable product lines that comply with European directives, namely Eco Line, Recycled Line and CO2 Line.”

Risks of DIY cleaning mixtures
Home cleaning innovations are transforming how consumers approach household chores, say experts. For instance, the rise of trends like “Clean Tok” on social media has seen users experimenting with DIY cleaning mixtures.

While this may seem fun and creative, it poses risks. Mixing different chemicals without proper knowledge can lead to hazardous reactions and potential harm.

Companies like Evonik and Henkel are actively educating consumers about the risks associated with such activities. They aim to raise awareness and promote safe cleaning practices through industry collaborations and social media campaigns.

“Collaboration defines Evonik’s work, and we partner with others in the industry to address concerns through education. Evonik is a member of the American Cleaning Institute, which uses social media campaigns to educate and inform consumers about the risks and consequences of using cleaning products in ways not specified on the product label,” underscores the Evonik Care Solutions spokesperson.

By Radhika Sikaria

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