Market Readiness Analysis

surfactants—a word made from bits of the words surface active agents.
To make water wash better, we have to reduce its surface tension so it wets
things more uniformly. And that's precisely what a surfactant does. The
surfactants in detergents improve water's ability to wet things, spread over
surfaces, and seep into dirty clothes fibers.
Surfactants do another important job too. One end of their molecule is attracted
to water, while the other end is attracted to dirt and grease. So the surfactant
molecules help water get a hold of grease, break it up, and wash it away.
Surfactants aren't the only thing in detergents; a closer look at the ingredients on
a typical detergent bottle and the user will see lots of other chemicals too. In
washing detergents, you'll find optical brighteners (which make your clothes
gleam in sunlight). Biological detergents contain active chemicals called
enzymes, which help to break up and remove food and other deposits. The main
enzymes are proteases (which break up proteins), lipases (which break up fats),
and amylases (which attack starch). Other ingredients include perfumes, while
household cleaning detergents contain abrasive substances such as chalk to
help scour away things like burned-on cooker grease and bath-tub grime.
Today’s sustainable trend of detergent is focused on efficiency. Consumers can
wash the same amount of laundry with less (up to one-third) detergent and less
water consumption. Smaller packaging means each bottle uses less plastic,
enabling retailers to stock higher number of bottles in the same space, saving on
labor and out-of-stock costs. There's big savings for companies, in manufacturing
and transportation as well.
Leading international detergent companies are under pressure from both retailers
and consumers to go green in the same moment that the cost of commodities
used in manufacturing is skyrocketing. Complicating the manufacturers' dilemma
is international market research that shows consumers want more
environmentally friendly products but don't want to pay more for them or
compromise on performance. At the same time, a myriad of new laws on the
international arena banning many traditional chemicals have reinforced the need
for detergent makers to find chemical alternatives – biodegradable enzymes,
phosphate free, and lower water temperature.
4.1.3.2 Eco Labeling and Certification
a. Environmental Protection Agency
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