Transcript
Strengthen soil removal with less effort Bitten Plesner SEPAWA Nordic, Malmø, May 16th 2017
Consumers have spoken: Dishwashing is a pain “Some days it’s very tempting to avoid washing dishes until absolutely necessary.” “Hate that I have to wash them every time I use them.” “We all have some chore we profoundly dislike. For me, it's all things related to dishes.” “Washing dishes is not something I particularly enjoy doing. Actually, it’s probably my least favorite household chore.”
http://lauravanderkam.com/2011/02/doing-the-dishes/ http://pittnews.com/article/16004/archives/schaff-washing-dishes-might-suck-but-saying-it-in-writings-worse/ http://eyesonthedollar.com/saving-household-chores-washing-dishes/ http://blog.jennimullinix.com/5-reasons-you-shouldnt-procrastinate-washing-dishes/ http://chatabout.com/answers/do-you-like-washing-dishes-by-hand/top http://gccmadison.org/2012/i-hate-dishes/
Dirty dishes are soaked for a long time
17%
47%
Do not soak
36%
On Average, how long do you soak your dishes, pots & pans?
Soak more than 30 minutes
Note: interviewees have been selected to represent dishwasher owners and those washing by hand by half/half Source: 2013, NZ internal consumer survey/ n = 1507, average Denmark, France and Germany
Soak less than 30 minutes
An average
46%
of respondents soak pots and pans on a regular basis
Consumers want an easier wash – with less scrubbing and soaking Not important (1) > Very important (5) (5 point scale)
What is important for you when you evaluate a hand dishwash detergent’s performance? 5,00 4,50 4,00 3,50 3,00 2,50 2,00 1,50 1,00 0,50 0,00 Little scrubbing
Short soaking time
Cleaning performance
Scent
Thickness Viscosity
Much foam
Sensorial parameters
Source: Userneeds 2013, NZ internal consumer survey/ n = 1507 Note: interviewees have been selected to represent dishwasher owners and those washing by 50/50. Average of Denmark, France, Germany
Little foam
Right color
Consumers need a helping hand to remove complex soils
Scrubbing
Waiting
Some more scrubbing
Enzymes improve the hand dishwashing process So efficient they just need water to work on tough soils
detergent + enzymes + water =
Saving time and effort
There is a movement in the market towards enzymes in hand dishwash Pril Kraft Gel First generation with enzymes
Other brands and private label introduce enzyme to the segment
2014
2015
Easy removal of fat and starch
All providing effective fat and starch removal
June 2015: Henkel wins StiWa test in which 9 out of 24 products contain enzymes
Pril Kraft Gel Doppel Entkruster Second generation with enzymes
2016
Easy removal of fat and starch including burnt-on soils
2017
Makes hand dishwashing faster to save time at the sink 60
Fast results thanks to unprecedented speed of action
better performance than detergent with no enzyme – after 5 minutes soaking
4x
• better performance than detergent with no enzyme – after 15 minutes soaking • Immediate effect after contact with soil and water
No enzyme 50
40
Rem (460 nm)
2x
0.1% Amylase
30
20
10
0 0
1
2
3
4
5
6
7
8
minutes Wash conditions: DM-177 Mix Starch, 5g European detergent/Liter water, 15°dH, 45°C, 24 scrubs
9
10
11
12
13
14
15
Visibly better results – after just 5 minutes soaking 5 minutes soaking time without enzyme
5 minutes soaking time with enzyme
Wash conditions: DM-177 Mixed Starch 5g EU detergent/L water, 15°dH, 45°C, 24 scrubs
Enzymes allow to considerably the reduce scrubbing effort 20
Alpha amylase delivers superior starch soil removal with significantly less effort
More scrubbing power to achieve the better result as without enzyme
16
Less scrubbing effort gives
20% Better soil removal – in only 5 minutes
20%
14
Rem (460 nm)
2x
18
12 10 8 6 4 2 0 No enzyme (24 scrubs)
Wash conditions: DM-177 Mixed Starch, 5g EU detergent/L water, 15°dH, 45°C, 5 minutes soaking time
0.05% Amylase (12 scrubs)
The amylase removes stubborn starch without scrubbing
Pots with hand dishwashing including amylase shows excellent dissolution and removal of the starch. Without amylase
Beakers with rinsing water show that starch has been dissolved into the water.
With amylase
Without amylase
With amylase
Cutting down on invisible soils
Excellent stability and formulation flexibility • Excellent stability allowing you to formulate in water-rich concentrations • Reduces the need for stabilizers • Excels in the presence of strong chelators
89% of residual enzyme activity left after 4 weeks at 37°C
Starch and protein-based soils are a challenge
26% of Spanish consumers and 20% of U.K. consumers avoid certain dishes because cleaning pots and pans is too much of a hassle
Source: Mintel Report 2014; Dishwashing products
Initial investigations show that complex food stains need the power of more than one enzyme
Crème brulee 100
90
90
74
80
• Complex soils require more than one enzymes • Soils of relevance from standard protocols, also in hand dish wash • Soak and rinse procedure – good differentiation
Soil removal (%)
70 60
52
57
50 40 30 20 10 0 None
0.07% Amylase
Wash conditions: Home made crème brulee 30 min soaking – rinsing only – no scrub
0.3% Protease
0.07% Amylase + 0.28%Protease
And it works 1. Left half of the plate is soiled with egg/paprika and right half soiled with colored starch 2. Plates are placed in hand dishwashing liquid with and without enzymes 3. Without applying any scrubbing, the soils on the plate placed in HDW with enzymes are completely removed
Without enzymes
With enzymes
Ready to achieve more consumer attention?
POWERFUL
FAST Save time
Gentle but powerful
Let enzymes do the work
Effective release of stubborn soil
New food lifting technology
Efficient & effective
NATURAL
Pour more differentiation into your hand dishwashing detergent
• Tap into new claim categories by addressing consumers’ biggest concerns • Leverage the unprecedented speed of action of our solutions to reduce scrubbing and soaking • Set new cleaning standards by targeting complex every day soils • Benefit from our solution’s excellent stability to formulate in all kind of hand dishwashing detergents.
