SEPAWA® CONGRESS 2022 

Speaker: Morten Risgaard Larsen

Company: Novozymes

Title: Enzymatic Spray Hand Dishwash: More Powerful, More Profitable

Abstract: The Hand dishwash category has experienced increasing commoditization and margin decrease. This change has happened primarily due to three main drivers: Increasing amount of product launches has created a crowded marketplace competing for shelf-space. Lack of differentiation in both product perception and performance makes it difficult to keep consumers loyal to your brand and hence creates significant churn and price erosion. Production cost have gone up in recent years due to both Covid and global supply chain restraints. At the same time, consumers are looking for powerful products. Keeping performance high and cost low is more difficult than ever. So how do you balance increased competition, lack of consumer perceived differentiation and increasing production cost in a price sensitive market? To gain an edge in the market, focus on what really matters: Product should be better (more effective on stains and more convenient to use) Product should be more “likeable” (focus on the claims that resonate with consumers) Products should be more profitable (both focusing on higher price points and lower production cost) Sprays have already proven to be a “gamechanger” in the HDW-category. Products are realizing both significantly higher consumer ratings and price-points compared to other HDW-formats. More Powerful, more profitable: Building on this momentum, the next generation of HDW-Sprays are entering the global market. The category frontrunners leverage enzymes and are delivering superior solutions. Novozymes enzymatic portfolio introduce solutions bridging many of the market challenges we see today. We have identified the best possible enzymes to assist you in bringing the newest technological breakthroughs. New synergistic effects of surfactants and lipase show significantly better grease cutting and removal at a cost-neutral price-point. This supports you in keeping your consumers needs and preferences front-and-center, while delivering products that are both better suited for outcompeting competition and growing your bottom-line.