Innovating for Global Dishwashing needs: IFF Discusses Performance, Sustainability, and Customer-centric Solutions

Nergis Ulubilir Coskun
Global Segment Manager – Dish, IFF

You recently presented at the Forum for Innovation at SEPAWA Congress on innovations to manage unmet consumer needs with respect to machine dishwashing. What does "Maximizing Performance" mean to you in the context of machine dishwashing products?

Maximizing performance in the dishwashing category means ensuring consumers enjoy a ‘first-time-clean’ experience. After all, there’s nothing more annoying than opening a dishwasher and finding that the dishes are not as clean as expected. Cleaning performance is determined by interconnected factors, including mechanical action, time, temperature and chemistry. And so, advancements in machine dishwashing – such as shorter cycles and lower temperatures – coupled with the trend toward more compact detergents, are continuously reshaping the dish care ecosystem.

Though tiny, enzymes are powerful catalysts that play a crucial role in cleaning performance by accelerating reactions to tackle tough stains. Bio-based and provided by nature, enzymes in dish detergents perform a similar function as in our body, where they break down food to release its energy. In detergents, enzymes break down or ‘digest’ food residues left on our plates. The beauty of enzymes lies in our ability to engineer and optimize them. At IFF, we leverage 40+ years of protein engineering expertise to design enzymes that maintain the highest performance, even as washing conditions evolve. 

What role does sustainability play in your product development, and how would you approach this challenge?

Sustainability is crucial for IFF, reflecting our commitment to positively impact the environment and society. We aim to reduce greenhouse gas emissions, promote responsible sourcing, and support biodiversity. These efforts aren’t just about doing the right thing; they’re necessary to meet regulatory requirements, support innovation, build trust with customers and communities, and lead the industry to a better future.  

A core focus is integrating sustainability into our operational and project decisions. Our objectives include meeting our scope 1, 2, and 3 emission targets as part of our ‘Do More Good™ plan. We want to achieve net zero scope 1 and 2 greenhouse gas emissions by 2040 – largely through a transition to renewable electricity and energy efficiency in operations. Addressing scope 3 will be a cross-functional task involving R&D and Operations to reduce or eliminate certain raw materials, and Procurement to engage with suppliers on reduction efforts or alternative materials. Furthermore, the IFF Health & Biosciences division is focused on driving innovation to support decarbonization. A key priority is to quantify and communicate our products’ contributions, especially around avoided emissions. 

But it’s not just about us and our customers – it’s also about consumers’ sustainability journeys. We are committed to providing them with the highest level of cleaning while also helping them make sustainable choices for the future, like washing at lower temperatures or on shorter cycles. 

How did you analyze consumer needs within this sector?

The home care sector is very competitive, so being ahead of consumer needs is key to success. At IFF, we use a mix of qualitative and quantitative research methods to understand consumers’ product use, habits, challenges, preferences, and expectations. We monitor regional trends and review test protocols from regional relevant consumer organizations to stay on top of performance standards. We also conduct customized consumer surveys on a regular basis.  Our latest survey had two angles. One part focused on consumer dishwashing habits, examining the cycles chosen and the reasons behind them, as well as the various steps in the dishwashing process. The other part centered more on specific stains and claims, analyzing satisfaction levels. 

The recent survey found that nearly 28% of consumers avoid using eco-cycle on their dishwashers, thinking it as less effective than standard cycles.  Using this insight, our scientists set out to create a new protease targeting egg-related soils – a common consumer pain point as they are found in many dishes and they can be especially hard to clean – to deliver better performance in eco-friendly dishwashing cycles. To ensure real-world effectiveness, we added multiple consumer relevant types of dishwashers to our lab to put the protease to the test. This approach not only deepened our understanding of consumer needs but also enabled us to work closely with customers to develop a truly effective solution. Our EXCELLENZ® P 2250 enzyme is excelling at removing tough egg-based soils, at lower temperatures on shorter cycles, while also delivering strong performance on other common stains, such as dairy and meat-related soils.

This is a prime example of how we ensure the development of products that not only meet but exceed consumer expectations – enhancing satisfaction and fostering brand loyalty. 

What does "Customer-Centric Innovation" mean to you, and how can it be applied to Home Care?

Customer-Centric Innovation means innovating with the needs, preferences, and experiences of our customers in mind. In Home Care, it’s about solving real consumer problems – making their daily lives easier. We use consumer insights to uncover what people want – and don’t want – from their home care routines, helping us create highly targeted solutions, like eco-friendly cleaning products, or smart home care technologies that offer personalized and automated assistance. Continuously refining these innovations based on consumer feedback ensures relevance, fosters brand loyalty, and drives growth in the home care sector.
 

Are these needs differing in geographic markets?

Automatic dishwashing needs differ significantly across geographic markets. In mature markets with high dishwasher penetration, such as Western Europe and North America, we see consumers often prioritizing advanced washing technologies and eco-friendly options to complement their established cleaning routines. Conversely, in emerging markets where dishwasher penetration remains low, like parts of Asia and Latin America, there is a growing demand for affordable, user-friendly dishwashers that can handle diverse local dishwashing habits.

Additionally, regional food preferences play a role in the type and difficulty of stains, often requiring more advanced stain-fighting capabilities. Cleaning habits also vary, with some cultures preferring to pre-rinse dishes extensively while others rely entirely on the dishwasher's performance. Plus, different regions utilize various materials such as plastic, porcelain, and glass, each presenting unique challenges in terms of cleaning and care. These factors highlight the need for tailored product strategies that address the diverse needs of global consumers. 

At IFF, we’re passionate about addressing these regional variations through customized value propositions. In Europe, for example, innovation focuses on creating products that perform effectively under challenging conditions, such as low temperatures. While in North America, the washing temperature is typically fixed and warm water from the heater is used, so consumers need tailored solutions that optimize performance. By applying biotechnology, we can continue to develop new, high-performing solutions that are naturally better – wherever in the world they are used.

https://bioscience.iff.com/solutions/fabric-and-home-care/dishwashing-solutions