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Cold Wash, Hot Topic: How Novonesis is Leading the Charge in Helping Develop Sustainable Laundry Solutions
Interview with Sidharth Ramanand
Senior Industry Technology Specialist, Novonesis
Last year you presented an interesting technical lecture in the Scientific Program at SEPAWA CONGRESS on an approach to re-engineer laundry detergents holistically for cold wash. What does cold wash mean for a consumer? Could you provide context to the reason this is important today?
Consumers in Europe are changing behavior, as 41%* are washing at cold temperatures of 20-30°C today. This transformative trend is not merely a fleeting fad; it represents a fundamental change in consumer behavior and environmental consciousness. As we delve into the reasons behind this trend, we discover compelling benefits that resonate with both eco-friendly practices and cost savings. Cold washing can dramatically reduce energy consumption, as heating water accounts for a substantial portion of energy use in laundry.
The detergent industry is also pushing for net zero targets. These targets, set by governments, organizations, and industry leaders, aim to balance the amount of greenhouse gases emitted with the amount removed from the atmosphere, leading to a significant reduction in carbon footprints.
At the use-phase, by opting for cold water wash, households can decrease their carbon footprint and contribute to global efforts in combating climate change. For example, an average family of four in Europe can reduce their carbon emissions by almost 60%ꜝ when they switch from 40°C to 20°C!
What is the need to ‘re-engineer’ laundry detergents for cold wash?
For consumers, the primary concern revolves around the effectiveness of cold washes in removing stains and odors. Many individuals have grown accustomed to the powerful cleaning capabilities of warm or hot water, leading to skepticism about whether cold water can deliver similar results. This doubt can deter consumers from fully embracing cold wash options, as they fear that their laundry may not be as clean or fresh as they desire. Additionally, there is a growing awareness of the need for products that are gentle on fabrics while still providing robust cleaning power, further complicating consumer choices.
Washing at cold temperatures concerns formulators as well, with major challenges that include ingredient solubility, protein soil & hard grease removal, bleaching, and tackling fabric & machine malodor. We at Novonesis believe it is critical to develop a deep understanding of chemistry and consumer behavior. Formulators must strike a delicate balance between efficacy and sustainability, adopt a holistic approach to formulation design, focusing on the jobs-to-be-done in cold wash and delivering on promised performance. For instance, using enzymes derived from natural sources can enhance stain removal while reducing the need for harsh chemicals that can harm both fabrics and the planet.
Could you elaborate on the holistic approach to formulation design? And how does Novonesis‘ innovation address key challenges when it comes to cold wash?
In the holistic design approach, we focus on the often-neglected interplay between enzymes and other laundry ingredients- like surfactants, polymers & chelators. We've developed a sophisticated approach that allows for systematic experimentation by optimally exploring the relationships between multiple variables in a formulation. This method combines wash automation with statistical predictive modeling that allows us to generate and process an unprecedented amount of wash data. This data is then utilized to generate fully customized predictive formulation models to accelerate reformulation. This has enabled us to engineer highly optimized, cost-effective, and more sustainable detergent formulations for the consumer.
At Novonesis, using this approach we have developed a novel & powerful formulation that has been optimized for cold wash at 20°C, maximizing effectiveness while reducing the overall quantity needed. We have been successful in utilizing all our superior enzyme molecules, like Progress® Beyond, a novel protease that works across a broad range of formulations, wash conditions, formats, and is mild to companion enzymes, offering formulation flexibility. All these benefits have been validated against market benchmarks and we can easily showcase on-par or superior benefits at cost-effective levels.
Ultimately, embracing new holistic approaches in formulating laundry products is not just about meeting current market demands; it is about leading the charge toward a more sustainable and responsible future.
How have you tackled consumer issues associated with freshness of clothes and fabric care?
Textile hygiene and malodor is a significant challenge arising from cold wash and is the second most cited unmet consumer expectation. With our novel phosphodiesterase- Pristine®, and a xyloglucanase- Luminous®, we have been able to remove the root cause of dinginess and malodor- “body grime” as well as provide superior anti-redeposition benefits, respectively. We notice that when consumers utilize detergents containing these biosolutions, there has been a considerable reduction of rewashing laundry, as they now have malodor-free fresh & clean clothes!
Also, our novel and stable care cellulase- Carezyme® Elite, helps in fabric rejuvenation and preservation, thus significantly extending the lifetime of clothes and preventing them from ending up in the landfill.
‘There is a biosolution for (almost) everything’ – this is the motto of Novonesis. What is your outlook for biosolutions, especially enzymes, when it comes to sustainability in the detergent industry?
Enzymatic detergents play a key role in advancing sustainability efforts by effectively breaking down stains and soils at lower temperatures, significantly reducing energy consumption during washing as a consequence of requiring less energy to heat water. Additionally, holistically formulated enzymatic detergents often incorporate sustainable sourcing practices, ensuring that the ingredients are derived from renewable resources. This commitment to sustainability extends beyond the product itself; it encompasses the entire lifecycle, from production to disposal. Furthermore, enzymes are biodegradable, meaning they break down naturally in the environment without leaving harmful residues.
This contrasts sharply with traditional detergents, which often contain synthetic chemicals that can persist in ecosystems and disrupt aquatic life. By choosing enzymatic options, consumers are making a conscious decision to support products that align with environmental stewardship. The use of enzymes also enhances the efficiency of detergents, allowing for smaller doses to achieve the same cleaning power. This means less packaging waste and a reduction in the overall volume of products needed, further minimizing the environmental footprint.
Moreover, as we continue to innovate in enzyme technology, the potential for even more effective and sustainable cleaning solutions grows, paving the way for a cleaner, greener future.
Sources:
*Cold temperature: 20°C & 30°C; Source: European Consumer Study by Novonesis on the online platform Conjointly – 2024 (N = 1860)
ꜝSource: European Consumer Study by Novonesis on the online platform Conjointly – 2022 (N = 361), bosch-home.com, Germany: monthly electricity prices 2022| Statista & CO2 emissions per kWh in Germany – Nowtricity; Based on Bosch Serie 8 WAV28EH3GB
(Energy Class: A); Standard Cotton 20°, 40°, & 60°; Based on average 174 washes & average EUR/kHw of 2022 = 0,24; Based on average kg CO2eq/kWh ofGermany of 2022 = 0,38
