Sustainability continues to be a long-term consumer priority, shaping the Home Care market. As consumers become more conscious and focussed on their environmental responsibility, there is an increasing demand for more sustainable product formats, packaging, and ingredient transparency, while meeting at the same time high product performance and consumer expectations. Manufacturers face an increasing challenge to balance product performance while providing novel product formulations, which allow end-consumers to not only choose more sustainable products, but to adapt their behaviours to more sustainable household cleaning.

Probiotic cleaning ingredients offer a more sustainable solution to cleaning and outperform harsh chemical cleaning products, since probiotics are safe, eco-friendly, and very effective.

With Croda’s latest Home Care launch of our CroBiotic™ range, Croda offers a new generation of probiotic cleaning ingredients designed to provide a proven, innovative, and effective long-term approach to odour control and hard surface cleaning by letting nature do the work.