The National Consumer Panel reports there are 17% fewer households purchasing premium detergents than there were before 2008, while the number purchasing more "extreme-value" products has gone up nearly 12%. Different ingredient choices can help companies tap into this growing market, and Novozymes has been getting the word out that enzymes can be cost-effective for value brands, according to this article. "One of the biggest things we've been successful doing is further penetration into detergents that haven't necessarily used enzymes in the past," said Cynthia Bryant, Novozymes' director of business development and marketing for household care.

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