The innovation pressure in the detergent and cleanser market is due to very strong competition from a pronounced market situation. Considerable innovations often are based on new ingredients. Discussed is the importance of new ingredients from the detergent industry's point of view. The key factors which initiate new ingredient developments, such as changing consumer needs, new appliance technologies, and new regulations, are presented. On the other hand, there are factors which hamper the introduction of new ingredients into our fast-moving detergent and cleanser business. An overview of important new raw materials introduced into detergents and cleansers during the last five years is presented. A first assessment of their market success is given. The author tries to look into the future of new ingredient implementations into the market based on new trends, regulations, patent literature, and other publications.
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