Home Care market is moving quickly towards sustainability. With the aim of reducing CO2 emissions, water transportation and energy or water consumption, producers are developing new product formats, such as highly concentrated products, dilutable products, solid formats or self-dosing bottles.
However, not all Home Care categories are aligned with this trend. Market softener formulations are products containing at least 80% water, and current cationic active ingredients present critical technical limitations for formulating highly concentrated formulations and new formats such as waterless fabric softeners. They require a specific time, agitation, temperature and low ionic force to be dispersed and need to be stable for a suitable lifetime.
