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Reducing the environmental impact of laundry
FOCUS ON SURFACTANTS A MONTHLY REPORT FROM CAROLINE EDSER
REDUCING THE ENVIRONMENTAL IMPACT OF LAUNDRY
APRIL 2005 In this issue
RAW MATERIALS
2-3
Alpha-olefins Oleochemicals Other
SURFACTANTS
3
New ultra-mild surfactant from Octel
ASSOCIATED PRODUCTS
3-4
Fragrances from Givaudan
APPLICATIONS
4
Household cleaning: P&G launches Tide Coldwater Health
PATENTS
4-5
MARKET REVIEWS
5
Market trends for surfactants in Japan
COMPANY RESULTS
5-7
Latest financial figures from Reckitt Benckiser, Colgate and others
COMPANY NEWS
7
Further chemicals divestments at Akzo Nobel
EVENTS
SURFACTANTS
AN INTERNATIONAL NEWSLETTER MONITORING TECHNICAL AND COMMERCIAL DEVELOPMENTS FOR ALL SURFACE ACTIVE AGENTS ISSN 1351–4210
8
Two items in this issue suggest a new trend for detergents focusing on the environmental impact of domestic laundry, concentrating particularly on reducing energy use. First we have the launch by Procter & Gamble of new Tide ColdWater in North America (p 4), and later (p 7) the announcement by Henkel of a collaboration to further the development of new detergent enzymes with low-temperature activity. According to P&G, Tide Coldwater is the first mainstream detergent specially designed for washing in cold water, and its launch has been backed by the strongest recent marketing drive focusing on low temperature as its main selling point. Available in liquid and powder forms for use in standard top-loading washing machines, it is claimed to provide better cleaning in cold water for typical household laundry than the ‘leading competitor liquid’ does in warm water. With water heating accounting for 80-85% of the energy used in typical clothes washing, P&G points up the potential energy and cost savings from cold washing, as well as better colour care. However, its teaming with the non-profit body Alliance to Save Energy (ASE) to promote the new product suggests an appeal not just to the consumers’ pockets but also their consciences in a nation where dependence on imported fossil fuels is a hot political issue. As a slight aside, the P&G/ASE ‘ColdWater Challenge’ marks a promotional innovation for laundry
SURFACTANTS
detergents in the use of a web-based ‘viral marketing’ campaign: visitors signing up to the product’s website in return for a free sample are also encouraged to e-mail product details to their friends. Both P&G and outside analysts have commented favourably on the campaign’s success, which saw a 900% increase in visits to Tide’s website in the week following the challenge’s launch and more than 1 M signing up across 50 states. Returning to low-temperature laundry, suppliers have been promoting surfactant systems and, more recently, enzymes for reduced wash temperatures for some time. For instance, studies at Huntsman (then Albright & Wilson) in the late 1990s showed that an optimized alkyl betaine/alcohol ethoxylate blend could deliver the same detergency at 30°C as a typical LABS-based detergent at 40°C. And both Novozymes and Genencor have enzyme products that are active at 25°C. P&G is revealing little of the technology behind its coldwash product, attributing improved penetration and better dirt suspension rather vaguely to ‘increased’ surfactant chemistry and polymer technology. No new enzymes are mentioned but the formulation is said to contain new materials to aid grease removal and whiteness. Henkel, however, clearly sees enzyme development as the means to reach its stated future goal of reducing normal clothes washing temperatures to <30°C. Interestingly, one of the early applications of industrial biotech was the introduction
SURFACTANTS
SURFACTANTS
FOCUS of detergent enzymes in the 1970s to reduce heavy phosphates use in what was the first major effort to lessen the environmental impact of laundry. It is encouraging to see a new emphasis on low-temperature laundry with its energy-saving benefits, but for the full environmental picture it’s important to consider water use as well as that of energy and chemicals. Over the coming years, global water supply will become an increasing problem. Reducing water consumption by domestic laundry not only conserves water resources but can also reduce detergent use and, within limits, improve detergent performance. In the US, recent figures from the Energy Dept show that water use per load is virtually unchanged from 20 years ago at about 150 litres (40-45 gal). In mid1980s Europe, typical washwater loads were around 120 litres but today’s energy-efficient front-loading machines achieve 50-60 litres – ‘every little helps’. Reducing energy use for domestic laundry is good, but to truly minimize its environmental impact what we now need is for detergent manufacturers to work with washing machine producers, and with legislators, to encourage reduced water consumption. Caroline Edser
ON
S U R FA C TA N T S
can be changed easily by varying the reaction conditions and adjusting the homogeneous catalyst system. The technology has been tested successfully over several years in a pilot plant at the Sabic Research and Technology Center in Riyadh, Saudi Arabia. The first commercial plant is being built by Linde for Jubail United Petrochemical Co in Al-Jubail, Saudi Arabia. Commercial production will begin in 2006. Linde Technology, Dec 2004, 38-45 (Linde AG, Abraham-Lincoln-Strasse 21, 65189 Wiesbaden, Germany. Tel: +49 0611 770 0. Fax: +49 0611 770 269. Website: http://www.linde.com)
Alpha-olefins First application of a new process for producing linear alpha-olefins Linear alpha-olefins (LAOs) have many applications as intermediates in the chemical industry, particularly as a base stock for plastics and detergents. Linde, in cooperation with Sabic of Saudi Arabia, has developed a new technology for selective catalytic synthesis of LAOs from ethylene. The alpha-SABLIN technology can be used to produce a wide range (short to long chains) of highly pure LAOs with high selectivity and under moderate operating conditions. The product distribution 2
Press release from: Oxiteno, Sao Paulo, Brazil. Website: http://www.oxiteno.com.br (16 Feb 2005) & BNAmericas Oil & Gas News, 17 Feb 2005, (Business News Americas Ltda, website: http://www.Bnamericas.com)
Profile of linear alpha-olefins in the US Four plants produce linear alphaolefins in the US. Total US capacity is 5220 M lbs/y. Demand was 3130 M lbs in 2003, 3200 M lbs in 2004, and is forecast at 3465 M lbs for 2008. Demand growth was 1.5%/y between 1999 and 2004, and is forecast at 2%/y through 2008. Main uses are in the manufacture of polyethylene comonomer 42%, detergent alcohols 17% and polyalpha-olefins 12%. Chemical Market Reporter, 21 Feb 2005 (Website: http://www.chemicalmarketreporter.com)
Oleochemicals Ultrapar to invest US$94 M in new Oxiteno fatty alcohols plant
RAW MATERIALS
for around 90% of this consumption and Oxiteno is the country’s largest consumer of fatty alcohols. Oxiteno estimates it will use some 30% of the alcohol output to make its surfactants product lines for personal care, household cleaning, agrochemicals, textile and other applications. Besides adding value to this existing product line, the new plant is expected to generate additional net sales of US$80 M/y when running at full capacity.
As reported in the March issue, Brazil’s Ultrapar is planning to construct a plant for fatty alcohols production, with co-production of fatty acids (C8 to C18) and glycerine, in the petrochemical complex of Camaçari, in the state of Bahia. The company, through its chemicals arm Oxiteno, will invest approximately US$94 M in the construction during the next two years. Fatty alcohol production capacity will be approximately 80,000 tonnes/y, with lauryl alcohol the major product. The main raw materials to be used are of natural origin, such as palm kernel and coconut vegetable oils, which can be sourced within the state. The plant will be a pioneer unit in Latin America for the production of fatty alcohols. These materials are currently imported, with 2004 South American imports amounting to about 50,000 tonnes. Brazil is responsible
Kulim aims for even balance in operations Kulim (M) Bhd is in the process of balancing its upstream and downstream operations and has allotted two years to achieve this purpose. At present, 65% of Kulim’s operations are upstream operations against 35% downstream. Once the operations are even, the company’s income will be stabilized. With both the operations strengthened, it believes it can become one of the leading plantation companies in the region. Kulim plans to expand its downstream activities, especially the manufacture of oleochemicals and related by-products. It has invested around Ringgit 150 M for expansion of oleochemical operations, which includes a third plant that would be ready in 2005. Kulim subsidiary Natoleo Chemical Sdn Bhd in Pasir Gudang currently produces fatty acids, glycerine and esters for food, beverage, beauty and healthcare products. Kulim plans to continue to expand its plantation areas in other countries with lower labour cost and cheaper land prices. The company already has palm oil estates in Indonesia and Papua New Guinea, and will shortly set up one in the Solomon Islands. The Star, 9 Feb 2005 (Website: http://www.thestar.com.my)
Malaysian palm oil output For the year 2004 to 2005, Malaysian palm oil production is forecast (by the US Department of Agriculture) to grow to 14.5 M tonnes (+1.1 M APRIL 2005
REDUCING THE ENVIRONMENTAL IMPACT OF LAUNDRY
APRIL 2005 In this issue
RAW MATERIALS
2-3
Alpha-olefins Oleochemicals Other
SURFACTANTS
3
New ultra-mild surfactant from Octel
ASSOCIATED PRODUCTS
3-4
Fragrances from Givaudan
APPLICATIONS
4
Household cleaning: P&G launches Tide Coldwater Health
PATENTS
4-5
MARKET REVIEWS
5
Market trends for surfactants in Japan
COMPANY RESULTS
5-7
Latest financial figures from Reckitt Benckiser, Colgate and others
COMPANY NEWS
7
Further chemicals divestments at Akzo Nobel
EVENTS
SURFACTANTS
AN INTERNATIONAL NEWSLETTER MONITORING TECHNICAL AND COMMERCIAL DEVELOPMENTS FOR ALL SURFACE ACTIVE AGENTS ISSN 1351–4210
8
Two items in this issue suggest a new trend for detergents focusing on the environmental impact of domestic laundry, concentrating particularly on reducing energy use. First we have the launch by Procter & Gamble of new Tide ColdWater in North America (p 4), and later (p 7) the announcement by Henkel of a collaboration to further the development of new detergent enzymes with low-temperature activity. According to P&G, Tide Coldwater is the first mainstream detergent specially designed for washing in cold water, and its launch has been backed by the strongest recent marketing drive focusing on low temperature as its main selling point. Available in liquid and powder forms for use in standard top-loading washing machines, it is claimed to provide better cleaning in cold water for typical household laundry than the ‘leading competitor liquid’ does in warm water. With water heating accounting for 80-85% of the energy used in typical clothes washing, P&G points up the potential energy and cost savings from cold washing, as well as better colour care. However, its teaming with the non-profit body Alliance to Save Energy (ASE) to promote the new product suggests an appeal not just to the consumers’ pockets but also their consciences in a nation where dependence on imported fossil fuels is a hot political issue. As a slight aside, the P&G/ASE ‘ColdWater Challenge’ marks a promotional innovation for laundry
SURFACTANTS
detergents in the use of a web-based ‘viral marketing’ campaign: visitors signing up to the product’s website in return for a free sample are also encouraged to e-mail product details to their friends. Both P&G and outside analysts have commented favourably on the campaign’s success, which saw a 900% increase in visits to Tide’s website in the week following the challenge’s launch and more than 1 M signing up across 50 states. Returning to low-temperature laundry, suppliers have been promoting surfactant systems and, more recently, enzymes for reduced wash temperatures for some time. For instance, studies at Huntsman (then Albright & Wilson) in the late 1990s showed that an optimized alkyl betaine/alcohol ethoxylate blend could deliver the same detergency at 30°C as a typical LABS-based detergent at 40°C. And both Novozymes and Genencor have enzyme products that are active at 25°C. P&G is revealing little of the technology behind its coldwash product, attributing improved penetration and better dirt suspension rather vaguely to ‘increased’ surfactant chemistry and polymer technology. No new enzymes are mentioned but the formulation is said to contain new materials to aid grease removal and whiteness. Henkel, however, clearly sees enzyme development as the means to reach its stated future goal of reducing normal clothes washing temperatures to <30°C. Interestingly, one of the early applications of industrial biotech was the introduction
SURFACTANTS
SURFACTANTS
FOCUS of detergent enzymes in the 1970s to reduce heavy phosphates use in what was the first major effort to lessen the environmental impact of laundry. It is encouraging to see a new emphasis on low-temperature laundry with its energy-saving benefits, but for the full environmental picture it’s important to consider water use as well as that of energy and chemicals. Over the coming years, global water supply will become an increasing problem. Reducing water consumption by domestic laundry not only conserves water resources but can also reduce detergent use and, within limits, improve detergent performance. In the US, recent figures from the Energy Dept show that water use per load is virtually unchanged from 20 years ago at about 150 litres (40-45 gal). In mid1980s Europe, typical washwater loads were around 120 litres but today’s energy-efficient front-loading machines achieve 50-60 litres – ‘every little helps’. Reducing energy use for domestic laundry is good, but to truly minimize its environmental impact what we now need is for detergent manufacturers to work with washing machine producers, and with legislators, to encourage reduced water consumption. Caroline Edser
ON
S U R FA C TA N T S
can be changed easily by varying the reaction conditions and adjusting the homogeneous catalyst system. The technology has been tested successfully over several years in a pilot plant at the Sabic Research and Technology Center in Riyadh, Saudi Arabia. The first commercial plant is being built by Linde for Jubail United Petrochemical Co in Al-Jubail, Saudi Arabia. Commercial production will begin in 2006. Linde Technology, Dec 2004, 38-45 (Linde AG, Abraham-Lincoln-Strasse 21, 65189 Wiesbaden, Germany. Tel: +49 0611 770 0. Fax: +49 0611 770 269. Website: http://www.linde.com)
Alpha-olefins First application of a new process for producing linear alpha-olefins Linear alpha-olefins (LAOs) have many applications as intermediates in the chemical industry, particularly as a base stock for plastics and detergents. Linde, in cooperation with Sabic of Saudi Arabia, has developed a new technology for selective catalytic synthesis of LAOs from ethylene. The alpha-SABLIN technology can be used to produce a wide range (short to long chains) of highly pure LAOs with high selectivity and under moderate operating conditions. The product distribution 2
Press release from: Oxiteno, Sao Paulo, Brazil. Website: http://www.oxiteno.com.br (16 Feb 2005) & BNAmericas Oil & Gas News, 17 Feb 2005, (Business News Americas Ltda, website: http://www.Bnamericas.com)
Profile of linear alpha-olefins in the US Four plants produce linear alphaolefins in the US. Total US capacity is 5220 M lbs/y. Demand was 3130 M lbs in 2003, 3200 M lbs in 2004, and is forecast at 3465 M lbs for 2008. Demand growth was 1.5%/y between 1999 and 2004, and is forecast at 2%/y through 2008. Main uses are in the manufacture of polyethylene comonomer 42%, detergent alcohols 17% and polyalpha-olefins 12%. Chemical Market Reporter, 21 Feb 2005 (Website: http://www.chemicalmarketreporter.com)
Oleochemicals Ultrapar to invest US$94 M in new Oxiteno fatty alcohols plant
RAW MATERIALS
for around 90% of this consumption and Oxiteno is the country’s largest consumer of fatty alcohols. Oxiteno estimates it will use some 30% of the alcohol output to make its surfactants product lines for personal care, household cleaning, agrochemicals, textile and other applications. Besides adding value to this existing product line, the new plant is expected to generate additional net sales of US$80 M/y when running at full capacity.
As reported in the March issue, Brazil’s Ultrapar is planning to construct a plant for fatty alcohols production, with co-production of fatty acids (C8 to C18) and glycerine, in the petrochemical complex of Camaçari, in the state of Bahia. The company, through its chemicals arm Oxiteno, will invest approximately US$94 M in the construction during the next two years. Fatty alcohol production capacity will be approximately 80,000 tonnes/y, with lauryl alcohol the major product. The main raw materials to be used are of natural origin, such as palm kernel and coconut vegetable oils, which can be sourced within the state. The plant will be a pioneer unit in Latin America for the production of fatty alcohols. These materials are currently imported, with 2004 South American imports amounting to about 50,000 tonnes. Brazil is responsible
Kulim aims for even balance in operations Kulim (M) Bhd is in the process of balancing its upstream and downstream operations and has allotted two years to achieve this purpose. At present, 65% of Kulim’s operations are upstream operations against 35% downstream. Once the operations are even, the company’s income will be stabilized. With both the operations strengthened, it believes it can become one of the leading plantation companies in the region. Kulim plans to expand its downstream activities, especially the manufacture of oleochemicals and related by-products. It has invested around Ringgit 150 M for expansion of oleochemical operations, which includes a third plant that would be ready in 2005. Kulim subsidiary Natoleo Chemical Sdn Bhd in Pasir Gudang currently produces fatty acids, glycerine and esters for food, beverage, beauty and healthcare products. Kulim plans to continue to expand its plantation areas in other countries with lower labour cost and cheaper land prices. The company already has palm oil estates in Indonesia and Papua New Guinea, and will shortly set up one in the Solomon Islands. The Star, 9 Feb 2005 (Website: http://www.thestar.com.my)
Malaysian palm oil output For the year 2004 to 2005, Malaysian palm oil production is forecast (by the US Department of Agriculture) to grow to 14.5 M tonnes (+1.1 M APRIL 2005