With global goals to sanitize surfaces and quell the COVID-19 pandemic, it’s been a banner year for household cleaning products. Shoppers quickly stocked up on Clorox wipes, Lysol spray and any other disinfectant they could get their hands on once the US shutdown commenced in March 2020. Those who left retailers empty-handed took to the internet and paid double, even triple, the price for household cleaners to keep safe during uncertain times.

A new national survey revealed 86% of Americans are confident in their cleaning products to help protect against coronavirus. And, this confidence is particularly high among older adults (90% of those ages 55+ and 81% among those ages 18-34). Most Americans (92%) say they use disinfectants on surfaces in their homes. When thinking of life post-pandemic, more than half plan to continue wiping down surfaces more often and using disinfecting products.

This new consumer cleaning and hygiene research was presented as part of the American Cleaning Institute (ACI) and Good Housekeeping’s first-ever joint virtual summit, Discover Cleaning – Inside & Out, on October 14. The survey, conducted in September, was designed to tap consumer perceptions and actions regarding cleaning and disinfecting practices as they relate to the pandemic. With the continued spread of COVID-19 and the coming cold and flu season, Americans are cleaning more than ever before. Nearly half of survey respondents said they will clean and disinfect more this flu season because of the cleaning, disinfecting and hygiene information put into practice due to the pandemic. The findings are from an Ipsos poll conducted Sept. 10-11, 2020 on behalf of ACI.

“Consumers are confirming their trust in our products to meet their daily needs during the pandemic,” said ACI President and CEO Melissa Hockstad in a statement when the study data was released.

“Throughout the past several months, the manufacturers of cleaning products and the chemistries that make them effective have worked around the clock to meet the unprecedented demand for these products, from frontline healthcare providers to millions of homes across the nation.”

What was most “eye opening” to Good Housekeeping Institute Home Appliances and Cleaning Products Director Carolyn Forte was how consumers plan to keep up household cleaning practices that they began during the pandemic. In the Good Housekeeping survey, which garnered 4,000 responses, 45% of consumers said they will keep “some if not all” of the revisions in home care while 50% said they will keep all of the updated cleaning practices. Over 50% of respondents want their homes to be “absolutely clean” and the concern about germs are moving outside of the kitchen. Furthermore, 63% are doing more home care weekly.

“It’s no secret cleaning is having its moment,” said Forte about the home care category.  “Consumers know more about contact time and how to sanitize the home effectively. In the past eight months, consumers had to learn a lot on how to properly disinfect the home.”

Mintel research confirms that cleaning habits have changed dramatically in 2020, according to Rebecca Cullen, senior household care analyst, Mintel, who presented the latest consumer research on how the pandemic is affecting home cleaning at the Discover Cleaning—Inside & Out Summit.

“Americans are adopting a triage mindset to decide what to clean and when in an effort to reduce the risk of bringing the virus into the home and compromising the health and safety of their safe haven. This elevated the status of household cleaning products, which became a part of consumers’ survival strategy,” she said.

E-commerce is critical right now, with digitally native younger generations and virus-conscious older generations turning to online channels. Specifically, according to Cullen, there is an especially large opportunity for household cleaning manufacturers to reach Baby Boomers online, even with voice shopping for those who are visually challenged, as this group is the wealthiest.

Also, Generation X (born between 1965-1979) are under brands’ radars so there is room for growth in marketing outreach in this age group. Millennials are an engaged group in a historically low engagement category, finding a range of benefits to cleaning. Gen Z isn’t really cleaning yet, but it environmental issues are important to them as 37% of this age group believe in eco-focused products.

Physical and mental wellbeing, technology like social media apps and AI, and sustainable lifestyles are also drivers in the household cleaning category, said Cullen.

Manufacturing & Meeting Need
According to ACI, there was a 23% average increase in production volume of cleaning and sanitizing products in the first half of 2020, compared to first-half 2019.  Moreover, new global production of hand sanitizers by suppliers totaled 427,000 gallons.

Shoppers have been stocking up. Household cleaner sales soared 26.4% to $4.3 billion, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Sept. 6, 2020. More information is detailed in the chart below.

Efficacy is Everything
Joe Rubino, director of research and development at Reckitt Benckiser (RB), which makes the iconic brand Lysol, discussed how to use products effectively and safely at the Discover Cleaning Summit. After all, cleaning and disinfecting are not the same thing.

“Read the label and directions! The label will explain the desired outcome of the product as the formulas are designed for specific use. And, of course, the precautionary statement can share how to use the product safely; for example, if gloves are needed. Contact time is also noted as to how long the product needs to be on the surface to kill germs,” said Rubino. “What is the use of the product and what viruses are you most concerned about? Does it have an EPA registration number? It all goes back to the label.”

In today’s digital world, consumers want real-time information about the products they use every day. Created by the CPG industry and operated by the Consumer Brands Association, SmartLabel is billed as trusted source for product and ingredient information, enabling brands to digitally share more information than could ever fit on a label—from allergens and sourcing to how to recycle packaging, noted Julie Savoie, director of the SmartLabel Program, who also spoke at the Summit. SmartLabel also makes it easier to comply with state and federal labeling requirements, such as California’s Cleaning Product Right to Know Act and the federal bioengineering standard.

According to Savoie, SmartLabel is expanding its outreach to both smaller and mid-sized cleaning brands and consumers next year.

What Do They Want?
COVID-19 opened up opportunities for innovation in home care. According to Ellen Chen, analyst, Euromonitor International, Chicago, this includes everything from soft pack packaging for disinfecting wipes to more products and formulations to meet consumer needs for household cleaning and disinfecting. As examples, she cited Microban 24 from Procter & Gamble, Arm & Hammer Essentials disinfecting wipes by CR Brands/Church & Dwight (featuring citrus-based disinfecting formula), and Amazon exclusive Botanical Origin, a line from Reckitt-Benckiser.

Ultimately, as seen with both product development and sales, consumers’ consideration and involvement in home care has fundamentally changed, which is shifting how they perceive value in these categories and they are shopping accordingly. According to Morgan Brashear, senior scientist, Procter & Gamble Home Care, Cincinnati, OH, shoppers now consider cleaning an essential task to keeping their family safe and for protecting overall family health.

“As the home care category involvement and relevancy increases, so does the desire for product superiority. Failure is not an option! This is where we see a fundamental shift in what ‘value’ means to the consumer. It’s not about the lowest price they can find on shelves, but rather the product they know to work, they know will save them precious time, and that they trust to get the job done the first time and done the right way,” Brashear told Happi.

According to Brashear, three major trends are impacting the way consumers think about their cleaning products.

“The first is the amount of time being spent inside the home. Our homes have transformed from simply the place we come back to at the end of the day to also become our office, childcare center, home gym and 24/7 restaurant. Not to mention that pet adoption has skyrocketed,” she explained.

The second trend, noted Brashear, is two-fold: antimicrobial protection for high-touch areas, and a thorough, hygienic clean for all other surfaces.

“For items in the home that are touched the most frequently—like doorknobs, railings, light switches, and faucets—consumers are looking for products that provide protection against bacteria and viruses. For the other areas of the home, consumers are turning toward trusted products that are specifically formulated to clean down to the surface and break down the toughest messes in a given area—like soap scum in the bathroom and grease in the kitchen,” she told Happi.

The third major home cleaning trend is the need for efficiency to help control the chaos.

“With so many aspects of life outside of our control right now, we’re seeing an increasing need to control what we can. From home organizing to tackling the ever-mounting pile of dishes to keeping dust bunnies at bay, finding products like Mr. Clean Magic Eraser Sheets, Dawn Powerwash Dish Spray and Swiffer Dusters that help make the task of cleanup easier and faster provide a sense of accomplishment, satisfaction and pride, and decreased feelings of anxiety,” Brashear told Happi.

Product Innovation
Perhaps that’s why P&G’s Microban 24 is finding success. At press time, the US Environmental Protection Agency (EPA) approved Microban 24 Sanitizing Spray as effective at killing SARS-CoV-2. While many products kill 99.9% of bacteria, Microban 24 does this and continues working throughout the day to provide long-lasting protection for surfaces in the home, according to P&G.

The power behind Microban 24 is a proprietary polymer that forms a multi-layer protective shield on the surface. This multi-layer shield binds the bacteria-fighting ingredient to the surface, even when contacted multiple times. It allows users the convenience to spray and walk away for 24 hours.

Another venerable brand in home care is taking on the coronavirus threat. Pine-Sol Original Multi-Surface Cleaner earned approval from the US Environmental Protection Agency (EPA) for kill claims against SARS-CoV-2, the virus that causes COVID-19, on hard non-porous surfaces.

The new claims come after third-party laboratory testing proved the disinfectant’s efficacy against the virus with a 10-minute contact time on hard non-porous surfaces.

Pine-Sol is made by The Clorox Company, which was ranked No. 11 in Happi’s 2020 Top 50 Report.

New research from Pine-Sol found nearly three in five (58%) Black American Millennial women are essential workers who have been integral to upholding the economy amid a global pandemic. Of these essential workers, many report the pandemic has made them worried about their own health (58%) and the health of their family and friends (57%). Two in five (40%) Black American Millennial women are concerned about access to necessary cleaning products and a majority are concerned about keeping their family safe (67%), keeping themselves safe (64%), and their financial stability (62%).

“With a long-standing history of being a powerful cleaner and disinfectant, and the trusted brand choice within the Black community, Pine-Sol Original Multi-Surface Cleaner now offers the clean families have trusted through generations with the protection they need right now against the spread of SARS-Cov-2, the virus that causes COVID-19,” said Chris Hyder, vice president and general manager of the cleaning division, at The Clorox Company. “We hope this new Pine-Sol kill claim will increase access to disinfectants that can help prevent the spread of COVID-19.”

Lemi Shine is launching disinfecting wipes—the first product in its new disinfecting line. The bleach-free formula is certified by the Environmental Protection Agency (EPA) as effective against SARS Cov-2. The wipes kill more than 99.9% of bacteria and viruses, including the flu virus, according to the company, which says its products “clean effectively without harsh chemicals.”

Lemi Shine’s wipes are 100% biodegradable and said to be safe for use on everything from kitchen countertops to highchairs and are ideal for the CDC’s recommended “high touch surfaces” including tables, doorknobs, handles, desks, toilets, faucets and sinks. The wipes are sold in a pack of 75 and are rolling out on a regional basis at HEB and Kroger stores this month, with national retail and online availability by December.

Lemi Shine said will add a new and improved Disinfecting Multi Surface Spray later in 2020 and more products will be added in 2021. Lemi Shine also offers a complete line of household cleaning products powered 100% by citric extracts.

Another novel launch comes from a hand sanitizer brand that branched out into home care. Ultra Defense Sani + Smart, a complete line of sanitizing solutions, features “best in class” formulas to kill 99.9% of germs in 15 seconds, said the company. Products include sanitizing wipes and a sanitizing spray multi-purpose cleaner.

“While we are all dealing with a global pandemic, we are seeing the best and worst of human nature. Some companies truly want to step up and help by providing PPE and essential products that will keep everyone safe and healthy. Unfortunately, we have also seen companies that are just trying to cash in on fear and uncertainty as witnessed by the FDA pulling myriad hand sanitizer brands due to toxic ingredients,” said Ben Simmons, EVP of Ultra Defense. “My team at Ultra Defense has painstakingly put together safe, effective and affordable sanitizing products.”

All Ultra Defense Sani + Smart products are produced in OTC audited and approved factories, and all formulas are registered with the NDC/FDA website. The spray and wipes are available in retail stores nationwide, including CVS, Walmart, Sam’s, Kroger, Meijer, Kohl’s and Albertsons, among other leading national chains.

Natural Selection
Green product shoppers are not abandoning their focus during COVID-19; in fact, they are doubling down, widening their preferences through strategies such as seeking and avoiding various ingredients and carefully studying label claims and certifications. New research from IRI and SPINS reveals that consumers are purchasing more natural products in 2020, even in home care.

“We continue to see an ongoing shift in shopper thinking when selecting from natural and conventional products,” said Kathryn Peters, executive vice president at SPINS and 25-year veteran of the grocery industry.

Among non-foods, sales of private-label household cleaners and supplies grew 120% versus total category growth of 37%, according to IRI and SPINS in their findings.

Furthermore, as cleaning, safety and wellness products continue to be a priority for US households, spending on this segment has increased 34% since COVID-related worries began at the end of February 2020. These findings are part of new data released by NCSolutions (NCS), which helps CPG companies improve their advertising effectiveness.

Unilever is cleaning up its household cleaning product formulas. Last month, Unilever said it will invest one billion euros (about $1.18 billion) to eliminate fossil fuels from its cleaning products by 2030. The company said that chemicals in its cleaning and laundry products account for 46% of its home care division’s carbon emissions across their lifecycle. The switch, which Unilever said it is the first company to commit to, will cut those emissions by a fifth.

PurposeBuilt Brands, formerly Weiman Products, is being recognized for a 2019 corporate-wide sustainability initiative that highlighted its new Safer Choice partnership as an essential component. PurposeBuilt evaluated all products across its seven consumer brands to determine which products could be submitted as Safer Choice “as is” and which needed to be reformulated for submission. Throughout 2019, the firm reformulated numerous products and had three products certified as Safer Choice.

“Several years ago, we launched a corporate-wide sustainability initiative. One of our key focus areas is product stewardship, how can we make our products better for not just the environment, but for our consumers too,” said PurposeBuilt Brands Marketing Director Heather Gaspar. “Safer Choice was the perfect partner to help in setting guidelines for our products to follow and the Safer Choice team has been an incredible partner in helping us achieve our sustainability goals.”

In the war on waste, Seventh Generation is keeping its powder dry. Its new Zero Plastic Homecare brand is a line of powdered and dry home cleaning products packaged without any plastic. The six-item line includes powdered kitchen cleaner, toilet bowl foaming powder, bathroom powder cleaner, a lathering powder hand soap, dishwasher detergent tablets and laundry detergent tablets. Each SKU is packaged in a steel canister, which can be reused or recycled once empty.

Another novel launch for Fall 2020, from Ecos, goes beyond the kitchen counter. A pioneer in plant-powered, sustainable cleaning products has formulated an all-natural Organic Fruit & Veggie Wash. The wash is designed to carefully and safely soak all produce to remove unwanted dirt, wax and other debris, removing contaminants that water alone can’t get rid of. USDA Organic certified, the new product is made from only four unique and all-natural ingredients including organic white vinegar and soap nuts from Brazil.

Trying to keep kids’ toys and play areas sanitized during the COVID-19 crisis presents a challenge, as these items sometimes end up in the mouth. One way to lower the risk of spreading germs is to use plant-based products like CleanWell Botanical Disinfectant Wipes and Sprays—one of the few botanical-based options included on the EPA’s List N: Disinfectants for Use Against SARS-CoV-2. CleanWell disinfectants are made with thymol, a plant-based active ingredient, in a proprietary formula that kills 99.99% of household germs and viruses botanically.

Stew Lawrence, CEO of CleanWell, Denver, CO, noted that demand for household care products has boomed with people spending more time at home and more time cleaning in an effort to kill the virus that causes COVID-19.

“A little-discussed consequence has been to familiarize consumers with green brands they have purchased when conventional brands were sold out, creating an opportunity for these brands to significantly expand their customer base,” he told Happi. “CleanWell, for example, sold through nearly a year’s worth of our CleanWell Botanical Disinfecting Wipes and Sprays in the first four months of 2020. Many of these purchasers were new CleanWell customers who turned to our products when they could not find their usual brands on the shelf. Early indications are that some of these customers will convert to our botanical formula long-term, based both on positive feedback we have received and the surge in inquiries asking us to explain the effectiveness of our proprietary 0.05% Thymol formula in killing germs.”

Lawrence added, “Many of the consumers with whom we have communicated have also expressed concern about how their stepped-up pandemic cleaning routines are increasing the volume of harsh chemicals they are introducing to their homes. Some are converting to or alternating conventional and green products to limit their exposure. This, again, presents an opportunity for green brands like ours to build our market share.”

Fellow independent home care entrepreneur O3waterworks LLC has introduced a household cleaning and sanitizing spray fueled ozone. The spray bottle creates low-concentration aqueous ozone which breaks up germs and contaminants and then quickly becomes water and air, leaving no residue. Tap water, a proprietary solid-diamond cell, and the rechargeable battery is all that is needed, according to the company. O3waterworks Spray Bottle can be used to clean toothbrushes, wash fruits and veggies, rinse off dropped pacifiers, clean baby toys and much more, according to the company.

A New Look
Cleaning category leader Jelmar has refreshed its CLR line of products with a new look and a new pronunciation (the range is now pronounced ‘CLeaR’). In addition to a new creative campaign, several products have been renamed to reflect the breadth of the expanded product line, noted the Skokie, IL-based cleaning products company. The refresh and new pronunciation is said to reinforce the brand’s evolution beyond its classic CLR Calcium, Lime & Rust Remover product. The redesigned CLR packaging is available online and on shelves at grocery, mass, dollar, hardware and drug retailers nationwide.

“With close to 40 years as a household staple, CLR has come to be a brand that people know and love,” Alison Gutterman, CEO and president of Jelmar, Chicago, said in a statement. “While staying true to our core values of efficacy and uncompromising clean, we want to show our customers that we are always innovating the CLR brand. The historic green and orange packaging is recognized by many, and our new design perfectly draws from our rich heritage.”

The brand also partnered with the EPA in 2004 to make the products safer for the family, as the Safer Choice program focuses on efficacy, which is also very important for CLR, noted Gutterman, who also spoke at the Discover Cleaning Inside & Out Summit.

With Jelmar’s recent acquisition of the now-named CLR Sports Stain Remover and launch of products like CLR Fresh & Clean Garbage Disposal, the refresh categorizes formulas into four key usage categories: Routine Clean, Refresh & Renew, Multi-Use, Prevent & Protect. As manufacturing safe products remains a priority for Jelmar, the redesigned label continues to feature the EPA Safer Choice label to indicate the products that are EPA Safer Choice Program approved.

“Due to COVID-19, sales have escalated considerably in the household care business overall, as consumers have become more aware and concerned about their families’ health and the importance of keeping all surfaces and areas continually clean,” Shari Matras, chief growth officer with Jelmar, told Happi in an interview. “We have been around for over 51 years. Our CEO is the third generation family member to lead the company and has high aspirations for our growth, so she’s willing to do things differently than her father and grandfather, as well as other companies in our category as she recognizes the potential for growth from thinking strategically but out of the box. As consumers have sought products to help them in these endeavors, CLR has been there to answer their call. A lot of companies have struggled to produce enough product to meet consumer demands, but as we are small and nimble, our team was able to go the extra mile to insure our customers and consumers’ needs were met.”

Forging Ahead
The pandemic has consumers rethinking their priorities, with a greater emphasis on health.

“In the longer term, when the economy is almost recovered, people will re-evaluate what is important. The crisis has shifted consumer attitudes, creating elevated awareness and altered beliefs about personal and environmental hygiene, already increasing demand for sanitizers and antibacterial cleaning products,” Cullen of Mintel noted. “Some of these new behaviors forced by the crisis will stick around as new habits after the pandemic recedes. Health will weigh heavily on shoppers when it comes time to purchase, leading many to scrutinize product formulations and ingredients and how they directly impact and benefit health, both physically and mentally.”

In fact, Mintel’s 2030 Household Trend prediction “Together in Isolation” finds that amidst growing environmental concerns, consumers are changing their behaviors and becoming more engaged with products that claim to do better for the planet or society. The environmental crisis will continue to be a focus over the next decade. Packaging innovations that communicate eco-friendly credentials will resonate with Gen Z and Millennials. Changing social norms, social justice and human rights will become bigger issues. Home care brands, just like any other, will be expected to make a difference to the lives of the people, not just the environment.

“Consumers’ growing awareness around health and wellness, more sustainable lifestyles and advanced technology is contributing greatly to an increase in blurring lines between generational cleaning behaviors. As the conversation around age changes dramatically, products, brands and services must evolve and keep pace with consumer attitudes and desires. By crafting more inclusive campaigns, brands can target a broad base of consumers without tying themselves to a particular demographic,” said Cullen.

Also coming down the pike is more home care ingredient transparency. Environmental data on more than 200 chemicals in the US consumer cleaning product supply chain are now available, in pilot phase, through the American Cleaning Institute’s Cleaning Product Ingredient Safety Initiative database.

In addition to developing a quantitative estimate of environmental exposure, ACI published on its website a description of each ingredient.

“The environmental data available in ACI’s Cleaning Product Ingredient Safety Initiative makes public screening level risk assessment summaries for both human health and environmental health, which can be used to meet regulatory requirements,” said Kathleen Stanton, ACI associate vice president, technical and international affairs. “The expansion represents a continued commitment to transparency for the cleaning product supply chain.”

According to ACI, this database was designed to characterize ingredients that are contained in household cleaning products using a risk-based approach in an aquatic environment. The results can be used to determine if environmental risks are anticipated to be negligible or if additional data are required to make a more realistic assessment. It will be most useful to regulators, researchers and cleaning product industry formulators and suppliers looking for detailed information on ingredients used in consumer cleaning products.

ACI’s goal is to complete screening level environmental assessments for all ingredients in the database. The environmental data is in addition to the comprehensive human health assessments already available on the ACI website (www.cleaninginstitute.org/CPISI) for 588 ingredients.

“From the frontlines of healthcare to our homes and home offices, hygiene, cleaning and disinfecting products have been an indispensable ally in the fight against COVID-19,” said Hockstad of ACI. “The global pandemic has had a devastating effect on communities, business, and individuals across the US. ACI believes we must learn from this and not simply return to business as usual but use this moment to move closer to a sustainable future.”

Overall, for 2020 and beyond, it’s all about efficacy, home hygiene and safety.

According to Brashear of P&G Home Care, consumers are cleaning more frequently, which is causing a positive ripple effect in the way they view their home and surroundings.

“For example, people are telling us their homes smell better than before and that cleaning provides a sense of control, pride and calm,” she told Happi. “Many people want to maintain these positive feelings associated with the cleaning habits they’ve formed, and we expect them to continue looking to products that they trust to provide the emotional, mental and physical benefits that come from a clean home.”

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New Ingredients for Household Cleaners
Here are new ingredients launched by suppliers during the past 12 months. To learn more, contact the supplier directly using the information listed.

Ashland
Bridgewater, NJ | 800-505-8984
[email protected]
www.ashland.com/healthyhands

Klucel H CS HPC
Description: Hydroxypropylcellulose
Applications: Hand sanitizers
Suggested Use Levels: 0.1-1.5%
Attributes: Create hydroalcoholic hand sanitizers with a sustainably sourced cellulose-based thickener. Klucel HPC keeps moisture on skin, is stable on sweaty hands due to electrolyte tolerance and provides a silky sensory experience. Suitable for vegan products. Also suitable for spray and water-based foam formats.

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BASF Home Care and I&I Cleaning Solutions, North America
Florham Park, NJ | 973-245-6000
[email protected]
https://hcii.basf.us

Polyquart S
Description: Amphoteric modified starch polymer, granule
Applications: Automatic dish wash
Suggested Use levels: 0.1-1.0%
Attributes: A bio-based and biodegradable performance boosting polymer. In automatic dishwash Polyquart S provides improved shine, in particular when used in combination with an acrylic polymer. This polymer enables premium spotting and filming performance.

Sokalan HP 56A
Description: Vinylpyrrolidone/vinylimidazole copolymer
Applications: Laundry
Suggested Use levels: 0.5-1.0%
Attributes: Sokalan HP 56A adds color protection benefits to laundry detergents by preventing transfer of dyes between fabrics. It addresses the trendy fabric care topic and eliminates the need for sorting.

Lavergy Pro 106 L and Lavergy Pro 106 LS
Description: Aqueous solution of subtilisin with 50-53% 1,2-propanediol
Applications: Laundry
Suggested Use levels: 0.5-3.0%
Attributes: Solution of protease enzyme for removing protein-based stains, such as grass, milk, chocolate and blood. Does not contain BIT preservative, and is available either with (106 LS) and without stabilizer (106 L). Provides superior stain removal in high efficiency machines and at cold water.

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Coast Southwest, Inc.
Arlington, TX | 714-524-2777
[email protected]
www.coastsouthwest.com

Endinol SLS-LC
Description: Sodium lauryl sulfate
Applications: Hard surface cleaners, carpet cleaners
Suggested Use levels: 1-15%
Attributes: Endinol SLS-LC is a low cloud point version of sodium lauryl sulfate that sets the standard for high flash foam volume and detergency. Endinol SLS-LC is the surfactant of choice for creating sparkling clear cleaning products with the added advantage of having better storage stability than traditional sodium lauryl sulfate.

Endiquest GLDA
Description: Tetrasodium glutamate diacetate
Applications: Disinfectants, hard surface cleaners, laundry detergents, dishwashing detergents
Suggested Use levels: 0.1-20%
Attributes: Endiquest GLDA is a readily biodegradable chelate with high solubility in aqueous systems. Its effectiveness as a builder and soap scum and scale remover makes Endiquest GLDA a multi-functional additive for both heavy and light duty hard surface cleaners. It boosts both preservative and surfactant performance, which makes it ideal for use in natural manual dish detergents.

Endinol B-DLM
Chemical description: Light duty detergent blend
Applications: Manual dish detergents, hard surface cleaners
Suggested Use levels: 5-90%
Attributes: Endinol B-DLM is a fully formulated DEA-free surfactant blend optimized for maximum cleaning and foaming performance and for easy dilution into a variety of household cleansing products. Endinol B-DLM can create either ultra or economy manual dish detergent by varying dilution level from 30% to 90%. To create foaming hard surface cleaners, use at 5% to 10%.

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Harcros Chemicals Inc.
Kansas City, KS | 913-321-3131
[email protected]
www.harcros.com

Algidet Cold-Water Soluble Surfactants
Description: 100% active, nonionic alkoxylate surfactants.
Applications: Laundry concentrates, laundry pods, hard surface cleaners, degreasers auto care products, degreasers
Suggested Use levels: Up to 100%
Attributes: Excellent cold-water solubility, no gel ranges, fast wetting, controlled foam, improved product handling. Algidet surfactants provide a wide HLB range between products allowing for greater formulating flexibility. Algidet surfactants show controlled thickening with anionic systems making them ideally suited for “super” concentrates.

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Pilot Chemical Corp
West Chester, OH | 513-326-0649
[email protected]
www.pilotchemical.com

Aspire G Super Concentrate
Description: Proprietary blend of anionic, nonionicand cationic surfactants
Applications: Laundry pods; economy, mid-tier, and premium grades of liquid laundry detergents; hard surface HI&I cleaners; manual dish wash products; and car wash products.
Suggested Use levels: N/A
Attributes: Aspire G Super Concentrate is an over-97% active liquid blend of anionic, nonionic, and cationic surfactants working synergistically to remove the toughest soils. This unique blend has excellent wetting, surface tension reduction, emulsification, and particulate removal properties making it ideal for producing a wide variety of cleaning products.

Aspire HS Super Concentrate
Description: Proprietary blend of anionic, nonionic and cationic surfactants
Applications: Hard surface cleaners
Suggested Use levels: N/A
Attributes: Aspire HS Super Concentrate is a patent-pending blend of cationic, anionic and nonionic surfactants working synergistically to remove the toughest soils. It is highly effective on hard surfaces, particularly those containing greasy soils. It is readily dilutable with water, and blendable with other commonly used additives for easy customization.

Aspire BRC Concentrated Surfactant Blend
Description: Proprietary blend of anionic, nonionic, and cationic surfactants
Applications: Acidic bathroom cleaners
Use levels: N/A
Attributes: Aspire BRC Surfactant Blend is an optimized blend of surfactants built for outstanding soap scum removal in acidic bathroom cleaners. Versatile and easy to formulate with, it effectively removes soap scum with commonly used acids.