Feature

Detergent products become increasingly concentrated Sector aims for sustainable and

cost-effective washing

good

to re

mem

ber

The amount of detergent required for a machine wash has almost

halved in less than ten years. This evolution, driven by detergent pro-

ducers, has enabled a considerable reduction in the volume of deter-

gent packaging. This is not only beneficial to the environment; it also

generates savings for consumers. Consumers’ behaviour, however,

remains a key factor in making washing even more sustainable.

10.000 fewer road transports and 5.000 fewer tons of packaging in 2009

Less and less washing powder

On 1 January 2009, the industry launched the Laundry Sustainability Programme 2 (LSP 2). The aim of the programme is to optimize the concentration of washing powders and, consequently, to reduce their environmental impact even further. Participating companies commit to lowering the volume and weight of washing powders by 10 to 15% without any loss of performance. In 2009, the target of LSP 2 was to save 200.000 tons of powder, 5.000 tons of packaging and 10.000 road transports.

In mid 2009, the sector adopted a similar programme for the improved concentration of liquid detergents. This programme includes developing a basic product that enables a single wash with just a 75 ml dose.

Over the past ten years, the active ingredients of detergent products have become increasingly concentrated. The dose for a single wash reduced from 150 grams in 1998 to 85 grams in 2009. This trend has become increasingly widespread: all powder detergents marketed today are much more concentrated.

Products labelled ‘super-concentrated’ in 2000 are now standard. Liquid detergent products are currently following a similar trend. This evolution means savings in both packaging and transport, but it also means a reduction in the environmental impact (see also article ‘Role’, as well as the various testimonials).

June

200

9 • R

.E.: J

.Goo

ssen

s • F

ost P

lus

vzw

• M

artin

us V

-str

aat 4

0 • B

-120

0 Br

usse

ls.

For the sustainable washing of clothes, the

consumer must follow the washing instructions on the packaging carefully.

The evolution in concentration has been

encouraged by the sector in the form of a number of initiatives. The most

recent one is the Laundry Sustainability Programme

2 (LSP 2), which targets savings of 5,000 tons of

packaging.

The concentration of detergent products has meant the washing dose has diminished by almost 50% in less than ten years.

This has reduced packaging, transportation and raw

materials to a similar extent.

Feature

Detergent products become increasingly concentrated Sector aims for sustainable and

cost-effective washing

Packaging conveys information to optimize consumption

An essential code of good practice

Avoid overdosing… and underdosing

Correctly informing the consumer is essential if consumption is to be optimized. Packaging plays a key role in this. Information goes beyond providing the legal references on the product’s composition. Through labels, a packaging also guides the consumer in using the product correctly. This information is particularly important when, following the concentration of a product, the number of doses increases without a reduction in packaging size. In this situation, there is a greater risk of the consumer using too much detergent. That is why, in the context of the LSP 2 programme, the sector is planning to instruct the

consumer on the use of concentrated products with a number of visuals on the packaging. This initiative is expected to result in considerable water savings. If all European consumers were to fill their drums correctly, 700 million litres of water could be saved each day.In addition, it is important to inform consumers correctly about price. Collaboration with other players in the supply chain, particularly with distributors, is therefore essential. That is why certain distributors have started indicating the price per dose on the packaging (see Colruyt testimonial).

In 1996, the European de-tergent industry (AISE) initiated a campaign ai-med at reducing the envi-ronmental footprint of de-

tergent products. The code of good practice that was drawn

up in this context was adopted by 90% of companies in the sector. It included a number of target figures such as

10% fewer detergent products used per person, a reduced usage of slightly biodegradable ingredients, and a 10% drop in the quantity of packaging used. These targets were achieved in 2004 and led to the creation of the Charter for Sustainable Cleaning. This charter pres-cribes a set of sustainability procedures to be implemented at corporate management level. Thanks to this charter, the sector has reduced its CO

2 emissions from 80,9 to 66,9 kg

per manufactured ton, which represents a drop of over 9%.

Efforts made by producers in favour of the environment are proving successful. The impact of these efforts, however, depends greatly on consumer behaviour. Three factors determine the outcome: the quantity of detergent product used, the temperature of the washing and the filling of the drum.

A study carried out by InSites Consulting in 2008 reveals that consumers are generally aware of the recommended dose. In fact, in Western Europe, consumers tend to underdose. However, household linen that is not washed well often needs to be rewashed, which leads to a greater impact on the environment. What’s more, one in two washes is done with a drum that is not filled correctly, and one in five is programmed at a temperature of 60°C or more.

For additional information• DETIC – Belgian and Luxembourg association of manufacturers and distributors of soaps, cosmetics, detergents,

maintenance products, hygiene and toilet products, glues products and associated materials: www.detic.be• AISE Laundry Detergent Study, InSites Consulting, December 2008 : www.insites.eu

The dosage per washing cycle went from 150 grams in 1998 to 85 grams in 2009.

Evolution of concentrated washing powder per washing dose

151g

Initial1996

Step 11999

Step 22001

Step 32004

Step 42007

Step 52009

135g122g

109g95g

85g

ml50045040035030025020015010050

ml50045040035030025020015010050

ml50045040035030025020015010050

ml50045040035030025020015010050

ml50045040035030025020015010050

ml50045040035030025020015010050

Liquid detergents : committing to highlyconcentrated formulations

June

200

9 • R

.E.: J

.Goo

ssen

s • F

ost P

lus

vzw

• M

artin

us V

-str

aat 4

0 • B

-120

0 Br

usse

ls.

Example Colruyt Case story

Concentrated liquid detergents contain much less water than the current diluted detergent formulations. The H

2O

concentration is sometimes three or four times smaller. ‘The advantages are immediately obvious,’ says Vic De Meester, environment coordinator at Colruyt. ‘The bottles are smaller and lighter, leading to a smaller amount of package waste for the same total washing performance. Additionally, the bottles have a smaller footprint in the store and transportation is more econo-

mical since we can convey twice the number of bottles in a single run.’ Everyone saves money: producers, suppliers, and retailers. What’s more, the environmental cost is significantly reduced.De Meester notes that the customer benefits from it as well since 1 litre and 1,5 litre bottles are much easier to handle than the heavier and bulkier 3 litre containers. The bottles come with an adapted dosing screw top to ensure that the customer uses the proper amount of product.

The industry is developing more concentrated products at a fast pace. ‘Super-concentrated products are a big success in neighbouring countries,’ observes De Meester, ‘but the Belgian market has lagged behind. For this reason, we have assumed responsibility and informed all parties involved about

the benefits of these new products. It is a win-win for everyone: the more efficiently manufacturers and distributors can operate, the cheaper we all can market the products and reduce the environmental cost.’

A smart choice for both the environment and the customer

Colruyt takes the lead

good

to re

mem

ber

Do you also have an interesting prevention project ? Has your company realized a successful packaging prevention project ? Let us know via prevention@fostplus.be

Colruyt is committed to changing its liquid detergent assortment and eventually offering

highly concentrated detergents exclusively. This will enable the retailer to cut packaging

and transportation costs. Colruyt is negotiating with their suppliers and launching a

campaign to inform customers of the benefits of using these products.

The smaller bottles have an adapted

screw cap for correct dosing and are much

easier to handle.

The supermarket now clearly indicates the price

per dose, not only the price per litre. This way the

customer can easily and accurately compare

products with different concentrations.

Colruyt wants to offer concentrated detergents in order to reduce packaging waste, cut transport costs,

and minimize the environmental cost.

Liquid detergents : committing to highlyconcentrated formulations

Example Colruyt Case story

How does Colruyt promote concentrated detergents?

Step 1: negotiating with suppliersColruyt is a major retailer and in a strong position to negotiate with their suppliers to offer concentrated detergents. Deter-gent producers are understandably ra-ther reluctant to change what they consi-der successful formulations and branding; customers tend to have a strong product allegiance and do not like to change their habits. The Colruyt campaign is actively supporting both industrial innovation as well as ecological responsibility.

Step 2: indicate the price per doseFrom now on, Colruyt will advertise their price of liquid detergents by indicating the price per dose, not just the price per litre. This way, customers can much more accurately compare products of different concentrations. With this price indication, concentrated liquid detergents can be ea-sily compared to diluted formulations as well as powdered detergents, which both occupy a significantly larger volume.

Step 3: sensitize the customerColruyt has launched a communication campaign to inform customers about the benefits of using concentrated deter-gents. Drawings are used to explain that these products have a smaller environ-mental footprint. With this positive com-munication strategy, Colruyt once again supports ecological innovation in deter-gent manufacturing.

Vic De Meester:

‘A 1,5 litre bottle is much more practical and easier to handle than a bulkier and heavier 3 litre bottle. And since they come with an adapted dosing cap, overconsumption is avoided.’

Colruyt and the environment

- Group Colruyt has established an active prevention program called Greenline. This

prevention program makes a strong statement regarding the group’s commitment to the environment, including its

awareness of the environmental impact of packaging.

- Group Colruyt is committed to always offering the lowest prices on the market. Offering low-end prices means working with thin margins; therefore

preventing unnecessary costs becomes even more important.

Project outcomes :

• Since its inception, Colruyt has refrained from handing out disposable bags to customers. They actively stimulated the reuse of the cardboard boxes

from its suppliers.

• Colruyt’s Collect & Go service uses foldable plastic boxes to pack the goods. A deposit is paid to ensure they are returned.

Thanks to the combined Greenline programmes, a total of 43 billion kilometres of truck transportation has been

avoided between 1990 and 2006. During the same period, Colruyt saved a total amount of 81.581

tonnes packaging material.

➜

Four times more washing doses per truck

Example Henkel Case story

For the last twenty years, the Henkel Group has been increasing the

concentration of its detergent products, including those under the Persil

and Dixan brands. Today, its packets contain up to 100 washing doses.

The Group transports four times more washing doses per truck load

and has halved its packaging waste for an identical number of washing

cycles.

The Henkel Group manufactures and distributes numerous brands of detergent products, glues, cosmetics and body care products. It initiated its first packaging reduction programme in the early nineties. At that time, Henkel was also marketing its first concentrated detergent products under the Dixan 2000, Persil Super and Megapearls brands.

‘The trend for concentrated products has continued relentlessly. The drawers of today’s washing machines wouldn’t be large enough to contain the powder volumes of twenty years ago,’ says Jannick Clinkemalie, Head R&D Laundry and Home Care, Henkel France-Benelux.

‘Concentrating our powders and liquid detergents is in line with two of our targets: to make life easier for consumers and to act in favour of the environment,’ adds Jannick Clinkemalie. ‘It also enables us to reduce costs and, most importantly, emissions

related to transport. The one-litre bottles of our ‘3x concentrated’ liquid products, for instance, enable us to transport four times more washing doses per pallet. CO

2 emissions related to transport

are, therefore, reduced fourfold.’

A concentrated product implies less packaging. At Henkel, the quantity of packaging has halved for an identical number of washing cycles. ‘For a long time, standard boxes contained 25 washing doses. By reducing the product volume per washing cycle, our packs became much smaller… to such an extent that

some consumers felt they were paying more for less product. So we reverted to a larger format and increased the number of washing doses per pack. Today, our largest packs provide enough content for up to 100 washing cycles.’

Concentrated formula for Dixan and Persil

CO2 emissions reduced fourfold

More doses per packet

good

to re

mem

ber

Do you also have an interesting prevention project ? Has your company realized a successful packaging prevention project ? Let us know via prevention@fostplus.be

June

200

9 • R

.E.: J

.Goo

ssen

s • F

ost P

lus

vzw

• M

artin

us V

-str

aat 4

0 • B

-120

0 Br

usse

ls.

When it comes to super-

concentrated liquid detergents, the Group transports four times

more washing doses per truck load, and half the

quantity of packaging.

The Group attaches great importance

to the information provided to

consumers, as well as to the acceptance of

its products.

Henkel continues to concentrate its

detergent products, a process started twenty years ago.

Four times more washing doses per truck

How Henkel optimizes the concentration of its detergent products

Step 1: ‘play’ with the chemistry of raw materials To concentrate a detergent product, Henkel exploits not only the che-mistry of raw materials but also the interaction. In addition, it ‘plays’ with the nature and quantity of surface active agents, anti-limestone agents, whitening agents, sequestering agents and enzymes.

Step 2: adapt the packaging Detergent packaging interacts with the surface active agents. As a result, it must comply with specific resistance parameters, although it does not necessarily need to be strengthened. Polyethylene and polypropylene pac-kaging interacts the least with surface active agents.

Step 3: inform consumersEnsuring the best use of concentrated de-tergent products requires a programme to sensitize and inform consumers. At Henkel, this programme focuses on three aspects: appropriate dosing, correct filling of the machine and efficient washing - even at low temperatures. These various instructions are indicated on the packa-ging labels.

Jannick Clinkemalie, Head R&D Laundry and Home Care, Henkel France-Benelux :

‘Offering concentrated detergent products enables us to meet market demand and at the same time reduce our transport and packaging volumes.’

You too can increase the success of your concentrated products

A few tips from Henkel:

• Consumer acceptance is essential for the commercial success of a concentrated product. Make sure that consumers are informed as clearly as possible.

• Clear information is also essential to ensure consumers use the correct dosage.

• Even for concentrated products, always consider the environmental effects on the entire chain: adaptations to the manufacturing process, chemical formula, packaging recyclability…

Henkel and the environment

Henkel actively engages in corporate social responsibility projects:

• Launch of a CO2 emission reduction programme for the Group’s

manufacturing sites through lower energy consumption. Between 2003 and 2007, Henkel reduced the energy

consumption of its manufacturing sites by 21% per ton and CO2

emissions by 15%.

• Adhesion to the Round table for Sustainable Palm Oil (RSPO). This project aims to ensure that the oil from palm stones used to produce detergents comes from certified plantations. These

must, among other things, adequately remunerate cultivators, not use any pesticides and not deforest any tropical

forests.

Example Henkel Case story

A viscous jelly detergent: a sustainable innovation with less packaging

Example Procter & Gamble Case story

P&G launched the new product, Ariel Excel Gel, in Belgium in April 2009. It comes in compact 667 millilitre flasks (18 washing doses) with a specially designed dosing cap. Linda Blereau of P&G notes that ‘the gel is squeezed into the dosing cap, which is then set on top of the laundry in the ma-chine drum. A 37-millilitre dose is usually sufficient. Heavily soiled laundry may need a little more. Gel and packaging enable very

precise dosing without any waste.’Ariel Excel Gel produces a series of ecological advantages. ‘The product is much more compact than current concentrated de-tergents and uses up to 34% less packaging material than most liquid detergents currently on the Belgian market,’ says Blereau. ‘We also have calculated that the production and distribution of this gel requires up to 50% less water and up to 40% less energy.’

Ariel Excel Gel was developed specifically to clean at all temperatures, including temperatures that require no wa-ter heating. ‘Ariel Excel Gel contains enzymes as well as special ‘Coolclean’ ingredients,’ explains Blereau. ‘These ingredients are active at washing temperatures as low as 15°C, matching the cold cotton washing program.’This means an important additional saving in energy. Blereau:

‘When considering the all inclusive cost of a single washing cycle, 75% of the total energy required is consumed in the home. Heating the water consumes 85% of this domestic energy consumption; the rest is for rotating the drum. Consu-mers who choose to wash at low temperatures, or even wit-hout any additional water heating whatsoever, save a great deal of energy.’

A more compact product requires less packaging

Washing clean at 15°C saves energy

good

to re

mem

ber

Do you also have an interesting prevention project ?Has your company realized a successful packaging prevention project ? Let us know via prevention@fostplus.be

Procter & Gamble (P&G) has launched a new type of detergent, a thick viscous gel.

The product requires 34% less packaging than most liquid detergents. Production also

consumes significantly less water and energy. Additionally, it performs well even at 15°C,

so the customer saves energy as well.

A washing dose contains up to three times

more ingredients that are active at cold temperatures. That is why the gel can even wash

fabrics clean at 15°C, without heating the water.

This accounts for a significant energy saving.

The product is not derived from an existing formulation. It was developed from

scratch with the intent of combining excellent

washing performance with minimal environmental

impact.

Ariel Excel Gel consumes up to 34% less

packaging material. Production requires up to 50% less water and up to 40% less energy

compared to diluted liquid detergents.

June

200

9 • R

.E.: J

.Goo

ssen

s • F

ost P

lus

vzw

• M

artin

us V

-str

aat 4

0 • B

-120

0 Br

usse

ls.

A viscous jelly detergent: a sustainable innovation with less packaging

Example Procter & Gamble Case story

How did P&G develop the new Ariel Excel Gel ?

Step 1: focus on washing performance and sustainabilityAriel Excel Gel results from a research project that sought to find the ‘deter-gent of the future’. P&G required that the product perform excellently, even at low temperatures. This substantially lowered its environmental impact, since heating water consumes most of the energy used during the washing process. A concentra-ted product also reduces packaging and transportation.

Step 2: start from scratchThe product was developed from scratch and is not merely an upgrade of an exis-ting formulation. ‘We brainstormed for three months. This resulted in approxi-mately five billion possible formulations. We checked these against our very strict initial criteria and eventually ended up with 30 formulations for comprehensive testing. The result was Ariel Excel Gel,’ says Blereau. ‘It took three years to convert the initial concept into a mature product.’

Step 3: testing and stimulating market acceptanceP&G conducted in-depth surveys to assess whether the consumer would welcome this compact gel detergent and its packa-ging. In the Netherlands, a survey populati-on of 1.500 responded very positively. ‘The results are promising in other countries as well,’ observes Blereau. ‘We are quite opti-mistic about this. We intend to promote this product strongly and clearly explain its advantages for the consumer.’

Linda Blereau, External Relations Benelux, P&G :

‘We developed a combination of active washing ingredients that make a consistent and stable gel without additives.’

High concentration, no unnecessary additives

Ariel Excel Gel is not derived from an existing detergent, but is a completely new formulation. It contains three times more cold active ingredients than ordinary detergent. What’s more, P&G has found a formulation that does not require any additives to build a consistent viscous gel. As a result, the product and its packaging are even more compact than other concentrated detergents.

Procter & Gamble and the environment

• At Procter & Gamble, sustainability has been a top priority for more than ten years.

• Realizations in environmental matters:

- The Ariel Cool Clean product and the ‘Turn to 30°’ campaign urge consumers to wash at lower temperatures.

- In 2007, P&G built The Big Box in Amiens, France, the largest distribution centre in Western Europe. A series of

advanced technologies for sustainable construction were used throughout the construction process.

Sustainable energy systems include solar cells, wind turbines, plentiful natural light, and economical

TL lighting.

Concentrating a product reduces its packaging… and its transport

Multiple functions of packaging

good

to re

mem

ber

Lifecycle analysis measures the real impact of concentrated products Concentrated products, such as certain syrups and washing powders, enable consumers to ‘do more with less’. They also reduce the frequency of purchasing, the volume of packaging and the number of deliveries. However, the process of concentration is not always risk-free for the environment, as consumers can be tempted to use too much of the product. What’s more, concentrated products require a specific manufacturing and packaging process that could prove more damaging for the environment. So how can the real impact of a concentrated product be assessed? The answer lies in a lifecycle analysis.

Concentrating a product has numerous benefits. If a consumer uses ten times less powder to wash the same amount of laundry, the transported volumes are also reduced by ten. Similarly, the

volume of packaging is reduced tenfold. Consequently, the environmental impact of transport and packaging is considerably reduced.

The environmental and economical gains of concentrating a product should not result in a more harmful production process. For instance, if a product’s concentration process is achieved by water evaporation, then additional energy is required. This not only increases energy consumption but also CO

2 emissions.

It is also important to make sure that consumers adapt the dosage

when using concentrated products. Using too much concentrated washing powder would increase the environmental impact of the product through more harmful wastewater. That is why an increasing number of brands offer dosing caps in order to guide consumer behaviour.

Concentrated products require appropriate packaging. In addition to the volume and weight of a packaging, the material can also vary. In this context, both the manufacturing and end-

of-life processing of each packaging system have different impacts on the environment.

Less environmental impact…

… but beware of the side-effects

Selecting the optimal packagingJu

ne 2

009

• R.E

.: J.G

ooss

ens

• Fos

t Plu

s vz

w •

Mar

tinus

V-s

traa

t 40

• B-1

200

Brus

sels

.

Adaptations to the production process and

excessive dosage by consumers are two factors

that can potentially limit the benefits of

concentration.

A lifecycle analysis enables

the consequences of a concentrated

product on the environment to be

assessed.

Concentrated products generally reduce the

environmental impact due to less packaging and

fewer deliveries.

Multiple functions of packaging

Concentrating a product reduces its packaging… and its transport

Multi-criteria analysis

From raw material to waste product

For additional information• RDC Environment: agency carrying out lifecycle analyses and greenhouse gas emissions inventories: www.rdcenvironment.be

The main benefit of a lifecycle analysis is that it takes multiple criteria into account: water consumption, eutrophication of rivers and streams, energy and CO

2 consumption, etc. This

global approach enables pollution transfers to be taken into account. In other words, a lifecycle analysis assesses whether performance improvement at one stage results in performance

deterioration at another stage.The results of a lifecycle analysis are given in the form of indicators that quantify emissions or resources. The contribution to the greenhouse effect, for instance, is indicated in terms of ‘CO

2

equivalent grams’. Other indicators include the consumption of water in litres and of energy in mega joules.

In order to assess the true impact of a concentrated product throughout the entire chain, more and more companies resort to a lifecycle analysis. A lifecycle analysis assesses all the environmental consequences of a concentrated product and its packaging – from the extraction of raw materials to the management of waste. It also takes into account the

manufacturing, distribution and consumption processes.Carrying out a lifecycle analysis is done in two stages. The first one identifies the various stages in a product’s lifecycle. The second one establishes a detailed balance for each of these stages: energy and raw material consumption balance, CO

2, NO

x, and phosphate emissions, etc.

Assessing the environmental performance of a product implies knowing its impact at each stage of its lifecycle.

The usefulness of a lifecycle analysis resides in its multi-criteria approach.

Concentrated products – a few recommendations

• Take into account the potential impact of a new packaging when adapting the manufacturing process • Verify whether the gains obtained at one stage of the lifecycle do not result in greater losses at any other stage • Ensure a good balance between packaging material and product, and between packaging material and end-of-life processing • Instruct consumers how to correctly use concentrated products

➜ ➜ ➜ ➜