Reducing the impact of washing

with new product development

Gøther Lars Souza MathisenGlobal Marketing Partner, Novozymes

3 X Gøthers

…and their washing habits

Drying

Detergent Sorting

Wash temperature

Gentle cleaning is driving consumers towards low temperatures

* Source: Novozymes consumer survey April 2016, User Needs, N =949, U.S. ** Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.

** Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.

Cold is better than washing in warm/hot because…

Colors do not fade: 64%Colors do not bleed into whites: 61%Clothes do not lose their shape or shrink: 57%

78% of the American consumers say:

“I wash at low temperatures to keep

my clothes looking new.”*

Consumer sustainability initiative**

Consumer sustainability initiative*

Cold not as good as washing in warm/hot

Sanitizing (e.g., no germs): 41%

Removing stains: 33%

Removing soils: 30%

Whites staying white: 29%

“Consumers want deeper,

but gentler cleaning”

Consumers don’t want to

compromise clean

* Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.

• Cold is the new cool as consumers care about cost, the environment andgentler cleaning

• They want their detergentto wash cold and clean

• Cold-optimized detergent can deliver cool clean

The detergent industry has an important role to play

Sustain the textiles

Extend the lifetime of textiles

Thedetergent footprint

Reduce detergents’ chemical and

packaging footprint

Every drop counts

Reduce the water needed for washing

clothes

Cold wash

Reduce energy in washing

Vast amounts of cotton, water, energy, and waste could be avoided if all T-shirts in the world were used for 20% longer

24 million tons CO2 could be saved - corresponding to the annual emissions from 10 million medium-sized cars

27 billion m3 of water could be saved - corresponding to the annual consumption of 700 million people in India

Disposal

Making up

175 kg losses

Wet treatment

12 kg losses

Fabric production

107 kg losses

Yarn production

232 kg losses

1,000 kg of new cotton clothing

delivered to consumer

Initial cotton input

1,526 kg

Source: Nielsen et al. (2015): Extended lifetime of cotton

clothing with biotechnology. International Dyer. Issue 2, (link)

http://www.novozymes.com/en/-/media/Novozymes/en/sustainability/customer-benefits/improve-and-document-performance/Documents/Extended-Lifetime-of-cotton.pdf?la=en

Textile dyeing is the second largest polluter of clean water globally,

after agriculture

The fashion industry is one of the most

polluting industries in the world

The world consumes 80 billion new pieces of clothing every year.

This is 400% more than two decades ago

The average American now

generates 37 kg of textile waste each

year

The footprint– textile production

9

Europe, North America & Australia

consume ~35% of textiles but make up

only ~15% of the global population

Asia consumes

~50% of textiles globally

20152009

451

2010 20122011 2013 20162014 2017

481470

508472 470 467

505 511

+13,3%

Textile Consumtion in EU in billion eurosEvery year an average person in Britain acquires 27 new items of clothes per year and keeps each item for 3.3 years

That person has 127 pieces of clothes in its wardrobeand disposes 23 items per year

20-59times is a t-shirt washed before its discarded

Overall responses (% of respondents)

40-59 times

Less than 10 times

10-19 times

60-99 times

28 20-39 times

100-199 times

200 times or more

10

17

28

10

8

2

How many times is an outwear t-shirt/shirt worn and washed before you stop using it?

Source: Novozymes´consumer survey conducted May 2012 at CICIE Expo using visiting consumers as respondents (117 respondents).

Garments gets old before they are out of fashion

Source: Consumer survey conducted by Efficience3: 310 face-to-face interviews with French and German consumers who regularly purchase knitted cotton garments, SIFO Miljø 2015-konferansen 2013. Ingun Grimstad Klepp.

Overall responses (% of respondents)

Reason to stop wearing my garments

16

Clear large stain

Color has disappeared

White became pale

Looks dirty

1

Out of fashion

White became yellow/grey

Lost the shape10

Smaller stains

Dirt on collar or cuff

Fuzzy or pilled surface

Holes in the garment

Color has changed

1

18

16

15

8

7

5

2

2

The fashion industry is one of the most polluting industries in the world, and today we consumer 400% more clothes than two decades ago.

Everyday, clothes are thrown out prematurely due to stains, color fading, and because clothes look dirty.

This has far reaching consequences for our water systems, flora and fauna, and for the many people depending on clean water from the rivers and dams which are being polluted as a consequence of our consumption.

Together we can reduce the consumption of textiles and protect our planet by helping consumers prolong the lifetime of their clothes.