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Dynamic Personal Care Actives Market Draws Heightened M&A Activity, Particularly in the Naturals Space

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Suppliers of natural ingredients are the most attractive acquisition targets.
Suppliers of natural ingredients are the most attractive acquisition targets.

Globally, the personal care active ingredients market is one of the most innovation-driven ingredients marketplaces after pharmaceuticals. The ever-increasing quest for natural products with high efficacy and visible results by consumers drives the industry towards a dynamic environment of research and technological competence. This dynamic marketplace, offering viable growth opportunities, is drawing investments within the personal care active ingredients market.

The key markets of Brazil, China, Europe, and the United States are estimated at USD 1.1 billion. It is a highly desirable segment with a forecast compound annual growth rate (CAGR) of over 6% during the 2016 to 2021 timeframe. Driven by consumers’ preference towards more natural products, botanicals and biotechnology are now the fastest growing categories. Marine ingredients is another rapidly growing segment, drawing the attention of some important M&As.

Among the goals of many M&A activities in this sector is the sustainability of sourcing, and hence, strong focus on biotechnology and natural ingredients. In the last few years, the industry witnessed some major activities. Large, well-positioned and established ingredient suppliers continue to seek growth through acquisitions to expand their product and technology portfolio into actives. Similarly, suppliers of flavors and fragrances, such as IFF, Givaudan, and Takasago, have expanded their footprint in personal care initially with the acquisitions of such active suppliers like Lucas Meyer, Induchem and Soliance, and Centre Ingredient Technology, respectively.

Furthermore, only a few weeks ago, Croda announced its takeover of the marine biotechnology specialist, Nautilus, to further expand its expertise in biotechnology. Croda, already having worked with Nautilus for the past six years in developing specific applications for skin care and hair care, now intends to establish Nautilus as the Croda Centre of Innovation for Marine Biotechnology. The company aims to bring new patented green- and white-biotechnology ingredients to market resulting from this acquisition.

In December 2017, the Dutch multinational DSM and the renowned renewable cosmetic ingredients supplier Amyris finalized their cosmetics and fragrance manufacturing partnership in Brazil. Acquiring Amyris’ biotech production facilities in Brazil, DSM aims to further enhance its fermentation-based ingredients production capabilities in the personal care sector.

Givaudan, the Swiss specialist in flavors, fragrances, and active beauty, announced its collaboration with Draco Natural Products, offering research and development capabilities in creating nutricosmetic topical products. The collaboration, which was announced in October 2017, aims at developing a new anti-aging and moisturizing range of products with bioactive botanical ingredients derived from traditional Chinese medicine. Givaudan had completed its acquisition Vika B.V. to strengthen its portfolio of natural dairy solutions in 2017 and announced the acquisition of the nutrition division of Centraflora Group (Centraflora Nutra) to strengthen its global offering of natural extracts, particularly from the biodiversity of Brazil. Givaudan also acquired Activ International in early 2017 to add a range of natural and organic flavors, marine extracts, and seafood- and vegetable-based ingredients to its portfolio.

German chemical giant Evonik announced its acquisition of Hamburg-based Dr. Straetmans GmbH, a cosmetic ingredients producer in March 2017. This move particularly brings Dr. Straetmans’ expertise in alternate preservation systems, allowing Evonik’s Personal Care Business Line to offer a more complete range of formulation solutions. In late 2016, Evonik acquired J.M. Huber’s silica business, raising its position as a supplier of silica in many industries, including cosmetics.

In early 2017, Air Liquide’s subsidiary, Seppic, finalized the acquisition of the Serdex division of Bayer, strengthening its footprint in natural active ingredients for cosmetics. Serdex’s acquisition further adds a range of botanical active ingredients for dermo-cosmetics and skin treatments to Seppic’s portfolio, building upon its 2013 acquisition of BiotechMarine that brought a range of marine derived active ingredients.

In late 2016, France-based plant biotechnology major, Greentech, acquired Brazilian company, Mapric, a provider of active ingredients for cosmetic, pharmaceutical, and nutraceutical industries. Mapric’s capabilities complement that of Greentech in development and production of high-tech active ingredients from the plant, marine, and microbial worlds, and strengthens Greentech’s position in Brazil.

The year 2016 also saw the acquisition of France-based, Algues & Mer by another French cosmetic active ingredient major, Solabia. This acquisition brought Solabia access to the biosphere reserve of the Iroise Sea in the Island of Ouessant (Brittany, France), where the company is currently applying its expertise to develop new molecules in the rapidly growing world of algae-based actives.

Ingredients suppliers also seek collaborative opportunities to expand their geographical reach. In April 2016, the global specialty chemical company, Clariant, purchased a 17% stake in natural active ingredients supplier BioSpectrum. South Korea-based BioSpectrum offers many specialty active ingredients based on Asia’s native flora and is an important supplier in the Korean natural beauty market. The partnership aims at leveraging Clariant’s global sales and innovation network to market BioSpectrum’s active ingredients worldwide.

The personal care ingredients industry also continues to witness new entrants. A new Canadian supplier of natural biomaterials, Mirexus Biotechnologies, is in the process of commercializing a nanotechnology facility to use its new filtration process to extract glycogen from locally-grown sweet corn; the new bio-nano-ingredient, called PhytoSpherix, has a unique profile of safe, biodegradable, and non-toxic, and is aimed for use in personal care and cosmetics.

Birkenstock, a German manufacturer of cork sandals, is entering the skin care segment, primarily with cork oak as an ingredient targeted at anti-aging. Birkenstock’s expansion into skin care is set to use its “natural” brand image to venture into the lucrative natural cosmetic ingredients market.

Active ingredients for personal care will not cease to be an interesting and attractive marketplace anytime soon. It will continue to offer opportunities of different types of acquisitions and collaborations resulting in strategic growth through market or segment entry, better and more product offerings, and greater reach in the market, though the overall number of opportunities will lessen and the EBITDA multiples paid will remain, as the competition to expand portfolios and/or enter new/adjacent markets, products and technologies remains high. For a comprehensive knowledge of this market’s dynamics, trends, sizes, competition, and outlook in different regional markets, Kline offers a series of in-depth reports in its program Specialty Actives in Personal Care: Multi-regional Market Analysis and Opportunities.

Kline’s Specialty Actives in Personal Care: Multi-regional Market Analysis provides a detailed appraisal of the key regional markets, including Europe and the United States, but also the developing China and Brazil. The study covers botanical actives, biotechnology products, marine ingredients, proteins and, enzymes and coenzymes, as well as synthetic active ingredients. To gain additional insights, request our factsheet.


Commercial Laundry Chemicals: New Report from Kline Buttons Up the Latest Trends

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The market for commercial laundry chemicals.
The market for commercial laundry chemicals.

Understanding the needs of professional end users, such as commercial laundry processors, hospitals, lodging establishments, restaurants, extended care facilities, prisons/jails, and other on-premise laundries, are key for laundry chemical suppliers. Trends in product usage, channels of distribution, penetration of textile rental firms, the role of machinery/equipment, such as extractors, continuous batch washers or tunnels, and dispensing systems, and cost structures for processing laundry are key variables that have a direct impact on the demand for laundry chemicals.

As part of Kline’s commitment to the industrial and institutional cleaning industry, we are currently conducting research with hundreds of professional laundry end users to understand how these important trends impact their businesses and what the related impacts are on laundry chemical demand. In addition to these end user surveys, Kline’s professional staff is also in the process of conducting in-depth interviews with suppliers and distributors in the industry to understand the trends from the supply side. The report, due to be published this summer, will provide subscribers with a complete analysis of the +$1 billion market. For more information, view brochure or contact us.

Green Cleaning and Cost Trends in the U.S. Professional Laundry Market

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Trends impacting the laundry chemicals market
Trends impacting the laundry chemicals market

laundry requires specialized knowledge and service. Chemical suppliers often serve as trusted business partners for commercial end users because they provide expert service, especially for large accounts in the healthcare, hospitality, and commercial laundry segments. Kline’s research for our Laundry Chemicals study is underway and, so far, these three end-use segments appear to be contributing to market gains.

Green cleaning trends impacting professional laundry include water recycling/reuse systems, effluent management systems, ozone or electrolyzed water systems, and cold water washing. Water recycling and effluent management systems are expensive and difficult to engineer so only cleaning operations who want to promote a “sustainability/corporate responsibility” image or adhere to government regulations are likely to implement. Ozone water systems have been on the market for 20+ years, and some end users use them as part of their green cleaning initiatives while others are not sold on the usefulness of such systems. Cold water washing, where water temperatures are anywhere from 90-120 °F, use less energy than hot water washing; however, some end users that are particularly concerned with eliminating bacteria, viruses, and other germs from laundry, such as hospitals and long-term care facilities, may not be willing to use cold water washing systems. 

Laundry chemicals are actually a very small portion of overall laundry costs, with labor, linen replacement, and utilities making up much larger cost components for end users. Chemical suppliers offering expert service and advice on how to manage these costs and educate end users on how to optimize laundry performance are viewed as strategic partners. Indeed, the types of laundry being done and the predominant composition of stains and soil in the laundry can mean very different chemicals, water temperatures, and washing machines used. For example, foodservice linens are likely to contain oily stains and food residue whereas linens being laundered from hospitals or long-term care facilities are more likely to contain bodily fluids and must be cleaned using very different approaches.

Learn more about these and other important trends, including the prevalence of Internet of Things and smart technology, market size, growth, and shares by suppliers, end-use segment, and product category, five-year market forecasts, the use of commercial laundries and laundry outsourcing, and textile rental trends from Kline’s upcoming Laundry Chemical Products USA: Market Analysis and Opportunities, which is expected to be published this summer.

How are natural foods, beverages, and OTCs disrupting the market for traditional OTCs?

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Natural Expo West 2018
Natural Expo West 2018
Photo credit: newhope.com

While natural foods and beverages are the predominant focus at the Natural Products Expo West by New Hope Network each year, there were several trends Kline noted that are pertinent to natural OTCs and supplements.

The blurring of lines on health claims where foods and beverages are making claims of boosting health and immunity continues.  Claims that were once reserved mainly for nutritional supplements, vitamins, minerals, and probiotic supplements are now found on natural foods and beverages.  For example, waters infused with alkaline benefits and vitamins and minerals, dairy-free yogurt drinks infused with probiotic cultures, and cold brewed teas and tonics infused with ingredients like ashwagandha which is said to promote stress relief, promote relaxation, and improve sleep were on display at the show.  Other teas and extracts made from mushrooms were on display and also claim to boost overall health and immunity.

Click to view slideshow.

Common claims and ingredients being touted on new products at the show include non-GMO, vegan or plant-based, gluten-free, grain-free, meat and dairy alternatives, organic, and products that are “alive” including kombucha, fermented vegetables, kefir, and yogurts which all made probiotic claims.  Hot ingredients include cauliflower which seems to be substituted for grains in many products, turmeric, protein, coconut, and bone broth/bone broth protein.  “Upcycling” of normally discarded food byproducts such as rescued fruit or discarded coffee bean shells into chips and other snack foods was featured in several new products aiming to appeal to consumers who are environmentally conscious.  Probiotic ingredients are added to many products with forms including drinks, shakes, chocolates, hot and cold foods, and gummies touting the benefits of boosting immunity and overall health.

Kline’s Digestive Health, Immunity, and Probiotics study published in June 2017 provides an extensive market assessment of these brands and companies.  Kline’s upcoming 3rd edition of Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market will be published September 2018 and provides market assessment and a large scale consumer attitudes and usage survey of this disruptive and rapidly growing market segment.

Digestive health market growth and trends

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Probiotics lead the way in the digestive health market
Probiotics lead the way in the digestive health market

The market for digestive health products has undergone massive changes over the past several years. Once only known for the benefits of digestive health, these products now claim benefits of immune support, women’s health benefits (Ph benefits and vaginal health), nutrient absorption improvement, and even products that help with brain and cardiovascular health. Moreover, there is a wide variety of probiotic supplement forms available, such as drinks, sodas, chews, cubes, gummies, and prefilled straws. Furthermore, whole food sources of probiotics, as well as new snack foods, such as chips, chocolates, and others, are all becoming popular with today’s increasingly demanding consumers. Even topically applied skin care products are making waves in the market. Skin care brands such as Tula have introduced probiotic-based skin care.

Kline defines the digestive health market to include the following types of products:

  • Probiotic supplements (refrigerated and shelf-stable supplements including those that combine prebiotics and/or digestive enzymes, with probiotics)
  • Probiotic beverages (including select kombucha and kefir brands)
  • Digestive enzymes

While the U.S. OTC market has struggled to find real growth in recent years, digestive health brands have grown rapidly, by double digits year over year in the recent past; as a result, it is important for marketers of traditional OTC brands to understand the impact of these products on their business.

Probiotic supplements are available in shelf-stable forms or forms that require refrigeration, which allows more bacteria to remain alive. Refrigerated probiotic supplements typically contain more strains of live bacteria than most shelf-stable products and are significantly more expensive, retailing between $25.00-$50.00, almost double the price of shelf-stable probiotic brands. Both shelf-stable and refrigerated probiotics contain live bacteria which introduce good bacteria into the digestive system.

Probiotic beverages are the second-largest digestive health market segment, behind probiotic supplements, but beverages are the fastest-growing segment. These include kombucha and kefir brands. Kombucha are fermented teas that contain yeast and bacterial cultures, while kefir is made from the milk of cows, goats, or sheep, coconut, rice, or soy, and is fermented at low temperatures with bacteria cultures. Probiotic beverages require refrigeration and tend to be sold through more traditional mass channels of distribution, such as food stores and mass merchandisers. Digestive enzymes are a small but familiar segment of the digestive health market, known to help with the digestion of food by aiding in the breakdown of nutrients.  While additional health benefits of digestive enzymes are being studied, research indicates that enzymes such as lactase help digestion, reduce gut inflammation, reduce gas, and boost immunity.

Want to learn more? DOWNLOAD a complimentary white paper Digestive Health Products Far Outpacing OTC Market Growth: Probiotics Lead the Way.

 This blog post and a white paper are based on Kline’s Digestive Health, Immunity, and Probiotics study published in June 2017. This report provides an extensive market assessment of the brands and companies and analyses the future trends in the market for digestive health products.

Commercial Laundry Market Trends to Watch in 2018

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Laundry Chemicals Market Trends to Watch in 2018
Market Trends to Watch in 2018

Preliminary results from Kline’s Laundry Chemical Products USA: Market Analysis and Opportunities research uncover trends impacting the market. Kline is in the process of conducting hundreds of structured interviews with end users of laundry chemicals, as well as in-depth interviews with suppliers, distributors, and others knowledgeable about the market for commercial laundry chemicals. The research for the report due to be published this summer has uncovered some interesting trends. For example, long-term care and assisted living facilities rather than hospitals are driving sales growth of laundry chemicals for healthcare. Growth in hospitality laundry is being restrained by the increasing popularity of AirBnB and other short-term rental options. Laundry from some of these properties is done on site in a home-style machine. However, a large portion of short-term rentals are operated by property management companies who either do the laundry elsewhere in a home-style machine or at a commercial laundry.

Commercial laundries with high-volume tunnel washing machines often require a higher level of service from laundry chemical manufacturers because, as several complain, blame for low-quality outcomes fall on the chemicals being used rather than the tunnel operations, dispenser adjustments, or improper sorting/pretreating by the facility’s staff. Some chemical manufacturers avoid selling to commercial laundries with tunnel washers because of this time- and resource-intensive customer group and given that tunnel washers use far less laundry chemicals than conventional washers/extractors and cannot always be compensated for by higher sales volumes.

Green cleaning is a modest trend in laundry chemicals. Water reuse/recycling systems are slowly being mandated by more municipalities. Ozone systems still are not widely accepted or deployed, with many pros cited by system manufacturers and cons cited by chemical manufacturers. However, there is increasing interest in efficacious cold or warm water chemicals to save energy costs.

The condition of a region’s water will also affect sales of laundry chemicals. For example, locations with soft water or that need to use water softeners will often spend less on laundry chemicals whereas regions with untreated hard water need more laundry chemicals to ensure good quality outcomes.

For a full analysis of the commercial laundry market focusing on key challenges, changes, and business opportunities, learn more here.

The green trend, skin microbiota, and protection define innovation in cosmetic ingredients at in-cosmetics global 2018

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While a lot of events are being held around the world for cosmetic ingredients suppliers, it is in-cosmetics global that everybody is looking at as an industry compass. This trade show is a popular place for suppliers to introduce their newest products and technologies, and based on the industry’s reaction and interest, we can define where the market will be headed in the next year.

Looking into the list of award winners, the industry is still to be driven by green, skin protection, and skin microbiome-related ingredients. Most of these areas are not new; for example, the green mega trend has been driving the industry for over two decades, but is still a focal point for ingredients development in 2018.
Green, greener, greenest

If one was thinking the natural trends was slowing down in the personal care industry, a quick look at the winners list of the Best Ingredient Awards 2018 should be sufficient to prove the contrary. In the active ingredients category, all three Winners (Gold, Silver, and Bronze awards for respectively Mibelle’s MossCellTec No. 1, Rahn’s Seboclear-MP, and Silab’s Ecobiotys) are from natural origins. The same situation happens with functional ingredients with Evonik’s RHEANCE Glycolipids, Nikko Chemicals’ AUROVISCO CS, and Vantage’s Desert Milk. The “green ingredients award” category is obviously not enough anymore for green products and they are winning across all categories.

While their natural source is often a major claim, many new green ingredients also claim to be fully capable replacements for traditional synthetic ingredients. This is most notably true for the functional ingredients category where natural alternatives are being developed in all functional groups. From surfactants to emulsifiers, through rheology modifiers, ingredients suppliers are focusing on giving R&D scientists natural options for their formulations.

Decades of monitoring the ingredients market have shown us, that for a given function, the switch from usually preferred synthetic ingredients to their natural alternatives is never a fast-paced process unless regulations got in the way. It would be therefore unwise to predict a rapid and unambiguous switch to natural ingredients. However, it is now obvious that formulators have more choices than ever when it comes to their ingredients. While first iterations of some natural alternatives had some drawbacks, such as odor, color, stability, or cost, compared to synthetic ingredients, this gap is now closed.

The protectionist temptation

The green trend has a lot to do with one of the most important societal topics—environment protection. Interestingly, another major trend that showed continuous development at in-cosmetics this year has been protection from the environment.

Whether it is sun protection, blue-light protection, urban stress protection, or pollution protection, many newly-developed ingredients are including in their claims some kind of skin or hair protection. The gold award winner in the trend-defining category of active ingredients is a good example. MossCellTec No. 1 from Mibelle Biochemistry not only claims that it “supports the skin’s adaptation to climatic stresses,” but also “strengthens skin against urban aggressors and climatic changes” through an innovative mode of action involving gene activation.

In the last few years, we have seen many active ingredients promoting skin protection against various aging factors and it has become a long-living trend in the industry. At first, skin protection actives were often “rebranded” film formers or anti-oxidants, but suppliers are now trying to find an innovative action path to answer what seems to be a here-to-stay expectation for consumers.

Bringing back the balance in the skin microbiota

Next to protection claims, ingredients claiming activity at the skin microbiota level are another group of ingredients to see their importance strengthening throughout the last few years. The Bronze-awarded Ecobiotys from Silab is such an example. Many other examples were presented at the show, such as Corum’s Apobac claiming to harmonize skin microorganisms and showing that research in the area of skin microbiome is still a focus for ingredients suppliers.

As an innovation-driven market, it is essential for ingredients marketers to be able to identify “the next big thing.” Coming out of the 2018 edition of the global in-cosmetics tradeshow, it seems the next big things are focused on product innovation within already existing trends.
Kline conducts in-depth market research in the market for Personal Care Ingredients. Designed to serve as a one-stop solution for ingredient suppliers in competitor analysis and benchmarking, and acquisition screening due diligence, this study uncovers the market potential of over 200 ingredients and provides supplier sales by ingredient type, application, and region. VIEW BROCHURE >

We also cover the market for Specialty Actives in Personal Care. This study analyzes market size and potential of the botanical actives, biotechnology products, marine ingredients, proteins and peptides, enzymes and coenzymes, and synthetic actives in Brazil, China, Europe, and the United States. VIEW BROCHURE >

Focus on sustainability at ISSA’s Interclean Amsterdam show

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Highlights from the largest cleaning trade show.
Highlights from the largest cleaning trade show.

Europe’s largest commercial cleaning trade show was held last week in Amsterdam, and Kline was in attendance, meeting with our clients in the industrial and institutional cleaning industry. The overall focus was a holistic approach to cleaning and making use of green innovation that keeps the environment and end users safe. All cleaning product and tool components are being evaluated from chemical formulations to packaging and batteries for their impact on the environment. Innovation was the focus ranging from green cleaning to sustainability to waste management and environmentally friendly packaging. There were hundreds of exhibitor companies demonstrating their new products, including cleaning tools that make use of robotics and offer end users smart cleaning options by employing Internet of Things (IoT) technology. Green cleaning and efficient cleaning tools were also on display at Interclean.

Click to view slideshow.

Kline is a global consulting firm with a rich history of serving the industrial and institutional cleaning market. With a well-respected portfolio of syndicated studies on Janitorial, Foodservice, I&I Cleaning Wipes, and I&I Hand Care studies, the firm helps our clients understand the market and grow their businesses. All of Kline’s research for this industry combines research with manufacturers, distributors, and trade associations with large-scale surveys of commercial cleaning end users to provide an accurate and comprehensive view of the market.

Kline’s newest offering, Foodservice Cleaning Products in Europe study, is expected to be published by the end of the year and offers a full assessment of warewash chemicals, surface-cleaning, and hand care used in commercial kitchens and foodservice areas in France, Germany, Italy, Spain, and the United Kingdom. Sample sizes of 750-1,000 end users are typical and provide our clients with a solid basis to understand why end users use the products they do, what they are looking for in the products they clean with, where they buy these products, and what their perceptions and satisfaction are. Emerging trends, online purchasing habits, and the use of concentrates, dilution, and dispensing systems, or ready-to-use products are addressed with end users.

“Our clients rely on the direct feedback from a large number of commercial end users in facilities such as hospitals, long-term care facilities, restaurants, hospitality, retailers, and education to help inform product development and marketing strategies for their professional brands,” says Laura Mahecha, Industry Manager of Kline’s I&I Cleaning Practice.

To learn more about Kline’s market studies for this industry, contact us.


Internal and External OTC Market Forces Impact Industry Growth

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The U.S. OTC market overall experienced 2.0% growth in 2017
The U.S. OTC market overall experienced 2.0% growth in 2017

The U.S. OTC market overall experienced 2.0% growth in 2017 with upper respiratory and topical products classes posting higher than average gains, according to Kline’s Nonprescription Drugs USA 2017 annual market study. “A strong cold and flu season in both Q1 and Q4 of 2017 drove the OTC cold and sinus market up 4.5% from 2016 levels,” says Laura Mahecha, Industry Manager for Kline’s Healthcare Practice. The topical products class posted 3.6% growth in 2017, driven by strong gains for OTC topical analgesics. “Lidocane line extensions have propelled strong double-digit growth for the second year in a row in the topical analgesics category,” adds Mahecha. The OTC eye care and diaper rash categories also had solid growth in 2017. However, many other stalwart OTC categories experienced very low or no growth in 2017. Nutritionals, digestives, and sleep aids all had flat or no growth while OTC pain relievers were up only 1.5% in 2017.

“Various factors are simultaneously converging on the industry leading to stagnant growth,” says Mahecha. “First, consumers are seeking a more holistic and natural approach to health from organic foods, to exercise, and use of more natural, less synthetic products. Second, e-commerce is a growing channel for OTC sales, and this channel has placed negative price pressure on brands with transparency and comparison shopping easier than ever. Third, new and seemingly endless sources of competition for OTC brands continue to impact the market from whole foods, to herbal and nutritional supplements, to devices, to natural OTCs, to probiotics. All of these factors makes driving dollar growth for traditional OTC brands challenging and unpredictable.” Limited Rx-to-OTC switch activity, new OTC launches, and advertising for OTCs have also curbed sales gains for the industry.

Being informed about market trends, competitors, and market adjacencies that may disrupt the market are even more crucial during lean growth periods. Kline’s Nonprescription Drugs USA study offers comprehensive analysis of the OTC market with five-year historical sales and trends, sales and share for hundreds of OTC brands and private-label products, analysis of marketing activity and new products, regulatory developments, and a five-year sales forecast complete with assumptions and reasoning. This well-regarded study keeps you informed with an interactive database that allows you to export data to Excel in addition to an insightful written report on 22 OTC categories, 11 major companies, and an executive summary rich with insights and actionable recommendations. Kline’s other Healthcare offerings, including Natural OTCs, Digestive Health, Immunity and Probiotics, Amalgam OTCs, Rx-to-OTC Switch: Next Frontier, Amalgam Nutritional Products, and Sleep Aids, offer a 360 degree view of the OTC market and adjacent products that can disrupt or impact traditional OTC growth. For more information please, contact us.

Commercial Laundry Trends in Extended Care

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Trends in the professional cleaning segments.
Trends in the professional cleaning segments.

Kline is actively conducting research with end users of laundry chemicals to assess their usage, perceptions, and perspectives on emerging trends. The extended care segment, including nursing homes, assisted living, and independent living facilities, are part of this research. The most commonly used laundry chemicals among extended care facilities are detergent, bleach, and fabric softeners although unscented softeners are preferred due to the fragile patient populations at these facilities. Extended care facilities are most concerned with sanitizing and disinfecting their laundry, resulting in a majority preferring to process laundry on the premises rather than sending it out. Other important laundry chemical attributes for this end-user group include chemical performance and stain removal. 

Nursing homes are providing more medical, rehabilitative, and physical therapy services as a result of changes in Medicare reimbursement that have encouraged more rehabilitation services at home to reduce costs. This has had an impact on occupancy rates, facility size, and the number of patient days at nursing homes. All of these trends impact spending by these facilities on laundry chemicals.

Learn about these trends and their impact on laundry chemical spending now and in the future from Kline’s Laundry Chemical Products USA: Market Analysis and Opportunities, which covers commercial laundries, extended care facilities, hospitals, lodging establishments, prisons and jails, small on-premise laundries, shirt laundries, and major on-premise laundries such as colleges, building service contractors, and military bases. This report will be published this summer and provides a full assessment of this $1 billion market with sales provided by end-use segment, product category, and supplier. By combining results from structured surveys of over 500 commercial end users with market size and trend insights captured from our in-depth interviews with suppliers and distributors, Kline’s study provides a comprehensive market assessment grounded in reality. To learn more, contact us.





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