Surfactants: Product differentiation key to success in difficult times

Alam: Detergent makers searching for value. In a difficult environment, with cost-conscious consumers, surfactant makers say that product differentiation is a critical factor in maintaining or improving market share. Detergent makers, in response to consumer demand, are searching for high-performance surfactants with low prices. Meanwhile, certain applications, such as grease cleaning and convenient pod products, can command a premium. “With the macroeconomic situation, consumers have generally traded down to detergents that are less costly,” says...

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