Transcript 24 May 2011 Draft

ELEVATING CLEAN
WITH NOVOZYMES’ ELITE SUITE
OF DISHWASH SOLUTIONS
2
16/07/2015
NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
3
16/07/2015
NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
4
16/07/2015
NOVOZYMES PRESENTATION
Elevate cleaning with Novozymes’ elite
suite of dishwash solutions
Blaze® Evity
– Best-in-class protein
removal
Higher performance than other
protein removal dishwash
solutions in the market
Stainzyme Plus® Evity
– More powerful, more
robust
Superior starch removal even
after storage under tough
conditions
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NOVOZYMES PRESENTATION
Evity®- approved for tough conditions
Novozymes Evity is an
enzyme stabilization
platform for Novozymes
dishwasher solutions
Evity ensures enzyme
stability and maintained
performance on the shelf
and in consumer use
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NOVOZYMES PRESENTATION
Everything you always wanted in your
dishwash detergent
1
•
Best-in-class
performance
Get the best performance in
the market from
Novozymes’ elite suite of
dishwasher solutions
2
•
Consistent
cleaning
Maintain high performance
even after storage under
tough conditions
3
Eco
efficiency
•
Improve performance of
phosphate-free detergents
•
Offer good performance at
40°C
8
16/07/2015
NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
9
16/07/2015
NOVOZYMES PRESENTATION
Main trends in automatic dishwash
1
It’s superior
2
It’s easy
3
It’s natural
Efficient enzymes
Low temp washing
•
•
Consumers leave cleaning
up to detergent and
machine
Consumers have unmet
needs for better soil
removal
Source: Mintel, 2010
•
•
•
Convenience is main buying
criteria
Single dosing/all-in-one in
high demand
Short cycles free up time
•
•
•
Regulatory drive for
phosphate-free detergents
Natural claims dominate
Machines offer eco
programs with low temp
options
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NOVOZYMES PRESENTATION
European consumers demand high performance
1
It’s superior
Q. Do you usually rinse your dishes
before you put them in the dishwasher?
% of respondents
•
~ 50% of consumers purchase top
brands on a regular basis
(example: Somat, Finish/Calgonite)
•
~ 55% of the consumers indicate
“best performance” as the main
reason for selecting these brands
Source: Online survey conducted by Novozymes 2009; 401 German respondents
Europeans tend to not prerinse as they
expect their dishwasher detergents to offer
spotless results
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NOVOZYMES PRESENTATION
Top soils that frustrate customers
1
“
Frequent soils that are most difficult to remove
On a scale of 1 to 5; where 5 is most difficult
It’s superior
Only few automatic dishwasher
detergents actually perform well
on difficult soils such as tea,
egg, meat, and rice
”
Source: Test-Achats, 2011
Source: Online survey conducted by Novozymes 2009; 401
German respondents
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NOVOZYMES PRESENTATION
Consumer survey indicates convenience is king
2
It’s easy
Q. Main purchasing criteria for ADW detergents?
% of respondents
Nearly 80% of users
in Europe prefer
tablets
Convenience is the
primary reason for
purchasing tablets
Source: Euromonitor 2011; Online survey conducted by Novozymes 2009; 401 German respondents
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NOVOZYMES PRESENTATION
Multi-functional tabs have become the norm
2
It’s easy
All in 1
8 in 1
•
•
•
Consumers demand
convenient and easy
to use products
7 in 1
6 in 1
Dishwasher detergents
have over time
become more
complex, integrating
e.g. rinse aid and salt
Today 8 of 10 new
dishwasher products
are marketed with
multi-function claims
5 in 1
4 in 1
3 in 1
2 in 1
SALT
RINSE AID
CLEANING
Source:Mintel GNDP 2011; *All in one, all in 1, Max in 1, Toute en 1, alles in 1, 6,7,8 in one
ANTI-CRUSTING
EXTRA RINSE
SOIL REMOVAL
GLASS PROTECTIO N
SILVER CARE
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NOVOZYMES PRESENTATION
Time is precious – short wash cycles offer
convenience
2
It’s easy
•
Most new machines today are
introduced with short cycles
(program length varies between
30 min. and 1 hr.)
•
Short wash cycles, rinse-only
cycles, mid-cycle turn-off, and
other features are designed for
convenience as well as energy
conservation*
•
Short cycle programs are an
upcoming trend and they pose
new challenges for automatic
dishwash detergents
Source: Euromonitor 2011, *Eksom (energy company in South Africa)
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NOVOZYMES PRESENTATION
Manufacturers are focusing on
environmentally-friendly claims
3
It’s natural
Q. What represents an environmentallyfriendly dishwash detergent to you?
60% indicate biodegradable ingredients
40% of consumers indicate lower wash
temperature
Source: Online survey conducted by Novozymes 2009; 401 German
respondents
Top claim categories in 2010
Green claims are dominating the positioning of
European automatic dishwash detergents
Often such claims are combined with
convenience features, soluble wrap, all-in-one,
and others
Source: Mintel GNDP, 2011
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NOVOZYMES PRESENTATION
There is legislative pressure to go phosphate free
3
It’s natural
Share of products released in Europe that
claim to be “phosphate free” (Euromonitor)
“Where STPP is used as builder in household
detergents, it contributes to up to 50% of
soluble phosphorus in municipal
wastewater…reduction in the use of phosphate
based detergents should have a positive impact
on the eutrophication of surface water bodies.”
EU Commission (2010)*
USA, 2010
• Ban on phosphate use in laundry and
dishwash detergents in various states
EU, 2013
• Proposed ban on phosphate use in laundry
detergents
• Many individual member countries have
already implemented bans on phosphates in
laundry detergents nationally
• Phosphate ban for dishwash detergents to be
reviewed in 2014
Source: EC ENVIRONMENT DIRECTORATE; http://ec.europa.eu/environment/water/pollution/phosphates
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NOVOZYMES PRESENTATION
Low wash temperature on way to be a reality
3
It’s natural
Most new machines today are
introduced with 40°C Eco cycles
Various test institutes, including
STIWA are testing detergent
efficiency at 50-55°C and 40-45°C
New detergents optimized for lower
wash temperatures are entering the
market
Source: Novozymes research, 2011, Quantam website
Claro phosphate-free detergent
Henkel Somat
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NOVOZYMES PRESENTATION
Get ahead with Novozymes’ dishwash solutions
•
Only few detergents perform well
on difficult stains such as tea, egg,
meat, rice, and others
•
Convenience is a main driver for
consumers and focus will continue
to be on all-in-one products and
products that offer spotless
cleaning the first time, every time
•
New wash cycles, both low temp.
and shorter cycles, pose new
challenges to detergent
performance
•
There is legislative pressure to
remove phosphate from automatic
dishwash detergents
Novozymes can elevate dishwash cleaning and solve current market challenges
Source: Test-Achats; 2011, Euromonitor
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NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
20
16/07/2015
NOVOZYMES PRESENTATION
Everything you always wanted in your
dishwash detergent
1
•
Best-in-class
performance
Get the best performance in
the market from
Novozymes’ elite suite of
dishwasher solutions
2
•
Consistent
cleaning
Maintain high performance
even after storage under
tough conditions
3
Eco
efficiency
•
Improve performance of
phosphate-free detergents
•
Offer good performance at
40°C
21
7/16/2015
NOVOZYMES PRESENTATION
Elevated performance on protein soils
Wash conditions: 50°C, 21°dH, EU full scale wash Miele G646 Plus, EU phosphate detergent 1, detergent dosage 20g/wash
Egg yolk (IKW)
% protein removed
Visual score: 0-10; 10 is fully clean
Minced meat on plates (improved IKW*)
Dosage wt% of protease
* Improved IKW: minced meat with egg yolk baked at 140°C
Dosage wt% of protease
ELN-10-BHEI-0016
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NOVOZYMES PRESENTATION
Elevated performance on everyday soils
'Wash conditions: 50°C, 21°dH, EU full scale wash Miele G646 Plus, EU phosphate detergent; detergent dosage 20g/wash
3wt% protease + 0.8 wt% amylase; spaghetti carbonara was burnt on the plates by baking at 180°C for 1 hour
Spaghetti carbonara
Leading EU
commercial detergent
Detergent + Ovozyme
+ Stainzyme Plus Evity
Detergent + Blaze Evity
+ Stainzyme Plus Evity
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NOVOZYMES PRESENTATION
Elevated performance on everyday soils
Wash conditions: 50°C, 21°dH, EU full scale wash Miele G646 Plus, EU phosphate detergent, detergent dosage 20g/wash
3wt% protease + 0.8 wt% amylase; shepherd’s pie was burnt on the plates by baking at 180°C for 1 hour
Shepherd’s pie
Leading EU
commercial detergent
Detergent + Ovozyme
+ Stainzyme Plus Evity
Detergent + Blaze Evity
+ Stainzyme Plus Evity
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NOVOZYMES PRESENTATION
Improved performance confirmed by
tensioconsult at 50°C
Performance index
0 (no cleaning) - 100 % (total cleaning)
Wash conditions: 50°C, 21°dH, EU full scale wash Miele G968, in presence of ballast soil, detergent dosage 20g/wash
Visual assessment
Gravimetrical assessment
Tensioconsult conclusion
The detergents containing both 3/4 wt% Blaze Evity and 0.8/1.2 wt% Stainzyme Plus Evity exhibit best overall
cleaning performance compared to other detergents tested that contained Ovozyme. Performance was
particularly good on egg yolk and starch.
26
16/07/2015
NOVOZYMES PRESENTATION
Everything you always wanted in your
dishwash detergent
1
•
Best-in-class
performance
Get the best performance in
the market from
Novozymes’ elite suite of
dishwasher solutions
2
•
Consistent
cleaning
Maintain high performance
even after storage under
tough conditions
3
Eco
efficiency
•
Improve performance of
phosphate-free detergents
•
Offer good performance at
40°C
27
16/07/2015
NOVOZYMES PRESENTATION
Why do we test after storage?
•
To measure consistent performance
of Blaze Evity and Stainzyme Plus
Evity over place and time
•
Novozymes has used accelerated
storage conditions of 37°C/70% RH
to measure performance
consistency
•
These accelerated conditions are
tougher than real life situations,
however, they clearly show the
robust and consistent performance
of our dishwash solutions
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NOVOZYMES PRESENTATION
Consistent cleaning on minced meat and egg yolk
Wash conditions: 50°C, 21°dH, EU full scale wash, Miele G646 Plus, EU phosphate detergent 1, detergent dosage 20 g/wash
37°C/70% RH (accelerated storage in open containers); enzyme dosage: 3 wt% Protease + 0.8 wt% amylase
Egg yolk (IKW)
* Improved IKW: minced meat with egg yolk baked at 140°C
% Protein removal
Visual score: 0-10; 10 is fully clean
Minced meat on plates (improved IKW*)
ELN-11-STRC-0006
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NOVOZYMES PRESENTATION
Synergy effects elevates cleaning
Wash conditions: 50°C, 21°dH, EU full scale wash, Miele G646 Plus, EU phosphate detergent 1, detergent dosage 20 g/wash
Enzyme dosage: 3 wt% protease + 0.8 wt% amylase; 37°C/70% RH (accelerated storage in open containers)
Rice plates colored with iodine
% starch removal
Blaze Evity +
Stainzyme
Plus Evity
Ovozyme +
Stainzyme
Plus Evity
Fresh
4 weeks
5 weeks
ELN-11-STRC-0006
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NOVOZYMES PRESENTATION
Consistent cleaning confirmed by Tensioconsult
Wash conditions: 50°C, 21°dH, EU full scale wash, Miele G968, in presence of ballast soil; 37°C/70% RH (PE wrapped tablets);
detergent dosage 20g/wash
Performance index
0 (no cleaning) - 100 % (total cleaning)
Egg yolk
Tensioconsult conclusion
The detergent containing 4 wt% Blaze Evity exhibits best overall cleaning performance even after storage for
four weeks compared to other detergents tested that contained Ovozyme.
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NOVOZYMES PRESENTATION
Consistent cleaning confirmed by Tensioconsult
Wash conditions: 50°C, 21°dH, EU full scale wash Miele G968; in presence of ballast soil; 37°C/70% RH (PE wrapped tablets);
detergent dosage 20g/wash
Performance index
0 (no cleaning) - 100 % (total cleaning)
Starch
Tensioconsult conclusion
The detergent containing 1.2 wt% Stainzyme Plus Evity exhibits best overall cleaning performance even after
storage for four weeks compared to other detergents tested that contained lower dosages of Stainzyme Plus
Evity.
33
16/07/2015
NOVOZYMES PRESENTATION
Everything you always wanted in your
dishwash detergent
1
•
Best-in-class
performance
Get the best performance in
the market from
Novozymes’ elite suite of
dishwasher solutions
2
•
Consistent
cleaning
Maintain high performance
even after storage under
tough conditions
3
Eco
efficiency
•
Improve performance of
phosphate-free detergents
•
Offer good performance at
40°C
34
7/16/2015
NOVOZYMES PRESENTATION
Elevated performance at 40°C
Wash conditions: 40°C, 21°dH, EU full scale wash, Miele G646 Plus, EU phosphate detergent 1, detergent dosage 20g/wash,
Mixed starch on plates colored with iodine
Egg Yolk (IKW)
Increasing dosage of amylase 0.5, 0.75, 1 wt%
% starch removed
% protein removed
Increasing dosage of protease 1, 2, 4 wt%
Dosage wt% of amylase
Dosage wt% of protease
ELN-10-BHEI-0017
35
16/07/2015
NOVOZYMES PRESENTATION
Improved performance confirmed by
tensioconsult at 40°C
Performance index
0 (no cleaning) - 100 % (total cleaning)
Wash conditions: 40°C, 21°dH, EU full scale wash, Bosch SMS86, in presence of ballast soil, detergent dosage 20g/wash
Visual assessment
Gravimetrical assessment
Tensioconsult conclusion
The detergents containing both 3/4 wt% Blaze Evity and 0.8/1.2 wt% Stainzyme Plus Evity exhibit best overall
cleaning performance compared to other detergents tested that contained Ovozyme. Performance was
particularly good on milk, meat, egg yolk, and starch.
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NOVOZYMES PRESENTATION
The phosphate-free challenge
• Phosphate boosts detergent
performance in two ways – it
offers cleaning performance
and it also offers a stable
environment for enzymes to
remain active
• Phosphate-free detergents can
now see elevated performance
with Novozymes new
dishwasher solutions based on
the Evity stability platform
37
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NOVOZYMES PRESENTATION
Performance in nil-P: minced meat and egg yolk
Wash conditions: 50°C, 21°dH, EU full scale wash, Miele G646 Plus, EU nil phosphate detergent, detergent dosage 20g/wash
Increasing dosages of 0.6, 0.8, and 1% wt amylase
Egg yolk (IKW)
% removed protein
Visual score: 0-10; 10 is fully clean
Minced meat on plates (improved IKW*)
Dosage wt% of protease
* Improved IKW: minced meat with egg yolk baked at 140°C
Dosage wt% of protease
ELN-11-BHEI-0002
38
16/07/2015
NOVOZYMES PRESENTATION
Performance across temp: minced meat/egg yolk
Wash conditions: 21°dH, EU full scale wash Miele G646 Plus, EU nil phosphate, detergent dosage 20g/wash; 3 wt% protease + 0,8 wt% amylase
* Improved IKW: minced meat with egg yolk baked at 140°C
Egg Yolk (IKW)
% protein removal
Visual score: 0-10; 10 is fully clean’
Minced meat on plates (improved IKW*)
ELN-11-BHEI-0002
39
16/07/2015
NOVOZYMES PRESENTATION
Performance across temp on starch
Wash conditions: 21°dH, EU full scale wash, Miele G646 Plus, EU nil phosphate detergent, detergent dosage 20g/wash
3 wt% protease + 0.8 wt% amylase
Rice
Rice
Rice
40°C
50°C
Mixed starch
Blaze Evity +
Stainzyme
Plus Evity
Ovozyme +
Stainzyme
Plus Evity
30°C
50°C
ELN-11-BHEI-0004
41
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NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
42
16/07/2015
NOVOZYMES PRESENTATION
Elevate your brand
With the claims consumers want
Novozymes’ new elite suite of
dishwasher solutions directly delivers
the performance and environmental
benefits today’s busy and thoughtful
consumers need
You can translate these benefits into
brand claims for your detergent and
watch your target audience take
notice while you gain market share
Campaign:
Marketing to the
eco-conscious consumer
Campaign: High-performance dishwasher
detergent
Who: 25-50 age group; performance-oriented audience;
zero tolerance for food soils
Why: Europeans don’t pre-rinse because they expect
their dishwasher detergent do to a really good job. They
also like convenience – so they won’t like to re-wash
dishes.
How: Blaze Evity and Stainzyme Plus Evity are designed
to elevate the performance of any detergent and
especially work on tough soils you get from “burnt on”
meals like spaghetti carbonara and shepherd’s pie
Claims:
•
Completely clean – the first time, every time
•
No pre-rinsing
•
No stubborn grime left behind
45
16/07/2015
NOVOZYMES PRESENTATION
CONTENT
NOVOZYMES DISHWASH SOLUTIONS
MARKET TRENDS & CONSUMER INSIGHTS
PROOF OF CONCEPT
PRODUCT CONCEPTS
SUMMARY
46
16/07/2015
NOVOZYMES PRESENTATION
Elevate clean with Novozymes’ suite of
dishwash solutions
CONSUMERS DEMAND CONVENIENCE
AND PERFORMANCE
•
•
Give your consumers best-in-class
performance with the synergistic cleaning
effects of Blaze Evity and Stainzyme Plus
Evity on everyday difficult food soils
Help consumers eliminate the need to prerinse or re-wash dishes
CONSUMERS CARE FOR THE PLANET
•
•
Improve the performance of phosphatefree detergents
Meet the future cold water challenges with
good performance also at lower wash
temperatures
ELEVATING CLEAN
WITH NOVOZYMES’ ELITE SUITE
OF DISHWASH SOLUTIONS