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Still common practice in developing<br />

countries: washing by hand. But<br />

growing prosperity is making washing<br />

machines and automatic laundry<br />

detergents more affordable<br />

United States, the activator of choice is nonanoyloxybenzolsulfonate,<br />

NOBS, which forms pernonanic<br />

acid with hydrogen peroxide.<br />

TAED and NOBS are only partially effective<br />

below 30° C because the corresponding peracids<br />

are not as reactive under these conditions. As a<br />

result, countries that have traditionally used primarily<br />

cold water to do laundry, such as the United<br />

States, Japan and a few countries in Southern<br />

Europe, tend to use hypochlorite as their bleaching<br />

agent. This is why the chlorine released as a byproduct<br />

is also associated with hygiene and cleanliness<br />

in the United States.<br />

Laundry detergent markets in flux<br />

The laundry detergent market is subject to continual<br />

change. While the environmental movement<br />

of the 1980s, for example, spurred a trend<br />

toward compact laundry detergents and concentrates,<br />

as well as a ban on phosphate-based detergents<br />

in Europe, today’s changing demographics<br />

are lowering sales figures and increasing competition<br />

in Europe’s all-purpose laundry detergent<br />

market. With the number of households of individuals<br />

and households made up of senior citizens<br />

being on the rise and the number of households<br />

with children being on the drop, a clear trend toward<br />

more synthetic fibers and delicate clothing<br />

but less stained and dirty laundry is seen.<br />

Over the past ten years, this trend has resulted<br />

in a significant shift in market shares in favor of<br />

liquid laundry detergent over conventional powdered<br />

laundry detergents. This trend appears to<br />

have stopped, however, since liquid laundry detergents<br />

are reaching their limits (see info box on<br />

liquid laundry detergents). To offset the limited<br />

cleaning power of liquid laundry detergents, detergent<br />

manufacturers have now brought an array<br />

of bleaches and stain removers onto the market.<br />

Traditional laundry habits are changing, however—not<br />

just in Europe but worldwide. Unlike<br />

Europe, the developing countries are faster-growing<br />

markets, since greater prosperity and purchasing<br />

power also means closets filled with more<br />

clothes. And more clothes means increased sales<br />

of washing machines and automatic laundry detergents.<br />

In developed countries like the United<br />

States and Japan, growing environmental awareness<br />

is increasing consumers’ willingness to buy<br />

European washing machines (front loaders), which<br />

are more energy-efficient and watersav ing than the<br />

technically and mechanically less complex Amer i -<br />

can washing machines (top load ers). At the same<br />

time, demand for low-foaming European all-purpose<br />

laundry detergents designed specifically for<br />

these machines is also on the rise.<br />

32 elements32 evonik science newsletter

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