#Textile chemistry

2014-07-16

New survey reveals that consumers long for longer lasting clothes

Novozymes' fermentation facility in Kalundborg, Denmark. Enzymes are produced by fermentation of microorganisms (c) 2014 Novozymes

Novozymes engaged an independent research company to take to the streets in both France and Germany and randomly recruit 310 survey participants. With the survey results demonstrating that 86% of the participants purchased cotton garments at least every six months, and one third at least once a month, it was a topic they could all relate to.

Smooth, neat surfaces are a clear quality indicator “Our enzymes help create the smoother, pill-free textiles that consumers want.” says Christian Wieth, Novozymes’ global marketing manager for textiles, “The survey proved that texture is extremely important to consumers, with the respondents stating that a neat, pill-free surface is more important at point of sale than either price or brand. This offers manufacturers unique new opportunities to differentiate and brand based on the benefits offered by biopolishing.”

Real examples, real difference T-shirts consisting of one treated and one untreated side where also presented to the survey participants. Each t-shirt was washed a certain number of times, and offered a true opportunity to assess whether the benefits of biopolishing are obvious to consumers. The difference was certainly discernable, with 85% of the survey participants saying that they would use biopolished clothes for longer, and 90% saying they would be willing to pay up to 10% more for such improved quality.

“The survey proves that repurchase intent increases with a factor 5, and 2/3 will recommend a brand that biopolish,” says Christian Wieth, “ That’s a huge driver for more sales within the knits category which, also demonstrated by the survey, is characterized by low consumer loyalty.”

30 washes – a worn out t-shirt? 79% of the survey participants believe that the average t-shirt is no longer fit for wear after approximately 30 washes. Stains, holes, loss of shape or color, and fuzz and pills were some of the reasons that t-shirts are discarded. As part of research to further develop the Sustainable Clothing Action Plan (SCAP) product ‘footprint’ calculator, the Environmental Resources Management (ERM) agrees that biopolishing can extend the lifetime of cotton garments by 20%.

“Saving time, water and energy through biopolishing with Novozymes’ Combi process results in reduced production costs, which adds a strong competitive edge to business while showing consideration for use of natural resources,” says Christian Wieth, “The survey also demonstrates the true difference in quality our enzymes make – a difference consumers like and are willing to pay for. And with 87% saying they dream of longer lasting clothes, we’re catering for a real market need.”

Indovinya advances sustainable solutions with agreement for the supply of renewable Oxygen from Air Liquide

Indovinya, the specialty chemicals and surfactants division of Indorama Ventures, has entered into an agreement with Air Liquide — a world leader in gases, technologies, and services for industry and healthcare — for the supply of renewable oxygen. The agreement represents a strategic advancement in Indovinya’s commitment to sustainability, as it increases the share of renewable raw materials in the production of ethylene oxide, one of its key products.

DyStar releases FY2025 sustainability report, marking a new milestone towards its 2030 targets

DyStar, a leading specialty chemicals company with more than a century of expertise in product development and innovation, today announced the release of its FY2025 Sustainability Report, marking a significant milestone in its sustainability journey and reinforcing its commitment to long-term value creation.

Rieter sees Barmag integration on track as orders and sales rise

The first half of 2026 was shaped by the successful completion of the largest acquisition in Rieter’s history. The Man-Made Fiber Division enables entry into the growth segment of man-made fibers and sustainably strengthens Rieter’s market position in the Asia region. The expanded Group is now the world’s leading system supplier for the processing of natural and man-made fibers. In the first half of the year, initial cost savings in material costs and operating expenses have already been realized. The targeted synergies are expected to amount to at least CHF 20 million by the end of the 2028 financial year. Due to the completion of the acquisition on February 2, 2026, the first half of the year for the Man-Made Fiber Division only amounts to five months.