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.”