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A trip down the laundry aisle in a supermarket might look the same, but the products on the shelves are changing.
Consumers are asking sharper questions: Is it plant-based? Is it safe? Can it clean well without costing the earth?
Detergent makers are racing to keep up by reformulating biodegradable formulas, clearer claims, and ingredients that work in colder washing. At Sinar Mas Agribusiness and Food, we see oleochemicals as key to this change. Through responsibly sourced palm oil, our oleochemicals support brands in creating detergents that are both effective and responsible – a win for households and for the planet.
Why consumers are shaping the new detergent playbook
Sustainability is no longer just a niche demand. Shoppers are paying closer attention to what goes into their detergents. They’re scanning labels for words like “plant-based”, “biodegradable”, or “cruelty-free”. At the same time, they still expect the basics: products that clean well, are easy to find, and don’t break the bank.
Research shows detergent consumers fall into three broad groups:
Eco-actives
These are the committed buyers. They live by their values and consistently choose products they believe are sustainable.
Eco-considerers
They care about the environment but need the right mix of price, convenience, and proof before they change their habits.
Eco-dismissers
They’re less focused on sustainability and tend to stick with what they already know.
Source: Who Cares? Who Does? Sustainability by Kantar 2024
Taken together, eco-actives and eco-considerers make up over 60% of shoppers. That’s where the biggest opportunity lies for detergent brands.
But turning intent into action isn’t simple. Many shoppers still hold back because:
Sustainable products are too expensive
They don’t know how to tell what’s truly sustainable
Struggling to find them in stores
Some worry they won’t work or clean as well
This shows why clear and credible claims matter. They want proof that a detergent really is plant-based, that the packaging can really be recycled, and that performance won’t be sacrificed in the process.
The lesson for brands is clear: sustainability will win loyalty only when it’s backed by transparency and results.
One product, many worlds: What detergent looks like around the globe
Laundry may be universal, but the way people wash their clothes and what they want from detergents is anything but. For detergent makers, this means agility is non-negotiable.
What matters the most:
Cold washing, short cycles, eco-friendly packaging, fragrance as a wellbeing cue
What matters the most:
Toxin-free and safe ingredients, transparent labelling, strong cold-water performance
What matters the most:
Rapid rise of plant-based and biodegradable formulas, new formats like pods and sheets
What matters the most:
Affordability and effective products linked to hygiene, less-water-needed formulations due to water scarcity, shift from powder to liquids
What matters the most:
Affordable, effective solutions with growing interest in sustainability
Source: Mintel Database 2024
Laundry habits differ sharply by region. For brands, this means knowing which priorities matter locally and building performance and trust around them.
Chemistry that carries the load: Building detergents that work in softer conditions
Laundry is one of the biggest energy users in the home, and heating water drives most of that footprint. In fact, up to 60% of a detergent’s carbon impact comes from the way it’s used. Switching from a 40°C wash to 30°C cuts emissions by 20-25%, and shorter cycles save even more.
The challenge? Lower temperatures make stains harder to remove. That’s where chemistry becomes the hero.
Scientists often refer to the Sinner’s Circle – four elements that determine how well a wash works:
Did You Know??
Detergents act like tiny janitors. Their surfactant molecules wrap oil and dirt inside special bubbles (micelles), letting water rinse them away and cleaning up effectively without the mess.
If one factor weakens, another has to pick up the slack. So, when the heat goes down, chemistry must work harder.
At Sinar Mas Agribusiness and Food, our palm-based oleochemicals are designed with this balance in mind. They keep detergents powerful at 30°C or below, so consumers can save energy without worrying about performance.
“A lot of people assume that just because it is plant-based, it is less effective. That’s 100% not true,” says Enrique Naz, our Deputy Chief Executive Officer at Sinarmas Cepsa. “We’re showing that renewable chemistry can deliver the same, it not better, results than traditional formulations – and with the added benefit of traceability and sustainability.”
What sustainability really means, and what brands need from ingredient partners
Sustainability doesn’t look the same to everyone. Some shoppers care most about labels like plant-based or biodegradable. Others are drawn to cruelty-free, refillable packaging, or low-energy wash formats. For detergent makers, the challenge is turning these promises into something measurable.
This is where ingredients make the difference. The ingredients inside a detergent decides whether it truly biodegrades, performs well in cold washes, or delivers results a brand can confidently stand behind.
At Sinar Mas Agribusiness and Food, we help bridge that gap by offering:
Traceable palm-based oleochemicals, backed by a fully integrated supply chain
Reliable quality across a wide spectrum of applications
Proven stability, ensuring consistent supply and longer shelf life
Technical partnership, helping brands adapt and innovate with credibility
“The test isn’t just performance anymore. It’s credibility. Consumers want proof. Our role is to give brands the chemistry, traceability, and assurance they need to show their detergents work – and that they work responsibly,” explains Enrique.
Clean clothes shouldn’t come at the planet’s expense. That’s why we’re investing in surfactants that balance performance with sustainability, supporting detergent makers worldwide. Explore our high-quality surfactants from Sinarmas Cepsa.
