ABOUT POLYGIENEMARKET DRIVERS AND NEEDS

Much has been written about the pandemic and the tailspin it has thrown the whole world into. Businesses around the world, continue to be affected, operating with a certain degree of uncertainty and nervousness. However, despite the setbacks and the anxiety, exciting opportunities loom on the horizon if we can stay the course and continue to drive innovation.

GLOBAL MACROTRENDS

In the wake of the pandemic, people have become increasingly aware about hygiene. Demand for products that protect and promote hygiene has risen and this is expected to become a trend in the long run.

CONSUMER DRIVERS

People are increasingly concerned about how they are perceived by others. They do not want to smell bad, and they want to feel confident on a daily basis. More consumers are demanding easy-care clothing that stays fresh after use. Polygiene® has conducted market research across many markets and consumer categories that clearly demonstrates the perceived needs of consumers:

90% say that odor negatively affects self-confidence.
30% have discarded a freshly laundered garment due to odor.
60% are willing to pay more for a garment that stays fresh.

Furthermore, consumers want to act in an environmentally conscious way and, at the same time, save time and money by washing their clothing less frequently. There is a clear trend that consumers are becoming more environmentally aware and are making climate-smart choices. This is well in line with Polygiene’s concept of ‘Wear More. Wash Less.’

SUSTAINABILITY DRIVERS

There has been a surprising upside to the pandemic. With people staying at home, there have been some obvious positive changes in the environment. People have first-hand seen bluer skies, clean rivers and lakes and a significant reduction in air and noise pollution. This has brought home the truth that it is human activity that threatens and degrades the environment.

A global survey* by management consultancy firm Accenture has found that 61% of consumers have reported making more environmentally friendly, sustainable, or ethical purchases since the start of the pandemic. The survey has also discovered that 9 out of 10 of that percentage said they were likely to continue doing so.

This ethical and environmental consumer revolution is here to stay and means only good news for us. In a world where textile and energy waste are an increasing drain on our planet and resources, we fit right in. Polygiene®-treated products like apparel, footwear and gear stay fresh longer. Because they don’t have to be washed as often as regular products, they last longer and can reduce the carbon footprint.

BRAND DRIVERS

There is a polarization in the market and companies either have a low-price value brand or a premium brand that delivers superior functionality, innovation and design at a higher price. To justify a higher product price, these brands must be able to offer consumers both the best functionality and a clear, marketable product differentiation. Polygiene® does exactly that. This positions us as an invaluable partner that is instrumental in driving value for our customers’ brands both in terms of functionality and sustainability.

* https://www.accenture.com/_acnmedia/PDF-130/Accenture-Retail-Research-POV-Wave-Seven.pdf