ABOUT POLYGIENEMARKET OVERVIEW
Polygiene® is the market leader in the odor control segment when it comes to technology leadership as well as brand recognition. The pandemic in 2020 has forced us to adapt to new realities and new habits. The crisis raised the awareness of microbes and hygiene and massively increased the demand for anti-microbial technologies.
Stays Fresh technologies
The textile industry is one of the largest polluting industries and is a significant contributor to climate change. In the Paris agreement signed in 2015, there is a long-term goal to reduce carbon emission by 50% by latest end of year 2030. To be able to achieve this challenging target, new initiatives and innovations need to take place. In a recently released report* by McKinsey together with Global Fashion Agenda, three areas have been identified as accelerated abatement potential.
The production phase meaning upstream operations, has the biggest potential with 61% of the total abatement potential. The next focus is to encourage sustainable customer behaviors, and this is the area where stays fresh technologies could make a difference. By enabling the consumer to prolong the lifetime of garments and make conscious decisions with a circular approach, the impact will be enormous in the long run. This includes all from buying patterns, reduced washing and drying, how to discard clothing at their end of life – and ultimately raise the awareness of a global problem. The last area is the responsibility of the brands and today all reliable brands require a trustworthy and sustainable profile to survive in the future. Their part in this is critical in the sense that they can both influence the end-customers and make demands to their suppliers at the production level. All these three areas have big potential to flatten the curve and it enables us to have a chance to achieve the target of a 50% reduction of carbon emissions, in a 10-year period.
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. Accenture added that 9 out of 10 of that percentage said they were likely to continue doing so.
The addressable market for branded stays fresh technologies has been estimated to over 1900 million yards of textiles every year. The largest categories will be in the Lifestyle and Home textile segments and the fabrics to be treated will be mainly polyester and cotton.
Accelerated abatement potential in the industry
Key sources of emissions saving under accelerated abatement
The future of anti-microbial technologies
In the wake of the pandemic, people have become increasingly aware of hygiene. Demand for products that protect and promote hygiene has risen and this is expected to become a trend in the long run. Beyond hygiene, the ongoing fight against the virus has also put the spotlight on another important aspect – the hygiene of frequently touched surfaces. We see the emphasis on this going up in the days to come and according to a recent study*** the demand for anti-microbial treatments are expecting to grow with a CAGR of 9,8% per year the coming 5 years. This report was released during the ongoing pandemic. A similar report released one year earlier, only had a CAGR of 5,2%. That indicates the increased awareness and the rapidly growing demand. Polygiene® doesn’t expect interest in antimicrobial treatments to decrease after the pandemic. Awareness of the risks associated with bacteria and viruses has increased significantly among the general public and, even in a post-coronavirus world, hygiene and cleanliness will probably still be on top of people’s minds. As society re-opens and we begin to travel, socialize, and return to the workplace, textiles and surfaces with antimicrobial treatment will provide added value as people move around and interact with each other again. Polygiene, together with leading industry experts, therefore, believe that demand for antimicrobial treatment will continue for preventive purposes. Our vision is to bring about and support fundamental habit and lifestyle changes in consumers by offering eco-friendly options. This ‘clean and green’ approach to consumption is our guiding star and we believe it will be beneficial to the environment and our planet in the long run.
*McKinsey / ** GMI / *** https://www.accenture.com/_acnmedia/PDF-130/Accenture-Retail-Research-POV-Wave-Seven.pdf
Well positioned for leadership
With the acquisition of Addmaster, which widens the offer to also include hard surfaces, Polygiene® has never been better positioned to become the global leader in the stays fresh category in additional segments, industries and types of products.
Our over 200 customers employ co-branding in their marketing communications to describe the Polygiene Stays Fresh technologies and this increases the consumer appeal and value of their products and gives our brand visibility. Thanks to this we are now well-positioned to make good use of our strengths and grow both new customers and segments/industries.