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Market drivers and needs

Global macrotrends

A growing middle class that has increasingly more leisure time and an increased awareness about health and wellbeing means that more people are
spending more time and money on appearance, fashion, sports, fitness and wellness.

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 and while exercising. Increasingly more consumers are asking for easy-care clothing that does not smell bad after use. Polygiene has conducted market research across many markets and consumer categories that clearly demonstrates the perceived needs of consumers:

  • 90 percent say that odor negatively affects self-confidence.
  • 30 percent have thrown away a newly laundered garment due to odor.
  • 60 percent are willing to pay more for a garment that stays odor free.
  • 63 percent would choose a base layer that has been treated with Polygiene for £70 over a non-Polygiene-treated base layer that costs £15. In other words, they
    value Polygiene’s functionality and are willing to pay a significantly higher price to assure the odor-free functionality of the garment.

Furthermore, consumers want to be environmentally friendly 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, which is well in line with Polygiene’s concept, “Wear More. Wash Less.”.

Brand drivers

There is a polarization in the Sport & Outdoor segment. Companies either have a value brand, a brand that offers a product at a low price, or a premium or specialty brand that delivers the best functionality, the latest innovation, the best design and the best possible differentiation among other things, at a higher price. Polygiene focuses solely on reaching the premium and specialty brands. To justify a higher product price, these brands must be able to offer consumers both the best functionality and a clear, marketable product description, which Polygiene also does.

Societal drivers

There are more than seven billion people in the world, and all of them need clothing. In the U.S. and Europe, people use an estimated 30 kilograms (66 lbs.) of textiles per person per year. In India, which in 12 years is expected to surpass China in terms of population, this figure is 5 kilos (11 lbs.). In China, it is 14 kilos (30 lbs.) of textiles per person per year.* To keep pace with the world’s growing population and rising standard of living, increasingly more textiles are being used and washed, which means that water consumption is also rapidly rising. Fresh water is a scarce resource in more and more places around the world. For example, water shortages, especially in major metropolitan areas, frequently occur in parts of the U.S., Europe and Asia. Groundwater levels are reaching record lows, and many major rivers are experiencing very low water levels and high levels of pollution. Polygiene’s concept, “Wear More. Wash Less”, contributes to easing water scarcity by increasing the useful life of clothing while reducing the need to wash it frequently. This not only helps reduce the consumption of water, but also the consumption of the world’s resources.

Source: Cambridge University study, “Well dressed?,” 2006.

Unless a specific reference source is explicitly provided, the statements and facts presented in this section reflect the Company’s own views based on the expertise and collective knowledge of its employees.