RE: New IP due to be announced on superabsorbents18 Feb 2025 22:47
Why do I believe that blending Sodium Itaconate beads with Sodium Acrylate beads is unlikely to be accepted by the market. I’ve worked in the industry for over 30 years in technical and commercial roles and believe me when I say that selling ‘green’ chemistry is bloody hard. Unless you have a following wind of regulation to push the market in the right direction then most customers are resistant. The industry is very conservative and will only switch if both performance and cost justify it. Being ‘green’ is seen as a ‘nice to have’.
Having said that, some areas of the market can be very open to ‘green’ technology. Cosmetics, Personal Care and some parts of the FMCG market. Young mothers thinking about the future of their children’s planet must be marketing nirvana. But the message needs to be bold, simple and clear. No wishy-washy half measures. How do you ‘sell’ half a solution…
Roll up, Roll up; Buy our nappies because we’ve replaced 60% of something you’ve never heard of and by the way, the rest of the nappy components are still made from fossil based plastics so you can’t actually just throw this in the recycle bin after use but trust me a little bit of what’s inside it is now biodegradable.
That’s not really the most catchy marketing phrase.
Maybe I’m being too cynical? But if Itaconix can get the performance and cost right, and if their product can replace ALL and not just part of the current superabsorbent[ then this is a massive opportunity.