Novozymes makes household cleaning green again!

Overview

Novozymes is an industry-leading biotech company that wanted to introduce a new cleaning technology to the market – namely Microbial cleaning. Microbial cleaning is a ground-breaking new technology based on a bacterial cleaning agent which is a much more sustainable solution compared to traditional household cleaning products. To succeed, Novozymes needed the right consumer insights from which they could create a winning market launch.

Overview

Novozymes is an industry-leading biotech company that wanted to introduce a new cleaning technology to the market – namely Microbial cleaning. Microbial cleaning is a ground-breaking new technology based on a bacterial cleaning agent which is a much more sustainable solution compared to traditional household cleaning products. To succeed, Novozymes needed the right consumer insights from which they could create a winning market launch.

UserTribe’s speed of delivery and global reach is a great fit for us. It allows us to keep up momentum in our development process and reach each and every consumer segment we need at the same time.
/ Clemens Heikaus, Head of Microbial Cleaning

The challenge

Launching a new product-category and technology is a significant investment. For Novozymes, this meant that they had to acquire a fact-based customer understanding around household cleaning products – especially the opportunities for microbial cleaning. They were also required to show their B2B clients the market demand and provide data on how they best could guarantee a successful market launch.

 

The solution

In short, Novozymes needed a fact-based approach to show their B2B customers the considerable consumer interest, but also how to effectively communicate this new innovative technology to end-users. More specifically, these insights were able to strengthen the sales dialogue and form the basis of a greater marketing campaign communicating the potential of green cleaning to the industry.

Therefore, the ambition was to gain insights into how this microbial cleaning could be framed and proposed to allow for consumers to firsthand experience how effective this cleaning innovation is.

To do this, Novozymes had to gain an understanding of the core needs, drivers, barriers, pains and expectations in the market for purchasing of Microbial cleaning products for household cleaning.

The challenge

Launching a new product-category and technology is a significant investment. For Novozymes, this meant that they had to acquire a fact-based customer understanding around household cleaning products – especially the opportunities for microbial cleaning. They were also required to show their B2B clients the market demand and provide data on how they best could guarantee a successful market launch.

 

The solution

In short, Novozymes needed a fact-based approach to show their B2B customers the considerable consumer interest, but also how to effectively communicate this new innovative technology to end-users. More specifically, these insights were able to strengthen the sales dialogue and form the basis of a greater marketing campaign communicating the potential of green cleaning to the industry.

Therefore, the ambition was to gain insights into how this microbial cleaning could be framed and proposed to allow for consumers to firsthand experience how effective this cleaning innovation is.

To do this, Novozymes had to gain an understanding of the core needs, drivers, barriers, pains and expectations in the market for purchasing of Microbial cleaning products for household cleaning.

Novozymes turned to UserTribe to deliver these insights due to 3 main factors

Microbial cleaning, also called Probiotic and Bacterial cleaning, is cleaning agents based on beneficial bacteria instead of pure chemicals. The best thing? It works alongside your home’s natural microbiome of beneficial bacteria instead of disrupting and damaging it – leading to a healthier home environment. Other benefits include:

Human Insights

As the subject is an entirely new technology and product category, the study had to be more exploratory in nature, with an emphasis on a human understanding of the thoughts, ideas and beliefs of consumers.

Speed

Novozymes ways of working are inherently focused on agility and fast-tracking product development, and as such, requires a fast delivery of insights to maintain tight market deadlines.

Global

Novozymes customers are global enterprises with global distribution; hence the research had to include several key markets.

The nature of the deep human understanding of consumers that UserTribes platforms deliver allows us to develop the strongest possible go-to-market strategy and value proposition.
/ Clemens Heikaus, Head of Microbial Cleaning

The findings from UserTribe can be condensed into 3 main categories

With its human insights platform, UserTribe serviced Novozymes end-to-end. They conducted unmoderated, remote, qualitative video interviews across key markets: the US, UK, Italy and Germany. The interviews were followed by an analysis and the delivery of insights.

Value drivers

UserTribe found that consumers want the same thing from cleaning products across the board, no matter the geographical market: Safe and efficient cleaning products with natural ingredients – which perfectly sums up Novozymes microbial cleaning products.

Value proposition

Consumers were conscious of the difference between harmful and beneficial bacteria, and the health issues associated with indiscriminately killing off all bacteria in the home environment. This strengthens the value proposition of microbial cleaning, as it works in tandem with the beneficial natural microbiome of the home environment. It is efficient in removing all kinds of dirt and containing live cleaning bacteria; it can stay active for days after application – providing great resonance with consumer demands.

Communication strategy

While consumers were found to be aware of the concept of probiotics, microbial cleaning was fundamentally an unknown concept to them. However, UserTribe found that where consumers were educated on the matter, they were not just interested in buying the product, they were willing to pay a premium price for it too.

The results

Using the insights that UserTribe had generated for them, Novozymes was able to develop several insight-based marketing initiatives showcasing market demand, acceptance and the communication concept to unleash the value potential in microbial cleaning products.

The initiatives helped create a hype around the new green enzymes, and support sales to close significant deals. All in all, they contributed to ensuring a faster and stronger market launch of the green probiotic cleaning range.

The results

Using the insights that UserTribe had generated for them, Novozymes was able to develop several insight-based marketing initiatives showcasing market demand, acceptance and the communication concept to unleash the value potential in microbial cleaning products.

The initiatives helped create a hype around the new green enzymes, and support sales to close significant deals. All in all, they contributed to ensuring a faster and stronger market launch of the green probiotic cleaning range.

About microbial cleaning

Microbial cleaning, also called Probiotic and Bacterial cleaning, is cleaning agents based on beneficial bacteria instead of pure chemicals. The best thing? It works alongside your home’s natural microbiome of beneficial bacteria instead of disrupting and damaging it – leading to a healthier home environment. Other benefits include:

Unique Combination

Contains a unique combination of Bacillus bacteria that produce up to almost 70 different cleaning enzymes

Active week long

Active for up to seven days after application

Deep cleans

Tackles hidden dirt and grime, even in the tiniest of crevices and fine grooves

Natural breakdown

Works naturally to breakdown and remove many different types of residue, including typical food components like starch, protein and fats

Natural balance

Contributes to the balance of microbiome of the home

Read more about Microbial Cleaning on Novozymes’ website here.

Who is Novozymes?

Novozymes is the world leader in biological solutions. Based in Denmark, they have worked with enzymes and microbes to find biological answers for better lives in a growing world - for more than 70 years. Novozymes sell enzymes to more than 40 different industries, and their business is rooted in innovation.

14.390
Billion DKK in sales in 2018
6.427
Employees in 2018
48%
market share in industrial enzymes as of 2018
7.000
Granted and pending patens as of 2018
  • Climate
    Save 60 million tons CO2
    by enabling low-carbon fuels in the transport sector in 2022
  • Water
    Reach >4 billion people
    by providing laundry solutions that replace chemicals in 2022
  • Production & consumption
    Gain 500,000 tons of food
    by improving efficiency from farm to table in 2022
  • Inspire the world
    Pledge 1% of our time to local outreach activities by 2022
  • Excite employees
    Achieve a score of 81 on our Zymer Spirit index by 2022

Clemens Heikaus, Head of Microbial Cleaning

Clemes Heikaus holds a PhD in Biochemistry. He is currently defining the new clean of tomorrow as the global leader of Novozymes’ Microbial Cleaning platform, which is developing and commercializing probiotic home cleaning solutions that will give consumers an alternative to the conventional chemical cleaning approaches.

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