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Chemical-Weekly-Review

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									                                                                                                                  ICIS Surfactants Conference

RAW  MATERIALS

Surfactant markets await next bout of investments
by South East Asia’s plantation owners

T
         he   global   market   for   fatty   al-­

        changes  in  the  recent  past,  which     
buck  historical  trends.  While  the  oleo-­
chemical   route   to   alcohols   –   starting  
from  vegetable/animal  oils  &  fats  –  has  
a   dominant   70%   share   of   the   global     
capacity   of   about   3.3-­mtpa,   synthetic  
alcohols,   produced   from   petrochemi-­
cally-­derived   ethylene,   still   continues  
to  have  a  robust  30%  share  of  the  market.  

   And   the   dynamics   of   both   these  
markets  is  changing.

     Demand   for   fatty   alcohols,   which  
has  traditionally  grown  at  about  4%  per          
annum   –   enough   to   justify   a   new   plant  
every  year  –  is  now  growing  faster  due  
the   strong   move   to   liquid   detergents,  
especially   in   developing   countries,   re-­
                                                        move  in  a  band  where  the  lower  level  is           some  level  of  reformulation,  with  a  few  
formulation  by  at  least  one  leading  pro-­
                                                        set  by  the  price  of  crude  oil.                      detergent   producers   opting   for   actives  
ducer  in  the  recent  past  and  soaring  de-­
                                                                                                                  such  as  methyl  esters  and  their  ethoxy-­
mand  from  emerging  markets,  especially  
                                                             In  the  last  few  years,  as  demand  for          lates,  as  substitutes  for  linear  alklyben-­
China.  
                                                        vegetable  oils  soared,  natural  fatty  alco-­          zene  sulphonate  (LABS)  and  fatty  alco-­
New  pricing  mechanisms                                hol  prices  spiked  beyond  US$4000  per                 hol  ethoxylates  respectively.  
     Prices  for  oleochemicals,  in  general,   tonne   in   early-­2011.   A   reduced   palm  
are   now   being   set   by   that   of   key   oils   crop   in   Malaysia   in   2009   and   2010,            Prospects  for  synthetic  oils
from  which  they  are  derived  –  the  most   impacting   production   of   PKO,   and                              Mr.   Norman   Ellard,   once   a   senior  
important   of   which   is   palm   oil.   Much   stagnant  production  of  CNO,  also  con-­                    executive   at   Proctor   &   Gamble,   and  
of  this  –  close  to  90%  –  is  produced  in   tributed   to   the   increase.   While   prices               now   a   consultant,   believes   it   is   pre-­
South   East   Asia,   with   Indonesia   and   have  since  dropped  to  levels  of  around                      mature   to   write   off   synthetic   alcohols  
Malaysia   the   two   most   important   pro-­ US$2000   per   tonne   –   as   demand   de-­                    –  notwithstanding  the  move  towards  re-­
ducers.  Another   important   oil   –   from   a   clined   in   the   mid-­2011   –   there   is   now          newably  sourced  raw  materials.  All  the  
surfactants   perspective   –   is   coconut   oil   greater   awareness   amongst   the   end-­                  more  so  with  bright  prospects  for  shale  
(CNO).   Together   with   palm   kernel   oil   user  industries  for  the  need  for  options.                  gas   in   the   United   States   (and   possibly  
(PKO)   –   also   derived   from   the   palm                                                                    elsewhere   in   the   world),   that   could  
tree  –  they  are  key  raw  materials  for  the            Unfortunately   for   the   user   indus-­           radically   change   the   pricing   dyna-­  
all-­important   lauric   alcohols   (C12-­C14          tries   synthetic   alcohol   production   was            mics  of  synthetic  alcohols.  “Synthetics  
                                                        not   much   of   an   alternative   during   the         could  emerge  as  a  major  source  of  raw  
manufacture.                                            era   of   high   prices;;   much   of   the   global     materials   for   surfactants   with   a   strong  
                                                        capacity   was   sold   out   and   could   pro-­
     With   the   increasing   of   vegetable   vide  little  relief!                                             also  see  a  comeback,”  he  says,  notwith-­
oils  and  fats  for  use  in  energy  markets                                                                    standing   the   high   capital   costs   associ-­
as  bio-­diesel,  vegetable  oil  prices  now                Nevertheless,  the  high  prices  forced             ated  with  these  projects.

Chemical Weekly    November  29,  2011                                                                                                                          197
 ICIS Surfactants Conference

      Ethylene  markets  in  the  US  have  al-­            ing   some   balance   between   supply   and      –   also   believes   that   while   Malaysia’s  
ready  diverged  from  Europe  and  Asia,                   demand.  On  the  supply  side,  more  and         oleochemicals  industry  will  continue  to  
due  to  the  availability  of  shale  gas,  and            more   of   plantation   owners   are   seeing     grow,  Indonesia  will  grow  much  faster.  
a   slew   of   project   announcements   now               oleochemicals   as   value-­addition   and         This  is  not  surprising  considering  Indo-­
point  to  a  resurgence  of  petrochemical                 have  a  “build  it  and  demand  will  come       nesia’s  output  of  palm  oil  by  2020  will  
production  in  the  country.                               attitude.”                                         be  around  40-­mt  –  double  of  Malaysia’s  
                                                                                                               likely  output.
Enough  oils  for  oleochemicals?                   “The  end  result  of  this  dynamic  will  
      While  the  availability  of  lauric  oils  
                                               be   continued   commoditization   of   pro-­         Mr.   Feng   sees   global   demand   for  
will  continue  to  grow  as  palm  cultiva-­  ducts,”  says  Mr.  Ellard.                       fatty  acids  growing  at  4%  annually  for  
tion   expands   –   especially   in   Indone-­                                                  this   decade,   with   some   countries   like  
                                                    Ms.   Krithika   Thyagarajan,   from   India  expected  to  grow  faster  (at  about  
sia   –   this   may   not   be   adequate   to   ca-­
                                               Frost   &   Sullivan,   a   consultancy,   7%  per  annum).  South  East  Asia  is  ex-­
ter   to   the   about   36%   increase   in   fatty  
alcohol  capacity  that  is  under  planning   sees   the   competitive   landscape   for   pected   to   reinforce   its   presence   as   the  
                                               oleochemicals   intensifying   with   Indo-­ production  hub  for  oleochemicals  based  
for   the   next   two   years.   Not   all   of   this  
                                               nesian   plantation   owners   entering   the   on  palm  based  fatty  acids  and  markets  
capacity   will   actually   fructify,   provid-­
                                                       oleochemicals   space.   “Green   in  Europe  and  the  US  will  be  supplied  
                     Table  1
                                                       products   can   fetch   a   premium,   by   a   combination   of   tallow   and   palm-­
  Global  capacity  for  fatty  acids  &  alcohols
                                                       but  the  question  is  how  much?”   based  material  from  this  region.
                                             [Ktpa]
  Country              Fatty  acids   Fatty  alcohols       Mr.   S.C.   Cheah,   a   consul-­                 Ownership  changes
                                                      tant   to   the   industry,   believes                       Mr.  Cheah  not  just  sees  South  East  
 Malaysia                2,330                  492  
                                                      Malaysia’s   ability   to   ramp   up                    Asia   as   the   epicenter   of   the   global  
 Indonesia               1,600                  624   oleochemicals   production   is   un-­                   oleochemicals   business,   but   also   ex-­
                                                                                               -­              pects  companies  from  the  region  own-­
 China                   1,500                  720  
                                                      donesia’s,   given   the   support   the                 ing   more   and   more   of   western   assets.  
 India                     500                  400   latter   government   is   providing                     The   oleochemicals   business   has   al-­
                                                      as   incentives   and   export   duties.                 ready  seen  the  exit  of  well-­known  west-­
 Philippines               125                  166  
                                                      “Oil  producers  who  were  content                      ern   companies   such   as   Croda,   Cognis  
 Thailand                   25                  100   shipping   oil   are   now   investing                   and  P&G  from  fatty  acids.  “The  bigger  
                                                      in   downstream   production,”   he                      players   are   getting   bigger,”   he   adds.  
 Europe                  1,500               1,000  
                                                      says.  They  are  diversifying  their                    Small  sized  fatty  acid  producers,  in  par-­
 USA                     1,000                  800   product   slate   to   include   down-­                  ticular,  will  feel  the  squeeze.
                                                      stream   products   such   as   fatty  
 Others                    800                  400                                                                Mr.   Feng   agrees   that   ownership  
                                                      acid   esters,   stearates   and   fatty  
 Total                   9,380               4,702 alcohols.   Mr.   Tsuneharu   Mu-­                          change  is  taking  place  in  the  business:  
Source:  S.C.  Cheah                                  kaiyama,   Lion   Eco   Chemicals                        the  exit  of  traditional  soapers  from  the  
                                                      (Malaysia),  a  leading  detergents                      business   was   followed   by   the   well-­
                           Table  2                               producer,  believes  there                   known   surfactant   producers   and   is  
   Global  balance  of  fatty  acid  –  supply  &  demand         is   enough   scope   to   ex-­              now   leading   to   a   dominance   of   verti-­
                                            [Million  tonnes] pand   palm   oil   produc-­                     cally   integrated   raw   material   based  
 Location             Production Demand Excess tion  to  meet  the  demand                                     companies.
                                                                  for   oleochemicals   for  
 Asia                            6.1          3.7         2.4   surfactants  production.                             Ms.   Gillian   Morris,   at   Kline   &  
  EU                                      1.5               1.2        0.3                                     Company,   a   consultancy,   sees   the  
                                                                                  Mr.   Anthony   Feng,        move   of   Western   companies   to   di-­
  USA                                     1.0               0.9        0.1   Global   Head,   Stra-­           vest   their   oleochemical   operations   as  
  Rest  of  the  world                    0.8               0.5        0.3   tegy   for   the   Emery          a   strategic   move   to   focus   investment  
                                                                             Oleochemicals   Group             and   growth   on   higher   value   down-­
 Total                                    9.4               6.3        3.1   –  a  vertically  integrated      stream  opportunities  such  as  specialty  
Source:  S.C.  Cheah                                                         oleochemicals   player            surfactants.


198                                                                                                             Chemical Weekly    November  29,  2011
                                                                                                                                                         ICIS Surfactants Conference

INDIAN  MARKET

‘Potential to set up at least two new LAB plants
by 2022’
                                                  No  new  plants
     India   will   need   at   least   two   new  
world-­scale  linear  alkyl  benzene  (LAB)            While   IOC   is  
                                                  likely   to   debot-­ 800
plants   by   2022,   if   it   is   to   meet   its   re-­
                                                                                                                            Supply                                           Demand
quirements   for   this   key   detergent   raw   tleneck   its   plant  
                                                                             700
material.  Although  supply  and  demand          at   the   Vadodara  
are   currently   evenly   matched   –   from                           -­ 600
years  of  surplus  that  was  exported  –  the   jarat   by   another  
growth  in  the  marketplace  will  send  the     40-­ktpa   in   about   500
                                                  three   years,   no  
new  investments  or  will  have  to  be  met   other   plants   are   400
by  imports.                                      on  the  cards.  “We  
                                                  are   examining   a   300
     According  to  Mr.  Mathew  George,  
Senior  Manager,  Petrochemicals  Mar-­ in  the  East,  but  the   200
keting,   Indian   Oil   Corporation,   by   hurdle   rates   are  
                                                  a   problem,   given   100
about   130-­kt   and   will   climb   further.   the  build-­up  of  ca-­
                                                                               0
“LAB   plant   capacity   expansions   are   pacity  in  the  Mid-­
                                                                                            2009                                    2012                                    2015                                    2018
needed  by  2013,  and  are  best  done  in   dle   East.   We   will  
integrated   projects   with   assured   sup-­ probably   go   slow  
plies   of   raw   materials   –   benzene,   n-­ on   this   project,”             Fig.  1:  India's  LAB  supply-­demand  scenario  [Kilotonnes]
                                                  he  says.                Source:  Indian  Oil  Corporation

non-­integrated  producers  in  the  past,”       LAB   project   investments,   he   adds,   at  times  when  margins  on  the  jet  fuels  
he  says.                                     will   also   be   hard   to   justify   especially   business  –  which  competes  for  the  kero-­  
                                                                                                    sene  feedstock  –  is  good.
                                        Table  1
                             LAB  application  in  India                                            Bright  growth  prospects
 Application                                                                                                                    Share  [%]                      On   the   market   front,   Mr.   George  
 Consumer  cleaning  products                                                                                                               96.2           sees  bright  prospects  for  LAB  demand  
                                                                                                                                                           in   India,   especially   from   the   lower  
              Synthetic  detergents  for  fabric  wash                                                                                     90.1           end   of   the   detergent   market   that   ac-­
                            Popular                                                                                                         68.3           counts  for  68%  of  the  total  market  and  
                                                                                                                                                           is   extremely   price   sensitive.   “While  
                            Mid-­price                                                                                                      13.3
                                                                                                                                                           consumption   of   LAB   by   some   of   the  
                            Premium                                                                                                         18.4           local  companies  is  decreasing  as  they  
              Scouring  products                                                                                                             8.7          lose  market-­share,  consumption  by  na-­
                                                                                                                                                           tional   players   and   multinational   com-­
              Liquid  detergents                                                                                                             1.2
                                                                                                                                                           panies   is   on   the   rise,”   he   says.   There  
 Industrial  &  institutional  cleaners                                                                                                       1.3          has  been  a  steady  increase  in  produc-­
 Other  industrial  applications                                                                                                              2.5          tion  of  96%  LABS  over  the  currently  
                                                                                                                                                           preferred  90%  LABS,  with  an  increase  
                                                                                                                                              0.1          in   sulphonation   and   detergent   manu-­
 Total                                                                                                                                   100.0             facturing   facilities   in   the   northern          
Source:  Indian  Oil  Corporation                                                                                                                          region.


Chemical Weekly    November  29,  2011                                                                                                                                                                                     199
 ICIS Surfactants Conference

CLEAN  AND  GREEN

Growing environmental awareness driving demand
for speciality surfactants
      Increasing         aware-­                                                                                                 Kline   estimates   the  
ness   for   the   environment                                                                                               global   market   for   spe-­
is   an   important   driver   of                                                                                            cialty   surfactants   for   per-­
surfactant   consumption,                                                                                                    sonal   care   at   more   than  
driving   not   just   demand                                                                                                US$800-­mn  in  2010,  with  
for   oleochemical-­based                                                                                                    China  leading  growth.
surfactants  vs.  their  petro-­
chemical  based  alternates,                                                                                                 Nascent  Indian  markets  
but  also  supporting  the  de-­                                                                                             to  see  strong  growth
velopment  of  many  exotic                                                                                                       According   to   Mr.   Yo-­
chemistries  and  speciality                                                                                                 gesh   Kalra,   Galaxy   Sur-­
surfactants.                                                                                                                 factants   Ltd.,   a   leading  
                                                                                                                             speciality  surfactants  pro-­
     Particularly   in   per-­                                                                                               ducer   in   India,   the   Indian  
sonal   care   there   seems   to                                                                                            personal   and   home   care  
be   a   preference   for   natu-­
ral   surfactants.   Accord-­                                                                                                opportunities   to   grow   the  
ing  to  Ms.  Gillian  Morris,                                                                                               nascent   business   of   spe-­
from   Kline   &   Company,                                                                                                  ciality   surfactants.   “The  
a   consultancy,   the   mar-­                                                                                               growing   aspirations   and  
kets   for   natural   personal  
care   products   is   a   $10-­15-­bn   business      provides   a   cosmetically   elegant   skin         levels,   the   launch   of   international  
–  small  in  relation  to  the  whole  personal       or  hair  feel,  among  others.  In  rinse-­off      brands  across  categories,  the  increasing  
care   business,   but   one   in   which   pro-­      skin   care   products,   for   example,   spe-­     share  of  organised  retail  and  the  steady  
ducts  come  in  at  a  high  price  premium           ciality   surfactants   account   for   almost       shift   from   need-­based   to   lifestyle   pro-­
even  at  a  performance  discount.                    55%  of  all  ingredients,  while  their  level      ducts,  are  some  of  the  key  drivers,”  he  
                                                       of  usage  in  rinse  off  hair  care  products      says.
    Specialty   surfactants   are   used   to          is  only  slightly  lower  at  35%,  according  
enhance   the   performance   of   commo-­             to  estimates  made  by  Kline.  “Rinse-­offs            Mr.   Vivek   Sirohi,   Vice-­President   –  
dity  surfactants  and  provide  marketable            are  where  the  bulk  of  speciality  surfac-­      R&D,   South   Asia,   Unilever,   believes  
                                                       tants   are   used   and   their   growth   pros-­   that   the   personal   care   industry   is   not  
in   which   they   are   used   –   reduce   skin     pects  tend  to  be  more  predictable,”  says       about   numbers,   but   about   delivering  
and   eye   irritation,   provides   rich   foam,      Ms.  Morris.                                         value.  “New  sets  of  customers  are  com-­
                                                                                                            ing  into  the  market,  including  men  and  
                                             Table  1                                                       consumers  aged  60+  with  money  in  the  
                                Types  of  speciality  surfactants                                          pocket,”  he  adds.  
 Anionic             Amphoteric            Cationic     Nonionic
                                                                                                                 As  of  now,  per  capita  consumption  
 Ether  carboxylates Amphoteric  acetates  Amine  oxide Alkyl  polyglucosides
                                                                                                            levels  of  most  of  personal  care  products  
 Acylisethionates Betaines  and  sultaines                                                                  are   still   abysmally   low   –   indicative   of  
 Phosphate  esters                                                                                          the   market   potential   –   but   market   ex-­
 Sarcosinates                                                                                               pansions   is   coming   from   unexpected  
 Sulfosuccinates
                                                                                                            shampoos,   the   growth   has   come   from  
 Taurates                                                                                                   a   packaging   revolution   with   the   avail-­


200                                                                                                          Chemical Weekly    November  29,  2011
                                                                                                              ICIS Surfactants Conference

                                                                                                                        Others  3%
                         ROW  10%                 Japan  15%
                                                                                            Skin  care  34%

        China  8%
                                                                    US  22%




    Europe  45%

                                                                                                                                                Hair  care  63%


          Fig.  1:  Speciality  surfactants  market  by  region  [2010]                  Fig.  2:  Speciality  surfactants  market  by  application  [2010]
Source:  Kline  &  Co.

ability   of   even   premium   shampoos   in           emerging   as   viable   options   in   dish-­        unlike  the  household  care  space,  where  
sachets.  At  the  same  time,  a  small  mar-­         washing  products  –  even  though  LABS              there   has   been   a   tremendous   destruc-­
ket   for   standalone   conditioners   is   also       continues   to   hold   sway   on   both   these      tion  of  value  across  the  value  chain  due  
emerging.                                               two  market  segments.                                to   commoditization   of   products,   the  
                                                                                                              personal  care  space  is  different  and  still  
    In   the   oral   care   segment   while   so-­    In   skin   care,   while   fatty   alcohol            retains   value.   “Private   labels   have   not  
dium   lauryl   sulphate   is   the   main   sur-­ ether  sulphates  and  betaines  are  the  key             been  able  to  make  as  big  a  dent  as  has  
factant  in  use,  opportunities  for  milder   surfactant  system  currently  in  use,  there                happened  in  the  laundry  and  home  care  
surfactants   are   also   emerging.   Like-­ is   an   increasing   trend   towards   use   of               segments.  This  is  because  usage  of  per-­
                                                    mild  surfactants  in  face  and  hand  wash.             sonal   care   products   is   more   intimate,  
surfactant   for   fabric   care,   and   sodium                                                              unlike  homecare  where  customers  tend  
lauryl   ether   sulphate   &   betaines   are         Mr.   Sirohi   however   believes   that               to  be  more  detached.”  

NEW  OPPORTUNITIES

Novel technologies offer hope for broadening
raw material options for surfactants
     Innovative   and   technology-­driven                                                                    US,   for   example,   is   pioneering   deve-­
companies,  especially  from  the  US,  are                                                                   lopment   of   algal   strains   that   can   pro-­
eyeing   the   opportunities   in   the   surfac-­                                                            duce  oils  that  have  fatty  acid  composi-­
tant   value   chain   by   offering   alternate                                                              tions   akin   to   the   highly   desirable   oils,  
raw   materials   that   are   produced   by                                                                  or  even  more  exactly  tailored  ones  with  
tinkering  with  genes  or  by  using  novel                                                                  shorter  chain  lengths  that  natural  algae  
chemistries  to  turn  low  value  feedstock                                                                  do  not  normally  produce.  
to   higher   value   products   that   can   be  
valorized   by   the   surfactant   and   other                                                                    The  choice  of  algae  to  produce  oils  
industries.                                                                                                   is  appropriate:  these  microscopic  organ-­
                                                                                                                                                              -­
Surfactant  raw  materials  from  algae                                                                       ducers   of   oils   and   genetic   engineering  
   Solazyme,  a  biotech  start-­up  in  the                                                                  has   allowed   creation   of   special   strains  

Chemical Weekly    November  29,  2011                                                                                                                        201
 ICIS Surfactants Conference

that  grow  in  the  dark  to  produce                                                                                chains,   and   reducing   potential  
oils  at  a  scale  that  allows  for  in-­                                                                                                                     -­
dustrial  scale  operation.                                                                                           mercial  plant,  with  a  capacity  of  
                                                                                                                      180-­tpa,   is   being   built   in   Indo-­
     According  to  Mr.  Tim  Dum-­                                                                                   nesia,  in  a  joint  venture  with  the  
mer,   Solazyme,   the   company                                                                                      Wilmar   group,   and   the   second  
has   been   able   to   achieve   oil                                                                                one  with  a  capacity  of  270-­ktpa  
yields  of  up  to  80%,  compared                                                                                    is   being   built   in   Natchez   (MS,  
to  single  digit  or  20-­30%  at  best  
achieved   by   open-­pond   culti-­                                                                                  is   expected   to   be   online   in   H1  
vation   or   in   photo-­bioreactors.                                                                                2012,   the   second   is   likely   to  
“We   can   fundamentally   engi-­                                                                                    come  on-­stream  in  2013.
neer   new   products   in   a   matter  
of  months.  Chain  length  distri-­                                                                                     According   to   Mr.   Shafer,        
bution  and  saturation  levels  can                                                                                 Wilmar  will  be  taking  the  oleo-­
                                                         canola  or  palm  and  produces  three  key   chemical   stream,   while   Elevance   will  
                                                         product  streams:                                  market   the   C10/C12   esters   coming  
    Stacking   of   traits   also   allows   pro-­                                                          from  the  plant.
duction   of   oils   that   are   equivalent   to          Speciality   chemicals   including   no-­
palm  oil,  PKO  or  even  lard.  “The  PKO                  vel   di-­functional   products   with   the   MES  –  an  emerging  option?
equivalent   that   we   have   produced   is                functionality   of   oleochemicals   and           At   the   same   time,   the   growth   in  
very   similar   to   natural   CNO   and   we               petrochemicals  in  one  molecule;;            the  biodiesel  industry  is  offering  a  rich  
have   done   trials   with   chemical   com-­                                                             source   of   surfactant   raw   material   –  
panies   and   surfactant   producers.   The                 lengths   varying   from   C10   to   C18;;   methyl  esters  –  which  can  sulphonated  
feedback   is   that   these   oils   are   drop-­in         and                                            and/or   ethoxylated   and   then   used   as   a  
replacements   to   natural   products   in                 Oleochemicals  with  a  high  distribu-­ substitute   for   LABS   or   fatty   alcohol  
terms  of  functionality,”  he  adds.                        tion  of  C10  and  C12  chain  lengths.       ethoxylates.

      Solazyme   is   now   working   to   pro-­              The   technology,   in   short,   converts        MES  has  been  around  for  some  time  
duce   oils   with   80-­90%   of   the   highly   standard   commodity   vegetable   oils   –   now,  but  its  commercial  availability  in  
desirable   C12/C14   chain   lengths   and   in   contrast   to   smaller   volume   CNO  
                                                        and  PKO  –  to  produce  detergent  range  
include   cellulosic   sugars.   By   2013,   of   products.   “The   technology   enables   of   a   new   plant   for   MES   granules   in                 
the  company  plans  to  build  a  100-­ktpa   localization   of   feedstocks   to   use   what   Malaysia  in  2010.  
plant   in   Brazil   in   a   joint   venture   with   is   locally   available,   shortening   supply  
Bunge,  and  for  scaling  this  up  further.                                                                   According  to  Mr.  Tsuneharu  Mukai-­
                                                                                                           yama,  Lion  Eco  Chemicals  (Malaysia),  
Snipping  and  stitching                                                                                   while   MES   is   comparable   in   perfor-­
      In  another  approach,  Elevance,  an-­                                                              mance   to   LABS,   it   has   the   advantage  
other   start-­up,   is   using   metathesis   re-­                                                        of  contributing  to  both  cost  savings  and  
actions   (that   snip   and   stitch   together                                                           for   enhancing   the   sustainability   of   the  
carbon   chains)   to   convert   commonly                                                                 detergents   industry.   “MES   has   the   po-­
available   oils   (e.g.   palm   oils)   to   pro-­                                                       tential  to  be  one  of  the  global  standard  
duce   detergent   range   of   raw   materials                                                            surfactants  and  reach  a  demand  of  1-­mt  
                                                    -­                                                     in  2020.  The  product  can  be  blended  in  
                                                                                                           existing   detergent   formulations   in   any  
                                                                                                           ratio.”
      According   to  Andy   Shafer,   Execu-­
tive  Vice-­President,  Elavance,  the  tech-­                                                                  With   these   options   emerging,   the  
nology  can  be  adopted  to  a  broad  range                                                              raw  material  options  for  the  surfactant  
of   feedstock   be   it   rapeseed,   soya   oils,                                                        industry  can  only  get  better.


202                                                                                                           Chemical Weekly    November  29,  2011

								
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