The key players in the global green chelates market adopt the strategy of both expansions and certifications to increase their market share. The increasing demand for green chelates in cleaning, personal care, food & beverage, and increased manufacturing capacities of green chelates in developed markets such as the U.S., the U.K., Germany, France, the Netherlands, and Japan have encouraged companies to adopt this strategy. The players of the market also actively participate in expansions to increase their market penetration.
Between 2011 and 2015, both expansions and certifications were the most preferred growth strategies adopted by market players, accounting for a share of 33.3% each of all development strategies. The second-most preferred growth strategy adopted by manufacturers was new product launches that accounted for 22.2% of the total development strategies witnessed in the green chelates market. Product showcase, the third-most preferred strategy adopted by players in this market, accounted for 11.1% of all the strategies.
Major manufacturers such as Kemira Oyj (Finland), Nippon Shokubai (Japan), The Dow Chemical Company (U.S.), BASF SE (Germany), and AkzoNobel NV (Netherlands) are profiled in this report. These companies have adopted various organic and inorganic growth strategies such as certifications, new product launches & product developments, product showcase, and expansions.
The Dow Chemical Company (U.S.), BASF SE (Germany), Kemira Oyj (Finland), and AkzoNobel NV (Netherlands) are the most active players in the green chelates market. These companies participated in maximum number of development strategies among other players in the market, accounting for more than 80.0% of the overall market activities between 2011 and 2015.
BASF SE (Germany) is the largest contributor to the overall developments recorded, and is the leading company in the global green chelates market. The company follows organic growth strategies with certifications, capacity expansions, and new product launches as the major growth strategies to enhance its presence in Europe, the U.S., China, and other countries. For instance, it launched two new ranges of chelating agents of the Trilon M brand, namely, Trilon M Max and Trilon Ultimate. These agents act as a high-performance phosphate alternative for automatic dishwashing detergents. By launching these products, BASF expanded its reach into the FMCG industry. The company’s diverse product portfolio and technologically advanced R&D centers have also led to its innovation-driven growth, thereby accounting for a large share in the green chelates market.
Akzo Nobel N.V. (Netherlands) is another major player that has established a strong foothold in the green chelates market. The company has a broad and diversified green chelates and technology product portfolio, which ensures consistent growth in the global green chelates market. The company is focused on both organic and inorganic growth strategies. For instance, AkzoNobel launched Dissolvine GL-47-S, a variation of Dissolvine GL, for use in personal care products. Dissolvine GL-47-S chelate provides strong and effective performance that enhances the final properties of any personal care formulation. By this launch, the company expanded its reach to the personal care industry. These strategies have helped the company enhance its technical expertise and expand its global reach in the green chelates market.
Green Chelates/Natural Chelating Agents Market by Type (Sodium Gluconate, EDDS, MGDA, GLAD, and Others), by Application (Cleaning, Water Treatment, Agriculture, Personal Care, Food & Beverages, and Others) - Global Trends & Forecasts to 2021
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