Formulating the Future: How Brenntag Supports Sustainable Innovation in Cleaning
Interview with Johannes Nijenhuis
Industry Market Manager HI&I EMEA at Brenntag Specialties
Which trends are influencing product development in the home and professional cleaning industry?
Sustainability continues to be one of the most prominent trends in both the home care and professional cleaning sectors. In the B2B space, the emphasis on sustainability is growing rapidly, driven by companies aligning with ESG (Environmental, Social, and Governance) frameworks and CSR (Corporate Social Responsibility) goals.
While sustainability gains ground, product performance and cost-efficiency remain essential requirements. There is increasing demand for formulations that incorporate naturally derived ingredients, minimize water usage, and enhance overall efficiency. Additionally, consumers and commercial users alike are calling for more transparency and ethical business practices throughout the supply chain.
How is Brenntag responding to these changing needs as a distributor?
We assess all products in our portfolio according to defined sustainability criteria. Only those with measurable environmental or social benefits above market standard are classified as more sustainable.
We are also continuously expanding our product portfolio with innovative solutions such as enzymes, probiotics, and biosurfactants derived through fermentation, as well as materials that are renewable or based on circular economy principles. These developments are closely linked to our corporate ESG targets and are monitored through rigorous internal processes.
Importantly, we ensure that sustainability claims are backed by scientific data, either provided by suppliers or validated through our own laboratories. Verified information is integrated into our product database, giving our commercial teams instant access to key data, enabling transparent and informed discussions with customers seeking more sustainable alternatives.
What are the main challenges in integrating sustainability into cleaning products?
Cleaning products must deliver high performance and remain cost-effective, this is non-negotiable. The challenge arises when incorporating sustainable ingredients, which are often more expensive or have a milder functional profile. Maintaining product efficacy while improving environmental credentials is a delicate balancing act. One effective strategy is to emphasize user-facing benefits such as reduced water usage, skin mildness, or improved ease of use. While many companies are keen to align with the sustainability movement, this has unfortunately led to a rise in vague or misleading claims. This makes it difficult for end-users to distinguish between genuinely sustainable products and those that merely appear to be.
To address this, the European Union is introducing new regulatory frameworks such as the Green Claims Directive, which aims to ban unsupported or self-declared environmental claims. The goal is to create a more level playing field and provide consumers with clear, substantiated information to guide their choices.
What support does Brenntag offer to help customers develop more sustainable formulations?
Brenntag offers a comprehensive range of services designed to help customers formulate effective, compliant, and more sustainable cleaning products. We have a large team of dedicated technical experts who advise on ingredient selection, formulation design, and regulatory compliance. In addition, our advanced Innovation & Application Centers are equipped to support formulation development, testing, and performance validation.
We provide data needed to support sustainability claims, including Product Carbon Footprint (PCF) information, and we help clients meet the criteria for third-party certifications such as the EU Ecolabel.
Why do you see this type of support increasingly important?
Tighter regulatory requirements, higher product standards, and rising development costs make it more important than ever for companies to access reliable expertise and technical infrastructure. Working with Brenntag allows customers, especially small and medium-sized enterprises (SMEs), to innovate without needing to invest heavily in in-house facilities or specialized staff.
Moreover, proof of performance and environmental impact is no longer optional. Clients increasingly require third-party testing to validate claims, whether for regulatory compliance or to satisfy customer expectations. Brenntag is well-positioned to support this process from start to finish.
What value does Brenntag, as the global market leader in chemicals and ingredients distribution, offer as a partner to suppliers and customers?
Brenntag acts as a strategic partner by combining a broad portfolio of verified sustainable ingredients with technical expertise, market insights, and laboratory support. This enables suppliers to introduce new technologies efficiently and helps customers develop formulations that meet both performance standards and environmental requirements. In today’s market, sustainability is a business necessity. Through our services and infrastructure, Brenntag provides the support companies need to implement credible, future-ready solutions.
Learn more about Brenntag Home Care, Institutional & Industrial Cleaning on this website: Cleaning chemicals for home care, industry and facilities | Brenntag
