Our Chemicals and Materials team helps clients bring new products to market with effective strategies that embrace sustainable ideals and commercial realities. To do that for CropEnergies, our team used their expertise to frame research around three key questions:
- How interested are customers in replacing high-emissions products with bio-based alternatives?
- Are they willing to pay a premium for the sustainability uplift? A reduction of between 20-60 percent emissions is valuable in the long run, but could impact the bottom line now.
- What is needed to bring this to market? In terms of both practical requirements and building the best strategy to create value for customers.
We conducted extensive interviews with potential producers and buyers of renewable ethyl acetate – covering every end-use segment from cosmetics and pharmaceuticals to packaging and paints. We also analyzed the approach of similar innovations which have been successfully commercialized.
Our research delivered some key insights: the market has an average 16 percent short-term and 57 percent long-term openness to switching. And reliability of supply is top of mind for buyers. While price was a consideration, most buyers expect to pay a premium for a renewable option.
We discovered to two high-volume segments in four European markets nd sixed the potential. CropEnergies had everything they needed to take an informed decision on investment.