Macroeconomic Overview & Key Drivers of Optical Brighteners Market Industry – Published by MarketsandMarkets™
New product development and mergers & acquisition were the key strategies adopted by industry players to achieve growth in the global optical brighteners market between 2011 and 2015. These two strategies together accounted for the largest share of all the strategies adopted by market players.
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The rising demand of whiter and brighter materials has forced paper, textile, and plastics industries of various countries to initiate the use of optical brighteners. Use of optical brighteners in master batches in plastic industry also act as a driver for the growth of optical brighteners market. High-quality physical and chemical properties as well as resistance to various chemicals and light fastness are likely to drive the global optical brighteners market. The growing popularity of optical brighteners over conventional processes such as bluing in various applications play a significant role in driving the market. Rising growth in the paper industry, increasing consumption of optical brightener plastic and textile industry are driving the market growth worldwide. These market drivers have encouraged the market players to adopt various growth strategies.
Some of the leading optical brighteners manufacturers, such as BASF SE (Germany), RPM International Corp. (U.S.), Keystone Aniline Corporation (U.S.), Aron Universal (India), Huntsman Corporation (U.S.), Clariant AG (Switzerland), Brilliant Colors Inc. (U.S.), 3 V Incorporation (U.S.), and The Fong Min International Company Limited. (Taiwan), and Archroma (Switzerland).
Beside new product development and merger & acquisition, companies adopted expansion to expand their market share and distribution network. These strategies accounted for maximum share of the total number of growth strategies adopted by the market players of optical brighteners between 2011 and 2015.
New Product Launch accounted for 46.7% of the total strategic developments witnessed in the optical brightener market. This is the most commonly used strategy by the market players among all other strategies in the global optical brightener market. Companies adopted this strategy for developing new and advanced products to strengthen their product portfolio.
Huntsman introduced a new product Uvitex Bha Liquid, for cellulosic fiber. With this development the company increased the consumption of optical brightening agents in textile industry. Huntsman generally uses a product differentiation strategy to enter in new markets. Huntsman manufactures a wide range of fluorescent whitening agents, which it offers under the brand name, UVITEX. It focuses on environment, supply chain, and innovation for sustaining in the marketplace. Clariant showcased its new products Leucophor BMBB and the Hostalux ACK which increased the scope of applications in the global optical brighteners market. The company sells optical brightening agents through its CESA Bright brand, which has significant end-use applications in the plastic & textile industry. It focuses on better positioning of its products globally to capitalize on expected high market growth through development of innovative products and technologies.
Expansions accounted for 13.3% of the total strategic developments in the optical brightener market. Companies adopted this strategy to increase their regional reach and expand their product portfolio.
Europe was the largest market for optical brighteners and Asia-Pacific was the second largest market for optical brighteners in 2014. Europe was the largest market for optical brighteners but Asia-Pacific registered the highest growth rate during the period forecasted between 2015 and 2020. The high demand in Europe is because of growth in the paper industry in last few years. Paper, fabrics, detergents & soaps, and synthetics & plastics are the major applications of optical brighteners, and the end users such as consumer products, security & safety, textiles & apparels and packaging are the major consumers of these intermediate products
Paper application dominated the optical brighteners market in 2014. Fabrics accounted for the second largest share in 2014. Thus paper and fabrics applications are expected to drive the overall demand of optical brighteners during the period of study. Increasing level of whiteness and the HYP substitution in fine papers have increased the importance of optical brighteners globally in the recent years. The rising demand for biodegradable brighteners in countries, such as Germany, and France, is expected to increase their demand in fabrics in the coming years.
Increased usage of optical brighteners in soaps & detergents and increased focus on environment friendly products in the packaging as well as textiles & apparel industry is expected to drive the optical brighteners market. Nearly 0.0010% of optical brighteners are consumed per kilogram (kg) of plastic and the demand is projected to increase owing to emerging applications in masterbatches. The use of optical brighteners has also increased in engineering plastics, such as acrylics, polyamide, polyesters, and polycarbonate.
The effectiveness of an optical brightener in plastic industry is dependent upon the type of substrate, and processing conditions. In other words, optical brighteners are effective at very low concentrations. Optical brighteners are used to provide coloration to plastics in order to make them shinier and brighter.
The market players are expected to employ organic growth strategies such as regional expansion and new product development to expand their overall business worldwide. The key companies operating in these markets are striving to provide innovative products and enhance their presence in the emerging markets. They are also focusing on strengthening research and development facilities to provide cost-effective product grades. All these developments are expected to lead to sustainable growth of the optical brighteners market in the next five years.
BASF SE (Germany), RPM International Corp. (U.S.), Keystone Aniline Corporation (U.S.), Aron Universal (India), Huntsman Corporation (U.S.), Clariant AG (Switzerland), Brilliant Colors Inc. (U.S.), 3 V Incorporation (U.S.), and The Fong Min International Company Limited. (Taiwan), and Archroma (Switzerland) are the key companies manufacturing optical brighteners and having strong foothold in the global market.
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