BASF Provides Solutions for a Complex World

The global household and industrial cleaning market may be getting more complex, but BASF is well positioned to help its customers thrive. Following the acquisition of Cognis in 2010, BASF has built a product portfolio that is unrivalled in the industry, according to Gabriel Tanbourgi, president, care chemicals, BASF.

“The mood in the industry is better than it was a year ago, but uncertainty is still there,” said Tanbourgi, noting that issues such as the Fiscal Cliff in the US and the Debt Crisis in Europe remain largely unsolved.

To maintain its edge in this complex environment, BASF will roll out a variety of new products, specifically in the areas of surfactants, chelants and polymers, according to Mark Miller, VP-care chemicals, home and personal care, North America, BASF.

“North American consumers reward convenience. (For them) cleaning is not a chore, it’s an experience,” asserted Miller. “It’s an interesting area for BASF and we will have a robust year in new product concepts.”