{"id":25012,"date":"2021-12-01T09:22:00","date_gmt":"2021-12-01T14:22:00","guid":{"rendered":"https:\/\/www.iff.com\/?p=25012"},"modified":"2026-04-08T13:02:32","modified_gmt":"2026-04-08T17:02:32","slug":"the-activewear-challenge","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/the-activewear-challenge\/","title":{"rendered":"The Activewear Challenge"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Meeting Future-Fit Hygiene Needs<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Activewear has never been more popular with consumers \u2013 but even after repeated washes garments can still smell. Finding a solution to \u2018Permastink\u2019 is one of the biggest challenges facing the laundry detergent industry according to Corey Naab, Market Segment Leader at IFF.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Science of Smell<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers are buying more sportswear than ever before, with the market growing at over 6% every year, according to Allied Market Research. By 2024, the global sportwear industry is expected to be worth $546bn. That equates to a lot of clothes \u2013 and a lot of laundry.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">&#8220;<em>There\u2019s no single solution that\u2019s good for all forms of bacteria and all types of fabrics<\/em>.&#8221;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">But consumers are aware that current detergents are failing to effectively remove persistent activewear odors. The positive wicking properties of microfibers are the cause of the problem, making it difficult for the water \u2013 and more importantly the detergent \u2013to penetrate the fabric during the wash cycle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe result is clothes that are presumed to be clean develop a smell as soon as there is any sort of moisture,\u201d says Corey Naab, Market Segment Leader at IFF.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sensory Benefits<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conventional detergents mainly target surface stains, with <a href=\"https:\/\/www.iff.com\/es\/media\/stories\/bake-on-strength-with-enzyme\/\"  data-wpil-monitor-id=\"91\">powerful enzymes tackling food<\/a>, oil and grease stains. but new solutions are needed to match that performance in odor removal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Finding a Solution<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge is getting \u2018inside\u2019 the fibers, developing ingredients with the ability to wet these water-repellent surfaces. The wicking benefits of synthetic fibers make it more difficult to remove sweat and bacteria.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>No Compromises<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers want their clothes to smell better \u2013 but this can\u2019t compromise any of the other benefits of laundry, Naab says. \u201cWe want our customers to experience all of the sensory benefits of laundry. It\u2019s about re-imagining clean and delivering total performance.\u201d<\/p>","protected":false},"excerpt":{"rendered":"<p>Meeting Future-Fit Hygiene Needs Activewear has never been more popular with consumers \u2013 but even after repeated washes garments can still smell. Finding a solution to \u2018Permastink\u2019 is one of the biggest challenges facing the&#8230;<\/p>","protected":false},"author":47,"featured_media":24377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-25012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home-care"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Activewear Challenge - IFF<\/title>\n<meta name=\"description\" content=\"Tackle stubborn odors in activewear with advanced laundry solutions that penetrate synthetics and deliver freshness and sensory performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/the-activewear-challenge\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Activewear Challenge\" \/>\n<meta property=\"og:description\" content=\"Tackle stubborn odors in activewear with advanced laundry solutions that penetrate synthetics and deliver freshness and sensory performance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iff.com\/es\/media\/stories\/the-activewear-challenge\/\" \/>\n<meta property=\"og:site_name\" content=\"IFF\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InternationalFlavorsandFragrances\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-01T14:22:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-08T17:02:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/05\/csm_liquid-laundry-newheader22_025c2be654_b018e869d0940aca1472f885bff6619a.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"kateri tyrrell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"kateri tyrrell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/\"},\"author\":{\"name\":\"kateri tyrrell\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/#\\\/schema\\\/person\\\/85843c52b01f7b7cf3c83a5ff98fb8c8\"},\"headline\":\"The Activewear Challenge\",\"datePublished\":\"2021-12-01T14:22:00+00:00\",\"dateModified\":\"2026-04-08T17:02:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/\"},\"wordCount\":299,\"publisher\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iff.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/csm_liquid-laundry-newheader22_025c2be654_b018e869d0940aca1472f885bff6619a.png\",\"articleSection\":[\"Home Care\"],\"inLanguage\":\"es-ES\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/\",\"url\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/the-activewear-challenge\\\/\",\"name\":\"The Activewear Challenge - 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