Identifying a demand strategy for bio-based chemical products and derivatives.
A large European Petrochemical Company [confidential] asked Xynteo to identify its demand strategy for its sustainable chemical’s growth strategy exploring both circular and bio-based chemical products and derivatives.
In particular, our client asked Xynteo to lead the assessment of how they could catalyse market demand around tangible and customer-backed value proposition to grow sales of sustainable chemicals in line with their 2030 growth strategy. The key challenge was identifying segments where required premiums sat at 100-200%.
500KT
Unlocked as 2030 predicted volume demand for sustainable feedstock offtake through product-led costumer value propositions
7
Tangible immediate to midterm interventions to take sustainable chemicals from niche to mainstream
10+
Scalability opportunities identified and prioritised with a roadmap for activation
The initiative
The key objectives for the engagement:
- Assessing 25+ product segments for sustainability relevance, market readiness, and willingness-to-pay
- Prioritising 5 target segments based on several metrics incl. volumes, revenues, and customer brands’ targets
- Conducting 50+ industry and customer brand interviews to identify entry point for sustainable feedstock
Xynteo worked with the Executive Board and SVPs the base chemicals and polyolefin businesses to map out existing and future demand segments. Xynteo assessed 12 target-segments and prioritised 5 of them as medium high potential opportunities to catalyse sustainable offtake sales.
Xynteo’s role
- Market Analysis: of 30+ EU regulation and polices as well as modelling impact on 2030 volume demand of sustainable feedstock
- Design: customer backed value proposition in mass-market segments including for surfactants and polyolefin’s
- Strategic planning: developed seven interventions to grow demand in line with the client’s production growth plans in Europe
Strategic innovation:
- Designed 7 immediate to mid-term interventions to grow demand beyond 2030, including identifying specific and ready retail partnerships.
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