Executive Summary

Feb 2019
PROSPECTS
Electric insecticides experiences the fastest value growth in home insecticides

In 2018, the fastest growth in overall home insecticides was seen by electric insecticides. Electric insecticides continued to benefit from product innovation by brand manufacturers and year-round promotional activity.

Company investment in electric insecticides is set to ensure growth

Established brand manufacturers such as Reckitt Benckiser and SC Johnson & Son continue to invest in innovation and promotion in their ranges of electric home insecticides, increasing the product range available in Australian retailers. Electric insecticides is therefore expected to continue growing in both volume and current value terms over the forecast period, as more consumers embrace the electric format and the average unit price continues to decline year-on-year.

Product efficacy continues to be the top priority for consumers

Product efficacy is currently the leading consideration amongst Australians when purchasing home insecticides. Although consumers are generally willing to try new products and new brands, home insecticides is a product category in which consumers tend to show more loyalty to brands that have performed well in the past.

COMPETITIVE LANDSCAPE
Reckitt Benckiser maintains its lead in home insecticides

In 2018, Reckitt Benckiser held the dominant value share in home insecticides with its brand Mortein. The company continued to invest in its product range through in-store promotional activity, as well as creative TV commercials.

SC Johnson & Son remains in second place

SC Johnson & Son was the only other player to hold a significant share in home insecticides in 2018, holding a double-digit value share with its Raid brand. The company has a presence across all home insecticides categories, but its strongest presence is in electric insecticides, in which it saw a rising value share in 2018 due to innovation and promotion of its range.

Private label home insecticides perform well in Australia

Home insecticides in Australia saw growth in private label in 2018. Companies such as Aldi continued to enjoy strong year-on-year volume and value growth.

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Home Insecticides in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Insecticides industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides in Australia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Insecticides in Australia?
  • What are the major brands in Australia?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Australia?
  • What are the key new product launches in the insecticides market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Insecticides in Australia - Category analysis

HEADLINES

PROSPECTS

Electric insecticides experiences the fastest value growth in home insecticides
Company investment in electric insecticides is set to ensure growth
Product efficacy continues to be the top priority for consumers

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead in home insecticides
SC Johnson & Son remains in second place
Private label home insecticides perform well in Australia

CATEGORY DATA

Table 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources