Home Insecticides in Australia

PROSPECTS

Electric insecticides registers the fastest value growth within home insecticides

In 2019, consumer demand for electric insecticides continued to see growth in Australia. Electric insecticides maintained steady volume and value growth in 2019 as the products continued to be considered an effective and convenient method to fight insects at home and outdoors.

Increasing environmental concerns place pressure on growth for home insecticides

With the growing trend towards a sustainable lifestyle and the usage of ethically-sourced products in Australia, home insecticides experienced slower growth in 2019. The public pressure to ban sales of pesticides such as neonicotinoids which have a harmful effect on nature and the trend towards caring for the environment influenced consumers’ attitude to overall home insecticides.

Product content and packaging influence consumers’ purchasing decision

The ingredients used in home insecticides play a major role in consumers’ purchasing decision, as the negative media coverage of the harmful effects of home insecticides has raised awareness among Australian consumers. In 2019, consumers valued the product offerings of manufacturers which were able to demonstrate a greater amount of natural ingredients to protect the environment.

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) maintains its dominance with the Mortein brand

In 2019, Reckitt Benckiser (Australia) Pty Ltd continued to hold the dominant position in home insecticides in value terms, thanks to its Mortein brand. The company benefited from positive brand recognition among consumers in 2019 due to the introduction of an environmentally-friendly product range in home insecticides.

SC Johnson & Son experiences price rivalry from private label

SC Johnson & Son Pty Ltd ranks as the second leading brand manufacturer in home insecticides in Australia and is present across all categories with its Raid brand. Despite being the only other contender in home insecticides with a significant value share, consumers are increasingly interested in value for money products from private label ranges that contain similar product ingredients to the Raid brand.

Private label sees the most dynamic growth in home insecticides

Private label in Australia continued to benefit from healthy value growth in home insecticides in 2019. The three main private label contenders are Aldi Stores Supermarkets Pty Ltd, leading the pack, followed by Woolworths Ltd (Australia) and Wesfarmers Ltd.

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