Home Insecticides in Australia

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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