Home Insecticides in Austria

PROSPECTS

Home insecticides profits from stable weather conditions and insect outbreaks

Weather conditions are among the main factors influencing sales of home insecticides. In 2019, weather conditions remained favourable for insects, thus driving demand for insecticides.

Green and healthier products gradually making headway

While green products and home insecticides that are perceived to be less harmful to the health of people and pets are enjoying growing interest and demand, they remain a niche in home insecticides as consumers will still mainly prioritise effectiveness in these products. Nevertheless, some products, such as electric insecticides, have been losing momentum as consumers switch to alternatives, such as home remedies or insecticides that are perceived to be less harmful, like baits, candles etc.

Consumers value convenience in their home insecticides

The convenience factor continues to shape consumer choices across all home care areas, including home insecticides. Spray/aerosol insecticides and electric insecticides profit the most from the trend, although health and ethical concerns also offset this effect to some extent.

COMPETITIVE LANDSCAPE

Vandal continues to dominate sales in a concentrated competitive landscape

Joh Alex Niernsee and its Vandal brand continues to dominate insecticides in Austria, with its products enjoying high levels of brand recognition and trust. Consumers also value the brand’s Austrian origins and quality and are well aware of the product variety offered by Vandal, widely available across the various retail channels in the country.

Private label offers consumers low-price options but overall share remains small

Private label has a presence in home insecticides, backed by lower prices than branded products with comparable levels of functionality and convenience. The private label lines put pressure on unit prices and represent low-price competition for the branded players.

Focus on new convenient and niche products

Manufacturers of insecticides will continue to focus on new product development in order to maintain their existing consumer bases and attract new users. In a situation in which weather strongly influences sales, home insecticide producers have to rely on diversified product portfolios and be prepared for sudden outbreaks of various flying and crawling insects.

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