As was the case in all Western Europe, the summer in Belgium was unusually dry and hot in 2018. While many people, such as food growers and animal keepers, faced a hard time during the drought, others, such as home insecticides manufacturers, were smiling.
Home insecticides products tend to have a high chemical content. With consumers becoming increasingly aware of the effect of those chemicals, certain kinds of home insecticides are being avoided by more and more people.
Visibility is the key factor behind the growth of home insecticides, with larger shelf space given over to home insecticides in supermarkets and other channels. The development can be explained by the increasing media coverage of diseases transmitted by insects, such as zika, dengue or malaria.
Henkel Belgium NV was the leading player in home insecticides in 2018. A strong performance by Vapona in electric insecticides was the main reason for sustained value share of the brand, compared to 2017.
Home insecticides is very concentrated with the two leading manufacturers – Henkel Belgium NV and SC Johnson Benelux Sprl – jointly dominating value sales. After the two big players is Group Riem sprl, a local company which is quite well represented in spray/aerosol insecticides with its Ti-tox brand.
Another local manufacturer, Bio Kill NV, has benefited from the eco-friendly trend due to an increase in its distribution network. Initially, the Bio Kill brand was only available in some small independent specialist retailers, but since 2016 it has been available in Di, a convenience store which specialises in personal and home care.
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This industry report originates from Passport, our Home Care market research database.