While consumption in 2018 was relatively weak, manufacturers and retailers continued to strongly promote the category, primarily spray/aerosol insecticides, where free products are traditionally offered when one is purchased. Also, as it is a category in which demand relies steadily upon true need and is not consistent throughout the year, promotion is not as effective as in other categories since a lower price will not trigger more consumption if there is no necessity to kill insects.
The milder climate in 2018 did not lead to conditions that trigger a greater number of urban insects. The cooler summer in the beginning of 2018 and stable rainfall contributed to a decrease of mosquito-borne diseases such as dengue, chikungunya and zika, of which a higher incidence leads to a more cautious population and automatically an increase in the consumption of home insecticides as was observed from 2014 to 2015.
Old-fashioned categories such as insecticide coils gained momentum during the economic downturn earlier in the review period, while in 2018 they were notably underperforming compared with the most premium category – electric insecticides. Promotional activity was more intense and was the key component in keeping prices of refills and devices affordable for most.
The leading brands from both Reckitt Benckiser and Ceras Johnson – SBP, Raid, Baygon and Mortein – across all home insecticide categories are sustaining and even strengthening the collective dominance of the two players. As there was weak demand overall in 2018 because of environmental and economic factors, innovation was not undertaken by these manufacturers nor other players.
Unlike products in other categories such as laundry care and surface care, goods in home insecticides are not competing through pricing and therefore there is little interest in a private label strategy from traditional retailers. Similarly, no initiative designed to target warehouse clubs with significantly larger packs than those in supermarkets and hypermarkets has been observed in the category.
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This industry report originates from Passport, our Home Care market research database.