Executive Summary

Feb 2019
PROSPECTS
Seasonal demand makes promotion less effective

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.

Exogenous factors do not support sales growth in 2018

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.

Electric insecticides rebounds despite a sluggish economic recovery

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.

COMPETITIVE LANDSCAPE
Reckitt Benckiser and Ceras Johnson maintain their dominant positions

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.

Weak demand does not draw any interest in private label initiatives

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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Home Insecticides in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Insecticides industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides in Brazil market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Insecticides in Brazil?
  • What are the major brands in Brazil?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Brazil?
  • What are the key new product launches in the insecticides market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Insecticides in Brazil - Category analysis

HEADLINES

PROSPECTS

Seasonal demand makes promotion less effective
Exogenous factors do not support sales growth in 2018
Electric insecticides rebounds despite a sluggish economic recovery

COMPETITIVE LANDSCAPE

Reckitt Benckiser and Ceras Johnson maintain their dominant positions
Weak demand does not draw any interest in private label initiatives

CATEGORY DATA

Table 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in Brazil - Industry Overview

EXECUTIVE SUMMARY

High price-elasticity in home care is stretched as result of frugality
Amid rationalisation in purchasing, more added-value products gain ground
The gap between multinationals and local players shrinks
Knowledge of Brazilians’ sensorial identity is a way of adding value
The outlook is positive as faster innovation pace is linked with market maturity

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources