While home insecticides saw current value growth in 2020, the category witnessed continued significant decline in volume sales. COVID-19 did not have a major impact on the category’s development and existing trends continued.
Insecticide coils and spray/aerosol insecticides continued to register decline and to be replaced by electric insecticides (with consumers transitioning from the tablet format to the liquid format) during the COVID-19 pandemic. This shift was supported by the increased penetration and affordability of electric insecticides.
Cheerwin Group’s Superb was the leading home insecticides brand in the Chinese market in 2020. The brand’s strength is founded on its rich product portfolio, value for money, extensive distribution network covering both store-based retailing and e-commerce, and trusted brand image.
Electric insecticides is expected to be the driving force of current value growth in home insecticides over the forecast period. While even electric insecticides is expected to see a decline in volume sales over 2020-2025, the transition from tablet format to liquid format products is set to contribute to value growth by driving up the average unit price in the category.
Concerns about the impact of products on the health of humans and pets will remain a key influence on demand in home insecticides during the forecast period. Moreover, this element of demand will be bolstered by rising eco-consciousness, which is leading consumers to show greater consideration for the effect of chemicals on the environment.
The increasing concern about the effects that chemicals in home insecticides may have on human health is expected to continue to drive up interest in products claiming to be “baby safe” during the forecast period. This trend has been driven by the introduction of products such as Guangzhou Liby Enterprise’s Bei Bei Jian extension to the Superb brand, which is targeted at children, and Shanghai Johnson’s Jia Er Hu line under the Raid brand, which is claimed to be child-safe and non-toxic.
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This report originates from Passport, our Insecticides research and analysis database.
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