Home Insecticides in Colombia

PROSPECTS

Spray/aerosol insecticides continues to benefit from innovation and ongoing promotional activity

Spray/aerosol insecticides continued to benefit from product innovation by brand manufacturers and year-round promotional activity in 2019. Consumers value the convenience, product efficacy and cost-effectiveness of sprays/aerosols, as well their instant results in controlling insects.

Product efficacy remains the most important factor for consumers

Product efficacy remained the leading consideration amongst Colombians when purchasing home insecticides in 2019. Although consumers are generally willing to try new products and multiple solutions to prevent risk, home insecticides is a product category in which consumers tend to demonstrate greater loyalty.

Home insecticides against flying insects remain the most popular

Although consumers continued to appreciate general household insecticides which eliminate flying and crawling insects with the same product, specialised products against flying insects remained the most popular in 2019. Flying insects or mosquitoes are apparently a somewhat greater issue than cockroaches.

COMPETITIVE LANDSCAPE

SC Johnson & Son Colombiana continues to dominate home insecticides

Raid’s excellent reputation ensured that SC Johnson & Son Colombiana continued to dominate sales within home insecticides in 2019. Along with an extensive portfolio, including electric, spray/aerosol and other insecticides, the brand has worked on strengthening its image as being reliable for critical tasks such as protecting families from insect-transmitted illnesses.

Laboratorios Cofarma remains the leading domestic player in home insecticides

Laboratorios Cofarma remained the leading domestic player in home insecticides with its Rayol brand in 2019. However, sales vary strongly by region as the company is more successful on the north coast, where it is based.

On-going promotions on home insecticides

As Colombian consumers react well to promotions and discounts such as two-for-the-price-of-one promotions, offers on a number of spray/aerosol insecticides are frequent in modern grocery channels. In addition to SC Johnson & Son Colombiana, small players also use these tactics to promote sales, leaving little room for private label, as consumers perceive branded products as more trustworthy than private label products and are therefore willing to spend more on safe and efficient products.

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