Home Insecticides in Colombia

PROSPECTS

Consumer fears fuelled by reappearance of some illnesses

Although the AH1N1 virus is not transmitted by mosquito bites, the announcement by the health authorities stating that more than 140 patients died in 2018 fuelled panic among Colombians, thus boosting sales of home insecticides. Consumers are still not very aware about the different transmission mechanisms of the AH1N1 virus and others lie Chikungunya, Zika and Dengue.

More permanent alternatives appearing to fight against mosquitos

Latent concern about suffering a tropical illness transmitted by mosquitos has boosted sales of UV electric lamps. Such products, as well as ultrasonic devices, are now commonly seen in major retailers in response to demand among consumers looking to combat mosquitos.

Specialisation appreciated in home insecticides

Although general home insecticides that eliminate flying and crawling insects with the same product are still appreciated by consumers, specialised products for flying insects are seeing dynamic performance. Flying insects or mosquitos are seemingly more feared than cockroaches.

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to dominate

Raid’s excellent reputation ensures that SC Johnson & Son continues to dominate sales within home insecticides. Along with a very complete portfolio that includes 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.

Reckitt Benckiser continues to lose sales share

It appears that Reckitt Benckiser has given up on home insecticides, with its products being increasingly difficult to find. Indeed, the company’s Cupex and Rodasol brands are in the process of being withdrawn, driven by the dominance of Raid.

National companies continue to compete in home insecticides

Laboratorios Cofarma, with Rayol, remains the leading domestic company in the area. However, sales vary strongly by region as the company is more successful on the north coast, where it is based.

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