Home Insecticides in Denmark

PROSPECTS

Consumer desire to avoid unnecessary chemicals offers an opportunity for more natural ingredients

The desire to avoid unnecessary chemicals in the home is evident across home care categories, and home insecticides is no exception, as these are often powerful products designed to kill insects. This is offering growth opportunity for products with a pronounced environmentally-friendly positioning, and/or natural ingredients.

Desire for high air quality in the home to limit growth

There is a growing understanding of the importance of good, in-home air quality among Danish consumers. This is reflected in an increase in volume sales of air treatment appliances, especially air purifiers.

Seasonal and weather dependent sales for home insecticides

Sales of home insecticides are highly seasonal and tied to the summer months, which can be attributed to Denmark’s cold, temperate climate, with no need for insecticides during the winter months. This dynamic facilitates unit price growth, with householders purchasing these products when they need them and therefore demonstrating less price sensitivity given the immediate need for purchase and the irregularity with which they buy home insecticides.

COMPETITIVE LANDSCAPE

SBM Life Science remains the leading player

Following the acquisition of Bayer in 2016, SBM Life Science now owns the category’s leading brand, Kvit, as well as the second most popular brand, Baythion. Kvit benefits from being well-known to consumers and having a strong presence on retail shelves, with this being enough for it to maintain its leading position as no social media activities have been witnessed.

ECOstyle increases its share

The latest trends in Denmark resonate perfectly with the positioning of ECOstyle. The company has a well- maintained page on Facebook, where it seeks to engage with consumers, informing them about its commitment to developing products which respect both people and animals and the environment.

Matas continues to lose share

Matas continued to lose share in home insecticides in 2019. The company is consolidating its home care offering to become more concentrated and concise.

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