Home Insecticides in Denmark

PROSPECTS

Record heat during the summer boosts sales in most categories

The hot summer weather in 2018 drove sales in multiple categories. According to the Danish media, while in normal temperatures in Denmark it takes around two months for a fly to become fully developed, during a heatwave it takes only about two weeks.

Consumers face a dilemma

The growing natural home care trend in Denmark dictates that consumers should choose sustainable products with the fewest possible chemicals, while also aiming to remove unnecessary chemicals from their homes. The heatwave in 2018 did not just bring lots of sunny weather but also a large number of insects.

Electric insecticides fit well with the chemical-free trend

The higher number of insects during the summer provided an opportunity for electric insecticides to show that it is possible to keep insects away without the need for chemicals. Many consumers opted to try and eradicate flying insects via these products, which also benefited from the fact that they are convenient and easy to use.

COMPETITIVE LANDSCAPE

SBM Développement remains the leading player

Following the acquisition of Bayer in 2016, SBM Développement now owns the category’s leading brand, Kvit. The brand 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 seen.

Rise and fall of private label in electric insecticides

Nyborg Isenkram & Sportsforretning, the owner of the well-known DIY chain Harald Nyborg, started out having a successful year in 2018 with its Sartano chemical-free electric insecticides. The idea behind the product is that it attracts insects via a UV light and then zaps them with electricity.

Ecostyle to increase its presence

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.

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