Home Insecticides in Dominican Republic

PROSPECTS

The dengue epidemic saw consumers reaching for home insecticides to keep them safe

Sales of home insecticides saw very strong growth over 2019, as the country found itself in the grips of a dengue epidemic in several areas. Similar to the period in 2014-2015 when sales of home insecticides spiked as a result of widespread concerns over mosquito-borne illnesses, home insecticides saw very strong growth in 2019, for similar reasons.

Due to their convenience, spray/aerosols remain popular, with many consumers perceiving these to be more effective than other products

Spray/aerosol insecticides remained the most popular format of home insecticides in 2019, recording the fastest current value growth and the highest values sales - with this format expected to continue expanding over the forecast period. Many consumers appreciate the convenience of the spray format and perceive them to be more effective, offering better value due to their duration, and visible results.

Electric insecticides continues to record a poor performance as new delivery formats are predicted for the forecast period

Electric insecticides have continued to see the poorest sales performance in home insecticides. Consumers demand continues to decline as the items are seen as too costly and ineffective, given the frequent blackouts experienced by much of the country.

COMPETITIVE LANDSCAPE

SC Johnson Dominican Republic leads, benefiting from the wide distribution and reputations of Baygon and Raid

In 2019, SC Johnson Dominican Republic retained its lead of home insecticides, driven by the continued demand of its flagship offerings, Baygon and Raid. These two players remained the leaders in home insecticides, trusted by consumers throughout the country and widely distributed across several channels, reaching both traditional and modern channels.

Despite the projected growth in home insecticides, private label is yet to have a presence

Home insecticides is projected to record strong current value growth over the forecast period as consumers demand remains steady. However, the area continues to be characterised by a high level of concentration among several players operating in this space, namely international brands.

Growth potential in home insecticides is driven by innovation and new product formats

Plagox, from Grupo Perfesa, had positive results and increased share in 2019, largely the result of stronger distribution and the willingness to test out new formats in the landscape. Plagox is present in sprays and coils, but has also introduced interesting formats such as insecticide papers, along with a gel product.

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