2018 was a good year for home insecticides in Finland. A warm spring and long summer led to strong insect activity and thus sales of products to eradicate them.
Electric insecticides was the best performing category in 2018 and is expected to continue to do well over the forecast period. As these products offer both efficiency and convenience, more consumers are expected to buy them.
The possible side-effects of home insecticides on their health and the environment worry many Finns. Sharing tips about more natural insect repellents and homemade alternatives in the media and on social media could pose a minor threat to home insecticide sales over the forecast period.
The competitive environment in home insecticides in Finland continued to remain largely unchanged in 2018, with Transmeri and its Raid brand heavily dominating sales. In addition to offering a wide product range, Raid also benefits from its local origins, featuring the Key Flag symbol on its packaging, with Finns known to favour and trust domestic products.
No significant new product development was seen in 2018. Nonetheless, innovation was seen in 2017 when new Baygon aerosols were launched.
Marketing remained rather limited in home insecticides in 2018, with the majority of promotional activity being seen in stores during the summer months, when these products had a more visible positioning. However, manufacturers were not active on social media, using other strategies instead.
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This industry report originates from Passport, our Home Care market research database.