Home insecticides witnessed a strong leap in growth in retail volume and current value terms in 2020. However, according to major actors like Brunel, the owner of the Kapo brand, and the industry association AFISE, the acceleration in growth was not strongly impacted by COVID-19.
From October 2019, in accordance with the implementation of article 76 of the EGAlim law, biocide insecticides could not be purchased off the shelf or the subject of price promotions. Some retailers anticipated the change in legislation by removing chemical insecticides in contravention of law from store shelves.
One COVID-19-related development concerned channel shifts in the distribution of home insecticides in France. As in other industries and home care categories, lockdown stimulated a shift to grocery retailers, e-commerce and, to a lesser and more ephemeral extent, traditional grocery retailers, as the government ordered the closure of specialist retailers, which were deemed non-essential businesses.
Home insecticides is expected to see a steady slowdown in retail volume and value (at constant 2020 prices) sales as the forecast period progresses. Nonetheless, the short-to-medium-term forecast for warm springs and hot summers is expected to see further strong growth rates in 2021 and 2022.
Rising unit prices and restrictions on the sale of home insecticides is set to increase the competition from natural solutions. The French population’s propensity for preparing their own natural home care solutions has penetrated home insecticides.
Home insecticides remains a highly seasonal category in France. While the ban on price promotions for biocide insecticides and the stronger emergence of ecological products are predicted to exert upward pressure on the average unit prices, this is not expected to make a big difference to the consumer base or demand.
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This report originates from Passport, our Insecticides research and analysis database.
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