Home Insecticides in Germany

PROSPECTS

Change in weather unsupportive of higher sales

Heavy rainfalls early in 2018 had experts convinced that the mosquito plague would be overly intense that year. Adhering to warnings and fearing the spread of disease, many Germans therefore purchased home insecticides to fend off mosquitos early on.

Negative image of home insecticides damages sales

Similar to air care, spray/aerosol insecticides recorded the fastest current value and volume decline in 2018. This is a result of many consumers worrying about adverse effects that insecticide sprays might have on their health or that of their children and pets.

Less toxic solutions for future growth

Among the best performing home insecticides in 2018 were insecticide baits and in-home insect repellents to prevent insects from entering the home. Nevertheless, value sales of the latter remained at a comparably low level, as many consumers worried about the potential harmful effects on children and pets.

COMPETITIVE LANDSCAPE

Large product selection and penetration support Scotts Celaflor

With a strong presence across various products ranging beyond home insecticides, Scotts Celaflor enjoys a high level of brand recognition and consumer trust. Many consumers who use the company’s soil and fertiliser products also turn to them with their insecticide needs, which supports an ongoing success and strong positioning in Germany.

Spotless exits home insecticides

Formerly strong and fourth-ranking player Spotless with its renowned brand Globol exited the category in Germany as an executive decision of its latest parent company Henkel. Demand did not justify maintaining the brand and its products in Germany, which led to its rapid discontinuation in 2018.

Private label on the rise

Apart from the three remaining leading players dominating value sales in 2018, private label played a growing role in home insecticides. Store brands of leading and trusted drugstore chains such as dm-Drogerie Markt for example, continue growing in selection, consumer awareness and acceptance, thereby threatening future growth of existing players.

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