Weather is the key factor influencing the performance of home insecticides year-on-year in the Greek market. While in 2019, weather conditions were unfavourable to the category’s performance, resulting in a strong decline in demand for products targeting mosquitos, 2020 witnessed rising sales.
Home insecticides did not see stockpiling as a result of the COVID-19 crisis because these products are expensive and consumers, therefore, only purchase them when needed. Indeed, this was particularly the case in the uncertain economic environment resulting from measures aimed at limiting the spread of the pandemic.
The Aroxol brand from domestic manufacturer Eureka Hellas continued to lead home insecticides in value terms in 2020. Aroxol benefits from its strong brand name and its dynamic presence in the largest categories of electric and spray/aerosol insecticides.
While the economic impact of measures introduced to contain COVID-19 will sharpen consumers’ focus on essential products and increase price-sensitivity, this is expected to have a limited impact on home insecticides during the forecast period. Consumers that purchase such products deem them to be essential items and, moreover, they tend to be loyal to their preferred brands because they place a strong emphasis on maximum efficacy in purchasing decisions.
The widespread shift towards e-commerce witnessed during lockdown is set to provide a strong foundation for the further development of online sales in home insecticides during the forecast period. Consumers appreciated the reduced risk of viral transmission through social contact provided by e-commerce during the COVID-19 pandemic, as well as the convenience of 24/7 ordering and home delivery.
Discounting activities are expected to remain prevalent in home insecticides during the forecast period, as competition in the category is fierce and the COVID-19 crisis has led to a significant increase in consumer budget-consciousness. Promotional activity on the part of both retailers and manufacturers will exert a downward pressure on prices in home insecticides.
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This report originates from Passport, our Insecticides research and analysis database.
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