Home Insecticides in Greece

PROSPECTS

Competition from body insect repellents prevents growth

After a positive year in 2018, in 2019 home insecticides saw a strong retail current value decline. Home insecticides sees fierce competition from body insect repellents.

Insecticide baits performs well due to fewer safety and environmental concerns

Insecticide baits saw the strongest retail current value growth in 2019. This is not a mature category, so it benefited from low penetration and company investment, with new brands entering the market.

Poor performance for products for flying insects

Overall home insecticides showed significant growth in both retail current value and volume terms in 2018, driven mainly by products for flying insects, which showed astonishing double-digit growth. This performance, was, amongst others, a result of the favourable weather conditions starting from early 2018.

COMPETITIVE LANDSCAPE

Aroxol from local player Eureka Hellas remains the leading brand

The Aroxol brand by domestic manufacturer Eureka Hellas continued to lead home insecticides in value terms in 2019. Aroxol benefits from its strong brand name and its dynamic presence in the largest categories of electric and spray/aerosol insecticides.

Launches and relaunches affect the competitive landscape

The entry of Baygon by SC Johnson & Son in insecticide baits was a key development in the competitive landscape, as the brand introduced a bait for cockroaches in 2019. Another key development was the launch of Teza Exterminator Gel, a new product in gel format to combat all types of cockroaches.

Consumers appreciate new green launches in home insecticides

The value share of the brand Spira, which is imported by Costas A Papaellinas, increased strongly in 2019. Its competitive advantage over other brands is that apart from modern retailers it also has a strong presence in traditional retailers.

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