Home Insecticides in Guatemala

PROSPECTS

Seasonal insect infestations drive sales in home insecticides

A high proportion of Guatemalans live in rural regions or urban homes close to vast expanses of nature, with bugs and mosquitos a common issue. The appearance of mosquitos typically increases over the rainy months between June and October, a season during which consumers use home insecticides daily.

Spray/aerosol insecticides leads in terms of share and growth

Spray/aerosol insecticides continued to hold the overwhelming majority of both volume and current value share in home insecticides and recorded the highest growth in 2019. Guatemalan consumers consider its products to be safe and effective, and they are found in homes throughout the entire country.

Wide variety of products caters to several different needs

Home insecticides offers a huge variety of products across all price segments. Economy brands include SC Johnson’s Autan, a line of insect coils.

COMPETITIVE LANDSCAPE

SC Johnson retains dominance of home insecticides

SC Johnson de Centroamerica SA continued to dominate home insecticides, with four of its brands holding the overwhelming majority of brand share between them. The company has the broadest product portfolio in terms of both brands and the variety of products and prices it offers, allowing it to retain the loyalty of a wide consumer base.

Leading company remains active in advertising

SC Johnson de Centroamerica SA is continuously investing in marketing and communication, primarily for its spray/aerosol and electric home insecticides. The company is active with mass media campaigns, through TV commercials, on billboards and in newspaper advertisements, and through in-store advertising such as posters in small independent grocers.

Innovation responds to specific virus threats

New product launches in home insecticides usually focus on targeting specific insect-borne threats. Towards the end of the review period, home insecticides saw a series of formula improvements designed to attack mosquitoes transmitting the Zika, dengue and chikungunya viruses.

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