Home Insecticides in Indonesia

PROSPECTS

Sales now driven by offering of new fragrances

With Indonesia having the second largest number of dengue fever cases in the world, consumers in the country are heavy users of home insecticides. As they smell such products all the time, products with attractive fragrances are therefore very attractive.

Innovation key to attracting new consumer groups

Innovation has always been a good “attention-grabber” in Indonesia as consumers tend to be easily tempted to try new products, especially when supported with strong marketing and endorsements via TV and social media. Manufacturers thus try to introduce new innovative products every year to gain sales share and maintain brand awareness.

Producers respond to rising consumer health awareness

Despite concerns over insect borne disease, consumers are becoming increasingly concerned about the potential health impact of home insecticides, especially for families with young children. Consequently, some new products are struggling to grow rapidly.

COMPETITIVE LANDSCAPE

Baygon continues to benefit from strong brand awareness and distribution

Johnson Home Hygiene Products continues to lead home insecticides sales in Indonesia due to the widespread popularity of its Baygon brand, which has been available in the country for many years and enjoys consumer trust and top-of-mind awareness. Within insecticide coils, electric insecticides, and spray/aerosol insecticide, Baygon is among the top two players, while its two largest rivals, HIT and Vape, struggle in insecticide coils and spray/aerosol insecticides respectively.

Growing competition from HIT and VAPE

HIT from Megasari Makmur and Vape from Fumakilla Indonesia continue to put pressure on leading player Baygon via constant investment in innovation. For example, HIT recently tried to enter insecticide coils with a new innovative offer, while Vape is the first player in the category to launch a one-push aerosol home insecticide.

Local players targeting lower income consumers within insecticide coils

Insecticide coils remains a large market in Indonesia, with 45% of Indonesia’s population still living in rural areas. Several local players are strongly positioned in this area, with King Kong proving popular in west and central Java, Maguni in North Sulawesi, and Zebra in East Java.

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