Home Insecticides in Italy

PROSPECTS

Ongoing demand for home insecticides supported by changing climate which prolongs insect breeding season

Home insecticides continued to record stable demand in Italy in 2019, driven by positive performances by the largest volume categories of spray/aerosol insecticides and other home insecticides, which along with insecticide coils, are the most affordable options. Insecticide baits on the other hand, remains a niche, purchased by more affluent consumers due to their much higher than average unit price.

Further development of ecological home insecticides which repel rather than kill insects is likely

With Italians becoming increasingly aware of health and wellbeing trends and environmental issues, they are becoming more mindful of the types of home care products that they are using in their homes. However, this area of home insecticides remained underdeveloped and a niche in 2019, although some consumers are searching for natural and ecological options which are not perceived to be harmful to their health compared to chemical-based solutions.

Cost continues to play important role in purchasing decision with higher demand predicted for electric insecticides due to fall in average unit price

While internet retailing continued to gain value share in the distribution of home insecticides in 2019 as it offers consumers a greater range of products and prices, many consumers tend to purchase these products on a need to have basis once the insect breeding season begins. They therefore tend to head to their nearest retailer to purchase these products.

COMPETITIVE LANDSCAPE

SC Johnson retains leadership with wide product portfolio of trusted global brands

SC Johnson Italy Srl retained its leadership of home insecticides in 2019, supported by strong consumer recognition for its long-established brands Raid and Baygon, which lead the largest category of spray/aerosol insecticides. These brands have wide distribution and are offered in a range of different formats.

Vape well placed in high-value categories

Vape retained its overall leadership of home insecticides, locally distributed and produced by Guaber Srl for Henkel AG & Co KGaA. Guaber Srl was originally an independent company until its acquisition by Henkel in 2015.

Orphea most associated with moth proofers but now offers wider product portfolio

Third-ranked Tavola retained stable value share within home insecticides in 2019, offering the brand Orphea, which consumers tend to associate with moth proofers, a category which it continued to dominate. However, Orphea has also extended its product portfolio outside of its traditional home insecticides range by launching a new insecticide bait to combat flies and bedbugs.

Files are delivered directly into your account within a few minutes of purchase.