Like most areas of home care, the main growth driver of home insecticides in 2020 was the home seclusion created by COVID-19. With more time spent at home consumers were more aware of and more irritated by pests and so were more willing to purchase home insecticides to address the problem.
Earth Corp retained the lead in home insecticides in 2020, offering a wide range of products that cover all of the home insecticides categories. The company is benefiting from a growing emphasis on a preventive approach to home insecticides, which is in line with evolving trends in Japan, with the company increasing its value share in 2020 as a result.
The top four players in home insecticides – Earth Corp, Dainihon Jochugiku Co Ltd, Fumakilla Ltd and ST Corp – account for nearly all sales of home insecticides in Japan. These players benefit from high levels of brand recognition and trust.
Sales of home insecticides had registered a slight decline over the review period, but the category is projected to see steady growth in current value terms over the forecast period. On the one hand, government advice around indoor air quality is expected to have a lasting impact, which should encourage consumers to continue regularly airing their homes.
There is not expected to be any significant change in the competitive landscape over the forecast period, with the top four players having almost complete control over the market. It is time consuming and costly to bring new home insecticides to the market due to the strict regulations around these products.
Despite the impact that COVID-19 has had on sales of home insecticides, demand for these products will nonetheless likely continue to be heavily influenced by the weather, with this having a significant impact on the size of the insect population each year. A long hot summer followed by a short rainy spell can negatively impact the mosquito population, for example, and thus result in a drop in demand for home insecticides.
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Understand the latest market trends and future growth opportunities for the Insecticides industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Insecticides research and analysis database.
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