Home Insecticides in Japan

PROSPECTS

The weather the key factor in dictating demand

Demand for home insecticides continues to heavily influenced by the weather, with this having a significant impact on the size of the insect population each year. For example, 2018 saw a long hot summer followed by a short rainy spell which negatively impacted the mosquito population and thus resulted in a drop in demand for home insecticides.

Consumers in Japan opt for preventive approach

Japanese consumers increasingly desire insect-free homes and are taking preventive measures to achieve this. Moreover, manufacturers are developing home insecticides to address this demand.

Organic/natural insecticides offer limited potential

Organic home insecticides are attracting attention from consumers, especially those who have children or pets at home and who are concerned about the health effects of the chemicals used in home insecticides. However, these products remain niche and their potential for further development is limited by consumer perceptions that they are less effective than conventional chemical home insecticides.

COMPETITIVE LANDSCAPE

Earth Corp the go to company when it comes to killing bugs

Earth Corp retained the lead in home insecticides in 2019, offering a wide range of products that covers 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 2019 as a result.

Lion sells off Varsan to LEC

Lion Corp sold its Varsan brand of home insecticides to LEC Inc in 2019 with this being part of the company’s restructuring plans, with home insecticides not a key focus for the company. Varsan is ranked second in foggers/bombs behind Earth Corp’s dominant Earth Red brand.

Familiarity important in home insecticides

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.

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