Home Insecticides in Kenya

2020 IMPACT

Sales of more sophisticated home insecticides driven by affluent urban consumers

Demand for home insecticides remained fairly steady in 2020, with increasing awareness amongst the population due to ongoing efforts by NGOs and local governments of the importance of preventing insect-borne diseases, especially malaria. Despite increasing price-sensitivity, more affluent consumers including the mid-income group, are gradually seeking safer and more modern methods of home insecticides while shifting away from traditional methods such as the use of mosquito nets and insecticide coils.

Coils to continue lose popularity in urban centres

The more affordable average unit price of insecticide coils makes them more attractive to rural or low-income consumers, although more affluent, urban consumer groups are continuing to move away from this traditional format, due to increasing modernisation and health concerns. Insecticide coils are increasingly perceived to produce harmful chemical emissions and a pungent smell which may in the longer term impact consumers’ health, particularly as counterfeit products, which are locally manufactured and sold to consumers at low prices, continued to emerge towards the end of the review period.

Manufacturers target consumers through promotions

Leading brands of home insecticides were forced to meet consumers’ changing needs and priorities as a result of deceasing disposable incomes during the pandemic in 2020. They therefore engaged in price promotions such as buy-one-get-one free, while also investing in online advertising to raise their profiles and expand their consumer reach.

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