Home Insecticides in Kenya

PROSPECTS

Rising consumer health awareness fuels sales

In Kenya, increased awareness of the dangers of mosquito borne diseases such as malaria continue to boost insecticide sales. The government, via the ministry of public health, has been running malaria sensitisation and prevention campaigns, thus increasing consumer awareness of preventive measures.

Product availability, affordability and ease of use key to success

Furthermore, the affordability and availability of most insecticide products in retail channels is boosting volume sales in the area. The ongoing expansion of independent outlets such as kiosks in urban residential areas is set to provide a stronger platform for the distribution of home insecticide brands.

Electric insecticides expected to lead growth

Electric insecticides is expected to remain the most dynamic area in home insecticides over the forecast period. Ongoing urbanisation, rising incomes and changing lifestyle trends are impacting the area, with a growing number of consumers opting for electric plug-in insecticide emitters, which are easier to use compared to spray insecticides.

COMPETITIVE LANDSCAPE

International brands continue to lead sales

International brands continue to dominate sales and growth in home insecticides due to their strong reputation, with Reckitt Benckiser maintaining its position as the leading player in 2018. Heightened marketing via both electronic channels and print media continue to boost sales, while the company’s brand loyalty, well-developed distribution channel and strong brand presence also support sales.

Price positioning key to targeting different consumer groups

Product pricing is the main differentiator between standard and economy brands within home insecticides in Kenya. Standard brands are affordable, mainly offering spray/aerosol and electric insecticides.

Modern retailers continue to dominate distribution

Home insecticides products are widely distributed through modern retail outlets, with few products being sold through traditional retailers. Consequently, the continued expansion of modern retailers throughout the country will help to boost sales over the coming years.

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