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.
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.
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.
Home insecticides is predicted to experience further demand over the forecast period, recording stronger value growth compared to the review period, fuelled by the increasing awareness for the need to prevent insect-borne diseases. As cities continue to expand to accommodate a larger population, they are increasingly becoming prone to suffering from pest infestations.
The home seclusion trend as a result of the pandemic enabled e-commerce to penetrate the distribution landscape of home insecticides in 2020, due to the convenience of home delivery and a wider range of competitive prices, although most online purchases tend to be driven by mid- to high-income connected consumers. While supermarkets and traditional grocery retailers are likely to remain as the leading distribution channels for home insecticides over the forecast period, consumers who had a positive online purchasing experience during the pandemic are likely to return, especially if players continue to offer attractive promotional deals through this platform.
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