Home insecticides witnessed significantly lower demand in 2018, triggered by unfavourable weather conditions during the warm spring and summer months. Once again, electric insecticides recorded the strongest retail value growth, a direct result of growing consumer demand for easy-to-apply and more convenient solutions and products offering protection from flying and crawling insects.
Spray/aerosol insecticides registered the steepest retail value decline in 2018 due to lower than average consumer demand, in part due to unfavourable weather conditions which prevented any significant presence of insects, as well as the growing awareness of the threat the chemicals used in the home insecticides pose to human health. The decline of spray/aerosol insecticides, in combination with the moderate growth of electric insecticides and the minimal growth of insecticide coils and insecticide baits, resulted in negative retail value growth of the entire home insecticides category in 2018, primarily due to the significant size of spray/aerosol insecticides.
Consumers are becoming increasingly aware of the negative effects of home insecticides on human health, despite the significant progress made in the new formulations used in the process of manufacturing home insecticides. A growing number of consumers refrain from the use of home insecticides in favour of cleaner and healthier environments and personal space.
SC Johnson & Son maintained its lead in home insecticides with a moderately declining value share in 2018 due to competitive pressure from lower-priced home insecticides brands. The company owes its strong value share to the significant market penetration of its Raid brand.
Thanks to the solid penetration and stable performance of its Pitroid brand, Croatian company, Atlantic Grupa, ranked second in 2018 and managed to increase its value share amidst continued competitive pressure from other international companies and new entrants. Pitroid enjoys a solid presence across all home insecticides ranges, including spray/aerosol insecticides and electric insecticides.
In addition to the two leading companies, several other international companies ably compete within home insecticides in Macedonia. SBM Développement, with its Bayer Garden brand, ranked third in 2018, followed by the Greek company, Eureka Hellas, with its Aroxol brand and the Polish company, Pol-Hun M Bielska, which competes with its General Fresh.
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