While COVID-19 did not have a direct effect on home insecticides in the same way that it did on other home care categories, such as surface care or bleach, the indirect effect of New Zealanders being at home more often helped drive sales growth in 2021. The work from home trend became more popular as most businesses across the country embraced flexible working, where possible, following on from its successful forced implementation during the nationwide lockdowns in 2020.
Home insecticides continued to be dominated by SC Johnson & Son and Reckitt Benckiser in New Zealand in 2021, owing to their strong distribution and marketing capabilities, as well as high awareness of their respective brands. SC Johnson’s Raid brand held a higher value share than Reckitt Benckiser’s Mortein brand, but the two brands combined accounted for more than two thirds of value share in the category.
Spray/aerosol insecticides remained the largest category in home insecticides in terms of value sales in 2021, and also one of the stronger performers in terms of current value growth. The category enjoys strong penetration across both grocery and non-grocery retail channels, a wide product range, and a strong shelf presence in supermarkets.
Meteorologists from the National Institute of Water and Atmospheric Research (NIWA) are again forecasting a La Niña climate system over the 2021/2022, summer which is expected to bring a marine heatwave, with temperatures expected to be close to the warmest on record. As such, warmer temperatures and temperate winters are likely to continue over the forecast period.
The use of natural ingredients was a growing trend influencing home care over the review period, yet its presence in home insecticides has been somewhat muted. Only a limited number of products exist that use natural ingredients, most notably a selection of spray/aerosol insecticides.
COVID-19 has caused a fundamental shift in consumer behaviour, which is expected to remain over the forecast period. For instance, the popularity and prominence of working from home, which continued to develop as a key trend in 2021, is likely to be here to stay, as new ways of working remain permanent.
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This is the aggregation of spray/aerosol insecticides, electric insecticides, coils, baits and other insecticides.See All of Our Definitions
This report originates from Passport, our Insecticides research and analysis database.
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