Home insecticides was largely unaffected by the outbreak of COVID-19 in 2020. Consumers spending more time at home did have more time to focus on using insecticides; however, this was not enough to make up for the continuous shift away from home insecticides due to environmental and health concerns.
While the Norwegian Institute of Public Health has reported more outbreaks in recent years, such as bed bugs, home insecticides are rarely recommended as a solution. Due to resistance to home insecticides and increased travel activity, the incidence of bed bugs in the country increased sharply over the review period.
Similar to other relatively niche home care categories, such as bleach and air care, the competitive landscape is very consolidated in home insecticides, where brand recognition is key. Since consumers demand instant results, they are not willing to compromise on quality and therefore opt for well-known brands.
Home insecticides are set to drive consistent value growth across the forecast period, with low-levels of volume sales. In order to succeed in the long-term, home insecticides manufacturers will need to develop more environmentally-friendly options to appeal to the wider public.
Consumers in Norway tend to demand immediate results when it comes to home insecticides. Despite environmental concerns dampening growth, some consumers do still view home insecticides as a convenient way of controlling insects.
Aside from Raid, other brands including Nippon, Temus and Kirk (Krefting & Co), Trinol (Vilomix) and Kvit (SBM Life Science), struggle with more limited distribution in grocery stores. The lack of widespread distribution through grocery stores makes it difficult for them to present a serious challenge to Raid's leadership.
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This report originates from Passport, our Insecticides research and analysis database.
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