Socioeconomic factors such as rapid urbanisation, the growing middle-income segment and the increase in participation of women in the workforce are all helping raise the standard and quality of living in Pakistan. Consequently, many consumers are switching to branded homecare products, including in the home insecticide segment.
Reckitt Benckiser Pakistan Ltd’s flagship brand, Mortein, remained the leading brand in home insecticides in 2021 with its vast consumer base and strong customer loyalty. The brand maintained its leadership with the support of frequent marketing campaigns and public service dengue fever awareness campaigns.
Reckitt Benckiser Pakistan Ltd and SC Johnson & Son (Pvt) Ltd continued to lead home insecticides in Pakistan during 2021. However, several local brands such as Kingtox (King Chemical Corp), Power Plus Mosquito Spray (Power Plus Co (Pvt) Ltd) and Cobra (Uneek Corp (Pvt) Ltd) have emerged and started competing with international brands to attain value share by offering greater value for money alternatives at more affordable price points.
Electric insecticides and spray/aerosol insecticides are expected to record steep constant retail value sales growth during the forecast period, due to leading brands, such as Mortein and Baygon, investing heavily in advertising these formats. Marketing of these products is aimed at convincing consumers to switch from insecticide coils to electric and spray/aerosol insecticides, which have higher profit margins.
Electric insecticides remained a premium format for home insecticides in Pakistan and were mostly limited to urban households in 2021. A key reason is that these products are more expensive than insecticide coils and spray/aerosol insecticides and require continuous electricity supply which is generally not a feasible option in Pakistan given the electricity shortages and power cuts.
The wide distribution coverage of home insecticides across urban and rural Pakistan is one of the key factors of the success of brands in this category. Availability of home insecticides along with growing awareness of brands being a convenient solution to preventing insect borne diseases drove sales growth of home insecticides over the review period.
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Understand the latest market trends and future growth opportunities for the Insecticides industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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