The hot temperatures in Saudi Arabia, as well as the introduction of new insects in the Kingdom that spread diseases, continued to drive demand for products in home insecticides in 2020. Flying mosquitoes and crawling insects are particularly problematic for consumers in Saudi Arabia and helped to support continued value and volume growth of home insecticides in 2020.
With consumers facing a sharp increase in VAT which has risen to 15% in Saudi Arabia, players increased their promotional activity in 2020. In doing so, players aimed to soften the blow of the tax hike and encourage consumers to continue spending money on home insecticides, thus absorbing some of the impact of the tax increase.
Consumers in Saudi Arabia tend to prefer fragrance-free products in home insecticides, and these varieties continued to be the most popular products in 2020. The brand leader Raid, for instance, is odour-free, which will have been an important factor for consumers spending more time at home during the COVID-19 pandemic, as consumers will not have wanted to spend a lot of time with the unpleasant and strong odour that some products in home insecticide produce.
Companies in home insecticides are expected to continue to focus on multipack promotions in the forecast period in order to attract continued sales from Saudi consumers. These will be important especially in the early years of the forecast period as consumers are expected to be more price sensitive in the immediate aftermath of the COVID-19 pandemic, as many consumers in Saudi Arabia suffered from job losses, salary cuts, and financial hardship during the COVID-19 crisis.
Companies in home insecticides are expected to focus their new product development on technological and scientific innovation to attract new consumers to the category. In the aftermath of COVID-19, for instance, companies are expected to develop products with disinfectant properties in order to appeal to the hygiene concerns that the COVID-19 crisis has generated.
The presence of private label and local products is not expected to increase significantly in the forecast period. This is due to the dominance of the international brands in the category that benefit from extensive discounts and promotional activities in Saudi Arabia.
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This report originates from Passport, our Insecticides research and analysis database.
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