Home insecticides recorded slower growth in 2020 than in 2019. As was the case in several other categories in the year, consumers proved that these products are not widely regarded as essential and reduced their purchases as they tightened their purse strings due to COVID-19 and the accompanying economic uncertainty.
Insecticide baits and spray/aerosol insecticides lost value share in home insecticides in 2020, in a continuation of the trend evident throughout the review period. These products are starting to be perceived as outdated by many consumers, and sales have also been negatively affected by competition from categories that are growing in popularity, such as electric insecticides and insecticide coils.
SC Johnson & Son maintained its lead of home insecticides in Serbia in value terms in 2020. The multinational manufacturer’s Raid brand was by far the most heavily advertised throughout the review period and as a result the brand has a much higher level of consumer recognition than any other within home insecticides.
By 2020, no private label player had reached a notable position in home insecticides in Serbia. Home insecticides is too small a category for large retailers to make significant investments, so they tend to focus on more important home care categories that can guarantee a higher turnover.
Retail modernisation is set to continue influencing sales of air care in Serbia throughout the forecast period, with an anticipated continued decline in the share of traditional grocery retailers, and growth of modern channels. E-commerce will continue to grow as consumers are increasingly confident and used to purchasing online, particularly during COVID-19 when e-commerce allowed them to avoid retailing outlets and thereby reduce the risk of catching the virus.
Novel formats such as insecticides coils and electric insecticides are both set to see a positive retail value CAGR over the course of the forecast period. Meanwhile, insecticide baits and spray/aerosol insecticides are expected to see negative retail value growth rates.
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Understand the latest market trends and future growth opportunities for the Insecticides industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Insecticides research and analysis database.
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