Insecticide baits and spray/aerosol insecticides lost value share in home insecticides in 2018 in a continuation of trends that were evident throughout the entire review period. These products are starting to be perceived as outdated by many Serbian consumers and sales have also been negatively affected by competition from categories that are growing in popularity such as electric insecticides and insecticide coils.
One of the main reasons for the declining popularity of insecticide baits and spray/aerosol insecticides among Serbian consumers is related to growing health concerns about these products. And while insecticide baits are being used less frequently due to concerns regarding their use around small children and pets, who can accidentally swallow the poisonous baits, spray/aerosol insecticides are also increasingly being linked with the spreading of environmental hazards.
In a mirror of distribution trends in virtually all home care products, sales of home insecticides through traditional grocery retailers declined appreciably in 2018. This represented a continuation of trends seen in the category throughout the review period.
There were no major new products launched within home insecticides in Serbia during 2018. Manufacturers focused instead on pursuing other strategies for winning the attention of consumers.
SC Johnson & Son maintained its clear lead within home insecticides in Serbia in 2018. The multinational manufacturer’s Raid brand was heavily advertised throughout the review period as well as during 2018 and as a result the brand now has much higher levels of consumer recognition than any other home insecticides brand.
As of 2018, no private label player had managed to reach a position of prominence in home insecticides in Serbia. When it comes to private label, the country’s leading chained grocery retailers are more focused on packaged food and drinks and on the largest categories from other fmcg industries.
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This industry report originates from Passport, our Home Care market research database.