Home Insecticides in Slovakia

PROSPECTS

Product efficiency remains a key demand factor

A growing premiumisation trend was visible in home insecticides in 2018 as consumers opted for high efficiency products in terms of eliminating insects. On the other hand, consumers began to seek more ecological home insecticides in 2018, recognising the added value in going green.

The growing popularity of repellents negatively impacts sales

Home insecticides against crawling insects witnessed growing attention in 2018 as more consumers moved from living in apartments to family houses, where ants are the most common insect type, although other invasive forms are also present. On the other hand, the use of protective nets on windows and balcony/terrace doors to prevent flying insects from entering is also common and effective.

Substitutes continue to hamper home insecticides

Using home-made products to fend off insects, such as moths or ants, remained common in 2018, mixing commonly available ingredients such as lemon, lavender, sugar or sodium bicarbonate, just to name a few. A variety of recipes are shared among friends and relatives or over the internet via numerous discussion boards and social media.

COMPETITIVE LANDSCAPE

Product marketing to become more sophisticated

The marketing activities of home insecticide manufacturers improved slightly in 2018, with better product placement in stores, printed press advertising and, most of all, price discounts. Efficiency claims based on product testing and claims from market research agencies which indicate a brand’s popularity and high levels of consumer satisfaction will likely play an increasingly important role in the future.

Private label grows in 2018, though future growth prospects remain limited

Private label strengthened its position in 2018 thanks to dm-Drogerie Markt in 2018, which invested heavily in store promotion while also launching its own online store in January 2018. Nevertheless, the overall share of private label remains limited and is not expected to significantly threaten the key players in 2019 or 2020.

Stronger competition from niche products expected

Due to a lack of innovation and strengthening online cross-border shopping, products from Asia increasingly compete with local products. These include not only home insecticides in the forms of powder, chalk/pen or various traps, but also affordable ultrasonic repellents, which are gaining consumer interest.

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