Home Insecticides in Slovakia

2020 IMPACT

COVID-19 impacts home insecticides negatively due to price sensitivity but essential nature of category equalises sales in 2020

Retail value sales of home insecticides in Slovakia slowed during 2020 despite home insecticides being a distress product, considered necessary and essential when there is a high incidence of insects. Thus, consumers would buy this product even in times of uncertainty such as during the pandemic.

E-commerce enjoys boost due to pandemic

E-commerce experienced another positive year in 2020 and grew its value share significantly. Consumers seem to become increasingly comfortable buying products through the e-commerce channel.

Category remains consolidated but private label gains share and products from Asia compete through e-commerce sales

Home insecticides remained consolidated in 2020 with SC Johnson sro remaining in the lead and dm-Drogerie Markt sro continuing to be a distant second. Nonetheless, dm-Drogerie Markt’s private label products in electric insecticides, insecticide baits, insecticide coils, and other other home insecticides managed to gain substantial value share at the expense of SC Johnson during the year.

RECOVERY AND OPPORTUNITIES

Home insecticides expected to see sluggish growth over forecast period

As a seasonal product that is considered essential once needed, home insecticides are expected to witness sluggish constant retail value sales growth over the forecast period. Electric insecticides is expected to experience the strongest constant retail value sales growth within the category and continue to have the largest value share.

Lack of environmental formulation improvements likely to cause decrease in demand of spray/aerosol insecticides

Many home insecticide products, especially spray/aerosol insecticides, are not environmentally friendly and have high environmental loads as well as being perceived to cause health problems. Manufacturers of these products are not expected to make improvements to their formulations resulting in many consumers being more cautious when buying these types of products.

E-commerce set to increase over forecast period

Manufacturers of home insecticides are expected to improve their own e-commerce platforms with greater transparency and a more intuitive online shopping experience. Moreover, they are likely to include more products on their platforms for purchase.