The increased popularity of electric insecticides was evident in its strong growth over the review period. These formats continue to be purchased by consumers as more brands become available and are promoted strongly alongside other existing formats.
It is evident from claims made on packaging across formats that instant kill capabilities are crucial. Consumers seek products which are quick and easy to use with instant results.
Other home insecticides are also becoming more popular, with increased promotional activity in a number of leading supermarkets. The effectiveness of these formats in preventing the spread of ants and cockroaches has led to their popularity among South African consumers for whom pests are an issue, especially during the hot summer months.
Some encouraging news is that domestic player, Tiger Consumer Brands, continued to lead home insecticides in 2018. Its heritage Doom brand led in most categories in home insecticides, with the exception of insecticide baits, in which it is not present.
Home insecticides witnessed a slight decline in retail value growth in 2018. This could possibly be due to financial constraints and consumer disposable incomes being allocated to more crucial products.
The Peaceful Sleep and Tabard brands shifted from insect repellent for outside use to home insecticides, given the effectiveness of these products in deterring mosquitos and other flying insects. These products prevent insects from biting humans instead of being killed when seen.
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This industry report originates from Passport, our Home Care market research database.