Home Insecticides in Spain

PROSPECTS

Further development with innovative premium products will maintain higher value growth compared to volume demand

Home insecticides continued to experience steady demand in 2019, supported by high temperatures during the summer which follow rain during the spring, leading to a favourable climate for the abundance of insects in Spain, including mosquitos. The marginally slower demand for the largest category in volume terms of spray/aerosol insecticides in 2019 due to rising concerns amongst the population regarding their safety in the home linked to inhalation of chemicals, had somewhat of a negative influence over home insecticides, although the performance of the next largest category of other home insecticides (which also offers the most affordable average unit price) was stronger, with some dynamism contributed by the newer format of in-home insect repellents.

Ongoing strong performance for electric insecticides due to perception amongst Spaniards that it is less harmful compared to traditional solutions

Electric insecticides continued to be the most dynamic performer in 2019 in both retail volume and current value terms, with this format being increasingly used in the home to address crawling rather than flying insects, due to the rising incidence of ants and beetles. The higher than average unit price of this category helps to drive value sales, with greater innovation in this area more likely, such as the introduction of the smartphone-controlled Bloom HomeControl from Henkel.

New EU directive likely to help drive up unit price from 2020

The average unit price of home insecticides is predicted to continue to rise over the forecast period. While innovation and further development in terms of launching premium products will help to drive up the price, the EU regulation No 528/2012 concerning the use of biocidal products will come into effect as of 2020 in an effort to reduce pollution.

COMPETITIVE LANDSCAPE

Intensifying competition with private label gaining share in more expensive categories

Home insecticides experienced intensifying competition in 2019 between the leading trusted and well-established brands and private label, with the latter holding the highest value share led by Mercadona’s Bosque Verde. While local consumers generally trust the efficiency of known brand names in their ability to quickly address insect infestations rather than risk purchasing lower quality products, the greater affordability of private label from major retailers has led to more price-sensitive consumers purchasing these products in more expensive formats, leading to stronger share gain within electric insecticides and insecticide baits.

New launch for Zelnova could further expand electric insecticides

Third-ranked Zelnova continued to gain impressive value share in 2019, supported by its brand Casa Jardín within spray/aerosol insecticides. However, the player has continued to invest in home insecticides, particularly the more dynamic electric format with its Kill-Paff brand, by launching Kill-Paff Kids.

Zeltia to gain further investment through new partner

Zeltia SA, the global brand owner of Paff and Casa Jardín, which is locally distributed in Spain by Zelnova, has entered into a new partnership with Allentia Invest. The objective of this new partnership is to increase investment in the company and allow it to further develop innovative home care products, including home insecticides over the forecast period.

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