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Learn moreFeb 2019
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2018 was a positive year for home insecticides and sales were favoured by the increased presence of cucarachas and other crawling insects during the summer. The abundance of rain during the spring and the high temperatures registered in summer favoured the proliferation not only of these insects but also of mosquitos.
In 2018, the average unit price for home insecticides increased because of the effects of two main factors. On the one hand, manufacturers largely invested in innovative formats, scents and applications to compete and increase margins, driving unit prices upwards.
In a landscape of overall growth, electric home insecticides was the strongest performer in current value terms in 2018. Behind the fact that manufacturers launched innovative products in this category, such as the smartphone-controlled Bloom HomeControl, and introduced more convenient and smaller formats which boosted prices, electric home insecticides also benefitted from health trends.
The home insecticide competitive landscape is characterised by sales concentrated in the hands of two big international players: Johnson Wax Española and Henkel Ibérica. Over the review period, Johnson Wax started a process of portfolio renovation, which led to a focus on different brands in the most profitable categories, for example by concentrating Baygon within spray/aerosol insecticides.
The participation of private label is quite low for home insecticides denoting that Spaniards perceive branded products as more harmless and more trustworthy compared to private label products and are therefore willing to spend more for safety. Similar to other categories, Mercadona, due to its expanded retailing network, is the largest player within private label, followed by Centros Comerciales Carrefour.
In 2018, Henkel also launched the most innovative product in the category: Bloom HomeControl. It is the first smart electric insecticides that allows users to turn it on or off, change intensity and send recharge notification directly through their smartphones.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Home Insecticides industry in Spain with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Home Insecticides industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.