Home Insecticides in Spain

PROSPECTS

Warm weather and humidity favour sales

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.

Prices rise under the effect of innovation

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.

Electric home insecticides increasingly enters Spanish households

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.

COMPETITIVE LANDSCAPE

Two companies concentrate sales

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.

Spaniards prefer branded home insecticides to private label

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.

Smart solutions also enter home insecticides

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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