Home Insecticides in Taiwan

PROSPECTS

Home insecticides maintains positive growth momentum

Due to hotter and longer summer seasons in Taiwan, both the Taiwanese government and consumers have been paying active attention to how to efficiently achieve pest control. On the one hand, the government continues educating consumers about the significance of maintaining a hygienic home environment, which supports the positive growth of home insecticides.

Other home insecticides registers higher growth rates

Other home insecticides has continued to be the highest growing subcategory since 2009, which is attributed to stronger growth in foggers/bombs which create less smoke than coils, together with in-home mosquito repellent nets which successfully keep mosquitos away from indoors. Given the frequent Dengue fever outbreaks in the summer, the latter have certainly caught the attention of potential consumers.

Spray/aerosol insecticides remains the largest subcategory in home insecticides

Spray/aerosol insecticides contributes the highest retail value due to highest average unit prices, and its higher value compared to other subcategories can be partly attributed to it being the major format to prevent flying insects such as mosquitos. By comparison, insecticide coils registers the lowest retail value due to the lowest unit prices and consumption falling due to associated unpleasant smoke and fumes.

COMPETITIVE LANDSCAPE

Chung Tai Hsing maintains lead due to multiple product lines and brands

Chung Tai Hsing Chemical Industry Co Ltd continued leading home insecticides in 2018, and two well-known brands Crocodile and Pi An Chu covering all subcategories consolidated its position. For example, the company not only extended Crocodile’s mosquito repellent net, which enjoyed stronger performance, to more retail channels, but actively introduced similar products, from Japan, that can be used 100 days longer, to attract more consumers.

Domestic players continue to dominate, while international players expand slowly

Domestic players continue to dominate overall home insecticides due to their wider product portfolios, extensive retail channels across the country and lower price points. Meanwhile, SC Johnson & Son Taiwan and Henkel Taiwan hold leading positions with Raid in electric insecticides and Combat in insecticide baits, respectively, and they rarely need to invest further marketing resources.

Other home care non-grocery specialists indispensable in home insecticides

Hypermarkets and supermarkets have retained their position as leading channels in home insecticides, yet other home care non-grocery specialists demonstrate their exclusive strength to consumers in both urban and suburban areas in Taiwan. These outlets are typically home and garden specialist retailers, and have “hardware” in their Chinese store names.

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