Home insecticides registered an acceleration in sales growth in 2020 as demand increased substantially over the course of the year. The main factor supporting what can be seen as a very positive performance in this already very mature category was the greater focus on hygiene that emerged among the Taiwanese population as soon as it was announced that the COVID-19 pandemic had spread from China to the island nation.
Spray/aerosol insecticides remains the largest category of home insecticides in Taiwan and the popularity of these products is based on their instant and powerful effectiveness, as well as the fact that they can be used on both flying and crawling insects. Indeed, the ability of spray/aerosol insecticides to quickly and effectively kill cockroaches remains a major selling point for the category’s leading brands.
Other home insecticides recorded a moderate performance during 2020 despite the very strong growth recorded in sales of foggers/bombs. Sales of foggers/bombs increased strongly during 2020 as many consumers sought the most effective home insecticides due to the greater focus on hygiene at the peak of the COVID-19 pandemic.
Home insecticides is expected to see moderate positive growth throughout the forecast period, with the category not having been heavily impacted by the COVID-19 pandemic. In particular, no major change in growth rates is expected to be seen in 2021 as there was no significant surge or substantial drop in sales seen in the category during 2020 that would need to be counterbalanced during 2021.
Domestic players continue to dominate overall sales of home insecticides and this can be attributed to the wider product portfolios of local brands as well as their extensive distribution across all of the most important retailing channels throughout the country. Moreover, local brands tend to be considerably cheaper than the equivalent products sold under international brands, whilst offering products that cater to the specific needs of local consumers in terms of responding to uniquely Taiwanese issues.
As mentioned above, the recent ban imposed upon the unlicensed sale of grey market home insecticides via e-commerce has supported strong growth in legitimate sales of official products, both online and offline. In addition, the surge seen in consumer interest in e-commerce in Taiwan during 2020 due to the COVID-19 pandemic also supported strong growth in online sales of home insecticides.
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This report originates from Passport, our Insecticides research and analysis database.
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