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 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 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.
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 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.
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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This industry report originates from Passport, our Home Care market research database.