Home Insecticides in the Czech Republic

PROSPECTS

Growth in home insecticides slower than in the long hot summer of 2018

Home insecticides continued to post retail current value growth in 2019, with slightly slower retail volume growth, as insects remain a problem in many households. However, the growth rate in 2019 was slower than in 2018 due to the different weather conditions.

Electric insecticides takes share from spray/aerosol insecticides

Most home insecticides categories performed well in both retail volume and current value terms in 2019. Insecticide coils was the smallest category and the only one to see a decline, thanks to low consumer awareness and a very weak product and brand offer in the Czech market.

Health concerns could threaten growth

Rising health- and environmental-consciousness could pose a potential threat to the growth of home insecticides over the forecast period, as consumers are becoming increasingly aware of the dangers of using products with chemical ingredients in their homes. As a result, home insecticides may suffer increased competition from different natural or home-made preparations to repel insects, such as various flowers or herbs, including lavender, cloves and basil.

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate with two strong brands

Home insecticides continued to be dominated by SC Johnson in value terms in 2019, accounting for more than three quarters of value sales and seeing a steady value share. The company significantly strengthened its position back in 2015, when its parent company bought rival brand Biolit from Unilever.

Strong potential for eco-friendly products

Although eco-friendly home insecticides are available in the Czech market, both the product range and availability remained very weak at the end of the review period. However, as concerns are rising surrounding the use of chemicals in the home due to their negative effects on health, it is expected that eco-friendly products will gradually gain ground in home insecticides over the forecast period.

Private label remains weak but sees growth in home insecticides

The private label offer remained very limited in home insecticides in 2019 and sales remained low, with the private label presence strongest in insecticide baits and electric insecticides. As efficacy is the most important factor in home insecticides, consumers tend to prefer proven branded products.

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