Executive Summary

Feb 2019
PROSPECTS
Warm, long summer boosts volume sales of home insecticides in 2018

The Netherlands experienced one of its longest warm and dry summers in 2018, breaking former records and resulting in an increase in insects in the house such as mosquitoes, wasps and flies. Wasps were particularly a major problem.

Alternative products limit the use of home insecticides in the Netherlands

Although home insecticides recorded positive volume sales growth in the Netherlands in 2018 influenced by the warm summers, Dutch consumers are concerned about use of home insecticides and prefer alternative products. Alternative products such as electric mosquito killers were a hit in 2018 as these products do not have any negative repercussions on the environment or the health.

Average unit price of home insecticides increases in 2018

With the majority of sales of home insecticides sold seasonally, consumers buy the products out of need and do not plan purchases like they do for other home care products. As a result, home insecticides are rarely offered with special price promotions in the Netherlands.

COMPETITIVE LANDSCAPE
Henkel Nederland retains leading position in home insecticides just ahead of Vemedia

Henkel Nederland retained its leading position in home insecticides in the Netherlands in 2018. The company is active within all the home insecticides categories under the Vapona brand.

HG International continues to grow in home insecticides, albeit at a slower rate

HG International continued to grow in home insecticides, posting a double-digit increase in value sales in 2018. The company, which operates as a niche, tries to solve specific problems for customers in home care.

AS Watson (Health & Beauty Benelux) maintains its value share in home insecticides

Private label player AS Watson (Health & Beauty Benelux) maintained its third-ranked value share in home insecticides in 2018 thanks to price promotions of its products. Besides the fact that the products are already offered at lower prices as compared to brands, AS Watson offered its products at half prices, pushing high volumes and at the same time benefitting in value sales.

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Home Insecticides in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Insecticides industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Insecticides in Netherlands?
  • What are the major brands in Netherlands?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Netherlands?
  • What are the key new product launches in the insecticides market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Home Insecticides in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Warm, long summer boosts volume sales of home insecticides in 2018
Alternative products limit the use of home insecticides in the Netherlands
Average unit price of home insecticides increases in 2018

COMPETITIVE LANDSCAPE

Henkel Nederland retains leading position in home insecticides just ahead of Vemedia
HG International continues to grow in home insecticides, albeit at a slower rate
AS Watson (Health & Beauty Benelux) maintains its value share in home insecticides

CATEGORY DATA

Table 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Value sales of home care positive again in 2018
Internet retailing makes value share gains as consumers order products online
Unilever Nederland continues to grow faster than its competitors
New products and reformulations focused on premiumisation in 2018
Home care value sales expected to be positive but promotions limit growth

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources