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