Home insecticides continues to experience stable albeit undynamic growth in 2021, with spray/aerosol insecticides registering the strongest performance in retail volume growth terms overall. This has been partially fuelled by the change to more frequent working from home practices, which saw many consumers purchasing more convenient forms of home insecticides to quickly address the presence of insects.
An unusually warm spring and summer pushed up demand for home insecticides in the UK over the first half of 2021. However, since home insecticides is primarily a seasonal product, demand has steadily declined over the year as the UK heads into the colder months.
The increased cleaning and sanitation practices noted during both 2020 and 2021 have presented a challenge for volume sales of home insecticides. Regular cleaning using surface care such as multi-purpose cleaners and all purpose cleaning wipes has been able to eradicate the presence of insects in the home.
Home insecticides is set to see little change in terms of performance over the forecast period. This is likely linked to consolidated consumption trends in the UK, where habits remain seasonal and product innovation and promotions are lacking compared to other home care categories.
Despite the further penetration of e-commerce within home insecticides, store-based retailing comprised of modern grocery retailers such as supermarkets, hypermarkets, in addition to home and garden specialist retailers dominate distribution. The growth of e-commerce is likely to be slower over the forecast period compared to its performance in other home care categories.
The average unit price of home insecticides is predicted to stagnate over the forecast period due to limited product innovation or new entrants to disrupt the landscape. For example, in other home care categories where premiumisation trends or sustainability trends gain higher price points, home insecticides are unable to boost value sales in this way.
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