Home Insecticides in Turkey

PROSPECTS

Increase in measures taken by local authorities dampening volume growth

Over the review period, home insecticides recorded a declining volume CAGR, as the local authorities of regions that have relatively warmer summer conditions gradually increased the measures that they were taking against insects, particularly mosquitoes. This trend is expected to continue, with the economic hardship the country has been experiencing of late not resulting in significant budget cuts for local authorities.

Home insecticides sales hit by consumer price sensitivity

The economic downturn negatively impacted home insecticides sales in 2019, particularly given the fact that sales of these products tend to reach their peak during the summer and the onset of the worst of the economic problems only happened in the late summer of 2018. In the earlier part of the forecast period, the impact of the negative economic outlook will continue to be seen.

Rising health awareness having an effect on sales of home insecticides

The best performer over the forecast period will be electric insecticides. Due to increasing health awareness, some consumers have stopped buying home insecticides in the spray/aerosol format and are switching to slow-release electric substitutes.

COMPETITIVE LANDSCAPE

Johnson Wax continues to lead home insecticides

Owing to its first-mover advantage and the wide availability of its products, Johnson Wax continued to lead home insecticides with its Raid brand at the end of the review period. The company has successfully positioned Raid as the most effective home insecticides brand.

Eczacibasi Ilac’s Detan continues gaining share

Eczacibasi Ilac ranked second in terms of value sales with its Detan brand in 2019, largely owing to the group’s extensive distribution network and substantial marketing budget, which enabled it to increase the awareness of its brand through frequent communication campaigns. Detan gained value share in 2019 as its presence expanded in the country’s most popular discounter chain BIM.

Rise and fall of local brands like Esem, Bion and Matkov

A number of local less upmarket brands such as Esem, Bion and Matkov gained notable value shares in the earlier part of the review period, thanks to their strong presence in nationwide modern grocery chains. In particular, Matkov’s presence in BIM outlets had given the brand a marked advantage in terms of gaining value share.

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