Home Insecticides in Turkey

PROSPECTS

All home insecticides categories see volume sales decline towards end of the review period

Home insecticides had a difficult time in expanding its annual volume sales base over the review period, as municipalities strengthened the measures they had been taking against insects. Meanwhile, category players opted to distinguish by launching more sophisticated and value-added products, in order to boost value sales given the stagnant volume growth.

Improved volume sales not expected to boost value sales in current economic climate

Over the forecast period, the value share of electric insecticides is expected to continue to increase. Although a positive volume CAGR is estimated for the category, this will not be enough to cause an upward trend in the value sales of home insecticides over the forecast period, because of the fact that consumers in Turkey are expected to continue to be highly price sensitive, as tough economic conditions are set to remain.

Gradual increase in measures taken by local authorities against insects will dampen volume growth

Over the review period, home insecticides recorded a stagnating annual volume sales trend, 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, given that the economic hardship the country has been experiencing has not caused a significant budget cut for the local authorities.

COMPETITIVE LANDSCAPE

Johnson Wax continues to lead home insecticides

Thanks to the fact that the company successfully positioned its Raid brand as the most effective and quality home insecticides brand by enjoying its first mover advantage, Johnson Wax continued to hold the dominant value share in 2018. The fact that Johnson Wax pioneered the innovations in the category along with its new product launches helped it consolidate its strength over the review period.

Eczacibasi Ilac’s Detan gains significant value share, supported by very wide distribution network

Johnson Wax’s Raid was closely followed by Eczacibasi Ilac’s Detan over the review period, as Detan reaped the fruits of the exceptionally wide distribution network of The Eczacibasi Group, one of the largest industry groups in Turkey. Besides, the company gained significant value share in 2018 as it increased the Detan’s presence in emerging retailing concepts, namely discounters.

More affordable home insecticides will gain significant value share over the forecast period

Whilst the category is dominated by two major brands, which are Johnson Wax’s Raid and Eczacibasi Ilac’s Detan, mid-tier players managed saw significant annual value sales over the review period, largely owing to very high price consciousness of a certain proportion of consumers in Turkey. Particularly starting in the second half of 2018 onwards following the dramatic depreciation of the Turkish lira, consumers became markedly price conscious and budget-friendly products benefited from this within the entire home care market, and home insecticides was no exception.

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