In 2020, COVID-19 had an indirect effect on volume growth of home insecticides. Due to the pandemic, which coincided with the approaching spring/summer period, Turkish people preferred to spend their holidays at summer houses that they owned/rented rather than visiting hotels due to the fear of becoming affected with COVID-19.
Volume sales of electric insecticides went up by low double digits in 2020. This category is seeing growing use as a means of combatting mosquitos as people increasingly avoid using sprays, which they regard as toxic and which require ventilation in rooms where they are applied.
In 2020, Johnson Wax, with its Raid brand, maintained and strengthened its leading value share within home insecticides. The local company Eczacibasi Ilac ranked second with its Baygon and Detan brands.
From 2021 onwards, volume sales of home insecticides are expected to register single digit year-on-year growth in Turkey. The volume CAGR over the forecast period is projected to be considerably lower than the growth registered in 2020 and slightly lower than the review period CAGR overall after Turkish and other travellers return to booking rooms at hotels for holidays – both during summer 2021 and onwards, provided that a second pandemic wave does not hit the country.
Electric insecticides is predicted to demonstrate the highest growth over the forecast period with consumers demanding products that are more user-friendly and less harmful to human health and the environment. Spray/aerosol insecticides is also expected to register growth, which will continue to come from lower- income consumers that can afford to purchase this format to kill mosquitoes as well as from consumers that prefer to use sprays to kill crawling insects instead of using baits.
At the end of the review period private label home insecticides were not available in the Turkish market and small brands owned only a small share of the total value sales. However, over the forecast period, in the event that private label products are launched, the shares of the leading players will be greatly challenged given the strength of the hard discounters BIM, A101 and Sok in the retail market and the importance these retailers give to their private label products.
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This report originates from Passport, our Insecticides research and analysis database.
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