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Home Insecticides in France

France home insecticides market: EUR 141 million industry in 2012

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2014-04-23 21:29:03 - Home Insecticides in France - a new market research report on

In the France home insecticides market two players, SC Johnson and Eau Écarlate, together secured 80% of the value sales in 2012. Since 2011, SC Johnson has quasi-monopolised the category value sales, reaching a value share of 70% in 2012. Before 2011, it was already well known thanks to performances of its widely recognised brands Raid and Baygon.

Up by 3% in current value terms in 2012, spray/aerosol insecticides and electric insecticides are the best- performing products. Whilst the former type of insecticide reassures consumers against the Asian hornet, electric insecticides are more convenient to use than other types of insecticides, as they work automatically. Consumers do not have to think about it, since they simply plug it in and it



lasts for more than a month. Manufacturers are increasing their efforts to launch this format, including using more natural ingredients, to be in line with consumers´ expectations.

The main event affecting home insecticides should be the settling of the new Biocide legislation in September 2013. The first constraint should be to use both active components that work efficiently on insects and are innocuous for humans and the environment and the second one will be to get authorisation for marketing the products (AMM – Autorisation de Mise sur le Marché as in OTC products). One of the main drawbacks of this new legislation may be the high cost of necessary surveys to prove the efficiency and the innocuousness of home insecticides: between €100,000 and €200,000 per formula. Players such as SC Johnson and even Eau Écarlate can afford to pay for this but small and medium local players cannot.

Key Headlines

- Sales of home insecticides increase by 2% in 2012 to reach €141 million
- Despite bad weather in spring and summer and subsequent absence of insects, French consumers fear proliferation of "tiger mosquito" and Asian hornet
- Average unit price continues to increase in 2012
- SC Johnson almost monopolises sales with a 70% value share in 2012
- Constant value sales of home insecticides are expected to stagnate over the forecast period

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