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Home Insecticides in the United Kingdom

UK home insecticides market: £22 million industry in 2012

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2014-02-21 02:37:02 - Home Insecticides in the United Kingdom - a new market research report on

SC Johnson Ltd continued to lead the UK home insecticides market in 2012, registering a 48% value share with its Raid brand. This brand accounts for SC Johnsons entire company share. Ranked second is Sara Lee Household & Body Care UK Ltd with 15%, achieved through its Vapona brand. Rentokil Initial Plc is placed third with a 5% share, achieved with the Rentokil brand. The sales of all three companies are supported by broad product portfolios and long-term brand reputations.

With current value growth of 2%, the fastest growing category in 2012 was spray/aerosol insecticides, reflecting a trend seen throughout the review period. These products are more widely available, relative to other formats, and have more widespread usage, as opposed to



the more insect-specific formats of insecticide baits and coils. They are also regarded as better value relative to other formats, most notably electric insecticides. UK consumers are also most used to this type of home insecticide, which is boosting repeat purchases.

The home insecticides category is forecast to see a 2% annual decline in constant value terms over the forecast period. This category is traditionally heavily dependent on climatic conditions, but during the review period product development stagnated in line with low demand and a lack of insect problems in general in the UK. In the forecast period, there is no reason to see any change in these trends.

Key Headlines

- Home insecticides value sales increase by 1% to reach £22 million in 2012
- Despite a return to growth in 2012, home insecticides continues to suffer from poor consumer perceptions
- Spray/aerosol insecticides sees the fastest current value growth at 2%, due to the products relatively low unit price
- The average unit price of home insecticides falls slightly in 2012
- SH Johnson Ltd remains the leading manufacturer in 2012 with a 48% value share
- Home insecticides is expected to see constant value sales decline by 2% annually over the forecast period.

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