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French home insecticides market controlled by SC Johnson and Eau Écarlate

Press Release   •   Aug 12, 2013 10:25 BST

The French home insecticides market increased by a modest but positive current value growth of 2% in 2012, to reach a value of €141 million.

Results for the French home insecticides market were very ambivalent in 2012. On the one side, sales were dampened by the very bad weather in the spring and at the beginning of the summer 2012. Traditionally, the dedicated shelves to home insecticides are set up in April and May.

However, when the shelves for insecticides were ready in the spring 2012, there were absolutely no insects and mosquitos in French households, nor in June and July. On the other side, the French suddenly feared the potential danger of two new enemies in the country, namely the "tiger mosquito" and the Asian hornet.

The green trend and the growing need lot of convenience in insecticides were good opportunities for manufacturers to bring more added value and thus increase their unit prices during the past couple of years.

Consumers are less reluctant to spend money on insecticides if they are confident of their efficiency and their innocuousness. Moreover, sales by promotion pack increase the volume sales.

The use of insecticides in France is seasonal, with sales increasing during the spring and summer time. In 2011 and 2012, it was a priority for the government to fight the proliferation of insects, above all the risk of mosquito-borne chikungunya and dengue cases in the Provence-Alpes-Côte d'Azur (PACA) region, and each consumer has to beware of the proliferation of tiger mosquitos.

Products for flying insects still represented a big proportion of sales, with a 74% value share in 2012. The share of spray/aerosol insecticides for crawling insects decreased in 2012 to reach 14%, whilst the share of dual-use products reached 13% 2012. French households still generally prefer to target specific insects rather than use dual-use insecticides, which may be perceived as less efficient.

Within the French 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.

For more information on the French home insecticides market, see the latest research: French Home Insecticides Market

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