Retail value sales in the Indian home insecticides market grew by 9% to reach a value of Rs31.4 billion in 2012.
The growth in 2012 was contributed by spray/aerosol insecticides and electric insecticides that killed insects instantly and therefore gained popularity amongst consumers.
Additionally, with consumers in rural areas becoming more aware of diseases such as malaria and chicken guinea, the sales of home insecticides and coils in particular also witnessed a strong increase.
The shift from insecticide coils to the spray/aerosol format continued in 2012. Vaporisers are considered to be more effective and instant in killing mosquitoes, flies, and cockroaches. Additionally, the frequency in use of aerosols also grew in urban areas and Tier I cities.
Interestingly, home insecticides including electric insecticides and spray/aerosol insecticides gained further acceptance amongst rural consumers due to their increased purchasing power and growing health concerns.
Spray/aerosol insecticides continued to record the fastest current value growth of 15%, followed by electric insecticides with12% growth in 2012. The spray/aerosol format witnessed a faster rise in urban areas where consumers willingly spent more on buying aerosols which are more convenient, effective and instant in their action to kill insects including mosquitoes.
Mosquitoes continued to be the most prevalent of pests, followed by flies and cockroaches. Less than adequate sewage and disposal facilities have played a part in the sustained existence of mosquitoes, flies and cockroaches across India.
Within households, cockroaches are found near kitchen sinks and bathrooms, where mosquitoes continued to be omnipresent. Since such insects lead to serious health diseases such as malaria, the government started mass fumigation campaigns and cleanliness drives in slums and semi-urban areas.
With value share of 36%, Godrej Consumer Products continued to dominate the Indian home insecticides market in 2012. Although not the leading brand in electric insecticides, its Good Knight continued to perform well with a 28% value share to rank second.
Good Knight continued to eat into the share of SC Johnson's All Out Double Power, by investing heavily in its distribution network. Additionally, Good Knight's aerosols business also experienced huge growth in sales due to affordability and easy availability.
For more information on the Indian home insecticides market, see the latest research: Indian Home Insecticides Market
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