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Pest Control and Repellents - US - June 2013

“Market players will be able to rely on consumers’ continued usage of pest control products and services to deal with pest problems in their home. However, the market does have some challenges. Consumers are mostly reactive when it comes to pest control activities, they have concern around products’ chemical content, and bedbug infestations continue to spread across the U.S. These are the issues to address.”

–  Gabriela Elani, Home and Personal Care Analyst

Some issues addressed in this report include:

  • Consumers mostly reactive, not proactive, when it comes to pest control
  • Concern around products’ chemical and ingredient content
  • Bedbugs cause concern for both consumers and businesses

The U.S. pest control market has grown modestly in the past few years, with the expectation that growth will continue into 2017. In 2012, the market achieved total retail sales of $8.6 billion, posting a 13% increase during 2007-12. Consumers continue to rely on pest control services and store-bought pest control products to eliminate pest problems that arise in their homes. Products and services have become necessary expenditures as pest issues are unlikely to resolve themselves and have the potential to impact the health and even safety of the household.

There could be opportunities for market players to accelerate growth and drive increased usage of both household pest control products and insect repellents.

Consumers mainly use products or hire a service when they see an actual pest or signs of an infestation, and market players could focus on promoting products for preventive maintenance purposes. Bedbugs are a source of concern as infestations continue to spread across the U.S. and consumers have an interest in preventive bedbug products and services. Finally, market players may be able to increase repellent usage by exploring product innovations and by exploring ways to assuage consumers’ concerns around using products on their skin that contain harmful ingredients and chemicals.

New format innovations, or integrating more natural bug-repelling ingredients, could be means of achieving this.


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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of pest control market, at current prices, 2007-17
                        • Market factors
                          • Bedbugs continue to spread across the U.S.
                            • Shaky consumer confidence drives reactive pest control behavior
                              • Weather patterns and seasonal changes drive pest activity
                                • Consumers have concerns around chemical content and harmful ingredients
                                  • Segment performance
                                    • Figure 2: Total U.S. retail sales of pest control products and services, by segment, at current prices, 2010 and 2012
                                  • Market players
                                    • Figure 3: MULO sales of pest control products, by leading companies, 2012
                                  • The consumer
                                    • Insecticide usage steady across households but repellent usage varies by income
                                      • Figure 4: Usage of insecticides and insect repellents, by household income, October 2011-November 2012
                                    • Use of household sprays and repellents most common pest control activities
                                      • Figure 5: Household pest control activities, March 2013
                                    • Consumers concerned about chemicals and ingredients in repellent products
                                      • Figure 6: Concerns around using personal insect repellents, March 2013
                                    • Consumers interested in repellents with more natural ingredients
                                      • Bedbugs carry a strong stigma
                                        • Laundry-related bedbug offerings and detection tools command most interest
                                          • Figure 7: Interest in bedbug detection and prevention offerings, March 2013
                                        • What we think
                                        • Issues and Insights

                                            • Consumers mostly reactive, not proactive, when it comes to pest control
                                              • The issues
                                                • The implications
                                                  • Concern around products’ chemical and ingredient content
                                                    • The issues
                                                      • The implications
                                                        • Bedbugs cause concern for both consumers and businesses
                                                          • The issues
                                                            • The implications
                                                            • Trend Applications

                                                                • Trend: Extend My Brand
                                                                  • Trend: Prove It
                                                                    • Mintel Futures: Human
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Modest growth expected
                                                                          • Sales and forecast for pest control market
                                                                            • Figure 8: Total U.S. retail sales and forecast for sales in the pest control market, at current prices, 2007-17
                                                                            • Figure 9: Total U.S. retail sales and forecast of pest control market, at inflation-adjusted prices, 2007-17
                                                                          • Fan chart forecast
                                                                              • Figure 10: Total U.S. retail sales and fan chart forecast of pest control market, at current prices, 2007-17
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Weather and seasonal temperatures drive pest activity
                                                                                • Bedbug outbreaks continue
                                                                                  • Shaky consumer confidence drives reactive behavior
                                                                                    • Figure 11: University of Michigan’s index of consumer sentiment (ICS), 2008-13
                                                                                  • Consumer concern around chemical content and harmful ingredients
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Market mostly made up of services
                                                                                        • Sales of pest services and products, by segment
                                                                                          • Figure 12: Total U.S. retail sales of pest control services and retail products, by segment, at current prices, 2010 and 2012
                                                                                      • Segment Performance – Pest Control Services

                                                                                        • Key points
                                                                                          • Services see consistent growth
                                                                                            • Sales and forecast of pest control services
                                                                                              • Figure 13: Total U.S. retail sales and forecast of pest control services, at current prices, 2007-17
                                                                                          • Segment Performance – Pest Control Products

                                                                                            • Key points
                                                                                              • Pest control products experience strong growth during 2011-12
                                                                                                • Sales and forecast of pest control products
                                                                                                  • Figure 14: Total U.S. retail sales and forecast of pest control products, at current prices, 2007-17
                                                                                                • Most subsegments see gains, while multipurpose products struggle
                                                                                                  • Figure 15: Total U.S. retail sales of pest control products, by subsegment, at current prices, 2010 and 2012
                                                                                                  • Figure 16: Total U.S. retail sales of pest control products, by subsegment, at current prices, 2007-12
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • “Other retail channels” captures most pest control sales
                                                                                                    • Sales of pest control products and services, by channel
                                                                                                      • Figure 17: Total U.S. retail sales of pest control products and services, by channel, at current prices, 2010-12
                                                                                                      • Figure 18: Total U.S. retail sales of pest control products and services, by channel, at current prices, 2007-12
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • SC Johnson leads the market
                                                                                                        • MULO manufacturer sales of pest control products
                                                                                                          • Figure 19: MULO sales of pest control products, by leading companies, 2012 and 2013
                                                                                                      • Brand Share – Outdoor Pest Control Products

                                                                                                        • Key points
                                                                                                          • SC Johnson leads in outdoor products
                                                                                                            • Garden-specific pest control products perform well
                                                                                                              • MULO sales of outdoor pest control products
                                                                                                                • Figure 20: MULO sales of outdoor pest control products, by leading companies, 2012 and 2013
                                                                                                            • Brand Share – Pest Control Devices

                                                                                                              • Key points
                                                                                                                • Most companies see declines but Reckitt Benckiser is growing
                                                                                                                  • MULO sales of pest control devices
                                                                                                                    • Figure 21: MULO sales of pest control devices, by leading companies, 2012 and 2013
                                                                                                                • Brand Share – Indoor Pest Control Products

                                                                                                                  • Key points
                                                                                                                    • Growth across the board
                                                                                                                      • MULO sales of indoor pest control products
                                                                                                                        • Figure 22: MULO sales of indoor pest control products, by leading companies, 2012 and 2013
                                                                                                                    • Brand Share – Multipurpose Pest Control Products

                                                                                                                      • Key points
                                                                                                                        • Declines across the segment
                                                                                                                          • MULO sales of multipurpose pest control products
                                                                                                                            • Figure 23: MULO sales of multipurpose pest control products, by leading companies, 2012 and 2013
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Convenience and ethical/environmental claims most common among new product launches
                                                                                                                            • Figure 24: Pest control new product launches, by claims category, 2007-13
                                                                                                                            • Figure 25: Pest control product launches, by claims, 2007-13.
                                                                                                                          • Room- and item-specific products may present growing trend
                                                                                                                            • Citronella candles double as protection and home decor
                                                                                                                            • Marketing Strategies

                                                                                                                              • Overview of key marketing strategies
                                                                                                                                • Strategy: Focus on bedbugs
                                                                                                                                  • Figure 26: FabriClear, “Hey Media Moguls,” TV ad, 2013
                                                                                                                                  • Figure 27: Bed Defense, “Repel Bedbugs,” TV ad, 2013
                                                                                                                                • Strategy: Fast-acting performance, merciless on bugs
                                                                                                                                  • Figure 28: Raid, “Lost Signal,” TV ad, 2013
                                                                                                                                  • Figure 29: Ortho, “That’s Nasty,” TV ad, 2013
                                                                                                                                • Strategy: Encouraging outdoor activity
                                                                                                                                  • Figure 30: Cutter social media advertisement, 2013
                                                                                                                                  • Figure 31: OFF! social media advertisement, 2013
                                                                                                                                • Strategy: Touting natural ingredients
                                                                                                                                  • Figure 32: Terminix “All Clear” TV ad, 2013
                                                                                                                                • Strategy: Positioning service professionals as scientists
                                                                                                                                  • Figure 33: Orkin banner advertisements, 2013
                                                                                                                                  • Figure 34: Terminix website, 2013
                                                                                                                              • Usage of Pest Control Products

                                                                                                                                • Key points
                                                                                                                                  • Insecticide usage consistent year to year
                                                                                                                                    • Figure 35: Types of insecticides used, January 2007-November 2012
                                                                                                                                  • Insecticide usage steady across households; repellent use varies by income
                                                                                                                                    • Figure 36: Usage of insecticides and insect repellents, by household income, October 2011-November 2012
                                                                                                                                    • Figure 37: Types of insecticides used, by household income, October 2011-November 2012
                                                                                                                                  • Presence of children impacts pest control product use
                                                                                                                                    • Figure 38: Usage of insecticides and insect repellents, by presence of children in household, October 2011-November 2012
                                                                                                                                    • Figure 39: Types of insecticides used, by presence of children in household, October 2011-November 2012
                                                                                                                                  • Region plays a role in product use
                                                                                                                                    • Figure 40: Usage of insecticides, by region, October 2011-November 2012
                                                                                                                                    • Figure 41: Types of insecticides used, by region, October 2011-November 2012
                                                                                                                                • Brand Usage

                                                                                                                                  • Key points
                                                                                                                                    • Raid and OFF! command highest incidence of use
                                                                                                                                      • Figure 42: Brands of insecticides used in the household, by household income, October 2011-November 2012
                                                                                                                                      • Figure 43: Brands of insect repellent used in the household, by household income, October 2011-November 2012
                                                                                                                                    • Insecticide and repellent use varies by region
                                                                                                                                      • Figure 44: Brands of insecticides used in the household, by region, October 2011-November 2012
                                                                                                                                      • Figure 45: Brands of insect repellent used in the household, by region, October 2011-November 2012
                                                                                                                                  • Pest Control Activities

                                                                                                                                    • Key points
                                                                                                                                      • Usage of aerosols/sprays and insect repellents most common
                                                                                                                                        • Figure 46: Household pest control activities, March 2013
                                                                                                                                      • Own a home? More pests to deal with
                                                                                                                                        • Figure 47: Household pest control activities, by primary residence, March 2013
                                                                                                                                      • Older consumers (and likely homeowners) more likely to perform pest control activities
                                                                                                                                        • Figure 48: Household pest control activities, by age, March 2013
                                                                                                                                      • More affluent consumers likely to utilize pest control service provider
                                                                                                                                        • Figure 49: Household pest control activities, by household income, March 2013
                                                                                                                                    • Information Sources

                                                                                                                                      • Key points
                                                                                                                                        • Past experience and recommendations most impactful for service hire
                                                                                                                                          • Figure 50: Information sources for hiring pest control service provider, by gender and age, March 2013
                                                                                                                                        • Experience comes with age for product use
                                                                                                                                          • Figure 51: Information sources for deciding which pest control products to use, by gender and age, March 2013
                                                                                                                                      • Personal Insect Repellent Concerns

                                                                                                                                        • Key points
                                                                                                                                          • Chemical/ingredient content in repellents causes concern
                                                                                                                                            • Figure 52: Concerns around using personal insect repellents, by gender and age, March 2013
                                                                                                                                          • Parents with young children have concerns about repellents
                                                                                                                                            • Figure 53: Concerns around using personal insect repellents, by parents with children and age, March 2013
                                                                                                                                        • Interest in New Insect Repellents

                                                                                                                                          • Key points
                                                                                                                                            • Greater integration of natural ingredients commands interest
                                                                                                                                              • Figure 54: Interest in new types/formats of insect repellents, by gender and age, March 2013
                                                                                                                                            • Affluent consumers interested in sunscreen with repellents
                                                                                                                                              • Figure 55: Interest in new types/formats of insect repellents, by household income, March 2013
                                                                                                                                            • Parents could prove early adopters of new products
                                                                                                                                              • Figure 56: Interest in new types/formats of insect repellents, by parents with children and age, March 2013
                                                                                                                                          • Attitudes Toward Bedbugs

                                                                                                                                            • Key points
                                                                                                                                              • Bedbugs have a strong stigma
                                                                                                                                                • Figure 57: Attitudes toward bedbugs, by gender and age, March 2013
                                                                                                                                              • Higher-income consumers are more concerned by bedbugs
                                                                                                                                                • Figure 58: Attitudes toward bedbugs, by household income, March 2013
                                                                                                                                            • Interest in Bedbug Offerings

                                                                                                                                              • Key points
                                                                                                                                                • Laundry-related bedbug offerings prove most interesting
                                                                                                                                                  • Figure 59: Interest in bedbug offerings, March 2013
                                                                                                                                                • Women aged 18-54 most interested in preventive bedbug offerings
                                                                                                                                                  • Figure 60: Any interest in bedbug offerings, by gender and age, March 2013
                                                                                                                                                • Less affluent consumers interested in preventive products
                                                                                                                                                  • Figure 61: Any interest in bedbug offerings, by household income, March 2013
                                                                                                                                                • Parents with young children have strong interest in new bedbug offerings
                                                                                                                                                  • Figure 62: Any interest in bedbug offerings, by parents with children and age, March 2013
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Repellent concerns vary somewhat by race/ethnic origin
                                                                                                                                                    • Figure 63: Concerns around using personal insect repellents, by race/Hispanic origin, March 2013
                                                                                                                                                  • Natural repellent offerings most compelling
                                                                                                                                                    • Figure 64: Interest in new types/formats of insect repellents, by race/Hispanic origin, March 2013
                                                                                                                                                  • Attitudes concerning bedbugs vary across segments
                                                                                                                                                    • Figure 65: Attitudes toward bedbugs, by race/Hispanic origin, March 2013
                                                                                                                                                  • Hispanic and black consumers demonstrate most interest in preventive bedbug offerings
                                                                                                                                                    • Figure 66: Any interest in bedbug offerings, by race/Hispanic origin, March 2013
                                                                                                                                                • Information Resources Inc./Builders – Key Household Purchase Measures

                                                                                                                                                    • Overview of pest control
                                                                                                                                                      • Outdoor insect/rodent control chemicals
                                                                                                                                                        • Consumer insights on key purchase measures – outdoor insect/rodent control chemicals
                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 67: Brand map, selected brands of outdoor insect/rodent control chemicals buying rate, 52 weeks ending June 24, 2012
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 68: Key purchase measures for the top brands of outdoor insect/rodent control chemicals, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                            • Insect/rodent control devices
                                                                                                                                                              • Consumer insights on key purchase measures – insect/rodent control device segment
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 69: Brand map, selected brands of insect/rodent control device, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 70: Key purchase measures for the top brands of insect/rodent control device, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                  • Indoor insect/rodent control chemicals
                                                                                                                                                                    • Consumer insights on key purchase measures – indoor insect/rodent control chemicals
                                                                                                                                                                      • Brand map
                                                                                                                                                                        • Figure 71: Brand map, selected brands of indoor insect/rodent control chemicals buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                          • Figure 72: Key purchase measures for the top brands of indoor insect/rodent control chemicals, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                        • Brand usage
                                                                                                                                                                          • Figure 73: Brands of insecticides used in the household, January 2007-November 2012
                                                                                                                                                                          • Figure 74: Brands of insecticides used in the household, by presence of children in household, October 2011-November 2012
                                                                                                                                                                          • Figure 75: Brands of insect repellent used in the household, by presence of children in household, October 2011-November 2012
                                                                                                                                                                          • Figure 76: Brands of insect repellent used in the household, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                        • Pest control activities
                                                                                                                                                                          • Figure 77: Household pest control activities, by region, March 2013
                                                                                                                                                                        • Information sources
                                                                                                                                                                          • Figure 78: Information sources for deciding which pest control products to use, by household income, March 2013
                                                                                                                                                                          • Figure 79: Information sources for hiring pest control service provider, by household income, March 2013
                                                                                                                                                                        • Personal insect repellents concern
                                                                                                                                                                          • Figure 80: Concerns around using personal insect repellents, by household income, March 2013
                                                                                                                                                                        • Attitudes toward bedbugs
                                                                                                                                                                          • Figure 81: Attitudes toward bedbugs, by region, March 2013
                                                                                                                                                                          • Figure 82: Attitudes toward bedbugs, by parents with children and age, March 2013
                                                                                                                                                                        • Interest in bedbug offerings
                                                                                                                                                                          • Figure 83: Attitudes toward bedbugs, by any interest in bedbug offerings, March 2013
                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Central Garden & Pet Company
                                                                                                                                                                        • Henkel Corporation
                                                                                                                                                                        • Motomco Ltd. Corporation
                                                                                                                                                                        • Reckitt Benckiser USA
                                                                                                                                                                        • SC Johnson
                                                                                                                                                                        • Scotts Miracle-Gro Co.
                                                                                                                                                                        • Willert Home Products, Inc.

                                                                                                                                                                        Pest Control and Repellents - US - June 2013

                                                                                                                                                                        £3,277.28 (Excl.Tax)