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Pest Control and Repellents - US - September 2014

“Pest control sales are expected to grow steadily in the next few years. However, market players can accelerate category growth by increasing consumers’ use of insect repellents, addressing concerns over chemical content, and by encouraging consumers to be more proactive in how they manage pest issues in their homes.”
– Gabriela Elani, Home & Personal Care Analyst

This report looks at the following areas:

  • Increase consumers’ use of insect repellents
  • Address concerns over product chemical content
  • Encourage consumers to adopt proactive pest control behaviors
Total US pest control market sales in 2014 are $9.2 billion, a 16% increase from sales observed in 2009. The market has experienced positive gains year-to-year, and future growth will be driven by consumers’ continued reliance on products and services when pest issues occur in their homes.
 
Market players also have the opportunity to accelerate market growth by increasing the usage occasions and frequency at which consumers use personal insect repellents. In addition, companies should continue encouraging consumers to be more proactive in managing pest issues in their homes by performing preventative maintenance themselves or hiring a service to do so.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of pest control products and services, at current prices, 2009-19
                      • Market factors
                        • Weather and seasonal changes impact yearly pest activity
                          • Concern regarding pest control product chemicals and ingredients persists
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of pest control products and services, by segment, at current prices, 2011-16
                            • Market players
                              • Figure 3: Share of MULO sales of pest control products, by leading companies, 2014
                            • The consumer
                              • Most consumers’ pest issues are minor and revolve around household pests
                                • Consumers more apt to rely on products to deal with their pest issues
                                  • Figure 4: Pest product and service usage, July 2014
                                • Repellents not being used as much for physical outdoor activities
                                  • Consumers seek quick results when selecting pest control products
                                    • Figure 5: Very important attributes when selecting pest control products, July 2014
                                  • Consumers express most concern around household health and property damage
                                    • Figure 6: Any agreement concerning pest issues, July 2014
                                  • What we think
                                  • Issues and Insights

                                      • Increase consumers’ use of insect repellents
                                        • The issues
                                          • The implications
                                            • Address concerns over product chemical content
                                              • The issues
                                                • The implications
                                                  • Encourage consumers to adopt proactive pest control behaviors
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Trend: Second Skin
                                                            • Trend: Transumers
                                                              • Mintel Futures: Brand Intervention
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Sales and forecast of pest control products and services
                                                                    • Figure 7: Total US retail sales and forecast of pest control products and services, at current prices, 2009-19
                                                                    • Figure 8: Total US retail sales and forecast of pest control products and services, at inflation-adjusted prices, 2009-19
                                                                  • Steady growth expected for pest control category
                                                                    • Figure 9: Total US retail sales and fan chart forecast of pest control products and services, at current prices, 2009-19
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Weather and seasonal changes impact pest activity
                                                                        • Bedbug issues persist across the US
                                                                          • Consumer confidence is growing, but consumers still look to save on household products
                                                                            • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                          • Concern regarding chemicals and product ingredients persists
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Pest control sales by segment
                                                                                • Figure 11: Segment share of total US retail sales of pest control products and services, 2014
                                                                              • Category is driven by sales from service providers
                                                                                • Figure 12: Total US retail sales and forecast of pest control services, at current prices, 2009-19
                                                                              • Product sales fluctuate somewhat, but steady growth projected
                                                                                • Figure 13: Total US retail sales and forecast of pest control products, at current prices, 2009-19
                                                                              • Outdoor and indoor products show most growth for products segment
                                                                                • Figure 14: Share of total US retail sales of pest control products, by product subsegment, 2014
                                                                                • Figure 15: Total U.S. retail sales of pest control products, by type, at current prices, 2009-14
                                                                            • Retail Channels – Pest Control Products

                                                                              • Key points
                                                                                • “Other retail channels” account for most pest control product sales
                                                                                  • Sales of pest control products, by channel
                                                                                    • Figure 16: Total US retail sales of pest control products, by channel, at current prices, 2012-14
                                                                                • Leading Companies – Pest Control Products

                                                                                  • Key points
                                                                                    • SC Johnson has strong command of MULO pest control product market
                                                                                      • Smaller players struggle during the 52-week review period
                                                                                        • Retailers see solid gains
                                                                                          • MULO manufacturer sales of pest control products
                                                                                            • Figure 17: MULO sales of pest control pest control products at retail, by leading companies, 2013 and 2014
                                                                                        • Brand Share – Outdoor Pest Control Products

                                                                                          • Key points
                                                                                            • SC Johnson top player in outdoor products segment
                                                                                              • Spectrum Brands sees strong sales gains
                                                                                                • “Other” companies find success in outdoor product segment
                                                                                                  • MULO sales of outdoor pest control products
                                                                                                    • Figure 18: MULO sales of outdoor pest control products at retail, by leading companies, 2013 and 2014
                                                                                                • Brand Share – Indoor Pest Control Products

                                                                                                  • Key points
                                                                                                    • Top brands experience solid sales growth
                                                                                                      • MULO sales of indoor pest control products
                                                                                                        • Figure 19: MULO sales of indoor pest control products at retail, by leading companies, 2013 and 2014
                                                                                                    • Brand Share – Pest Control Devices

                                                                                                      • Key points
                                                                                                        • SC Johnson leads pest devices segment
                                                                                                          • Reckitt Benckiser and the Henkel Group struggle
                                                                                                            • Private label sees strong gains in devices segment
                                                                                                              • MULO sales of pest control devices
                                                                                                                • Figure 20: MULO sales of pest control devices at retail, by leading companies, 2013 and 2014
                                                                                                            • Brand Share – Multipurpose Pest Control Products

                                                                                                              • Key points
                                                                                                                • Top companies struggle in multipurpose segment
                                                                                                                  • MULO sales of multipurpose pest control products
                                                                                                                    • Figure 21: MULO sales of multipurpose pest control products at retail, by leading companies, 2013 and 2014
                                                                                                                • Innovations and Innovators

                                                                                                                  • Convenience claims most common among new pest product launches
                                                                                                                    • Figure 22: Share of pest control product launches, by claims category, 2009-14
                                                                                                                  • Companies continue to offer wide variety of pest-specific products
                                                                                                                    • Greater variety of fly tape and strip products available
                                                                                                                      • SC Johnson offers new type of product delivery system
                                                                                                                        • OFF! offers another new product line that promises enhanced protection
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview
                                                                                                                            • Raid promotes its new Raid Defense System
                                                                                                                              • Figure 23: Raid Brand website
                                                                                                                              • Figure 24: Raid How to Beat Flies
                                                                                                                            • Hot Shot focuses on brand promotion through social media channels
                                                                                                                              • Figure 25: Hot Shot Who’s the Hero – Moms Win
                                                                                                                          • Incidence of Pest Issues

                                                                                                                            • Key points
                                                                                                                              • Mosquitoes and ants most common pest consumers deal with
                                                                                                                                • Figure 26: Types and severity of pest issues encountered, July 2014
                                                                                                                                • Figure 27: Any type of pest issue encountered, by presence of children in household, July 2014
                                                                                                                              • Consumers in the South deal with the most types of pests
                                                                                                                                • Figure 28: Any type of pest issue encountered, by region, July 2014
                                                                                                                            • Product Usage

                                                                                                                              • Key points
                                                                                                                                • Consumers more likely to use products to deal with their pest issues
                                                                                                                                  • Figure 29: Pest product and service usage, July 2014
                                                                                                                                • Household and repellent sprays offer convenience and ease of use
                                                                                                                                  • Figure 30: Types of pest control products and repellents used, July 2014
                                                                                                                                  • Figure 31: Types of insecticides used, January 2013-March 2014
                                                                                                                                • Households with children more invested in pest control category
                                                                                                                                  • Figure 32: Pest product and service usage, by parent with children in household, July 2014
                                                                                                                                  • Figure 33: Types of pest control products and repellents used, by parent with children in household, July 2014
                                                                                                                                • Southern region most important area for market
                                                                                                                                  • Figure 34: Pest product and service usage, by region, July 2014
                                                                                                                                  • Figure 35: Types of pest control products and repellents used, by region, July 2014
                                                                                                                              • Repellent Usage

                                                                                                                                • Key points
                                                                                                                                  • Outdoor events drive repellent use
                                                                                                                                    • Figure 36: Repellent usage occasions, July 2014
                                                                                                                                  • Younger men using repellents for most types of activities
                                                                                                                                    • Figure 37: Repellent usage occasions, by gender and age, July 2014
                                                                                                                                • Brand Usage

                                                                                                                                  • Key points
                                                                                                                                    • Raid and OFF! most popular brands
                                                                                                                                      • Figure 38: Brands of insecticides used in the household, by household income, January 2013-March 2014
                                                                                                                                      • Figure 39: Brands of insect repellent used in the household, by household income, January 2013-March 2014
                                                                                                                                  • Product Attributes

                                                                                                                                    • Key points
                                                                                                                                      • Consumers want fast results when using pest control products
                                                                                                                                        • Figure 40: Most important attributes when selecting pest control products, July 2014
                                                                                                                                      • Consumers across income segments feel that natural/organic ingredients are important
                                                                                                                                        • Figure 41: Most important attributes when selecting pest control products – Very important, by household income, July 2014
                                                                                                                                      • Parents are discerning pest control product shoppers
                                                                                                                                        • Figure 42: Most important attributes when selecting pest control products – Very important, by parent with children in household, July 2014
                                                                                                                                    • Attitudes Concerning Pest Issues

                                                                                                                                      • Key points
                                                                                                                                        • Health and safety primary concerns around pest issues
                                                                                                                                          • Figure 43: Any agreement concerning pest issues, July 2014
                                                                                                                                        • Younger consumers most concerned about Lyme disease and West Nile
                                                                                                                                          • Figure 44: Any agreement with attitudes concerning pest issues, by gender and age, July 2014
                                                                                                                                        • Health and safety primary concerns around pest issues
                                                                                                                                          • Figure 45: Any agreement with attitudes concerning pest issues, by region, July 2014
                                                                                                                                        • Presence of children heightens concerns around pest problems
                                                                                                                                          • Figure 46: Agreement with attitudes concerning pest issues, by parent with children in household, July 2014
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Hispanics most likely to have used household products and repellents in past year
                                                                                                                                            • Figure 47: Pest product and service usage, by race/Hispanic origin, July 2014
                                                                                                                                          • Hispanics use greater variety of pest control product formats
                                                                                                                                            • Figure 48: Types of pest control products and repellents used, by race/Hispanic origin, July 2014
                                                                                                                                          • Hispanic consumers use greater variety of pest control product formats
                                                                                                                                            • Figure 49: Brands of insecticides used in the household, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                          • Blacks and Hispanics are discerning pest control product shoppers
                                                                                                                                            • Figure 50: Most important attributes when selecting pest control products – Very important, by race/Hispanic origin, July 2014
                                                                                                                                          • Damage to home most concerning for Hispanic consumers
                                                                                                                                            • Figure 51: Agreement with attitudes concerning pest issues, by race/Hispanic origin, July 2014
                                                                                                                                        • Appendix – Other Market Tables

                                                                                                                                          • Segment performance
                                                                                                                                            • Figure 52: Total US retail sales of pest control products and services, by segment, at current prices, 2012-14
                                                                                                                                            • Figure 53: share of total US retail sales of pest control products, by product subsegment, 2009-14
                                                                                                                                          • Retail channels
                                                                                                                                            • Figure 54: Total US retail sales of pest control products, by channel, at current prices, 2012-14
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Incidence of pest issues
                                                                                                                                            • Figure 55: Any type of pest issues encountered, by household income, July 2014
                                                                                                                                            • Figure 56: Any type of pest issue encountered, by area, July 2014
                                                                                                                                            • Figure 57: Any type of pest issues encountered, by primary residence, July 2014
                                                                                                                                          • Product usage
                                                                                                                                            • Figure 58: Pest product and service usage, by household income, July 2014
                                                                                                                                            • Figure 59: Types of pest control products and repellents used, by household income, July 2014
                                                                                                                                            • Figure 60: Types of insecticides used, by household income, January 2013-March 2014
                                                                                                                                            • Figure 61: Types of insecticides used, by region, January 2013-March 2014
                                                                                                                                            • Figure 62: Pest product and service usage, by area, July 2014
                                                                                                                                            • Figure 63: Types of pest control products and repellents used, by area, July 2014
                                                                                                                                            • Figure 64: Pest product and service usage, by presence of children in household, July 2014
                                                                                                                                            • Figure 65: Types of pest control products and repellents used, by presence of children in household, July 2014
                                                                                                                                            • Figure 66: Pest product and service usage, by primary residence, July 2014
                                                                                                                                            • Figure 67: Types of pest control products and repellents used, by primary residence, July 2014
                                                                                                                                          • Repellent usage
                                                                                                                                            • Figure 68: Repellent usage occasions, by household income, July 2014
                                                                                                                                            • Figure 69: Repellent usage occasions, by presence of children in household, July 2014
                                                                                                                                            • Figure 70: Repellent usage occasions, by region, July 2014
                                                                                                                                            • Figure 71: Repellent usage occasions, by parent with children in household, July 2014
                                                                                                                                          • Brand usage
                                                                                                                                            • Figure 72: Brands of insect repellent used in the household, by presence of children in household, January 2013-March 2014
                                                                                                                                            • Figure 73: Brands of insecticides used in the household, by region, January 2013-March 2014
                                                                                                                                            • Figure 74: Brands of insect repellent used in the household, by region, January 2013-March 2014
                                                                                                                                          • Product attributes
                                                                                                                                            • Figure 75: Most important attributes when selecting pest control products – Very important, by gender and age, July 2014
                                                                                                                                            • Figure 76: Most important attributes when selecting pest control products – Any importance, by gender and age, July 2014
                                                                                                                                            • Figure 77: Most important attributes when selecting pest control products – Any importance, by household income, July 2014
                                                                                                                                            • Figure 78: Most important attributes when selecting pest control products – Any importance, by presence of children in household, July 2014
                                                                                                                                            • Figure 79: Most important attributes when selecting pest control products – Any importance, by region, July 2014
                                                                                                                                            • Figure 80: Most important attributes when selecting pest control products – Any importance, by area, July 2014
                                                                                                                                            • Figure 81: Most important attributes when selecting pest control products – Any importance, by primary residence, July 2014
                                                                                                                                          • Attitudes concerning pest issues
                                                                                                                                            • Figure 82: Attitudes concerning pest issues, July 2014
                                                                                                                                            • Figure 83: Any agreement with attitudes concerning pest issues, by household income, July 2014
                                                                                                                                            • Figure 84: Any agreement with attitudes concerning pest issues, by presence of children in household, July 2014
                                                                                                                                            • Figure 85: Any agreement with attitudes concerning pest issues, by primary residence, July 2014
                                                                                                                                            • Figure 86: Any agreement with attitudes concerning pest issues, by area, July 2014
                                                                                                                                          • Race and Hispanic origin
                                                                                                                                            • Figure 87: Any type of pest issue encountered, by race/Hispanic origin, July 2014
                                                                                                                                            • Figure 88: Types of insecticides used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                            • Figure 89: Repellent usage occasions, by race/Hispanic origin, July 2014
                                                                                                                                            • Figure 90: Brands of insect repellent used in the household, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                            • Figure 91: Most important attributes when selecting pest control products – Any important, by race/Hispanic origin, July 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Henkel Corporation
                                                                                                                                          • Motomco Ltd. Corporation
                                                                                                                                          • Reckitt Benckiser plc
                                                                                                                                          • S.C. Johnson & Son, Inc.
                                                                                                                                          • Scotts Miracle-Gro Co.
                                                                                                                                          • Spectrum Brands, Inc.
                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                          • Willert Home Products, Inc.

                                                                                                                                          Pest Control and Repellents - US - September 2014

                                                                                                                                          £3,174.67 (Excl.Tax)