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Pest Control Products and Services - US - March 2010

Against the backdrop of the housing slowdown and increased consumer environmental awareness, the pest control services and retail products market has faced its share of challenges during 2007-09. However, the market has proven somewhat resilient to poor macroeconomic conditions. Near-term challenges aside, Mintel finds the long-term prospects for growth sound and buoyed by increased pest activity in addition to product and business innovation.

This report guides readers toward the future of the pest control market via:

  • Offline and online surveys on current usage
  • Ideation for the expansion of pest control service offerings and marketing
  • Retail product innovation
  • Presentation of missed opportunities in service sales
  • Perspective on how better to meet (and create) consumers’ perceived needs for treatment
  • How and why pest control services are chosen
  • Encouraging additional pest control service purchases
  • Attracting first-time buyers
  • The role of green products and services
  • How CPG and services can compete effectively against each other

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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

                    • Growth despite tough economy, fewer swarms
                      • Stronger housing market, more pests on the horizon
                        • Termites and bedbugs growing service sector sales
                          • Product sales growth on the rise, but still down
                            • Supermarkets losing ground in pest control product sales and beyond
                              • Little movement in sales positions
                                • National service providers reign
                                  • SC Johnson dominates FDMx
                                    • Eco-friendly is top new product claim
                                      • Pest control campaigns winning awards, consumer engagement
                                        • Focusing on unseen problems
                                          • One in five used pest control services in past year
                                            • Two in three used a pest service or pest product in last year
                                              • Number of products used can grow
                                                • Average spend on services triple that for products
                                                  • Youngest adults, women, more willing to try the green product first
                                                    • Familiarity is key to selection of service provider
                                                      • Blacks and Hispanics show higher use of CPG products
                                                      • Insights and Opportunities

                                                        • Massive numbers of pests just out of sight
                                                          • Capitalizing on fear a reasonable proposition
                                                            • Bugs: an authentic danger
                                                              • Every product has its place
                                                                • Figure 1: Number of insecticides used, April 2008-June 2009
                                                              • Sensible diversification in the service sector
                                                                • Service providers as advisers
                                                                  • Service providers as handymen
                                                                    • Leave the environment to the experts
                                                                      • Beyond sprays and traps
                                                                        • Meeting the need for green
                                                                          • Figure 2: Attitudes toward botanical/environmental pest control measures, December 2009
                                                                      • Inspire Insights

                                                                        • Extend My Brand
                                                                          • Why extensions can prove effective in the pest market
                                                                            • Transparency
                                                                              • Making performance transparent via client contact
                                                                                • Figure 3: How last pest control professional was chosen, December 2009
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Slow growth despite tough economy
                                                                                  • Stronger housing market, more pests and innovative success on horizon
                                                                                    • Sales and forecast of market
                                                                                      • Figure 4: Total U.S. sales and forecast of pest control services and retail products, at current prices, 2004-14
                                                                                      • Figure 5: Total U.S. sales and forecast of pest control services and retail products, at inflation-adjusted prices, 2004-14
                                                                                    • Walmart sales
                                                                                    • Segment Performance

                                                                                      • Introduction
                                                                                        • Type of pest control determined by type of pest and severity of problem
                                                                                          • Figure 6: U.S. sales and forecast of residential pest control services and household pesticides, by segment, 2004-14
                                                                                          • Figure 7: U.S. sales of residential pest control services and household pesticides, by segment, 2007 and 2009
                                                                                      • Segment Performance—Pest Control Services

                                                                                        • Key points
                                                                                          • Termites and bedbugs growing service sector sales
                                                                                            • Figure 8: U.S. sales and forecast of residential pest control services, 2004-14
                                                                                        • Segment Performance—FDMx Pest Control Products

                                                                                            • Key points
                                                                                              • Product sales growth on the rise, but still down
                                                                                                • Figure 9: FDMx sales of pest control retail products, by product type, 2007 and 2009
                                                                                                • Figure 10: U.S. sales and forecast of residential pest control products, 2004-14
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Sales data
                                                                                                  • Figure 11: U.S. FDMx sales of retail pest control products, by retail channel, 2007 and 2009
                                                                                              • Retail Channels—Supermarkets

                                                                                                • Key points
                                                                                                  • Supermarkets losing ground in pest control product sales and beyond
                                                                                                    • Chemicals and food may mix as well as oil and water
                                                                                                      • Supermarket sales by value
                                                                                                        • Figure 12: U.S. sales of retail pest control products at supermarkets, 2004-09
                                                                                                      • Supermarket sales by volume
                                                                                                        • Figure 13: U.S. sales of retail pest control products at supermarkets, by volume, 2004-09
                                                                                                    • Retail Channels—DMx

                                                                                                      • Key points
                                                                                                        • DMx sales
                                                                                                          • Figure 14: U.S. sales of retail pest control products at DMx, 2004-09
                                                                                                        • DMx sales by volume
                                                                                                          • Figure 15: U.S. sales of retail pest control products at DMx, by volume, 2004-09
                                                                                                      • Market Drivers

                                                                                                        • Key points
                                                                                                          • Economic slowdown still a market force
                                                                                                            • Termite ups and downs
                                                                                                              • Bedbug proliferation spells growth
                                                                                                              • FDMx Pest Control Product Brand Share—Outdoor

                                                                                                                • Key points
                                                                                                                  • Manufacturers seek success in citronella
                                                                                                                    • Seeking daily usage with outdoor application products
                                                                                                                      • Figure 16: FDMx brand sales of outdoor pest control products in the U.S., 2008 and 2009
                                                                                                                  • FDMx Pest Control Product Brand Share—Devices

                                                                                                                    • Key points
                                                                                                                      • Off! Clip-on accounts for all increase in segment
                                                                                                                        • Figure 17: FDMx brand sales of pest control devices in the U.S., 2008 and 2009
                                                                                                                    • FDMx Pest Control Product Share—Multipurpose

                                                                                                                      • Key points
                                                                                                                        • Manufacturer and brand sales of multipurpose products
                                                                                                                          • Figure 18: FDMx brand sales of multipurpose pest control products in the U.S., 2008 and 2009
                                                                                                                      • FDMx Pest Control Product Brand Share—Indoor

                                                                                                                        • Key points
                                                                                                                          • Manufacturer and brand sales of indoor products
                                                                                                                            • Figure 19: FDMx brand sales of indoor pest control products in the U.S., 2008 and 2009
                                                                                                                          • Insecticide brand usage
                                                                                                                            • Figure 20: Use of insecticide brands, 2003-09
                                                                                                                        • Leading Pest Control Service Providers

                                                                                                                          • Key points
                                                                                                                            • Little movement in sales positions
                                                                                                                              • Orkin gains share toward number one position
                                                                                                                                • Regionals unite
                                                                                                                                  • Figure 21: Commercial and residential sales revenue, 2007 and 2008*
                                                                                                                              • Leading FDMx Pest Control Product Companies

                                                                                                                                • Key points
                                                                                                                                  • SC Johnson dominates FDMx
                                                                                                                                    • Spectrum
                                                                                                                                      • Figure 22: FDMx brand sales of all pest control products in the U.S., 2008 and 2009
                                                                                                                                  • Brand Qualities

                                                                                                                                    • Terminix
                                                                                                                                      • Orkin
                                                                                                                                        • Clark
                                                                                                                                          • SC Johnson
                                                                                                                                            • Spectrum
                                                                                                                                              • Arrow aims to tread lightly
                                                                                                                                              • Innovation and Innovators

                                                                                                                                                • Key point
                                                                                                                                                  • Services: Terminix insures the consumer to ensure business
                                                                                                                                                    • Products: Insecticides primary arena for new products
                                                                                                                                                      • Figure 23: New products, by subcategory, 2007-09
                                                                                                                                                    • Products: Eco-friendly is top claim
                                                                                                                                                      • Flower power for a natural and green feel
                                                                                                                                                        • No scents make sense
                                                                                                                                                          • Pests begone as quickly and cheaply as possible
                                                                                                                                                            • Figure 24: New products, by product claims, 2007-09
                                                                                                                                                          • Environmentally friendly products
                                                                                                                                                            • Figure 25: RMB Group Green Rest Easy Kills & Repels Bedbugs
                                                                                                                                                            • Figure 26: Ortho EcoSense Indoor Insect Killer
                                                                                                                                                          • Refillable/no CFC
                                                                                                                                                            • Figure 27: SC Johnson Off! Clip-on Mosquito repellent
                                                                                                                                                            • Figure 28: Hartz UltraGuard Home Fogger
                                                                                                                                                          • SC Johnson leads in new products
                                                                                                                                                            • Figure 29: New products, by product company, 2007-09
                                                                                                                                                            • Figure 30: New products, by brand, 2007-09
                                                                                                                                                          • See no evil
                                                                                                                                                            • Figure 31: Ortho Home Defense Max Kill & Contain Mouse Trap
                                                                                                                                                          • New outdoor solutions
                                                                                                                                                            • Figure 32: Toland Garden Delights Wasp Trap
                                                                                                                                                            • Figure 33: Tiki Ultra-Pure Citronella Oil Candle
                                                                                                                                                          • Forecast/predictions
                                                                                                                                                          • Advertising and Promotion

                                                                                                                                                            • Pest control campaigns winning awards, consumer engagement
                                                                                                                                                              • Pest control promotion manages notoriety despite advertising cutbacks
                                                                                                                                                                • Addressing and dispelling misconceptions
                                                                                                                                                                  • Pacific Coast Termite takes on perception of inconvenience
                                                                                                                                                                    • Figure 34: Pacific Coast Termite TV ad, 2009
                                                                                                                                                                  • Ortho Home Defense Max compares itself favorably to professional service
                                                                                                                                                                    • Figure 35: Ortho Home Defense Max tv ad, 2009
                                                                                                                                                                  • Even if you don’t see them, you still need to treat for them
                                                                                                                                                                    • Figure 36: Terminix TV ad, 2009
                                                                                                                                                                • Incidence of Pest Problem

                                                                                                                                                                  • Pests running rampant
                                                                                                                                                                    • Figure 37: Severity of pest problem, by pest type, December 2009
                                                                                                                                                                  • Rats, termites, bedbugs prefer a wealthy household
                                                                                                                                                                    • Figure 38: Pest problem, by pest type, by HH income, December 2009
                                                                                                                                                                • Services and Product Usage

                                                                                                                                                                  • One in five used pest control services in past year
                                                                                                                                                                    • Figure 39: Pest control service usage, by HH income, April 2008-June 2009
                                                                                                                                                                  • Two in three used a pest service or pest product in last year
                                                                                                                                                                    • Similar usage seen in offline and online samples
                                                                                                                                                                      • Figure 40: Usage of pest control services and products, December 2009
                                                                                                                                                                    • Higher income groups more likely to use both services and products
                                                                                                                                                                      • Figure 41: Type of product or service used, by HH income, December 2009
                                                                                                                                                                    • Number of products used can grow
                                                                                                                                                                      • Figure 42: Insecticides used, April 2008-June 2009
                                                                                                                                                                      • Figure 43: Number of insecticides used, April 2008-June 2009
                                                                                                                                                                  • Pest Control Spending

                                                                                                                                                                    • Average spend on services triple that for products
                                                                                                                                                                      • Figure 44: Pest control spend, December 2009
                                                                                                                                                                    • Spend on products decreases with age
                                                                                                                                                                      • Figure 45: Pest control spend on products, by age, December 2009
                                                                                                                                                                      • Figure 46: Pest control spend on services, by age, December 2009
                                                                                                                                                                    • Spend increases with HH income
                                                                                                                                                                      • Figure 47: Pest control spend on products, by HH income, December 2009
                                                                                                                                                                      • Figure 48: Pest control spend on services, by HH income, December 2009
                                                                                                                                                                  • Going Green and Ignoring Green

                                                                                                                                                                    • Efficacy reigns paramount
                                                                                                                                                                      • Figure 49: Attitudes toward botanical/environmental pest control measures, December 2009
                                                                                                                                                                    • Higher-income respondents more interested in botanical solutions
                                                                                                                                                                      • Figure 50: Attitudes toward botanical/environmental pest control measures, by HH income, December 2009
                                                                                                                                                                    • Youngest adults, women, more willing to try the green product first
                                                                                                                                                                      • Figure 51: Attitudes toward botanical/environmental pest control measures, by age, December 2009
                                                                                                                                                                      • Figure 52: Attitudes toward botanical/environmental pest control measures, by gender, December 2009
                                                                                                                                                                  • How Pest Control Service is Chosen

                                                                                                                                                                    • Familiarity is key
                                                                                                                                                                      • Figure 53: How last pest control professional was chosen, December 2009
                                                                                                                                                                    • Promoting the website: Internet search important among under-45s
                                                                                                                                                                      • Figure 54: How last pest control professional was chosen, by age, December 2009
                                                                                                                                                                    • Ads have more efficacy among higher-income HHs
                                                                                                                                                                      • Figure 55: How last pest control professional was chosen, by HH income, December 2009
                                                                                                                                                                  • Custom Consumer: Demographic Focus by Region

                                                                                                                                                                    • Northeast ground zero for bedbugs
                                                                                                                                                                      • Figure 56: Pest problem, by pest type, by region, December 2009
                                                                                                                                                                    • Specialists most likely to be used in South
                                                                                                                                                                      • Figure 57: Usage of pest control services and products, by region, December 2009
                                                                                                                                                                    • Northeasterners favor CPG
                                                                                                                                                                      • Figure 58: Pest control product spending, by region, December 2009
                                                                                                                                                                    • Direct mail, advertising working in Northeast and West
                                                                                                                                                                        • Figure 59: How last pest control professional was chosen, by region, December 2009
                                                                                                                                                                    • Missed Opportunities

                                                                                                                                                                      • Consumers buying products for only part of the problem
                                                                                                                                                                        • Figure 60: Pest control products used, by pest type, December 2009
                                                                                                                                                                      • Gaps in use of pest services larger still
                                                                                                                                                                        • Figure 61: Pest control product and service use, by pest type, December 2009
                                                                                                                                                                    • The Impact of Race/Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Growth ahead in Hispanics, Asian, dual-race populations
                                                                                                                                                                          • Figure 62: Population, by race and Hispanic origin, 2010 and 2015
                                                                                                                                                                          • Figure 63: Distribution, by race, 2010 2010-40
                                                                                                                                                                        • High-growth populations favoring green solutions
                                                                                                                                                                          • Figure 64: Attitudes toward botanical/environmental pest control measures, by race/Hispanic origin, December 2009
                                                                                                                                                                        • Blacks and Hispanics show higher use of CPG products
                                                                                                                                                                          • Figure 65: Service used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                          • Figure 66: Number of insecticides used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                        • Black consumers seek out service when needed
                                                                                                                                                                          • Figure 67: How last pest control professional was chosen, by race/Hispanic origin, December 2009
                                                                                                                                                                        • Brand penetration
                                                                                                                                                                          • Figure 68: Use of insecticide brands, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Minimalists
                                                                                                                                                                            • Moderates
                                                                                                                                                                              • Infestees
                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                  • Figure 69: Pest product clusters, December 2009
                                                                                                                                                                                  • Figure 70: Use of services and products to reduce infestation, by pest product clusters, December 2009
                                                                                                                                                                                  • Figure 71: Presence of major pest infestations, by type of pest, by pest product clusters, December 2009
                                                                                                                                                                                  • Figure 72: Presence of minor pest infestations, by type of pest, by pest product clusters, December 2009
                                                                                                                                                                                  • Figure 73: Attitudes toward chemical solutions, by pest product clusters, December 2009
                                                                                                                                                                                  • Figure 74: Attitudes toward pest products and services, by pest product clusters, December 2009
                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                  • Figure 75: Pest product clusters, by gender, December 2009
                                                                                                                                                                                  • Figure 76: Pest product clusters, by age, December 2009
                                                                                                                                                                                  • Figure 77: Pest product clusters, by HH income, December 2009
                                                                                                                                                                                  • Figure 78: Pest product clusters, by race, December 2009
                                                                                                                                                                                  • Figure 79: Pest product clusters, by Hispanic origin, December 2009
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                    • Overview
                                                                                                                                                                                      • Insect/rodent control devices
                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 80: Brand map: insect/rodent control devices, buying rate and household penetration, 2009*
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 81: Key purchase measures for insect/rodent control devices, 2009*
                                                                                                                                                                                            • Outdoor insect/rodent control chemicals
                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 82: Brand map: outdoor insect/rodent control chemicals, buying rate and household penetration, 2009*
                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                    • Figure 83: Key purchase measures of outdoor insect/rodent control chemical products, 2009*
                                                                                                                                                                                                  • Indoor insect/rodent control chemicals
                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                        • Figure 84: Brand map, indoor insect/rodent control chemicals, buying rate by household penetration, 2009*
                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                          • Figure 85: Key purchase measures for indoor insect/rodent control chemicals, 2009*
                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                            • Current survey research
                                                                                                                                                                                                              • Males slightly more likely to make use of pest control products
                                                                                                                                                                                                                • Figure 86: Usage of pest control services and products, by gender, December 2009
                                                                                                                                                                                                              • 18-24s less likely to call in a specialist
                                                                                                                                                                                                                • Figure 87: Usage of pest control services and products, by age, December 2009
                                                                                                                                                                                                              • Men and women follow similar pest control product usage patterns
                                                                                                                                                                                                                • Figure 88: Number of insecticides used, by gender, April 2008-June 2009
                                                                                                                                                                                                                • Figure 89: Service used, by gender, April 2008-June 2009
                                                                                                                                                                                                              • Some regional differences in pest control product brands
                                                                                                                                                                                                                • Figure 90: Use of insecticide brands, by region, April 2008-June 2009
                                                                                                                                                                                                            • Appendix: Useful Tables from 2007 Research

                                                                                                                                                                                                              • Walmart and home improvement main product suppliers nationwide
                                                                                                                                                                                                                • Figure 91: Pest control product retail channel preferences, by region, December 2007
                                                                                                                                                                                                              • Walmart/home improvement main suppliers for all income levels
                                                                                                                                                                                                                • Figure 92: Pest control product retail channel preferences, by HH income, December 2007
                                                                                                                                                                                                              • Homeowners choose home improvement stores
                                                                                                                                                                                                                • Figure 93: Pest control product retail channel preferences, by rent/own, December 2007
                                                                                                                                                                                                              • Women lean toward one-stop shops, men seek specialty shops
                                                                                                                                                                                                                • Figure 94: Pest control product retail channel preferences, by gender, December 2007
                                                                                                                                                                                                              • Younger consumers show greater Walmart patronage
                                                                                                                                                                                                                • Figure 95: Pest control product retail channel preferences, by age, December 2007
                                                                                                                                                                                                              • Why pest control service is chosen
                                                                                                                                                                                                                • Figure 96: Why last pest control professional was chosen, December 2007
                                                                                                                                                                                                              • Older respondents motivated by personal safety
                                                                                                                                                                                                                • Figure 97: Why last pest control professional was chosen, by age, December 2007
                                                                                                                                                                                                              • Higher-income HH indicates preference toward specialists
                                                                                                                                                                                                                • Figure 98: Why last pest control professional was chosen, by HH income, December 2007
                                                                                                                                                                                                              • Parents show great concern for safety
                                                                                                                                                                                                                • Figure 99: Why last pest control professional was chosen, parent w/child in home, December 2007
                                                                                                                                                                                                              • Homeowners invested in protecting their property
                                                                                                                                                                                                                • Figure 100: Why last pest control professional was chosen, by rent/own, December 2007
                                                                                                                                                                                                              • Regional differences in opting for pest control service
                                                                                                                                                                                                                • Figure 101: Why last pest control professional was chosen, by region, December 2007
                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Bayer Corporation
                                                                                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                                                                                              • Clark Pest Control Of Stockton, Inc.
                                                                                                                                                                                                              • Cooks Pest Control Inc.
                                                                                                                                                                                                              • Dial Corporation, The
                                                                                                                                                                                                              • Discovery Channel
                                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                                              • Hartz Mountain Corporation
                                                                                                                                                                                                              • Henkel Corporation
                                                                                                                                                                                                              • Massey Services Inc
                                                                                                                                                                                                              • Middleton Pest Control Inc
                                                                                                                                                                                                              • Motomco Ltd. Corporation
                                                                                                                                                                                                              • National Association of Home Builders (NAHB)
                                                                                                                                                                                                              • National Public Radio Inc.
                                                                                                                                                                                                              • Orkin, Inc.
                                                                                                                                                                                                              • Reckitt Benckiser USA
                                                                                                                                                                                                              • Rollins, Inc.
                                                                                                                                                                                                              • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                              • Spectrum Brands, Inc.
                                                                                                                                                                                                              • Sunair Services Corporation
                                                                                                                                                                                                              • Terminix International Company L.P.
                                                                                                                                                                                                              • The Conference Board
                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                                              • U.S. Environmental Protection Agency
                                                                                                                                                                                                              • U.S. Green Building Council (USGBC)
                                                                                                                                                                                                              • Virgin Group Ltd.
                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                              • Wells Fargo & Company
                                                                                                                                                                                                              • Willert Home Products, Inc.
                                                                                                                                                                                                              • Woodstream Corporation
                                                                                                                                                                                                              • Yellow Pages Association

                                                                                                                                                                                                              Pest Control Products and Services - US - March 2010

                                                                                                                                                                                                              US $3,995.00 (Excl.Tax)