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Pest Control Products and Services - US - March 2011

This report explores the pest control product and service market in the U.S. It provides insight into the external and internal factors affecting sales, consumption, trends and what they mean for future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • Which pest control service operators are leading the market in sales?
  • Which product brands are innovating the market and having the most success? How have recent acquisitions affected the competition?
  • Which pests do consumers consider most threatening to their household and what motivates them to contact a service operator, rather than mitigate the problem on their own?
  • How do consumers choose a service operator? What factors affect their decision?
  • How did the bedbug infestation of the past few years affect the market and how consumers perceive preventative maintenance of pests?
  • Are concerns over dangerous chemicals affecting the consumer’s decision to buy certain household products over others? Does the “green” badge matter in this market?
  • Are consumers concerned about pests when they travel and how does negative publicity linking pests to travel operators affect their decisions?
  • How much do consumers spend on average for pest control products? For pest control services?
  • What media are industry leaders using to deliver effective marketing campaigns, and what actions need to be taken to improve visibility?

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Table of contents

  1. Scope and Themes

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

                    • Pest control product and service market slowed during recession
                      • Pest control market controlled largely by service providers, not products
                        • Total pest control product sales increased 4% between 2008-10
                          • FDMx pest control product sales increased 4.4% between 2008-10
                            • Sales of pest control products at supermarkets increase 4.3% between 2008-10
                              • Terminix and Orkin top players in service market
                                • Aerosol spray use most common type of pest control performed at home
                                  • Respondents report that majority of pest problems are minor
                                    • Respondents most likely to only call a specialist if pest poses threat
                                      • Green badge less important as getting rid of infestation
                                        • Pest service choice based primarily on previous experience
                                          • Bedbug infestation in U.S. on the rise
                                          • Insights and Opportunities

                                            • Education and aggressive marketing can combat fear of bedbugs
                                              • Promotion of “Green” products and services
                                                • Targeting homeowners seeking to protect investment
                                                  • Private label offerings and economy service plans
                                                  • Inspire Insights

                                                      • Inspire Trend: “Extend My Brand”
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Pest control product and service market expected to increase in 2011
                                                              • Figure 1: Total U.S. sales and forecast of pest control services and retail products, at current prices, 2005-15
                                                              • Figure 2: Total U.S. sales and forecast of pest control services, and retail products, at inflation-adjusted prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Bedbug infestation in U.S. on the rise
                                                                • Termite inspection affected by slowdown of housing market
                                                                  • Disposable income remains limited in many households
                                                                    • Consumer debt declining in 2010
                                                                        • Figure 3: Consumer debt, Q1 1999-Q1 2010
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Pest control market controlled largely by service providers
                                                                          • Figure 4: Total U.S. retail sales of residential pest control services and products, by segment, 2008 and 2010
                                                                      • Segment Performance—Pest Control Services

                                                                        • Key points
                                                                          • Sales for pest control services continue upward through recession
                                                                            • Figure 5: Total U.S. sales of residential pest control services, at current prices, 2005-15
                                                                            • Figure 6: Total U.S. sales of residential pest control services, at inflation-adjusted prices, 2005-15
                                                                        • Segment Performance—Pest Control Products

                                                                          • Key points
                                                                            • Total market sales
                                                                              • Figure 7: U.S. sales of residential pest control retail products, at current prices, 2005-15
                                                                              • Figure 8: U.S. sales of residential pest control retail products, at inflation-adjusted prices, 2005-15
                                                                            • FDMx pest control product sales increased 4% between 2008-10
                                                                              • Figure 9: FDMx sales of pest control retail products, by product type, 2008 and 2010
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Supermarket channels grow 4.3% between 2008-2010
                                                                                • Figure 10: U.S. sales of pest control products, by retail channel, 2008 and 2010
                                                                            • Retail Channels—Supermarkets

                                                                              • Key points
                                                                                • Pest control product sales at supermarkets start increasing in 2009
                                                                                  • Figure 11: Supermarket sales of pest control products, 2005-10
                                                                              • Retail Channels—Other

                                                                                • Key points
                                                                                  • Pest control product sales at “other” channels fall 6% between 2005-10
                                                                                    • Figure 12: U.S. retail sales of pest control products through other stores, 2005-10
                                                                                • Retail Channels—Drug

                                                                                  • Key points
                                                                                    • Pest control products sold at drug stores increased 2.3% between 2005-10
                                                                                      • Figure 13: U.S. retail sales of pest control products though drug stores, 2005-10
                                                                                  • Leading Pest Control Service Providers

                                                                                    • Key points
                                                                                      • Orkin sales increase nearly 20% between 2007-09
                                                                                        • Figure 14: Total U.S. sales of residential pest control services 2007 and 2009*
                                                                                    • Leading Pest Control Product Companies

                                                                                      • Key points
                                                                                        • SC Johnson controls more than 50% of FDMx market share
                                                                                          • Figure 15: FDMX brand sales of all pest control products, 2009 and 2010
                                                                                      • Brand Share—Outdoor Products

                                                                                        • Key points
                                                                                          • Market leader SC Johnson dominates 60% of outdoor brands
                                                                                            • Figure 16: FDMx pest control product brand share, outdoor, 2009 and 2010
                                                                                        • Brand Share—Devices

                                                                                          • Key points
                                                                                            • SC Johnson controls 37% of device segment
                                                                                              • Figure 17: FDMx pest control product brand share, devices, 2009 and 2010
                                                                                          • Brand Share—Multipurpose Products

                                                                                            • Key points
                                                                                              • Raid Max shows greatest revenue gain in multipurpose
                                                                                                • Figure 18: FDMx pest control product brand share, multipurpose, 2009 and 2010
                                                                                            • Brand Share—Indoor Products

                                                                                              • Key points
                                                                                                • Indoor segment declined 4% in 2010
                                                                                                  • Figure 19: FDMx pest control product brand share, indoor, in the U.S., 2009 and 2010
                                                                                              • Innovations and Innovators

                                                                                                • Innovations by subcategory and product claim
                                                                                                  • Figure 20: Number of new product launches, by subproduct category, 2008-10
                                                                                                • “Green”-related claims dominant
                                                                                                  • Figure 21: Number of new product launches, by product claims, 2008-10
                                                                                                • Eco-friendly repellents and sprays for personal, home and garden use
                                                                                                  • Figure 22: SC Johnson’s earth options
                                                                                                  • Figure 23: Eco-friendly sprays and repellents
                                                                                                  • Figure 24: Eco-friendly bedbug sprays
                                                                                                • Products offering long-lasting protection, ease and convenience
                                                                                                  • Figure 25: SC Johnson raid max bug barrier
                                                                                                  • Figure 26: OFF! Triple Wick Citronella Candle
                                                                                                  • Figure 27: SC Johnson Clip-On Mosquito Repellent
                                                                                              • Marketing Strategies

                                                                                                • Branding strategies of major service providers and product suppliers
                                                                                                  • Orkin highlights history and “The Orkin Man”
                                                                                                    • Terminix offers “Power over Pests”
                                                                                                      • SC Johnson’s Raid and Off! product lines
                                                                                                        • Spectrum Brands’ Cutter products
                                                                                                          • Websites and use of social media
                                                                                                            • Orkin offers Pest Library, social media links and iPhone apps
                                                                                                              • Terminix promotes discounts, free inspections and offers information on website
                                                                                                                • Clark’s website affirms expertise and connects to social media
                                                                                                                  • SC Johnson’s Raid website offers information on products, bugs, and home care
                                                                                                                    • Cutter’s website details variety of products and repellent ingredients
                                                                                                                      • Addressing bedbugs through social media
                                                                                                                        • TV campaigns for national and local services
                                                                                                                          • Terminix promotes protection plan by dramatizing pest invasions
                                                                                                                            • Figure 28: Terminix ultimate protection plan ad, 2010
                                                                                                                          • Orkin uses humor to portray pests as criminals
                                                                                                                            • Figure 29: Orkin ad with giant insects, ad, 2010
                                                                                                                          • Smaller providers showcase humor, use expertise and make local appeal
                                                                                                                            • Figure 30: Ortex pest control, ad, 2010
                                                                                                                          • National TV ads for specific products used indoors and outdoors
                                                                                                                            • Amdro beckons consumers to “launch the attack”
                                                                                                                              • Figure 31: Amdro yard treatment kills fire ants, ad,2010
                                                                                                                            • Ortho Bug B Gone Max calls to “Defend what’s yours”
                                                                                                                              • Figure 32: Ortho bug b gone max, ad, 2010
                                                                                                                            • SC Johnson animates bugs and barrier to promote Raid Max spray
                                                                                                                              • Figure 33: Raid max bug barrier zaps insects, ad, 2010
                                                                                                                          • Type of Pest Control Performed

                                                                                                                            • Key points
                                                                                                                              • Outdoor spray use most common type of pest control performed at home
                                                                                                                                • Figure 34: Type of pest control performed, by gender, December 2010
                                                                                                                              • Spraying outdoors increases as respondents grow older
                                                                                                                                • Figure 35: Type of pest control performed, by age, December 2010
                                                                                                                              • House calls by pest control specialists most common with wealthiest
                                                                                                                                • Figure 36: Type of pest control performed, by household income, December 2010
                                                                                                                            • Incidence of Pest Problem

                                                                                                                              • Key points
                                                                                                                                • Respondents report that majority of pest problems are minor
                                                                                                                                  • Figure 37: Incidence of pest problem, by pest type, December 2010
                                                                                                                              • Pest Service Versus Product Usage

                                                                                                                                • Key points
                                                                                                                                  • Respondents most likely to call a specialist only if pest poses threat
                                                                                                                                      • Figure 38: Type of pest control performed, December 2010
                                                                                                                                  • Pests and the Home Versus Hotel

                                                                                                                                    • Key points
                                                                                                                                      • Hotel chains under significant threat if pest problems at single location
                                                                                                                                        • Figure 39: Attitudes toward pest control and home/hotel stays, by gender December 2010
                                                                                                                                      • Respondents less likely to stay at hotels with pest problems as they age
                                                                                                                                        • Figure 40: Attitudes toward pest control and home/hotel stays, by age, December 2010
                                                                                                                                      • Pests and hotel chains prioritized most by wealthier households
                                                                                                                                        • Figure 41: Attitudes toward pest control and home/hotel stays, by household income, December 2010
                                                                                                                                    • Going Green and Pest Control

                                                                                                                                      • Key points
                                                                                                                                        • Getting the job done despite environmental concerns is important
                                                                                                                                          • Figure 42: Going green and pest control, by gender, December 2010
                                                                                                                                        • Green credentials matter most to respondents 18-24
                                                                                                                                          • Figure 43: Going green and pest control, by age, December 2010
                                                                                                                                        • Households earning the least are least likely to care about green products
                                                                                                                                          • Figure 44: Going green and pest control, by household income, December 2010
                                                                                                                                      • Attitudes Toward Pests and Pest Control

                                                                                                                                        • Key points
                                                                                                                                          • Women are twice as likely as men to pursue services for cockroaches
                                                                                                                                            • Figure 45: Attitudes toward pests and control, by gender, December 2010
                                                                                                                                          • Online marketing will work best in targeting young consumers
                                                                                                                                            • Figure 46: Attitudes toward pests and pest control, by age, December 2010
                                                                                                                                        • Pest Control Spending

                                                                                                                                          • Key points
                                                                                                                                            • Spending on services far exceeds spending on products
                                                                                                                                              • Figure 47: Pest control spending, December 2010
                                                                                                                                            • Pest control product spend decreases as respondents age
                                                                                                                                              • Figure 48: Pest control spending, by age, December 2010
                                                                                                                                          • Pest Control Research

                                                                                                                                            • Key points
                                                                                                                                              • Pest service choice based primarily on previous experience
                                                                                                                                                • Figure 49: Pest control research, by gender, December 2010
                                                                                                                                              • Preference redundancy rises as respondents age
                                                                                                                                                • Figure 50: Pest control research, by age, December 2010
                                                                                                                                              • Highest-income households most likely to use same pest control operator as before
                                                                                                                                                • Figure 51: Pest control research, by household income, December 2010
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Black respondents most likely to have used aerosol, sprays at home
                                                                                                                                                  • Figure 52: Type of pest control performed, by race and Hispanic origin, December 2010
                                                                                                                                                • Black respondents less likely to stay at hotel chain upon reports of pests
                                                                                                                                                  • Figure 53: Attitudes toward pest control and home/hotel stays, by race and Hispanic origin, December 2010
                                                                                                                                                • Chemical pesticide concern most prevalent with Hispanics
                                                                                                                                                  • Figure 54: Going green and pest control, by race and Hispanic origin, December 2010
                                                                                                                                                • Preventive maintenance most favored by black respondents
                                                                                                                                                  • Figure 55: Attitudes toward pests and pest control, by race and Hispanic origin, December 2010
                                                                                                                                              • Cluster Analysis

                                                                                                                                                  • Infrequent pest-controllers
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Pest-free, intermediate users
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Really bugged
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Cluster characteristic tables:
                                                                                                                                                                      • Figure 56: Pest control clusters, December 2010
                                                                                                                                                                      • Figure 57: Type of pest control performed, by pest control clusters, December 2010
                                                                                                                                                                      • Figure 58: Incidence of pest control problem, by pest control clusters, December 2010
                                                                                                                                                                      • Figure 59: Pests and the home versus hotel, by pest control clusters, December 2010
                                                                                                                                                                      • Figure 60: Attitudes toward pests and pest control, by pest control clusters, December 2010
                                                                                                                                                                    • Cluster demographic tables:
                                                                                                                                                                      • Figure 61: Pest control clusters, by gender, December 2010
                                                                                                                                                                      • Figure 62: Pest control clusters, by age, December 2010
                                                                                                                                                                      • Figure 63: Pest control clusters, by household income, December 2010
                                                                                                                                                                      • Figure 64: Pest control clusters, by race, December 2010
                                                                                                                                                                      • Figure 65: Pest control clusters, by Hispanic origin, December 2010
                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                        • Overview of pest control
                                                                                                                                                                          • Insect/rodent control devices
                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                              • Brand map
                                                                                                                                                                                  • Figure 66: Brand map, selected brands of insect/rodent control device buying rate by household penetration, 2010*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 67: Key purchase measures for the top brands of insect/rodent control device, by household penetration, 2010*
                                                                                                                                                                                  • Outdoor insect/rodent control chemicals
                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 68: Brand map, selected brands of outdoor insect/rodent control chemicals buying rate by household penetration, 2010*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 69: Key purchase measures for the top brands of outdoor insect/rodent control chemicals, by household penetration, 2010*
                                                                                                                                                                                        • Indoor insect/rodent control chemicals
                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                            • Brand map
                                                                                                                                                                                              • Figure 70: Brand map, selected brands of indoor insect/rodent control chemicals buying rate by household penetration, 2010*
                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                • Figure 71: Key purchase measures for the top brands of indoor insect/rodent control chemicals, by household penetration, 2010*
                                                                                                                                                                                            • Appendix—IRI/Builders Panel Data Definitions

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

                                                                                                                                                                                                  • Attitudes and pest control and household income
                                                                                                                                                                                                    • Figure 72: Attitudes toward pests and pest control, by household income, December 2010
                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Hartz Mountain Corporation
                                                                                                                                                                                                  • Henkel KGaA
                                                                                                                                                                                                  • Motomco Ltd. Corporation
                                                                                                                                                                                                  • National Association of Home Builders (NAHB)
                                                                                                                                                                                                  • Orkin, Inc.
                                                                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                                                                  • Rentokil Initial Group
                                                                                                                                                                                                  • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                  • ServiceMaster Company , The
                                                                                                                                                                                                  • Terminix International Company L.P.
                                                                                                                                                                                                  • Wells Fargo & Company
                                                                                                                                                                                                  • Willert Home Products, Inc.

                                                                                                                                                                                                  Pest Control Products and Services - US - March 2011

                                                                                                                                                                                                  £3,199.84 (Excl.Tax)