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Pest Control Products and Services - US - October 2012

“Pest control companies and brands can expect to see growth in the next few years as this category of products and services is viewed as a necessary expenditure. However, the market is highly saturated and new product innovation is challenging. Pest control products and services may need to consider extending beyond the category, balance growing consumer concern over chemical content with desire for quick elimination, and emphasize the need for preventive maintenance so that they aren’t as impacted by some of the factors that can make the market unpredictable.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • How can pest control product and service companies continue to grow in a market that is already mature?
  • How can pest control companies balance growing consumer concern over chemical content with the desire for immediate pest elimination?
  • How do pest control companies and brands handle a market that is driven by a number of unpredictable factors (weather, climate)?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of pest control products and services, at current prices, 2007-17
                        • Market factors
                          • Bedbug outbreaks continue to cause concern and drive sales
                            • Shaky consumer confidence detrimental to faster market growth
                              • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                            • Higher-than-average temperatures stimulate increased pest activity
                              • Retail channels
                                • Key players
                                  • Figure 3: FDMx sales of pest control products, by leading companies, 52 weeks ending 7/8/2012
                                • The pest control consumer
                                  • Ants the most common pest problem; most issues classified as minor
                                    • Figure 4: Any incidence of pest problem, by pest type, May 2012
                                    • Figure 5: classification of reported pest problem, by pest type, May 2012
                                  • Consumers most likely to call a specialist for termites and bedbugs
                                    • Sprays and bait traps are the most commonly purchased pest control products
                                      • Figure 6: Types of pest control products purchased, May 2012
                                    • Consumers most likely to purchase pest-specific products
                                      • Figure 7: Pest control product purchase behaviors, May 2012
                                    • Concern over impact on both the home and health drives the essential nature of this category
                                      • Figure 8: Attitudes toward pest control products, May 2012
                                    • Service provider selection primarily based on previous experience and word-of-mouth
                                      • Perceived product effectiveness and lack of knowledge two main drivers for calling a pest control service
                                        • Figure 9: Factors influencing choice to call pest control service, May 2012
                                      • What we think
                                      • Issues in the Market

                                          • How can pest control product and service companies continue to grow in a market that is already mature?
                                            • How can pest control companies balance growing consumer concern over chemical content with the desire for immediate pest elimination?
                                              • How do pest control companies and brands handle a market that is driven by a number of unpredictable factors (weather, climate)?
                                              • Insights and Opportunities

                                                • Consider new delivery methods and systems
                                                  • Continued emphasis and focus on bedbugs
                                                    • Design products for specific areas of the home, taking aesthetics and inhabitants into mind
                                                    • Trend Applications

                                                        • Trend: Factory Fear
                                                          • Trend: Perfecting the Details
                                                            • 2015 Trend: Access Anything Anywhere
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Pest control product and service sales experiencing slow, steady growth due to macroeconomic conditions
                                                                  • Sales and forecast of pest control market
                                                                    • Figure 10: Total U.S. retail sales and forecast of pest control products and services, at current prices, 2007-17
                                                                    • Figure 11: Total U.S. retail sales and forecast of pest control products and services, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 12: Total U.S. retail sales and fan chart forecast of pest control products and services, at current prices, 2007-17
                                                                    • Walmart sales
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Bedbug outbreaks continue to cause concern and drive calls to pest control services and product purchases
                                                                          • Shaky consumer confidence detrimental to faster market growth
                                                                            • Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                          • Higher-than-average temperatures stimulate increased pest activity
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Pest control market largely dominated by services
                                                                                • Sales of pest control products and services, by segment
                                                                                  • Figure 14: Total U.S. retail sales of pest control products and services by segment, at current prices, 2010 and 2012
                                                                              • Segment Performance—Pest Control Services

                                                                                • Key points
                                                                                  • Pest control services continue to experience growth
                                                                                    • Sales and forecast of pest control services
                                                                                      • Figure 15: Total U.S. retail sales and forecast of pest control services, at current prices, 2007-17
                                                                                  • Segment Performance—Pest Control Products

                                                                                    • Key points
                                                                                      • Pest control product sales fluctuate but steady growth expected in the coming years
                                                                                        • Sales and forecast of pest control products
                                                                                          • Figure 16: Total U.S. retail sales and forecast of pest control products, at current prices, 2007-17
                                                                                        • Indoor pest control products see gains in FDMx market; other subsegments struggling
                                                                                          • FDMx sales of pest control products
                                                                                            • Figure 17: FDMx sales of pest control products, by product subsegment, 2011 and 2012
                                                                                        • Retail Channels

                                                                                          • Key point
                                                                                            • Non-FDMx channels control majority of pest control purchases
                                                                                              • Sales of pest control products and services, by channel
                                                                                                • Figure 18: U.S. retail sales of pest control products and services, by channel, at current prices, 2010-12
                                                                                            • Retail Channels—Supermarkets

                                                                                              • Key point
                                                                                                • Supermarket sales of pest control products continue to decline
                                                                                                  • Supermarket sales of pest control products
                                                                                                    • Figure 19: U.S. supermarket sales of pest control products, at current prices, 2007-12
                                                                                                • Retail Channels—Drug Stores

                                                                                                  • Key points
                                                                                                    • Despite some gains, drug stores remain the smallest retail segment for pest control products
                                                                                                      • Drug store sales of pest control products
                                                                                                        • Figure 20: U.S. Drug store sales of pest control products, at current prices, 2007-12
                                                                                                    • Retail Channels—Other Retail Channels

                                                                                                      • Key points
                                                                                                        • Other retail channels experiencing gains and will continue to do so in the coming years
                                                                                                          • Other channel retail sales of pest control products and services
                                                                                                            • Figure 21: U.S. sales of pest control products, through other retail channels, at current prices, 2007-12
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • SC Johnson market leader in pest control products
                                                                                                              • FDMx manufacturer sales of pest control products
                                                                                                                • Figure 22: FDMx sales of pest control products, by leading companies, 2011 and 2012
                                                                                                            • Brand Share—Outdoor Pest Control Products

                                                                                                              • Key points
                                                                                                                • SC Johnson dominates this segment with 60% share
                                                                                                                  • FDMx sales of outdoor pest control products
                                                                                                                    • Figure 23: FDMx sales of outdoor pest control products, by leading companies, 2011 and 2012
                                                                                                                • Brand Share—Pest Control Devices

                                                                                                                  • Key points
                                                                                                                    • Overall segment declining, SC Johnson maintains lead
                                                                                                                      • FDMx sales of pest control devices
                                                                                                                        • Figure 24: FDMx sales of pest control devices, by leading companies, 2011 and 2012
                                                                                                                    • Brand Share—Indoor Pest Control Products

                                                                                                                      • Key points
                                                                                                                        • SC Johnson holds the majority of the market share with its Raid brand
                                                                                                                          • Spectrum Brands sees growth with its Hot Shot offering
                                                                                                                            • FDMx sales of indoor pest control products
                                                                                                                              • Figure 25: FDMx sales of indoor pest control products, by leading companies, 2011 and 2012
                                                                                                                          • Brand Share—Multipurpose Pest Control Products

                                                                                                                            • Key points
                                                                                                                              • Leading companies experience declines that align with overall segment
                                                                                                                                • FDMx sales of multipurpose pest control products
                                                                                                                                  • Figure 26: FDMx sales of multipurpose pest control products, by leading companies, 2011 and 2012
                                                                                                                              • Innovations and Innovators

                                                                                                                                • SC Johnson and Spectrum Brands lead with most product launches
                                                                                                                                  • Figure 27: Pest control new product introductions, by company, 2007-12
                                                                                                                                • Insect killers/repellents lead in subcategory launches
                                                                                                                                  • Figure 28: Pest control product launches, by product subcategory, 2007-12
                                                                                                                                • Eco-friendly and convenience claims remain dominant in pest control product landscape
                                                                                                                                  • Figure 29: Incidence of claims associated with new pest control product launches, 2007-12
                                                                                                                                • Increase in fogger products
                                                                                                                                  • Spray from far away
                                                                                                                                    • Natural ingredients and eco-friendly claims
                                                                                                                                      • Tackling more unique pests
                                                                                                                                        • Concern over bedbugs continues to drive product development
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Brand analysis: Raid
                                                                                                                                              • Figure 30: Brand analysis of Raid, 2012
                                                                                                                                            • Online initiatives
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 31: Raid ant and roach television ad, 2012
                                                                                                                                                • Figure 32: Raid max bug barrier television ad, 2012
                                                                                                                                              • Brand analysis: Hot Shot
                                                                                                                                                • Figure 33: Brand analysis of Hot Shot, 2012
                                                                                                                                              • Online initiatives
                                                                                                                                                • Figure 34: Hot Shot bedbug tips, September 2011
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 35: Hot Shot Insecticides television ad, 2012
                                                                                                                                              • Brand analysis: Orkin
                                                                                                                                                • Figure 36: Brand analysis of Orkin, 2012
                                                                                                                                              • Online initiatives
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 37: Orkin television ad, 2012
                                                                                                                                                • Brand analysis: Terminix
                                                                                                                                                  • Figure 38: Brand analysis of Terminix, 2012
                                                                                                                                                • Online initiatives
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 39: Terminix television ad, 2012
                                                                                                                                                    • Figure 40: Terminix television ad, 2012
                                                                                                                                                • Incidence of Pest Problems

                                                                                                                                                  • Key points
                                                                                                                                                    • Ants the most common pest problem experienced; most classify their pest problems as minor
                                                                                                                                                      • Figure 41: Incidence of pest problem, by pest type, May 2012
                                                                                                                                                    • Southern consumers most likely to experience a number of pest types
                                                                                                                                                      • Figure 42: Incidence of pest problem, by pest type, by region, May 2012
                                                                                                                                                    • Urban and rural consumers differ in the types of pests they experience
                                                                                                                                                      • Figure 43: Incidence of pest problem, by pest type, by urban area, May 2012
                                                                                                                                                  • Type of Pest Control Utilized

                                                                                                                                                    • Key points
                                                                                                                                                      • Consumers most likely to call a specialist for termites and bedbugs
                                                                                                                                                        • Figure 44: Types of pest control performed, May 2012
                                                                                                                                                    • Types of Pest Control Products Purchased

                                                                                                                                                      • Key points
                                                                                                                                                        • Sprays and bait traps are the most commonly purchased pest control products
                                                                                                                                                          • Figure 45: Types of pest control products purchased, by gender, May 2012
                                                                                                                                                        • Regionally, consumers differ by their product purchases
                                                                                                                                                          • Figure 46: Types of pest control products purchased, by region, May 2012
                                                                                                                                                          • Figure 47: Types of pest control products purchased, by urban area, May 2012
                                                                                                                                                      • Usage of Specific Product Formulations and Brands

                                                                                                                                                        • Key points
                                                                                                                                                          • Ant and roach spray most commonly used product
                                                                                                                                                            • Figure 48: Types of insecticides used, by household income, January 2011-March 2012
                                                                                                                                                            • Figure 49: Types of insecticides used, by residency, January 2011-March 2012
                                                                                                                                                          • Though sprays most commonly used format, use is starting to decline
                                                                                                                                                            • Figure 50: Types of insecticides used, February 2007-March 2012
                                                                                                                                                          • Raid commands the greatest brand usage
                                                                                                                                                            • Figure 51: Brands of insecticides used, by household income, January 2011-March 2012
                                                                                                                                                        • Pest Control Product Purchase Behaviors

                                                                                                                                                          • Key points
                                                                                                                                                            • Consumers most likely to purchase pest-specific products
                                                                                                                                                              • Figure 52: Pest control product purchase behaviors, by gender, May 2012
                                                                                                                                                            • Purchase behaviors indicative of older consumers’ experience with this category
                                                                                                                                                              • Figure 53: Pest control product purchase behaviors, by age, May 2012
                                                                                                                                                            • Lower-income consumers more likely to be driven by price and value
                                                                                                                                                              • Figure 54: Pest control product purchase behaviors, by household income, May 2012
                                                                                                                                                          • Attitudes Toward Pest Control Products

                                                                                                                                                            • Key points
                                                                                                                                                              • Concern over impact on both the home and health drives the essential nature of this category
                                                                                                                                                                • Figure 55: Attitudes toward pest control products, May 2012
                                                                                                                                                              • Women and men differ in their concern over product chemical content
                                                                                                                                                                • Figure 56: Attitudes toward pest control products, by gender, May 2012
                                                                                                                                                              • Concern remains high across age segments but decreases slightly with age
                                                                                                                                                                • Figure 57: Attitudes toward pest control products, by age, May 2012
                                                                                                                                                            • Pest Control Service Selection

                                                                                                                                                              • Key points
                                                                                                                                                                • Service provider selection primarily based on previous experience and word-of-mouth
                                                                                                                                                                  • Figure 58: Pest control service selection, May 2012
                                                                                                                                                                • Past experience rises as a selection driver as consumers age
                                                                                                                                                                  • Figure 59: Pest control service selection, by age, May 2012
                                                                                                                                                              • Attitudes Toward Pest Control Services

                                                                                                                                                                • Key points
                                                                                                                                                                  • Consumers mainly satisfied with their current pest control service providers
                                                                                                                                                                    • Figure 60: Attitudes toward pest control service providers, May 2012
                                                                                                                                                                  • Older consumers more likely than younger consumers to be satisfied
                                                                                                                                                                    • Figure 61: Attitudes toward pest control service providers, by age, May 2012
                                                                                                                                                                • Factors Leading to a Service Call vs. Use of Product

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Perceived product effectiveness and lack of knowledge two main drivers for calling a pest control service
                                                                                                                                                                      • Figure 62: Factors influencing choice to call pest control service, May 2012
                                                                                                                                                                    • Product effectiveness impacts older consumers; lack of knowledge main driver for younger consumers
                                                                                                                                                                      • Figure 63: Factors influencing choice to call pest control service, by age, May 2012
                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Hispanics and blacks over index in their use of sprays, under index in their use of bait traps
                                                                                                                                                                        • Figure 64: Types of pest control products purchased, by race/Hispanic origin, May 2012
                                                                                                                                                                      • Hispanics and blacks under index in their purchase of pest-specific products but are more likely to perform preventive maintenance
                                                                                                                                                                        • Figure 65: Pest control product purchase behaviors, by race/Hispanic origin, May 2012
                                                                                                                                                                      • Concern over health and household damage greatest among Hispanics and blacks
                                                                                                                                                                        • Figure 66: Attitudes toward pest control products, by race/Hispanic origin, May 2012
                                                                                                                                                                      • Hispanics and blacks less likely to believe that the products service providers use are more effective than store-bought products
                                                                                                                                                                        • Figure 67: Factors influencing choice to call pest control service, by race/Hispanic origin, May 2012
                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                        • Overview of pest control
                                                                                                                                                                          • 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, 52 weeks ending June 26, 2011
                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                  • Figure 69: Key purchase measures for the top brands of outdoor insect/rodent control chemicals, by household penetration, for the 52 weeks ending 6/26/2011
                                                                                                                                                                                • Insect/rodent control device
                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                    • Brand map
                                                                                                                                                                                      • Figure 70: Brand map, selected brands of insect/rodent control device buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                        • Figure 71: Key purchase measures for the top brands of insect/rodent control device, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                      • Indoor insect/rodent control chemicals
                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 72: Brand map, selected brands of indoor insect/rodent control chemicals buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 73: Key purchase measures for the top brands of indoor insect/rodent control chemicals, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                            • Multipurpose insect/rodent control chemicals
                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 74: Brand map, selected brands of multipurpose insect/rodent control chemicals buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                    • Figure 75: Key purchase measures for the top brands of multipurpose insect/rodent control chemicals, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                  • Incidence of pest problem
                                                                                                                                                                                                    • Figure 76: Incidence of pest problem, by pest type, by gender, May 2012
                                                                                                                                                                                                    • Figure 77: Incidence of pest problem, by pest type, by race/Hispanic origin, May 2012
                                                                                                                                                                                                  • Types of pest control products purchased
                                                                                                                                                                                                    • Figure 78: Types of pest control products purchased, by generation, May 2012
                                                                                                                                                                                                    • Figure 79: Types of pest control products purchased, by presence of children in household, May 2012
                                                                                                                                                                                                    • Figure 80: Types of pest control products purchased, by primary residence, May 2012
                                                                                                                                                                                                  • Usage of specific product formulations
                                                                                                                                                                                                    • Figure 81: Types of insecticides used, by presence of children in household, January 2011-March 2012
                                                                                                                                                                                                    • Figure 82: Types of insecticides used, by region, January 2011-March 2012
                                                                                                                                                                                                  • Pest control product purchase behaviors
                                                                                                                                                                                                    • Figure 83: Pest control product purchase behaviors, by region, May 2012
                                                                                                                                                                                                    • Figure 84: Pest control product purchase behaviors, by presence of children in household, May 2012
                                                                                                                                                                                                    • Figure 85: Pest control product purchase behaviors, by urban area, May 2012
                                                                                                                                                                                                    • Figure 86: Pest control product purchase behaviors, by generation, May 2012
                                                                                                                                                                                                  • Attitudes toward pest control products
                                                                                                                                                                                                    • Figure 87: Attitudes toward pest control products, by presence of children in household, May 2012
                                                                                                                                                                                                    • Figure 88: Attitudes toward pest control products, by region, May 2012
                                                                                                                                                                                                    • Figure 89: Attitudes toward pest control products, by urban area, May 2012
                                                                                                                                                                                                    • Figure 90: Attitudes toward pest control products, by generation, May 2012
                                                                                                                                                                                                    • Figure 91: Attitudes toward pest control products, by primary residence, May 2012
                                                                                                                                                                                                  • Pest control service selection
                                                                                                                                                                                                    • Figure 92: Pest control service selection, by gender, May 2012
                                                                                                                                                                                                    • Figure 93: Pest control service selection, by region, May 2012
                                                                                                                                                                                                    • Figure 94: Pest control service selection, by urban area, May 2012
                                                                                                                                                                                                  • Attitudes toward pest control services
                                                                                                                                                                                                    • Figure 95: Attitudes toward pest control service providers, by presence of children in household, May 2012
                                                                                                                                                                                                    • Figure 96: Attitudes toward pest control service providers, by region, May 2012
                                                                                                                                                                                                    • Figure 97: Attitudes toward pest control service providers, by urban area, May 2012
                                                                                                                                                                                                    • Figure 98: Attitudes toward pest control service providers, by generation, May 2012
                                                                                                                                                                                                    • Figure 99: Attitudes toward pest control service providers, by gender, May 2012
                                                                                                                                                                                                  • Factors for calling pest service
                                                                                                                                                                                                    • Figure 100: Factors influencing choice to call pest control service, by gender, May 2012
                                                                                                                                                                                                    • Figure 101: Factors influencing choice to call pest control service, by presence of children in household, May 2012
                                                                                                                                                                                                    • Figure 102: Factors influencing choice to call pest control service, by region, May 2012
                                                                                                                                                                                                    • Figure 103: Factors influencing choice to call pest control service, by urban area, May 2012
                                                                                                                                                                                                    • Figure 104: Factors influencing choice to call pest control service, by generation, May 2012
                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                                  Pest Control Products and Services - US - October 2012

                                                                                                                                                                                                  £3,277.28 (Excl.Tax)