Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- It’s all about where you live
- Competitive context
- EPA regulations to shift rodenticide revenue from retail products to professional services
- Consolidation to continue
- Environmental tide may have turned
- Segment performance—Pest control services
- Short-term problems; long-term growth assured
- Consistent growth among national and regional players
- Organic/environmentally-friendly products on the rise—will gain traction
- Termidor: too good to be true
- Segment performance—FDM pest control products
- Retail product forecast/predictions
- Retail product innovation sparks life into segment
- SC Johnson firmly ensconced as FDM sales leader—product portfolio strong supermarket match
- SC Johnson innovations offer product diversity, new revenue potential:
- Woodstream shows how to boost margins with premium products
- Retail channels
- Wal-Mart in the lead—to grow share based on one-stop shopping, lower-income skew
- Home improvement pest control sales to feel housing slowdown
- Convenient pest control pickup to stabilize future supermarket sales
- The Consumer
- Gardening Baby Boomers to the rescue
- Pest control services and product usage
- Usage by pest type
- Frequency of use
- How pest control service is chosen
- Why pest control service is chosen
Insights and Opportunities
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- Capitalizing on the fear factor
- The pitch
- The support
- Overcoming the fear factor
- The pitch
- The story
- Taking poverty to task
- The pitch
- The support
Fast Forward Trends
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- Trend: Totophobia
- Bedbugs and beyond
- Other fear
- But also stress
- Trend: Brand Co-operation
Market Size and Forecast
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- Pest control services face near-term hurdles, long-term growth
- Pest control products to keep pace on heels of innovation
- Revenue summary
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- Figure 1: Total U.S. sales and forecast of pest control services and retail products, in current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of pest control services and retail products, in constant prices, 2002-12
Competitive Context
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- EPA regulations to shift rodenticide revenue from retail products to professional services
- Consolidation to continue
- Efficacy over environment
Segment Performance
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- Key points
- Cost/benefit analysis: expense, safety, trust, and efficacy affect each segment differently
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- Figure 3: U.S. sales and forecast of pest control services and retail products, by segment, 2002-12
- Figure 4: U.S. sales of pest control services and retail products, by segment, 2005 and 2007
Segment Performance—Pest Control Services
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- Key points
- Short-term problems; long-term growth assured
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- Figure 5: U.S. sales of pest control services, 2002-12
Segment Performance—FDM Pest Control Products
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- Key points
- Retail product innovation sparks life into segment
- Environmental sprays lag; devices lead
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- Figure 6: FDM sales of pest control retail products, by product type, 2003 and 2005
Retail Channels
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- Key points
- Channel product selection may influence pest control purchase decision
- Broader retail market reflects consistent need
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- Figure 7: U.S. sales of retail pest control products, by retail channel, 2005 and 2007
Retail Channels—Other
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- Key points
- Wal-Mart to grow share based on one-stop shopping, lower-income skew
- Home improvement pest control sales to feel housing slowdown
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- Figure 8: U.S. sales of retail pest control products at other channels, 2002-07
Retail Channels—Supermarkets
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- Key points
- Convenient pest control pickup to stabilize future sales
- Pest control products viewed as “least hazardous” have best sales opportunity
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- Figure 9: U.S. sales of retail pest control products at other channels, 2002-07
Market Drivers
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- Biology and weather a drain on termite revenue
- Steep drop in new housing sales saps pre-treatment revenue
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- Figure 10: New houses sold in the U.S., 2004-07
- It’s all about where you live
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- Figure 11: Usage of pest control services and products, by region, December 2007
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- Figure 12: Commercial and residential pest control services sales per capita, by state, 2002
- Figure 13: Interim projections: Percent change in population by region of the United States, 2000-30
- Gardening Baby Boomers to the rescue
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- Figure 14: Gardening activity by age, 2003, 2005, and 2007
- Figure 15: Use of pesticides, gardeners, 2007
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- Figure 16: U.S. population and projections and usage of antiperspirant and deodorant, by age, 2002-12
- West Nile Virus: no laughing matter—and a revenue driver
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- Figure 17: West Nile Virus human disease cases, by state, 2007
Leading Pest Control Service Providers
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- Consistent growth among national and regional players
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- Figure 18: Sales of leading residential pest control service providers, 2005 and 2007*
Pest Control Service Provider Analysis: National Players
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- Key points
- Pre-treatment declines to weigh on Terminix
- Orkin’s enhanced commercial focus give company momentum
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- Figure 19: Sales of Terminix and Orkin, 2005 and 2007
Pest Control Service Provider Analysis: Regional Players
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- Key points
- Strong growth buoyed by acquisitions; consolidation to boost future sales
- Southeast is regional hub—to benefit from population growth
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- Figure 20: Sales of “top eight” regional independent residential pest control service providers, 2005 and 2007
Leading FDM Pest Control Product Companies
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- Key points
- SC Johnson firmly ensconced as FDM sales leader—product portfolio strong supermarket match
- Spectrum
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- Figure 21: FDM sales of leading pest control product companies, 2006 and 2007
FDM Pest Control Product Brand Share—Outdoor
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- Key points
- Movement toward contactless products afoot?
- SC Johnson innovations offer product diversity, new revenue potential
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- Figure 22: FDM brand sales of outdoor pest control products in the U.S., 2006 and 2007
FDM Pest Control Product Brand Share—Devices
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- Key points
- Rodenticide playing field to get regulatory shake-up
- Woodstream shows how to boost margins with premium products
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- Figure 23: FDM brand sales of pest control devices in the U.S., 2006 and 2007
FDM Pest Control Product Brand Share—Multipurpose
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- Key points
- Raid’s multi-purpose pest killer/germ fighter a product to watch
- Raid Earth Options suggests that plant-based products have a way to go
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- Figure 24: FDM brand sales of multipurpose pest control products in the U.S., 2006 and 2007
FDM Pest Control Product Brand Share—Indoor
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- Product odor control important
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- Figure 25: FDM brand sales of indoor pest control products in the U.S., 2006 and 2007
Brand Qualities
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- Truly Nolen brand differentiates itself by melding visual imagery with family-friendly message
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- Figure 26: Truly Nolen “mouse car,” 2007
Innovation and Innovators
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- Retail pest control products
- Retail product forecast/predictions
- Convenience is no longer king
- Botanical/herbal becomes top claim
- Environmentally-friendly claims increase—but bets are hedged on efficacy
- Fragrance-free and fresh scents
- Refills still strong and a new format is introduced
- Woodstream premium electronic traps and sonic repellents increase margins
- SC Johnson melds convenience and environment with candle introductions
- Pest control services
- Organic/environmentally-friendly products on the rise—will gain traction
- Termidor: too good to be true
Advertising and Promotion
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- Overview
- d-Con
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- Figure 27: d-Con baits, 2007
- Off!
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- Figure 28: Off! Smooth & Dry, 2007
- Orkin
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- Figure 29: Orkin termite proposal, 2007
Pest Control Services and Product Usage
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- Figure 30: Usage of pest control services and products, December 2007
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- Figure 31: Usage of pest control services and products, by HH income, December 2007
- Figure 32: Usage of pest control services and products, by homeowners and renters, December 2007
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Frequency of Use
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- Figure 33: Volume use of pest control products, by age, December 2007
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- Figure 34: Volume use of pest control products, by age, December 2007
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Retail Brand Penetration
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- Figure 35: Use of insecticide brands, 2003, 2005, and 2007
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Purchase Preferences
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- Figure 36: Pest control Product retail channel preferences, by region, December 2007
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- Figure 37: Pest control Product retail channel preferences, by income, December 2007
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Pest Control Product and Service Use by Pest Type
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- Figure 38: Pest control product and service use, by pest type, December 2007
- Pest control product use by pest type
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- Figure 39: Pest control product use by pest type, by HH income, December 2007
- Pest control service use by pest type
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- Figure 40: Pest control service use by pest type, by HH income, December 2007
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How and Why Pest Control Service Chosen
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- How pest control service is chosen
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- Figure 41: How last pest control professional was chosen, December 2007
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- Figure 42: How last pest control professional was chosen, by age, December 2007
- Why pest control service is chosen
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- Figure 43: Why last pest control professional was chosen, December 2007
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- Figure 44: Why last pest control professional was chosen, by age, December 2007
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- Figure 45: Why last pest control professional was chosen, by HH income, December 2007
- Figure 46: Why last pest control professional was chosen, parent w/child in home, December 2007
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- Figure 47: Why last pest control professional was chosen, rent versus own, December 2007
Demographic Focus: Region
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- Figure 48: Usage of pest control services and products, by region, December 2007
- Pest control products
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- Figure 49: Pest control product use by pest type, by region, December 2007
- How last pest control professional was chosen
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- Figure 50: How last pest control professional was chosen, by region, December 2007
- Why last pest control professional was chosen
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- Figure 51: Why last pest control professional was chosen, by region, December 2007
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Custom Consumer Groups: Asthma, Health and Killing Pests Dead
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- Figure 52: Asthma, health, and killing pests dead, December 2007
- Unique services and education for asthma sufferers
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- Figure 53: Usage of pest control services and electronic devices, by asthma sufferers, December 2007
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- Figure 54: How and why pest control professional used, by asthma sufferers, December 2007
- Pest control business is better if you think pests are unhealthy
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- Figure 55: Usage of pest control services and products, by pest health perception, December 2007
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- Figure 56: How and why pest control professional used, by pest health perception, December 2007
- Industry backbone: those who want to kill ‘em dead
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- Figure 57: Usage of pest control services and products, by gender, December 2007
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Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 58: Usage of pest control services and products, by gender, December 2007
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- Figure 59: Usage of pest control services and products, by age, December 2007
- Frequency of use
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- Figure 60: Volume use of pest control products, by HH income, December 2007
- Brand preferences
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- Figure 61: Use of insecticide brands, by region, May 2006-June 2007
- Purchase preferences
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- Figure 62: Pest control product retail channel preferences, by gender, December 2007
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- Figure 63: Pest control product retail channel preferences, by age, December 2007
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- Figure 64: Pest control product retail channel preferences, by age, December 2007
- Pest control product use by pest type
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- Figure 65: Pest control product use by pest type, by age, December 2007
- Pest control service use by pest type
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- Figure 66: Pest control service use by pest type, by age, December 2007
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- Figure 67: Pest control service use by pest type, by region, December 2007
- How pest control service is chosen
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- Figure 68: How last pest control professional was chosen, by HH income, December 2007
- Why pest control service is chosen
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- Figure 69: Why last pest control professional was chosen, by gender, December 2007
Appendix: Trade Associations
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