Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- 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
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- 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
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- 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
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- Figure 4: Any incidence of pest problem, by pest type, May 2012
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- 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
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- Figure 6: Types of pest control products purchased, May 2012
- Consumers most likely to purchase pest-specific products
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- 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
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- 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
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- Figure 9: Factors influencing choice to call pest control service, May 2012
- What we think
Issues in the Market
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- 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
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- 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
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- Trend: Factory Fear
- Trend: Perfecting the Details
- 2015 Trend: Access Anything Anywhere
Market Size and Forecast
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- Key points
- Pest control product and service sales experiencing slow, steady growth due to macroeconomic conditions
- Sales and forecast of pest control market
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- 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
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- 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
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- 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
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- Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Higher-than-average temperatures stimulate increased pest activity
Segment Performance
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- Key points
- Pest control market largely dominated by services
- Sales of pest control products and services, by segment
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- 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
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- Key points
- Pest control services continue to experience growth
- Sales and forecast of pest control services
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- Figure 15: Total U.S. retail sales and forecast of pest control services, at current prices, 2007-17
Segment Performance—Pest Control Products
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- Key points
- Pest control product sales fluctuate but steady growth expected in the coming years
- Sales and forecast of pest control products
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- 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
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- Figure 17: FDMx sales of pest control products, by product subsegment, 2011 and 2012
Retail Channels
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- Key point
- Non-FDMx channels control majority of pest control purchases
- Sales of pest control products and services, by channel
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- Figure 18: U.S. retail sales of pest control products and services, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
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- Key point
- Supermarket sales of pest control products continue to decline
- Supermarket sales of pest control products
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- Figure 19: U.S. supermarket sales of pest control products, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Despite some gains, drug stores remain the smallest retail segment for pest control products
- Drug store sales of pest control products
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- Figure 20: U.S. Drug store sales of pest control products, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- 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
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- Figure 21: U.S. sales of pest control products, through other retail channels, at current prices, 2007-12
Leading Companies
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- Key points
- SC Johnson market leader in pest control products
- FDMx manufacturer sales of pest control products
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- Figure 22: FDMx sales of pest control products, by leading companies, 2011 and 2012
Brand Share—Outdoor Pest Control Products
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- Key points
- SC Johnson dominates this segment with 60% share
- FDMx sales of outdoor pest control products
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- Figure 23: FDMx sales of outdoor pest control products, by leading companies, 2011 and 2012
Brand Share—Pest Control Devices
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- Key points
- Overall segment declining, SC Johnson maintains lead
- FDMx sales of pest control devices
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- Figure 24: FDMx sales of pest control devices, by leading companies, 2011 and 2012
Brand Share—Indoor Pest Control Products
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- 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
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- Figure 25: FDMx sales of indoor pest control products, by leading companies, 2011 and 2012
Brand Share—Multipurpose Pest Control Products
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- Key points
- Leading companies experience declines that align with overall segment
- FDMx sales of multipurpose pest control products
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- Figure 26: FDMx sales of multipurpose pest control products, by leading companies, 2011 and 2012
Innovations and Innovators
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- SC Johnson and Spectrum Brands lead with most product launches
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- Figure 27: Pest control new product introductions, by company, 2007-12
- Insect killers/repellents lead in subcategory launches
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- Figure 28: Pest control product launches, by product subcategory, 2007-12
- Eco-friendly and convenience claims remain dominant in pest control product landscape
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- 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
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- Overview of the brand landscape
- Brand analysis: Raid
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- Figure 30: Brand analysis of Raid, 2012
- Online initiatives
- TV presence
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- Figure 31: Raid ant and roach television ad, 2012
- Figure 32: Raid max bug barrier television ad, 2012
- Brand analysis: Hot Shot
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- Figure 33: Brand analysis of Hot Shot, 2012
- Online initiatives
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- Figure 34: Hot Shot bedbug tips, September 2011
- TV presence
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- Figure 35: Hot Shot Insecticides television ad, 2012
- Brand analysis: Orkin
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- Figure 36: Brand analysis of Orkin, 2012
- Online initiatives
- TV presence
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- Figure 37: Orkin television ad, 2012
- Brand analysis: Terminix
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- Figure 38: Brand analysis of Terminix, 2012
- Online initiatives
- TV presence
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- Figure 39: Terminix television ad, 2012
- Figure 40: Terminix television ad, 2012
Incidence of Pest Problems
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- Key points
- Ants the most common pest problem experienced; most classify their pest problems as minor
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- Figure 41: Incidence of pest problem, by pest type, May 2012
- Southern consumers most likely to experience a number of pest types
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- 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
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- Figure 43: Incidence of pest problem, by pest type, by urban area, May 2012
Type of Pest Control Utilized
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- Key points
- Consumers most likely to call a specialist for termites and bedbugs
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- Figure 44: Types of pest control performed, May 2012
Types of Pest Control Products Purchased
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- Key points
- Sprays and bait traps are the most commonly purchased pest control products
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- Figure 45: Types of pest control products purchased, by gender, May 2012
- Regionally, consumers differ by their product purchases
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- 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
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- Key points
- Ant and roach spray most commonly used product
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- Figure 48: Types of insecticides used, by household income, January 2011-March 2012
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- Figure 49: Types of insecticides used, by residency, January 2011-March 2012
- Though sprays most commonly used format, use is starting to decline
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- Figure 50: Types of insecticides used, February 2007-March 2012
- Raid commands the greatest brand usage
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- Figure 51: Brands of insecticides used, by household income, January 2011-March 2012
Pest Control Product Purchase Behaviors
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- Key points
- Consumers most likely to purchase pest-specific products
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- Figure 52: Pest control product purchase behaviors, by gender, May 2012
- Purchase behaviors indicative of older consumers’ experience with this category
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- Figure 53: Pest control product purchase behaviors, by age, May 2012
- Lower-income consumers more likely to be driven by price and value
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- Figure 54: Pest control product purchase behaviors, by household income, May 2012
Attitudes Toward Pest Control Products
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- Key points
- Concern over impact on both the home and health drives the essential nature of this category
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- Figure 55: Attitudes toward pest control products, May 2012
- Women and men differ in their concern over product chemical content
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- Figure 56: Attitudes toward pest control products, by gender, May 2012
- Concern remains high across age segments but decreases slightly with age
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- Figure 57: Attitudes toward pest control products, by age, May 2012
Pest Control Service Selection
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- Key points
- Service provider selection primarily based on previous experience and word-of-mouth
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- Figure 58: Pest control service selection, May 2012
- Past experience rises as a selection driver as consumers age
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- Figure 59: Pest control service selection, by age, May 2012
Attitudes Toward Pest Control Services
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- Key points
- Consumers mainly satisfied with their current pest control service providers
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- Figure 60: Attitudes toward pest control service providers, May 2012
- Older consumers more likely than younger consumers to be satisfied
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- Figure 61: Attitudes toward pest control service providers, by age, May 2012
Factors Leading to a Service Call vs. Use of Product
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- Key points
- Perceived product effectiveness and lack of knowledge two main drivers for calling a pest control service
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- 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
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- Figure 63: Factors influencing choice to call pest control service, by age, May 2012
Race and Hispanic Origin
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- Key points
- Hispanics and blacks over index in their use of sprays, under index in their use of bait traps
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- 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
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- Figure 65: Pest control product purchase behaviors, by race/Hispanic origin, May 2012
- Concern over health and household damage greatest among Hispanics and blacks
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- 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
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- Figure 67: Factors influencing choice to call pest control service, by race/Hispanic origin, May 2012
IRI/Builders—Key Household Purchase Measures
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- Overview of pest control
- Outdoor insect/rodent control chemicals
- Consumer insights on key purchase measures
- Brand map
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Incidence of pest problem
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- Figure 76: Incidence of pest problem, by pest type, by gender, May 2012
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- Figure 77: Incidence of pest problem, by pest type, by race/Hispanic origin, May 2012
- Types of pest control products purchased
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- Figure 78: Types of pest control products purchased, by generation, May 2012
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- Figure 79: Types of pest control products purchased, by presence of children in household, May 2012
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- Figure 80: Types of pest control products purchased, by primary residence, May 2012
- Usage of specific product formulations
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- Figure 81: Types of insecticides used, by presence of children in household, January 2011-March 2012
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- Figure 82: Types of insecticides used, by region, January 2011-March 2012
- Pest control product purchase behaviors
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- Figure 83: Pest control product purchase behaviors, by region, May 2012
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- Figure 84: Pest control product purchase behaviors, by presence of children in household, May 2012
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- Figure 85: Pest control product purchase behaviors, by urban area, May 2012
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- Figure 86: Pest control product purchase behaviors, by generation, May 2012
- Attitudes toward pest control products
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- Figure 87: Attitudes toward pest control products, by presence of children in household, May 2012
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- Figure 88: Attitudes toward pest control products, by region, May 2012
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- Figure 89: Attitudes toward pest control products, by urban area, May 2012
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- Figure 90: Attitudes toward pest control products, by generation, May 2012
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- Figure 91: Attitudes toward pest control products, by primary residence, May 2012
- Pest control service selection
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- Figure 92: Pest control service selection, by gender, May 2012
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- Figure 93: Pest control service selection, by region, May 2012
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- Figure 94: Pest control service selection, by urban area, May 2012
- Attitudes toward pest control services
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- Figure 95: Attitudes toward pest control service providers, by presence of children in household, May 2012
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- Figure 96: Attitudes toward pest control service providers, by region, May 2012
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- Figure 97: Attitudes toward pest control service providers, by urban area, May 2012
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- Figure 98: Attitudes toward pest control service providers, by generation, May 2012
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- Figure 99: Attitudes toward pest control service providers, by gender, May 2012
- Factors for calling pest service
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- Figure 100: Factors influencing choice to call pest control service, by gender, May 2012
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- Figure 101: Factors influencing choice to call pest control service, by presence of children in household, May 2012
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- Figure 102: Factors influencing choice to call pest control service, by region, May 2012
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- Figure 103: Factors influencing choice to call pest control service, by urban area, May 2012
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- Figure 104: Factors influencing choice to call pest control service, by generation, May 2012
Appendix—Trade Associations
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