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 market, at current prices, 2007-17
- Market factors
- Bedbugs continue to spread across the U.S.
- Shaky consumer confidence drives reactive pest control behavior
- Weather patterns and seasonal changes drive pest activity
- Consumers have concerns around chemical content and harmful ingredients
- Segment performance
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- Figure 2: Total U.S. retail sales of pest control products and services, by segment, at current prices, 2010 and 2012
- Market players
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- Figure 3: MULO sales of pest control products, by leading companies, 2012
- The consumer
- Insecticide usage steady across households but repellent usage varies by income
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- Figure 4: Usage of insecticides and insect repellents, by household income, October 2011-November 2012
- Use of household sprays and repellents most common pest control activities
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- Figure 5: Household pest control activities, March 2013
- Consumers concerned about chemicals and ingredients in repellent products
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- Figure 6: Concerns around using personal insect repellents, March 2013
- Consumers interested in repellents with more natural ingredients
- Bedbugs carry a strong stigma
- Laundry-related bedbug offerings and detection tools command most interest
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- Figure 7: Interest in bedbug detection and prevention offerings, March 2013
- What we think
Issues and Insights
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- Consumers mostly reactive, not proactive, when it comes to pest control
- The issues
- The implications
- Concern around products’ chemical and ingredient content
- The issues
- The implications
- Bedbugs cause concern for both consumers and businesses
- The issues
- The implications
Trend Applications
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- Trend: Extend My Brand
- Trend: Prove It
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Modest growth expected
- Sales and forecast for pest control market
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- Figure 8: Total U.S. retail sales and forecast for sales in the pest control market, at current prices, 2007-17
- Figure 9: Total U.S. retail sales and forecast of pest control market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 10: Total U.S. retail sales and fan chart forecast of pest control market, at current prices, 2007-17
Market Drivers
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- Key points
- Weather and seasonal temperatures drive pest activity
- Bedbug outbreaks continue
- Shaky consumer confidence drives reactive behavior
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- Figure 11: University of Michigan’s index of consumer sentiment (ICS), 2008-13
- Consumer concern around chemical content and harmful ingredients
Segment Performance
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- Key points
- Market mostly made up of services
- Sales of pest services and products, by segment
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- Figure 12: Total U.S. retail sales of pest control services and retail products, by segment, at current prices, 2010 and 2012
Segment Performance – Pest Control Services
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- Key points
- Services see consistent growth
- Sales and forecast of pest control services
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- Figure 13: 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 products experience strong growth during 2011-12
- Sales and forecast of pest control products
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- Figure 14: Total U.S. retail sales and forecast of pest control products, at current prices, 2007-17
- Most subsegments see gains, while multipurpose products struggle
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- Figure 15: Total U.S. retail sales of pest control products, by subsegment, at current prices, 2010 and 2012
- Figure 16: Total U.S. retail sales of pest control products, by subsegment, at current prices, 2007-12
Retail Channels
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- Key points
- “Other retail channels” captures most pest control sales
- Sales of pest control products and services, by channel
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- Figure 17: Total U.S. retail sales of pest control products and services, by channel, at current prices, 2010-12
- Figure 18: Total U.S. retail sales of pest control products and services, by channel, at current prices, 2007-12
Leading Companies
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- Key points
- SC Johnson leads the market
- MULO manufacturer sales of pest control products
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- Figure 19: MULO sales of pest control products, by leading companies, 2012 and 2013
Brand Share – Outdoor Pest Control Products
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- Key points
- SC Johnson leads in outdoor products
- Garden-specific pest control products perform well
- MULO sales of outdoor pest control products
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- Figure 20: MULO sales of outdoor pest control products, by leading companies, 2012 and 2013
Brand Share – Pest Control Devices
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- Key points
- Most companies see declines but Reckitt Benckiser is growing
- MULO sales of pest control devices
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- Figure 21: MULO sales of pest control devices, by leading companies, 2012 and 2013
Brand Share – Indoor Pest Control Products
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- Key points
- Growth across the board
- MULO sales of indoor pest control products
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- Figure 22: MULO sales of indoor pest control products, by leading companies, 2012 and 2013
Brand Share – Multipurpose Pest Control Products
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- Key points
- Declines across the segment
- MULO sales of multipurpose pest control products
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- Figure 23: MULO sales of multipurpose pest control products, by leading companies, 2012 and 2013
Innovations and Innovators
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- Convenience and ethical/environmental claims most common among new product launches
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- Figure 24: Pest control new product launches, by claims category, 2007-13
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- Figure 25: Pest control product launches, by claims, 2007-13.
- Room- and item-specific products may present growing trend
- Citronella candles double as protection and home decor
Marketing Strategies
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- Overview of key marketing strategies
- Strategy: Focus on bedbugs
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- Figure 26: FabriClear, “Hey Media Moguls,” TV ad, 2013
- Figure 27: Bed Defense, “Repel Bedbugs,” TV ad, 2013
- Strategy: Fast-acting performance, merciless on bugs
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- Figure 28: Raid, “Lost Signal,” TV ad, 2013
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- Figure 29: Ortho, “That’s Nasty,” TV ad, 2013
- Strategy: Encouraging outdoor activity
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- Figure 30: Cutter social media advertisement, 2013
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- Figure 31: OFF! social media advertisement, 2013
- Strategy: Touting natural ingredients
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- Figure 32: Terminix “All Clear” TV ad, 2013
- Strategy: Positioning service professionals as scientists
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- Figure 33: Orkin banner advertisements, 2013
- Figure 34: Terminix website, 2013
Usage of Pest Control Products
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- Key points
- Insecticide usage consistent year to year
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- Figure 35: Types of insecticides used, January 2007-November 2012
- Insecticide usage steady across households; repellent use varies by income
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- Figure 36: Usage of insecticides and insect repellents, by household income, October 2011-November 2012
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- Figure 37: Types of insecticides used, by household income, October 2011-November 2012
- Presence of children impacts pest control product use
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- Figure 38: Usage of insecticides and insect repellents, by presence of children in household, October 2011-November 2012
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- Figure 39: Types of insecticides used, by presence of children in household, October 2011-November 2012
- Region plays a role in product use
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- Figure 40: Usage of insecticides, by region, October 2011-November 2012
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- Figure 41: Types of insecticides used, by region, October 2011-November 2012
Brand Usage
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- Key points
- Raid and OFF! command highest incidence of use
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- Figure 42: Brands of insecticides used in the household, by household income, October 2011-November 2012
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- Figure 43: Brands of insect repellent used in the household, by household income, October 2011-November 2012
- Insecticide and repellent use varies by region
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- Figure 44: Brands of insecticides used in the household, by region, October 2011-November 2012
- Figure 45: Brands of insect repellent used in the household, by region, October 2011-November 2012
Pest Control Activities
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- Key points
- Usage of aerosols/sprays and insect repellents most common
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- Figure 46: Household pest control activities, March 2013
- Own a home? More pests to deal with
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- Figure 47: Household pest control activities, by primary residence, March 2013
- Older consumers (and likely homeowners) more likely to perform pest control activities
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- Figure 48: Household pest control activities, by age, March 2013
- More affluent consumers likely to utilize pest control service provider
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- Figure 49: Household pest control activities, by household income, March 2013
Information Sources
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- Key points
- Past experience and recommendations most impactful for service hire
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- Figure 50: Information sources for hiring pest control service provider, by gender and age, March 2013
- Experience comes with age for product use
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- Figure 51: Information sources for deciding which pest control products to use, by gender and age, March 2013
Personal Insect Repellent Concerns
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- Key points
- Chemical/ingredient content in repellents causes concern
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- Figure 52: Concerns around using personal insect repellents, by gender and age, March 2013
- Parents with young children have concerns about repellents
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- Figure 53: Concerns around using personal insect repellents, by parents with children and age, March 2013
Interest in New Insect Repellents
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- Key points
- Greater integration of natural ingredients commands interest
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- Figure 54: Interest in new types/formats of insect repellents, by gender and age, March 2013
- Affluent consumers interested in sunscreen with repellents
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- Figure 55: Interest in new types/formats of insect repellents, by household income, March 2013
- Parents could prove early adopters of new products
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- Figure 56: Interest in new types/formats of insect repellents, by parents with children and age, March 2013
Attitudes Toward Bedbugs
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- Key points
- Bedbugs have a strong stigma
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- Figure 57: Attitudes toward bedbugs, by gender and age, March 2013
- Higher-income consumers are more concerned by bedbugs
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- Figure 58: Attitudes toward bedbugs, by household income, March 2013
Interest in Bedbug Offerings
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- Key points
- Laundry-related bedbug offerings prove most interesting
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- Figure 59: Interest in bedbug offerings, March 2013
- Women aged 18-54 most interested in preventive bedbug offerings
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- Figure 60: Any interest in bedbug offerings, by gender and age, March 2013
- Less affluent consumers interested in preventive products
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- Figure 61: Any interest in bedbug offerings, by household income, March 2013
- Parents with young children have strong interest in new bedbug offerings
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- Figure 62: Any interest in bedbug offerings, by parents with children and age, March 2013
Race and Hispanic Origin
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- Key points
- Repellent concerns vary somewhat by race/ethnic origin
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- Figure 63: Concerns around using personal insect repellents, by race/Hispanic origin, March 2013
- Natural repellent offerings most compelling
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- Figure 64: Interest in new types/formats of insect repellents, by race/Hispanic origin, March 2013
- Attitudes concerning bedbugs vary across segments
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- Figure 65: Attitudes toward bedbugs, by race/Hispanic origin, March 2013
- Hispanic and black consumers demonstrate most interest in preventive bedbug offerings
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- Figure 66: Any interest in bedbug offerings, by race/Hispanic origin, March 2013
Information Resources Inc./Builders – Key Household Purchase Measures
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- Overview of pest control
- Outdoor insect/rodent control chemicals
- Consumer insights on key purchase measures – outdoor insect/rodent control chemicals
- Brand map
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- Figure 67: Brand map, selected brands of outdoor insect/rodent control chemicals buying rate, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of outdoor insect/rodent control chemicals, by household penetration, 52 weeks ending June 24, 2012
- Insect/rodent control devices
- Consumer insights on key purchase measures – insect/rodent control device segment
- Brand map
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- Figure 69: Brand map, selected brands of insect/rodent control device, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of insect/rodent control device, by household penetration, 52 weeks ending June 24, 2012
- Indoor insect/rodent control chemicals
- Consumer insights on key purchase measures – indoor insect/rodent control chemicals
- Brand map
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- Figure 71: Brand map, selected brands of indoor insect/rodent control chemicals buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of indoor insect/rodent control chemicals, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Brand usage
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- Figure 73: Brands of insecticides used in the household, January 2007-November 2012
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- Figure 74: Brands of insecticides used in the household, by presence of children in household, October 2011-November 2012
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- Figure 75: Brands of insect repellent used in the household, by presence of children in household, October 2011-November 2012
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- Figure 76: Brands of insect repellent used in the household, by race/Hispanic origin, October 2011-November 2012
- Pest control activities
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- Figure 77: Household pest control activities, by region, March 2013
- Information sources
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- Figure 78: Information sources for deciding which pest control products to use, by household income, March 2013
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- Figure 79: Information sources for hiring pest control service provider, by household income, March 2013
- Personal insect repellents concern
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- Figure 80: Concerns around using personal insect repellents, by household income, March 2013
- Attitudes toward bedbugs
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- Figure 81: Attitudes toward bedbugs, by region, March 2013
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- Figure 82: Attitudes toward bedbugs, by parents with children and age, March 2013
- Interest in bedbug offerings
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- Figure 83: Attitudes toward bedbugs, by any interest in bedbug offerings, March 2013
Appendix – Trade Associations
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