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Pest Control - US - February 2008

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
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
 TREND: TOTOPHOBIA
Bedbugs and beyond
Other fear
But also stress
 TREND: BRAND CO-OPERATION
MARKET SIZE AND FORECAST
Pest control services face near-term hurdles, long-term growth
Pest control products to keep pace on heels of innovation
Revenue summary
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
EPA regulations to shift rodenticide revenue from retail products to professional services
Consolidation to continue
Efficacy over environment
SEGMENT PERFORMANCE
Key points
Cost/benefit analysis: expense, safety, trust, and efficacy affect each segment differently
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
Key points
Short-term problems; long-term growth assured
Figure 5: U.S. sales of pest control services, 2002-12
SEGMENT PERFORMANCE—FDM PEST CONTROL PRODUCTS
Key points
Retail product innovation sparks life into segment
Environmental sprays lag; devices lead
Figure 6: FDM sales of pest control retail products, by product type, 2003 and 2005
RETAIL CHANNELS
Key points
Channel product selection may influence pest control purchase decision
Broader retail market reflects consistent need
Figure 7: U.S. sales of retail pest control products, by retail channel, 2005 and 2007
RETAIL CHANNELS—OTHER
Key points
Wal-Mart to grow share based on one-stop shopping, lower-income skew
Home improvement pest control sales to feel housing slowdown
Figure 8: U.S. sales of retail pest control products at other channels, 2002-07
RETAIL CHANNELS—SUPERMARKETS
Key points
Convenient pest control pickup to stabilize future sales
Pest control products viewed as “least hazardous” have best sales opportunity
Figure 9: U.S. sales of retail pest control products at other channels, 2002-07
MARKET DRIVERS
Biology and weather a drain on termite revenue
Steep drop in new housing sales saps pre-treatment revenue
Figure 10: New houses sold in the U.S., 2004-07
It’s all about where you live
Figure 11: Usage of pest control services and products, by region, December 2007
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
Figure 14: Gardening activity by age, 2003, 2005, and 2007
Figure 15: Use of pesticides, gardeners, 2007
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
Figure 17: West Nile Virus human disease cases, by state, 2007
LEADING PEST CONTROL SERVICE PROVIDERS
Consistent growth among national and regional players
Figure 18: Sales of leading residential pest control service providers, 2005 and 2007*
PEST CONTROL SERVICE PROVIDER ANALYSIS: NATIONAL PLAYERS
Key points
Pre-treatment declines to weigh on Terminix
Orkin’s enhanced commercial focus give company momentum
Figure 19: Sales of Terminix and Orkin, 2005 and 2007
PEST CONTROL SERVICE PROVIDER ANALYSIS: REGIONAL PLAYERS
Key points
Strong growth buoyed by acquisitions; consolidation to boost future sales
Southeast is regional hub—to benefit from population growth
Figure 20: Sales of “top eight” regional independent residential pest control service providers, 2005 and 2007
LEADING FDM PEST CONTROL PRODUCT COMPANIES
Key points
SC Johnson firmly ensconced as FDM sales leader—product portfolio strong supermarket match
Spectrum
Figure 21: FDM sales of leading pest control product companies, 2006 and 2007
FDM PEST CONTROL PRODUCT BRAND SHARE—OUTDOOR
Key points
Movement toward contactless products afoot?
SC Johnson innovations offer product diversity, new revenue potential
Figure 22: FDM brand sales of outdoor pest control products in the U.S., 2006 and 2007
FDM PEST CONTROL PRODUCT BRAND SHARE—DEVICES
Key points
Rodenticide playing field to get regulatory shake-up
Woodstream shows how to boost margins with premium products
Figure 23: FDM brand sales of pest control devices in the U.S., 2006 and 2007
FDM PEST CONTROL PRODUCT BRAND SHARE—MULTIPURPOSE
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
Figure 24: FDM brand sales of multipurpose pest control products in the U.S., 2006 and 2007
FDM PEST CONTROL PRODUCT BRAND SHARE—INDOOR
Product odor control important
Figure 25: FDM brand sales of indoor pest control products in the U.S., 2006 and 2007
BRAND QUALITIES
Truly Nolen brand differentiates itself by melding visual imagery with family-friendly message
Figure 26: Truly Nolen “mouse car,” 2007
INNOVATION AND INNOVATORS
 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
 OVERVIEW
d-Con
Figure 27: d-Con baits, 2007
Off!
Figure 28: Off! Smooth & Dry, 2007
Orkin
Figure 29: Orkin termite proposal, 2007
PEST CONTROL SERVICES AND PRODUCT USAGE
Figure 30: Usage of pest control services and products, December 2007
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
FREQUENCY OF USE
Figure 33: Volume use of pest control products, by age, December 2007
Figure 34: Volume use of pest control products, by age, December 2007
RETAIL BRAND PENETRATION
Figure 35: Use of insecticide brands, 2003, 2005, and 2007
PURCHASE PREFERENCES
Figure 36: Pest control Product retail channel preferences, by region, December 2007
Figure 37: Pest control Product retail channel preferences, by income, December 2007
PEST CONTROL PRODUCT AND SERVICE USE BY PEST TYPE
Figure 38: Pest control product and service use, by pest type, December 2007
Pest control product use by pest type
Figure 39: Pest control product use by pest type, by HH income, December 2007
Pest control service use by pest type
Figure 40: Pest control service use by pest type, by HH income, December 2007
HOW AND WHY PEST CONTROL SERVICE CHOSEN
How pest control service is chosen
Figure 41: How last pest control professional was chosen, December 2007
Figure 42: How last pest control professional was chosen, by age, December 2007
Why pest control service is chosen
Figure 43: Why last pest control professional was chosen, December 2007
Figure 44: Why last pest control professional was chosen, by age, December 2007
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
Figure 47: Why last pest control professional was chosen, rent versus own, December 2007
DEMOGRAPHIC FOCUS: REGION
Figure 48: Usage of pest control services and products, by region, December 2007
Pest control products
Figure 49: Pest control product use by pest type, by region, December 2007
How last pest control professional was chosen
Figure 50: How last pest control professional was chosen, by region, December 2007
Why last pest control professional was chosen
Figure 51: Why last pest control professional was chosen, by region, December 2007
CUSTOM CONSUMER GROUPS: ASTHMA, HEALTH AND KILLING PESTS DEAD
Figure 52: Asthma, health, and killing pests dead, December 2007
Unique services and education for asthma sufferers
Figure 53: Usage of pest control services and electronic devices, by asthma sufferers, December 2007
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
Figure 55: Usage of pest control services and products, by pest health perception, December 2007
Figure 56: How and why pest control professional used, by pest health perception, December 2007
Industry backbone: those who want to kill ‘em dead
Figure 57: Usage of pest control services and products, by gender, December 2007
APPENDIX: OTHER USEFUL CONSUMER TABLES
Usage
Figure 58: Usage of pest control services and products, by gender, December 2007
Figure 59: Usage of pest control services and products, by age, December 2007
Frequency of use
Figure 60: Volume use of pest control products, by HH income, December 2007
Brand preferences
Figure 61: Use of insecticide brands, by region, May 2006-June 2007
Purchase preferences
Figure 62: Pest control product retail channel preferences, by gender, December 2007
Figure 63: Pest control product retail channel preferences, by age, December 2007
Figure 64: Pest control product retail channel preferences, by age, December 2007
Pest control product use by pest type
Figure 65: Pest control product use by pest type, by age, December 2007
Pest control service use by pest type
Figure 66: Pest control service use by pest type, by age, December 2007
Figure 67: Pest control service use by pest type, by region, December 2007
How pest control service is chosen
Figure 68: How last pest control professional was chosen, by HH income, December 2007
Why pest control service is chosen
Figure 69: Why last pest control professional was chosen, by gender, December 2007
APPENDIX: TRADE ASSOCIATIONS

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