Pest Control and Repellents - US - September 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
The issues
Pest control services drive growth as products struggle
Figure 1: Total US sales and fan chart forecast of pest control products and services, at current prices, 2013-23
Figure 2: Total US sales and forecast of pest control products and residential services, by segment, at current prices, 2013-23
Private label grows as innovation lags
Figure 3: MULO private label pest control sales, 2017 vs 2018
The opportunities
There’s a co-branding opportunity for outdoor enthusiasts
Pest control devices will merge with other products
Repellent wipes have room for improvement
Figure 4: Interest in wipes to apply repellent and bite/sting treatments, June 2018
Repellent clothing could increase consumer involvement
Figure 5: Interest in clothing treated with insect repellent, June 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Consumer products slow, as services gain dominance
Multi-purpose products struggle
Outdoor vacationers represent a lucrative segment
Warmer weather is sending termites north
MARKET SIZE AND FORECAST
Consumer products slow, as services gain dominance
Figure 6: Total US sales and fan chart forecast of pest control products and services, at current prices, 2013-23
Figure 7: Total US sales and forecast of pest control products and services, at current prices, 2013-23
MARKET BREAKDOWN
Services outpace product sales
Figure 8: Total US sales and forecast of pest control products and residential services, by segment, at current prices, 2013-23
Figure 9: Top 10 reported pests by species, June 2018
Multi-purpose products struggle
Figure 10: Retail sales of pest control products, by segment, 2013-18
MARKET PERSPECTIVE
Outdoor vacationers represent a lucrative segment
Gardening enthusiasts are highly vulnerable to ticks
Figure 11: Share of seasonal spending, by category, 2017 (est)
MARKET FACTORS 
Warmer weather is sending termites north
There is an urban/rural divide for Lyme disease, but infections still grow among city dwellers
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Private label growth outstrips brands
Device growth continues, but at a slower pace.
Brands respond to consumer need with natural formulas
Spectrum’s outdoor portfolio saw a big decline
Repellent clothing could be disruptive
Pest control devices will merge with other products
COMPANY AND BRAND SALES OF PEST CONTROL AND REPELLENTS
Private label growth outstrips brands
Figure 12: Multi-outlet sales of pest control and repellents, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
Device growth continues, but at a slower pace
Figure 13: Multi-outlet sales of pest control devices, by leading companies and brands, rolling 52 weeks 2017 and 2018
Brands and service providers respond to need for natural formulas
Figure 14: Total US retail sales and forecast of pest control services, 2013-23
Figure 15: Interest in pest control products that use food-grade ingredients (eg, mineral oil, cayenne pepper, by age, June 2018
WHAT’S STRUGGLING?
The clip-on format is at risk
Multi-function products continue to lose relevancy
Figure 16: Multi-outlet sales of multi-purpose pest control products, by leading companies and brands, rolling 52 weeks 2017 and 2018
Spectrum’s outdoor portfolio is declining
Figure 17: Multi-outlet sales of outdoor pest control products, by leading companies and brands, rolling 52 weeks 2017 and 2018
WHAT’S NEXT?
Pest control devices will merge with other products
Repellent and bite/sting treatment wipes have growth potential
Figure 18: Interest in wipes to apply repellent and bite/sting treatments, June 2018
Repellent clothing could be disruptive
Figure 19: Interest in clothing treated with insect repellent, June 2018
Global pest control dynamics will influence domestic competition
THE CONSUMER – WHAT YOU NEED TO KNOW 
Roaches plague urbanites, renters, and Southerners the most
Parental status drives product usage
Speed and safety are the most desired attributes
Parents and Hispanics are most concerned about disease and are increasing their usage
Long-lasting preventive benefits will grow professional services
There’s room to innovate better on-the-go repellent application
INCIDENCE OF PEST ISSUES 
Ants and mosquitos the most common pests, while bedbugs decline
Figure 20: Incidence of pest issues by species, June 2018
Roaches plague urbanites, renters, and Southerners the most
Figure 21: Incidence of selected pests, by region, area and housing situation, June 2018
PEST CONTROL PRODUCT USE 
Household pest control products are most frequently used
Figure 22: Pest control product usage, June 2018
Parental status drives product usage
Figure 23: Product usage, by age and parental status, June 2018
PURCHASE LOCATIONS
Mass merchandisers and home improvement centers are most shopped
Figure 24: Pest control purchase locations, June 2018
Figure 25: Online purchases of pest control products, by age, June 2018
PURCHASE INFLUENCERS
Safety and efficacy are important
Figure 26: Purchase influencers, June 2018
Safety, speed, and transparency will resonate with the broadest audience
Figure 27: TURF analysis – Highest-value pest control attributes, June 2018
TURF methodology
ATTITUDES TOWARD PEST CONTROL PRODUCTS 
Speed and safety are highly desired attributes
Figure 28: Attitudes about pest control products, June 2018
Parents and Hispanics are most concerned about disease and are increasing their usage
Figure 29: Select attitudes and usage behaviors – Agree, by age, Hispanic origin, and parental status, June 2018
INTEREST IN INNOVATIONS
Long-lasting preventive benefits will grow professional services
Consumers want food-based ingredients, but less willing to pay more
Figure 30: Interest in pest control innovations, June 2018
There’s room to innovate better on-the-go repellent application
Figure 31: Interest in on-the-go innovations, by number of children in the house and Hispanic Millennial status, June 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 32: Total US sales and forecast of pest control products and residential services, at inflation-adjusted prices, 2013-23
Figure 33: Total US sales and forecast of pest control products and residential services, by segment, at current prices, 2013-23
Figure 34: Total US residential sales and forecast of pest control services, at current prices, 2013-23
Figure 35: Total US retail sales and forecast of pest control products, at current prices, 2013-23
Figure 36: Total US retail sales of pest control products, by channel, at current prices, 2016 and 2018
APPENDIX – KEY PLAYERS
Figure 37: Multi-outlet sales of multi-purpose pest control products, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 38: Multi-outlet sales of indoor pest control products, by leading companies and brands, rolling 52 weeks 2017 and 2018