Boston, MA -- (ReleaseWire) -- 06/16/2014 -- There is a strong correlation between temperatures and sales of home insecticides in France. According to the French meteorological authorities, spring 2013 was the coldest since 1987. Temperatures in April and May were abnormally below average, by 1-2 degrees Celsius, and this delayed the appearance of insects, as well as insecticides on shelves. Relatively colder temperatures persisted until June, even though the summer reverted to normal seasonal temperatures, thereby resulting in lower demand for home insecticides compared with previous years. With volume sales decreasing by 1% in 2013, the value growth was accounted for by rises in prices.
With a 70% value share in home insecticides in 2013, SC Johnson is by far the dominant player in home insecticides. Following the divestment of Sara Lee Household & Bodycare France back in 2010, the then second leading brand in the category, Pyrel, became part of SC Johnson. To date, the company's leading position is mainly accounted for by its three leading brands Raid, Pyrel and Baygon, together accounting for the most sales. The strongest challenger to SC Johnson's brands is Catch, a former Sara Lee brand, which was transferred to Eau Ecarlate in 2011. Combined private label accounted for a 13% share of value sales in 2013, whilst other significant brands, such as Kapo, Acto and Vitomit, held at most 2% value shares.
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From September 2013, new EU regulation 528/2012 on biocides, which replaces the 1998 directive, was officially enforced in France as a means of providing a higher level of protection to humans, animals and the environment. According to trade sources, the new regulation will have drastic ramifications on the category. On the one hand, there is now an approved list of substances, which narrows the scope for manufacturers and is likely to lead to the disappearance of some types of biocides and insecticides. Secondly, the accreditation costs for substances and ingredients have surged significantly, and are likely to jeopardise the survival of smaller players with weaker financial muscle. This, in turn, could lead to further concentration of the category amongst big players.
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