Boston, MA -- (ReleaseWire) -- 06/16/2014 -- Home insecticides saw slower retail value sales growth of 3% in 2013, compared to the growth of 7% seen in 2012. Home insecticides sales remained closely related to factors such as weather conditions, river water levels and the economic environment in the country. Compared to the previous year, 2013 was not that good in terms of weather, as, while it was hot, humidity levels were lower. On the other hand, at the beginning of the summer there was an invasion of mosquitoes, bees and wasps, brought from Africa by the wind. Naturally this led to increased demand for home insecticide products, especially those intended to repel flying insects. Most of the Bulgarian municipalities situated close to bigger rivers, lakes or dams engage in yearly insecticide spraying, which is effective in reducing the insect population but does not exterminate them entirely.
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Johnson Wax Group remained the leading player in home insecticides in 2013, on a retail value sales share of 47%. The company was present in and led all subcategories, as its Raid and Baygon brands remained the first and third leading brands in home insecticides overall. The company's products continued to perform well, despite being more expensive than the competition because of their great reputation built over many years. Johnson Wax Group also provided strong marketing support and advertising campaigns. The company remained a trendsetter and was able to afford constant promotions, bonus quantities and combined purchases, in order to keep sales high. Despite most of the company's funds and promotional efforts being devoted to Raid, Baygon continued to hold a strong position throughout the review period.
Home insecticides is expected to see positive retail volume and value sales growth over the forecast period, with respective CAGRs of 4% and 2% predicted. Retail volume sales are expected to see slightly slower growth over the forecast period, while retail value sales are expected to see more dynamic growth. Home insecticide sales are expected to reach BGN8 million in 2018. All home insecticide categories are expected to see a decline in average unit price over the forecast period, with the exception of insecticide baits, which is expected to see a stagnation.
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