Electricity is the future in fighting insects

This is an FMCG category , where global warming has a positive effect. The warmer the weather gets, the more insects we have to fight. Aerosols still account for half of the total sales of insecticides. The driving force behind the market is however, the electric segment, providing constant protection against flying insects. This showed growth of 43 per cent between March and October 2006, compared to the same period a year earlier, according to MEMBR data from S.C. Johnson. The overall “insect killer” market expanded by 20 per cent compared to the 2005 season. In Western Europe, sales are dominated by the electric segment and the same is expected to happen in Hungary. Vape is committed to “environment friendly protection” with minimal emission of poisonous substances. Vape has also been a pioneer of electric insect traps. Insecticides are a typically seasonal category, since purchases always start when the problem appears. Segmentation depends on whether crawling or flying insects are targeted and on the place of use being outdoors or indoors. The last decision usually made is whether an instantaneous or long-term solution is desired. Two very different sales channels, hyper markets and drugstores are improving their market position, according to data from Nielsen. The reason behind their success is that they have recognised the seasonal nature of this category and focus on it appropriately during the season. Discount stores are at a disadvantage because they do not keep a wide assortment of seasonal categories. There are very diverse requirements to be met in this category, which is well illustrated by the fact that “universal” insecticides only have a 2-3 per cent market share. The season has already begun after this extremely warm winter and might last till October. S.C. Johnson has insecticides and insect repellents as well. Raid, Off! and Autan are their brands. They maintained their leading position in the Hungarian market in 2006. Raid Max offers protection against flying insects for up to 8 hours, while their Ant traps are also very popular. Raid electric disc device is a major innovation providing protection against flies during the day and against mosquitoes in the night. Discolouring of the indicator button warns us that it is time to refill. Raid Protection 4 seasons is an advanced moth killer. The Off! Product line is recommended for families with small children, while Autan is for people with an active lifestyle and spend a lot of time outdoors. The most important innovation by Vape, which won an award last year in Italy, is the Open Air outdoor insect repellent spray. When sprayed on the grass, it keeps mosquitoes and other insects away for 8 hours. As a result of innovation, Vape doubled its sales last year. This year, they will focus on providing Hungarian packaging for as many of their products as possible.