Itchy times are coming

By: Budai Klára Date: 2023. 07. 19. 10:08

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Last year combined sales of insecticides and insect repellents were HUF 6.28bn in the retail channels audited by NIQ (formerly Nielsen IQ). Value sales increased by 3% in comparison with 2021, but volume sales dropped 18%.

This article is available for reading in Issue 2023/6-7 of Trade magazin digital.

Attila Zámbó, category manager of Bábolna Bio Zrt.:

Attila Zámbó
category manager
Bábolna Bio

“Data show that sales of the body spray format were 25% lower and there was a 14% decline in the electric segment if compared with the previous year.”

Drugstores were the most popular places for buying insecticides and insect repellents. However, independent and small shops were also able to increase their market share, owing to the fact that shopping habits returned to the pre-Covid level.

Smaller-sized mosquito repellent products providing a convenient solution are becoming increasingly popular

Big is popular, small is practical

According to NIQ, in 2022 Bábolna Bio Zrt. remained the market leader in the insect category. Last year the company rolled out a bigger, 750ml variant of its Protect wasp killer aerosol in hypermarkets, which became the channel’s third most popular product already in its first year. Bábolna Bio Zrt. also put a premium ant killer product on the market.

Nóra Tremmel, managing director of Brands and More Hungary Kft.:

Nóra Tremmel
managing director
Brands and More Hungary

“Sales of our ZigZag products surged last year, in spite of the weather-induced weak season, thanks to our focus on launching the best innovations. This year the growth was the most dynamic in the ant and wasp segments.”

As for mosquito repellent body sprays, small-sized practical products are increasingly popular, which people can easily take with them to excursions and festivals.

In wet weather, control of mosquitoes, while in dry weather, control of flies, wasps and crawling insects are of importance

Strong media presence

Brands and More Hungary Kft.’s new, small-sized ZigZag mosquito and tick repellent sprays were selling very well last year. The company believes in the power of television advertisements, so the ZIG commercial has been running on 30 channels for the second year in a row. In 2022 they introduced the BIOTOX ant killer injector and new 50ml mosquito repellents to the market.