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Growing trend of innovative household insecticide products like mosquito repellent cards will help players to penetrate the rural India: Bonafide Research

All formats of household insecticide products are gaining popularity in India majorly due to their awareness, distribution network and continuous brand advertisements. Rapid urbanization and rise in disposable income is changing Indian consumer's preferences towards more innovative products like mosquito repellent cards.

Household insecticide products are gaining wide acceptance in India over vector borne diseases to keep homes and surrounding insect-free, along with ensuring safe and healthy living environment. India household insecticide market consists of two categories, one is mosquito repellent and the other is cockroach & rat repellent. Mosquito repellent is a dominant category which includes in-home mosquito repellent segment and personal application & outdoor repellent segment. In-Home mosquito repellent segment consists of products like insecticide coil, liquid vaporizer, mosquito repellent spray/ aerosol, mosquito repellent card and mat whereas personal application & outdoor repellent segment includes products like creams, lotions, patches, gels, etc.

According to recently published report of Bonafide Research, "India Household Insecticide Market Outlook, 2022", the market is expected to grow with more than 8% CAGR in the coming five years. New innovations such as mosquito repellent cards have created huge demand in the rural area. These repellent cards are cheaper than coils, liquid vaporizer and aerosols which have led to their huge potential in rural areas. Godrej commands higher market share in mosquito repellent cards through its flagship brand Good Knight. Companies are now focusing to make mosquito repellent products more affordable to the households to fight over various diseases like malaria and dengue. GCPL recently launched a new category of personal & outdoor mosquito repellent products which includes fabric roll-on, cool gel and patches under its flagship brand Good Knight. All the three products are priced at Rs 75. All Out has come up with more innovation and packaging to attract consumers, deeply focusing on liquid vaporizer and spray/ aerosol segment.

All of these companies and brands have been spending heavily on advertising and promotional activities, to boost up the sales of their products. Due to increase in the advertisement activities and awareness initiatives taken by the government, more and more Indian consumers are taking preventive measures against harmful diseases caused by mosquitoes. This will in turn increase the demand for home insecticide products in coming five years. Revenue from in-home mosquito repellent segment is expected to remain high owing to increasing demand for mosquito related products. As consumers are becoming more aware about various diseases, consumption of household insecticide products will rise at a faster pace. Penetration and per capita consumption of household insecticide products in India is still very low and thus it poses a latent opportunity for growth.

Major companies operating in the household insecticide market of India are Godrej Consumer Products Limited, Dabur India Limited, Reckitt Benckiser (India) Limited, Jyothy Laboratories Limited, SC Johnson Products Private Limited, Midas Hygiene Industries Private Limited, Nidra Textile Private Limited, Herbal Strategi and Mosgard.


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