Growing trend of innovative products like mosquito cards will help players to penetrate rural India in house insecticide market: 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 and ensure safe, healthy living environment. Consumers are becoming more aware about these diseases and innovations have changed the preference of using household insecticide products. New innovations such as card repellent have created huge demand in the rural area. Liquid Vaporizer is increasing momentum over insecticide coil in rural and urban India. Personal & outdoor Repellent is also a new emerging category and getting better response from urban areas. Products in this category fall under premium segment. Penetration and per capita consumption of house insecticide products in rural as well as urban India is still very low and thus it poses a latent opportunity for growth in the country. According to recently published report of Bonafide Research, "India Household Insecticide Market Outlook, 2022", the mosquito repellent market is anticipated to grow with more than 9% CAGR in the next five years. Revenue from in-home mosquito repellent segment is expected to remain dominant owing to increasing demand for mosquito repellent products to cure various diseases. Rapid urbanization and rise in disposable income has increased the purchasing power of middle class consumers. They are now shifting from traditional coil to liquid vaporizers and mosquito card repellents. Innovative card repellent products are cheaper than coils, liquid vaporizer and spray/aerosol which have led to their huge potential in rural areas. However, coil still leads the in-home mosquito repellent market followed by liquid vaporizers. Godrej commands major market share in the mosquito repellent card segment through its flagship brand Good Knight. Good Knight is also a leading brand in overall household insecticide market, followed by All out and Mortein whereas Maxo brand from Jyothy Laboratories has good presence in rural and south India. Companies are 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. In cockroach & rat repellent market, HIT is the leading brand followed by Mortein and All-out. Strong distribution network and wide product range of the brand makes HIT a leading brand in this category. All of these companies and brands have been spending heavily on advertising and promotional activities, to boost up the sales of home insecticide products. Due to increase in the advertisement activities and awareness initiatives taken by the government, more and more consumers are taking preventive measures against harmful diseases caused by mosquitoes. This will in turn increase the demand for home insecticide products in coming years. 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.