Over the past three years, the market for consumer pesticides and fertilizers has grown by a 4.1% CAGR to reach over $7 billion, according to Kline’s recently soon-to-be-published Consumer Markets for Pesticides and Fertilizer USA. The gains were driven by multiple factors including an estimated 25 million new gardeners added to the category who are interested in maintaining lawns and flower and vegetable gardens, therefore increasing demand for garden herbicides, fertilizers, and insecticides.
Pet ownership has also been increasing over the last few years and is forecast to continue for the foreseeable future. Spending on pet products is growing more rapidly than it has in the recent past, and many pet owners are willing to spend money on their pets including flea and tick products. Our research shows there has been an increase in prices for these products which consumers are willing to pay for.
Another area of accelerated growth in the market includes new naturally inspired insect repellents. Major new launches that have impacted this category recently include Zevo from Procter & Gamble and STEM from SC Johnson. Both of these brands contain “naturally inspired” ingredients that are intended to be safe for use around pets and humans but are deadly to insects. They are sold in the forms of sprays, insect repellents, and traps for use around the home and on the body. These new products appeal to the consumers’ desire to use fewer synthetic chemicals in and around their homes.
As part of the research for the Consumer Markets for Pesticides and Fertilizer USA report, Kline conducted a consumer survey of 1,500 U.S. adult consumers and asked about their usage and perceptions of pesticides and fertilizers. When it comes to green pesticides, 44% of respondents stated that they prefer green products, while 31% said they either prefer traditional pesticides or they tried green products and then discontinued use. Some of the reasons provided for discontinuation of green pesticides were high cost, hard to apply, or less efficacy. Those that stated that they prefer traditional pesticides indicated that it is largely because they work better, are easy to find in stores, and cost less.
For more insights on this market, don’t miss our upcoming webinar, Trends in the Consumer Markets for Pesticides and Fertilizer, on Wednesday, September 13th.