Home insecticides are a non-standard category within home care. Sales are influenced by a different set of drivers to other categories; climate plays a key role in determining where sales are most developed or why sales are strong in one year or in one territory. The perceived threat posed by insects (real or otherwise) is vital to determining sales. An indication of the non-standard nature sees the majority of sales emanate from emerging markets, a feature peculiar to insecticides.
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