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GROWTH FOR INNOVATIVE PEST CONTROL

Innovative, aerosol products containing a plant-based "active" are enjoying increasing success in the seasonal pest-control market - and the momentum is continuing this summer, according to Reckitt Benckiser, the makers of Mortein NaturGard Automatic Insect Control System (AICS).

Speaking on behalf of Reckitt Benckiser, Rosemary Biggs said sales of Mortein NaturGard AICS grew 60 per cent in the summer of 2009/10 compared to the product's launch summer of 2008/09, when it recorded $4.2 million in gross sales.

Automatic insect control systems are now the fourth largest segment in the pest control category, based on season-to-date gross sales data from 3 August/13 December 2009*.

Reckitt Benckiser competes in 13 out of 14 pest control segments and holds market leadership in nine segments.

Ms Biggs said the success of Mortein NaturGard AICS was based on its 'set-it-and-forget-it' capabilities.

The system controls flying and crawling insects around the home through advanced micro-diffusion technology which releases small bursts of mist at 13-minute intervals.

The aerosol format facilitates high pressure propulsion of the active ingredients, ensuring that the active ingredients are delivered in fine droplets.

The automatic insect control system uses pyrethrins, a natural ingredient derived from plants.

Ms Biggs said the use of a natural "active" in Mortein NaturGard AICS was important to consumers - especially because the mist is released into the atmosphere in regular bursts over time.

"There has been a recent resurgence in the use of natural insecticide actives - specifically, pyrethrins - but the natural insecticide proposition has been around for a long time," she said.

Ms Biggs said pyrethrins are effective against a range of crawling and flying insects, break down quickly in the environment and are used across domestic and agricultural applications for insect control.

Other products in the Mortein NaturGard range also use pyrethrins, such as Mortein NaturGard Fly Control Spray and Mortein NaturGard Cockroach Control Spray, the latter launched in July 2009.

The Mortein range and that of Aerogard - marketed in aerosol cans supplied by Impress Australasia - target the needs of consumers across a wide geographic and seasonal spectrum in Australia.

In July 2009, Aerogard - also manufactured by Reckitt Benckiser - increased its largest size by 50mg (or 20 per cent) but did not increase the price.

Impress' Australasian aerosol business has manufacturing facilities in Milperrra and Taree NSW, and Hastings, New Zealand.

* All data was sourced from Nielsen Scan Sales

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IMAGES
Mortein enjoyed a 60 per cent market segment growth over summer with its innovative NaturGard Automatic Insect Control System.