Christine Esposito, Managing Editor05.19.21
When the weather warms up, people get outside. And after the pandemic’s stay-at-home-orders kept many indoors during the past year —or at least in their own backyards—US consumers will be itching to get outside again this summer.
What they won’t want is to come home from an outing itching from insect bites. But consumers are increasingly conscious of what’s in the products they use, too. As such, bug/insect repellents have become another personal care category in which natural materials have become more desirable.
Shoppers increased spending on outdoor pest products during the pandemic.
According Information Resources Inc., for the 52 weeks ended April 18, 2021, sales of outdoor insect/rodent control chemicals rose 16.6% to $624.7 million. Products like Off!—market-leader SC Johnson’s high-profile insect line gained, as did private label and other players selling both sprays and home products like candles and torches.
2021 marks the emergence of Brood X—the largest brood of 17-year cicadas in the US, spanning 15 states.
And while 2020 brought a once-in-lifetime pandemic, this year will have its own rare occurrence; 2021 marks the emergence of Brood X—the largest brood of 17-year cicadas in the US, spanning 15 states. The good news is that despite the deafening sound they bring (it can reach 100 decibels, according to some), cicadas do not bite or sting.
Natural Attraction
A growing repellent category proved attractive for Eco Lips. Best known for its organic lip care, the Marion, IA-based firm recently acquired Simply Soothing, maker of Bug Soother Insect Repellent, a DEET-free product that has been on the market since 2008.
EcoLips acquired this bug spray line.
In addition to the natural bug repellent sold in the green bottle and a bite soother, the Bug Soother brand also offers outdoor candles.
Consumers have greater choice when it comes to DEET-free.
Oh.So offers this repellent with lemongrass.
Options include Oh.So’s Buzz Kill—a DEET-free insect repellent created with colloidal silver and natural essential oils of lemongrass, rosemary, spearmint and coconut—as well as formulation from Hello Bello, the brand of baby and family care consumer products co-founded by Kristen Bell and Dax Shepard in 2019. Hello Bello’s DEET-free mosquito repellent is formulated with organic essential oils like lemongrass and citronella.
When it’s too late for repel, there’s a non-chemical remedy for treating bites. Kelley Higney and Ellen McAlister are the daughter-mother team behind Bug Bite Thing, a chemical-free, reusable insect bite relief tool. (The pair made an appearance on 'Shark Tank' and Lori Greiner invested in the firm).
Determined to alleviate her daughter's constant suffering from mosquito bites, Higney found a little-known tool that uses suction to remove insect saliva or venom from under the skin. By removing the irritant, the device eliminates the itching, stinging and swelling caused by insect bites and stings. She secured exclusive distribution rights for the product.
According to the company, Bug Bite Thing has grown from hundreds of thousands of dollars in revenue into a multi-million-dollar enterprise. (Revenues are projected to exceed $15 million in 2021, according to sources).
Kelley Higney (left) and Ellen McAlister of Bug Bite Thing
Bug Bite Thing is available in 25 countries and in 25,000 major retailer locations, including The Home Depot, Walmart and is Amazon's number one selling product in the insect bite relief category.
A Killer Marketplace
Another player in plant-based pest control recently rebranded; EcoRaider is now operating as EcoVenger, according to its maker, Reneotech Inc. Known for its bed bug treatments, the North Bergen, NJ-based company offers formulas for controlling bed bugs, ants, and mosquitos that sold through Amazon, Home Depot, Walmart, Target, and pest control industry distributors.
Reneotech has revamped the EcoRaider brand.
EcoVenger’s bio-insecticide product line is made with essential oil-based insecticidal compounds, providing a green solution for eliminating unwanted pest insects by blocking the invertebrate’s octopamine receptor pathway.
"The new brand name EcoVenger will be an improved representation of the company's ongoing promise to continue delivering 'naturally effective' pest control formulas for ecocentric consumers and professionals," stated Trinity Brenniser, a company spokesperson.
When it comes to multitasking, combination bug spray and SPF can get outdoor enthusiasts protected in one step. Within this subset of the larger multibillion sun protection market, brands like Bullfrog have name recognition, but Greener Days LLC, maker of Greenerways Organic 2-in-1 SPF 30 Sunscreen & Bug Repellent, saw sales rise 17.5% in 2020.
Looking Ahead
While DEET remains the most widely used active ingredient in insect repellents, DEET alternatives are rapidly gaining market share, said Freedonia Group, which has forecast that demand for home and garden insecticides will rise an average of 2.5% per year to $1.5 billion in 2024, boosted by a boom in gardening during the pandemic.
Brands are looking to reap the benefits of the insect repellent category.
For example, Rock Mountain Capital (RMC) recently purchased a majority share of VCM Products, LLC (VCM), owner of the BuggyBeds trademark and a line of natural pest repellent, bed bug glue trap and bedding encasement products. Founded in 2011, VCM has long-standing relationships with leading national retailers and distribution of more than 20 BuggyBeds products in more than 20,000 stores and online. VCM Founders Maria Curcio and Veronica Perlongo, who will remain significant minority owners and active with the business, describe their operation as a “multi-million-dollar business.”
"We have been very impressed with the founders of VCM and the BuggyBeds business they have built over the past 10 years. Their focus on building on what they call 'peace of mind' products has filled a hole in a category that has historically seen little product innovation. Now our plans include investing in growth, supporting our retail partners, expanding the product line, and increasing the distribution and availability of our products," said David Stonehill, founder and managing partner, Rock Mountain Capital.
Whether consumers are enjoying the great outdoors or staying inside, in 2021 they are gravitating toward more natural products that will keep the less desirable aspects of nature at bay.
What they won’t want is to come home from an outing itching from insect bites. But consumers are increasingly conscious of what’s in the products they use, too. As such, bug/insect repellents have become another personal care category in which natural materials have become more desirable.
Shoppers increased spending on outdoor pest products during the pandemic.
According Information Resources Inc., for the 52 weeks ended April 18, 2021, sales of outdoor insect/rodent control chemicals rose 16.6% to $624.7 million. Products like Off!—market-leader SC Johnson’s high-profile insect line gained, as did private label and other players selling both sprays and home products like candles and torches.
2021 marks the emergence of Brood X—the largest brood of 17-year cicadas in the US, spanning 15 states.
And while 2020 brought a once-in-lifetime pandemic, this year will have its own rare occurrence; 2021 marks the emergence of Brood X—the largest brood of 17-year cicadas in the US, spanning 15 states. The good news is that despite the deafening sound they bring (it can reach 100 decibels, according to some), cicadas do not bite or sting.
Natural Attraction
A growing repellent category proved attractive for Eco Lips. Best known for its organic lip care, the Marion, IA-based firm recently acquired Simply Soothing, maker of Bug Soother Insect Repellent, a DEET-free product that has been on the market since 2008.
EcoLips acquired this bug spray line.
Consumers have greater choice when it comes to DEET-free.
Oh.So offers this repellent with lemongrass.
When it’s too late for repel, there’s a non-chemical remedy for treating bites. Kelley Higney and Ellen McAlister are the daughter-mother team behind Bug Bite Thing, a chemical-free, reusable insect bite relief tool. (The pair made an appearance on 'Shark Tank' and Lori Greiner invested in the firm).
Determined to alleviate her daughter's constant suffering from mosquito bites, Higney found a little-known tool that uses suction to remove insect saliva or venom from under the skin. By removing the irritant, the device eliminates the itching, stinging and swelling caused by insect bites and stings. She secured exclusive distribution rights for the product.
According to the company, Bug Bite Thing has grown from hundreds of thousands of dollars in revenue into a multi-million-dollar enterprise. (Revenues are projected to exceed $15 million in 2021, according to sources).
Kelley Higney (left) and Ellen McAlister of Bug Bite Thing
A Killer Marketplace
Another player in plant-based pest control recently rebranded; EcoRaider is now operating as EcoVenger, according to its maker, Reneotech Inc. Known for its bed bug treatments, the North Bergen, NJ-based company offers formulas for controlling bed bugs, ants, and mosquitos that sold through Amazon, Home Depot, Walmart, Target, and pest control industry distributors.
Reneotech has revamped the EcoRaider brand.
"The new brand name EcoVenger will be an improved representation of the company's ongoing promise to continue delivering 'naturally effective' pest control formulas for ecocentric consumers and professionals," stated Trinity Brenniser, a company spokesperson.
When it comes to multitasking, combination bug spray and SPF can get outdoor enthusiasts protected in one step. Within this subset of the larger multibillion sun protection market, brands like Bullfrog have name recognition, but Greener Days LLC, maker of Greenerways Organic 2-in-1 SPF 30 Sunscreen & Bug Repellent, saw sales rise 17.5% in 2020.
Looking Ahead
While DEET remains the most widely used active ingredient in insect repellents, DEET alternatives are rapidly gaining market share, said Freedonia Group, which has forecast that demand for home and garden insecticides will rise an average of 2.5% per year to $1.5 billion in 2024, boosted by a boom in gardening during the pandemic.
Brands are looking to reap the benefits of the insect repellent category.
For example, Rock Mountain Capital (RMC) recently purchased a majority share of VCM Products, LLC (VCM), owner of the BuggyBeds trademark and a line of natural pest repellent, bed bug glue trap and bedding encasement products. Founded in 2011, VCM has long-standing relationships with leading national retailers and distribution of more than 20 BuggyBeds products in more than 20,000 stores and online. VCM Founders Maria Curcio and Veronica Perlongo, who will remain significant minority owners and active with the business, describe their operation as a “multi-million-dollar business.”
"We have been very impressed with the founders of VCM and the BuggyBeds business they have built over the past 10 years. Their focus on building on what they call 'peace of mind' products has filled a hole in a category that has historically seen little product innovation. Now our plans include investing in growth, supporting our retail partners, expanding the product line, and increasing the distribution and availability of our products," said David Stonehill, founder and managing partner, Rock Mountain Capital.
Whether consumers are enjoying the great outdoors or staying inside, in 2021 they are gravitating toward more natural products that will keep the less desirable aspects of nature at bay.
