NON-CROP
Seek independent opinion
This is where independent reports such as
Agrow’s Global Non-Crop Pesticides Markets
have their true value. Covering market
segments, country markets and major suppliers,
the report uses the AIS market segmentation
model developed since 1992 by Rod Parker and
his team. It covers industrial, pest control, turf,
‘Agrow’s Global
timber and self-applied (consumer) markets. In
addition, it covers the ‘quasi’ non-crop markets
Non-Crop Pesticides
of forestry and ornamentals and the seasonal
Markets’ covers
cropping of Christmas trees and turf farms.
industrial, pest control,
turf, timber and self-
From a territorial perspective the report covers
14 country markets from the US, Japan and
applied (consumer)
Australia, through to the major European markets. In addition,
markets to the emerging markets of China, India
it covers the ‘quasi’
and Latin America. A good estimate would be
non-crop markets of
that it covers 75-80% of the global market
forestry and ornamentals
However, Global Non-Crop Pesticides Markets
and the seasonal
should be the first step for companies entering
cropping of Christmas
or planning to expand their focus, by territory or
by segment. But in non-crop markets, the need
trees and turf farms.
for interpretation of the data and the summary
reports is critical.
I have commented many times that non-crop
markets operate differently to agricultural
markets. For instance, covering all segments of
the Brazilian market in nine pages can only act
as an excellent introduction. To move beyond
this level of understanding, companies need to
contract market and territory specialists who
can add value through their understanding
and interpretation of the data. These are
the individuals and consultancy companies
who understand the historic evolution of
markets, and who understand the strategies
and companies that may produce the future their products to cover the costs of sustaining market understanding to collate and interpret
development of the market. Often, it is the the Biocidal Products Directive registrations, the data. Few companies have the resources of
strategies and commitment of small, family with little understanding of markets the Agrow group and AIS to pull it all together.
companies and not global corporations that drive outside Europe, where step-by-step market Few independent specialist companies are in
forward many of the individual national markets assessments make a valued contribution to touch with these markets day-to-day across the
in each non-crop segment. company strategies. world to understand, interpret and add value
to the data. The non-crop industry must learn
The only other real alternative in non-crop In this regular non-crop column, I have often to use these resources wisely and to
markets is to develop and commission bespoke referred to the added value of national and recognise the added value they bring.
market research to meet an individual company international industry associations. Once again,
need. At one end of the spectrum this could their value is recognised as increasingly having Rob Fryatt
be to understand in more depth the value or the ability to collate industry statistics. This Contact: rob@xenexassociates.com
dynamic of a single global segment as we value is increasingly being demonstrated in www.xenexassociates.com
have recently seen with the publication of the Europe through the annual CEPA (European Pest
Bill and Melinda Gates Foundation and Boston Management Association) industry survey. Xenex Associates is a UK based, international
Consulting Group report: Market Assessment company providing strategic and commercial
for Public health Products –June 2007. At the The reality is that finding credible sources of services to a broad range of companies and
other end, there are many smaller European market data and intelligence in non-crop markets organisations in non-crop markets. Xenex
companies seeking to expand the markets for is limited. Few companies have the skills and Associates is a partner in PestBusiness.com.
www.agrow.com  •   December 2007 9
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