The findings indicate that a consumer’s feeding regime is dictated by whether or not their intention is to grow flowers or to produce food. Consumers also believe certain plants, for example tomatoes, orchids and roses, ‘deserve’ special attention and so seek out specific feeds.
Finally, they always want a brand they know and trust.
Bayer Garden Product Manager Alison Mulvaney said. "Consumers may opt for a multi-purpose fertiliser but their attitudes to feeding differ according to whether they are growing to eat or to admire.
"Those growing beautiful blooms have a strong emotional attachment to their plants. They are less concerned about the use of chemicals and may adopt an ad hoc approach to feeding. In contrast, consumers growing fruit and vegetables are result focused and so work with the natural growing cycle of the plant and use a structured feeding routine. They also tend to be more concerned about the use of chemicals.
"Consumers don’t want to take a risk with their plants and so the next step in their decision making process is to find a brand they know and trust. A strong in-store brand image is an important pre-cursor to product selection.
"We need to go back to basics with consumers to avoid confusion. Store layouts that reflect the buying behaviour of consumers will be the ones that deliver best sales results.
"First consumers want to find the fertiliser suitable for the relevant plant type, whether they are growing flowers, edibles or something particular like orchids, roses or tomatoes which deserve specific plant food. Then they want to find the format that suits them, ie a liquid or granular feed and finally then they want a brand they know and trust, rather than a ‘trendy’ new entrant."