In weedkillers, Bayer Garden says research shows consumers shop according to task, in particular seeking solutions for keeping paths and driveways free of weeds. In-store, however, the category is "dominated by general purpose weedkillers and displayed according to formulation. Consumers leave confused and empty handed", says Bayer.
Bayer Garden group brand manager Christina Bouzala said: "Retailers who focus on addressing the challenge rather than simply trying to tempt consumers into purchasing by devaluing the category will be the ones to really see growth in this sector. Converting just 20 per cent of those who walk away from the fixture would drive up the value of the category by £5.3m achieving sustainable value back into the category."
Weedkiller category in grocers, garden centres and DIY/Multiple sector is worth £61.8m (GfK July 2016), while average walkaway rate across grocers, garden centres and DIY/Multiple is 43 per cent (Active Solutions 2016).
Provado has 41.2 per et market share by value according to GfK.