Bayer plans houseplant care sales uplift

Bayer Garden intends to "rejuvenate" the houseplant sector in 2017.

"Recognising an untapped opportunity in the houseplant care category", Baby Bio is launching four exciting new products, from compost to a ready to use formulation, at Glee Birmingham NEC 12-14 September Hall 18 stand 10N08-P09).
The Baby Bio brand contributes 52.1 per cent to the value of the houseplant care category (GfK), with aided awareness of 93 per cent, higher than any other brand in the market.  
In 2014 it introduced drip feeders and now accounts for 45.2 per cent of the value of the drip feeder market, according to GfK.  
Bayer Garden group brand manager Christina Bouzala said: "Our goal is that wherever there are houseplants there will be houseplant food. This way we can bring the benefits of feeding houseplants to life at the crucial moment, persuading hesitant consumers to purchase. The increased profile of the category will also drive sales.  In a trial this season well placed click strips drove up sales of Baby Bioby 130.4 per cent, [according to oie Bayer trial at an unnamed retail outlet].  We’ve increased our clip strip offer so retailers can make sure the product is exactly where consumers want it." 

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