Growing media specialist Scotts UK has rebuilt its range of products to combat falling sales.
Scotts has looked at its products’ performance and packaging and is set to invest substantially in retail displays and point-of-sale material.
The company aims to wean gardeners off using multi-purpose composts and has adopted the slogan “Fit for purpose” for its expanded compost range. Four-fifths of compost sold is multi-purpose.
Scotts told the trade press at a launch in Ipswich last week: “The growing-media market is in a spiral of falling sales, increased costs and declining profits.”
The UK market for composts, soil improvers and mulches has fallen from £154 million in 2001 to about £135 million in 2005. While Scotts’ US business is profitable, the UK end is not.
Scotts UK marketing director Martin Breddy said: “When customers walk into a compost area, they see a big pile of multi-purpose compost at a low price. As an industry, we have been encouraging the consumer to accept mediocre results, rather than buying the best product to give the best results.”
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