Bayer Garden adds percentage to chemical sector share

In a year when the total garden chemical sector and many of the individual categories within it have shrunk, Bayer Garden claims to have bucked the trend in many areas, in particular outperforming the market in the pest and disease and plant food categories.

Slugs & Snails, Bayer Garden’s Bio Slug & Snail Killer and more recently introduced Organic Slug Bait and Natria Slug & Snail Control (launched this year) gained a further five per cent share of the market in terms of value, reaching an overall share of 33.6 per cent.

In the plant insecticide category Bayer Garden’s Provado Ultimate Bug Killer, offering protection for flowers, fruit and vegetables, increased its market share by 3.7 per cent to 60.7 per cent.

Bayer Garden value sales grew by 6.9 per cent while the value of the plant food category grew by 0.2 per cent.  With regard to the sub-categories within plant food, Phostrogen saw value growth of 7.4 per cent versus that of the soluble plant food category being three per cent while in the rose food category Toprose increased its share by 4.3 per cent.  Baby Bio has a 58.2 per cent share of the houseplant food category.

"It’s been an interesting year in the garden care category, with gardeners being affected by the combination of extreme cold weather followed by very little rain at the beginning of the season," said Colin Golding, head of marketing at Bayer Garden. 

"Our focus throughout has been to engage in a conversation with our consumers, taking the time to listen to and respond to their needs.  The results show that this approach has worked.

"Plans for next season are well underway, but we will use the insights gained to hone the campaign making sure we meet the needs of consumers and effectively support our retailers."

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