OUTPERFORMING THE MARKET
20 May 2010
Data published by GfK for the period January to March 2010 shows Bayer Garden outperforming the garden chemical sector, achieving greater sales in an extremely tough market.
Compared to the same period in 2009, sales across the sector are down by 10.6% while for Bayer Garden they are only down by 6.8%. In particular, Bayer Garden’s weedkiller range has performed especially well. At this point in the season, its weedkiller sales are 22% ahead of the market and its share has grown from 14.6% to 20.2% in 2010.
Performance has also accelerated in recent weeks; EPOS data shows that sales of the company’s range of weedkillers has experienced a hike of 100% when comparing the past two weeks with the previous two.
Ian Overson, category manager at Bayer Garden, explained: “The cold winter stretching so far into spring delayed the start to the season, which meant sales were initially behind the comparative period in 2009. But now the weather has changed the season has picked up and EPOS data is showing that sales are beginning to accelerate significantly throughout April. Most retailers have now or are about to catch up with 2009 levels.”
“We believe there are a number of reasons for our performance so far,” said Alison Mulvaney, product manager at Bayer Garden. “If you examine the data in more detail you will see that for many gardeners Long Lasting Ground Clear is now firmly established as the natural alternative to sodium chlorate, which has already been taken off retailers’ shelves and must be removed from garden sheds by 10 May. Outlets that have traditionally sold a lot of sodium chlorate are reporting sales of Long Lasting Ground Clear four times greater than in the same period in 2009.
“We also believe our innovative soluble sachets, which remove the need for measuring and handling of chemicals, are having a significant impact on sales. The EPOS data shows that for many outlets sales of the concentrated products to mid April 2010 are well ahead of those achieved in 2009.
“Super Strength Glyphosate is also selling extremely well; one retailer has reported a hike in sales of 84% when compared to the same period in 2009.
“Finally, Pest infestations have not yet started to worry gardeners but consumers appear to be getting ready. Sales of Provado Ultimate Bug Killer Ready to use are growing on average 30% week on week and many retailers have already sold more so far in 2010 than they did in the same period in 2009.”
05/08/2010
NORTHAMPTON WOMAN WINS BAYER GARDEN GIVEAWAY
05/08/2010
TIME FOR A LITTLE NOURISHMENT
02/07/2010
SALES PROVE CONSUMERS LOVE SOLUBLE SACHETS
02/07/2010
NEW SOLUTION TO THE LOSS OF GARDENERS' FAVOURITE
21/06/2010
BACKING DAVID DOMONEY'S WORLD CUP GARDEN AT BBC GARDENERS' WORLD LIVE
View previous news items in the archive