Sales of Phostrogen increase by 30% in a static market
Bayer Garden’s innovative approach pays off
21st August 09
Bayer Garden’s strategy of truly understanding shoppers’ preferences and then working collaboratively with retailers to satisfy these desires has seen its market share grow.
According to GFK the volume of sales of Phostrogen, gardening enthusiasts’ favourite plant food for over 50 years, increased by 30% when comparing the first six months of 2009 with the same period in 2008. When set against the fact that the sales volume of the product category has remained static it is clear that Phostrogen has grabbed market share.
The value of sales of Phostrogen has grown by 34.9% versus 2008 against an increase in the total sales value of soluble plant food of 14%.
Laura Varey, product manager at Bayer Garden, said: “We are delighted with the results; they are independent proof that our strategy is right.
“We gave Phostrogen a makeover to emphasise its all purpose credentials; the new packaging with big bold pictures of plants, fruit and vegetables, made it easy for shoppers to decide in seconds that Phostrogen was right for them. As well as generating a sales hike our strategy was recognised by GIMA. It felt great when the Phostrogen re-brand was announced as a finalist in the Best Consumer Packaging category at this year’s GIMA awards.
“We’ve also worked with retailers to encourage a new way to sell and display the products in-store. Selling Phostrogen All Purpose Plant Food alongside vegetable seeds, fruit plants and bedding plants has brought retailers complementary sales that otherwise would have been lost. It’s a simple step but it’s made a big difference in sales.”
The GFK figures for the period January to June 2009 also show strong sales of the Toprose and Provado brands. The value of sales of Toprose grew by 16.2% in the first six months of 2009 compared with the equivalent period in 2008 and the brand now has a 61.5% share of the category, remaining the clear market leader.
Provado has achieved a value growth of 4.1% from January to June 2009 compared with January to June 2008 and has a 42% share of the total category value, with the 1 litre Ready To Use product retaining its market leading position.
Laura Varey concluded: “A deeper understanding of shoppers combined with a little innovation secured some great results for us during the first six months of the year. The season is still progressing and we are seeing strong sales continue longer into the year than usual so despite the wet weather and the economic downturn, we’re celebrating 2009.”
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