Bayer Garden to rejuvenate the houseplant sector
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Capitalising on the truly iconic Baby Bio® brand, Bayer Garden intends to rejuvenate the houseplant sector in 2017.
Baby Bio®: Greatness grows from every drop - Baby Bio® is the most recognised plant food brand available1.
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. Details of each of the products will be revealed at GLEE (Hall 18 at stand 10N08-P09).
Part of UK gardening since 1951, the Baby Bio® brand contributes 52.1%2 to the value of the houseplant care category. With aided awareness of 93%1, higher than any other brand in the market.
Baby Bio® has a track record of innovation. In 2014 it introduced drip feeders and has grown year on year to become the market leader; Baby Bio® now accounts for 45.2% of the value of the drip feeder market3. Building on its leading market position and complementing the new product launches, Bayer Garden will grow the category further, using consumer insight to increase purchase rates and the value of each basket.
“Our goal is that wherever there are houseplants there will be houseplant food,” explained Bayer Garden Group Brand Manager, Christina Bouzala. “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 Bio® by 130.4%4.
"We’ve increased our clip strip offer so retailers can make sure the product is exactly where consumers want it.”
1 Shoppercentric 2014
2 GfK Panelmarket July 2016 YTD, value
3 GfK Panelmarket July 2016 YTD, value
4 A trial conducted in one retail outlet by Bayer Garden, 2016
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