In 12 months, Irish-based Hygeia - experts in high performance garden care ranges - has seen its market share grow by over 400%, as its powerful organic and veganic messaging has resonated with retailers and consumers alike.
From its Nature Safe organic range which offers sustainable solutions for common gardening tasks, to the NPK based, Goulding range which brings to market effective and affordable tomato and plant feeds, Hygeia’s offering is expansive, proven and responsive to changing consumer and environmental demands, which explains why the company’s growth has been so significant.
Thriving in lockdown
The Covid-19 lockdown couldn’t stop Hygeia’s growth. In fact, the nationwide pandemic has contributed to it as a new gardening army came to appreciate the mental and physical benefits of gardening. Many of these gardeners also turned to organic and veganic options, foregoing chemical alternatives, as the protection of their own corner of the world became a concept that shaped consumer buying habits throughout 2020.
Hygeia also worked tirelessly to support its retailers during lockdown. From extended terms, and 24/7 support, the personable service has stood Hygeia in good stead for maintaining its continued growth. The team, however, are not ones to rest on their laurels. Whilst the sales team were busy supporting customers and production continued throughout lockdown to meet demand, Hygeia also identified an opportunity to diversify its portfolio to offer an additional product – HyClean – a rapid action, anti-virus cleaner and disinfectant for use on non-porous surfaces and fabric around the home and garden. Within weeks of the initial concept, HyClean was being manufactured and was ready to hit stores.
Talking about HyClean, Tom Stolworthy, Hygeia’s UK Country Manager, said: “Until now cleaning products have been the mainstay of DIY or supermarket retail, but with HyClean we are offering garden retailers the opportunity to add an additional product line to their Hygeia order. In doing so, these retailers can offer customers a product that provides total peace of mind when tackling the Covid-19 virus around their homes and garden. It’s a great add-on line and will drive impulse sales when positioned at the tills thanks to the clear and concise packaging and supporting point of sale. We’re already receiving superb feedback and are looking forward to rolling out HyClean to more retailers in 2021.”
With a diverse product catalogue, Hygeia offers something for everyone and for all gardening jobs. In the last 12 months it has seen its Nature Safe range enjoy significant sales and wide-reaching trade and consumer engagement. Exclusive to Hygeia, the range currently includes Lawn Feed with Seed, Patch Fix Seed with Feed, Granular Plant Food, Liquid Plant Food with Seaweed, Liquid Tomato Food with Seaweed and a straight ‘Wild Atlantic’ Seaweed as well as a new-for-2021 Probiotic. Safe for use around children and pets, the Nature Safe range is completely plant-based, and uses no animal by-products or poultry additions. Each of the products has been designed to promote a healthy eco-system and is bee-friendly, ensuring that our essential pollinators are kept safe and sound.
Elsewhere, Hygeia’s 4in1 Lawn Feed, Weed & Mosskiller – part of the Green Force range – has also proved popular. Designed to create healthier, stronger and greener lawns, the ease of application and range of sizes (150 - 750m2) has made it easy for retailers to achieve high sales levels for this offering.
Goulding’s super concentrated Tomato Feed has also led the charge for Hygeia. Packing the soil full of enriching humics, this leading tomato feed is available in both a one litre bottle (500 feeds) and a 20-litre refill box which encourages gardeners to ditch single use plastic dependency and fill their own containers with the concentrate. It is this concept of environmental responsibility that will see garden retailers gain even more customer loyalty.
Looking ahead to 2021
It has been confirmed that 2021 will see even more exciting additions join the Hygeia portfolio. New introductions will include the new Probiotic within the Nature Safe range, as well as Biogold Vigor, a new plant and tomato feed which benefits from unrivalled scientific innovation from Alltech Crop Science, designed to significantly improve plants’ resistance to stress and result in higher yields of fruit and vegetables, better quality produce and more uniform crops. A new 250ml Lawn Weed Killer will also be introduced, providing retailers with much-needed supplier choice when it comes to this bestselling product.
However, Hygeia isn’t looking too far ahead as Tom explains: “We’re excited to be sharing our new innovations ahead of the 2021 gardening season, but before then we are going to be busy working with our retail customers to help them optimise autumn and winter sales. With increased activity in lawn care this summer, we anticipate seeing this demand continue into the autumn and winter season as consumers will not want to see their hard work and money spent to go to waste over these colder months. I think it’s imperative that garden centres have a presence of autumn and winter products available to ensure consumers remain engaged in looking after their gardens. At Hygeia, myself and our ever-growing sales team will be working hard over the coming weeks and months to ensure stock is on the ground when it is needed most, both now and throughout 2021.”
To find out more about Hygeia please visit www.hygeia.ie / www.mygardenexpert.com