Habit forming results from Roundup

With the 2011 season well underway Gary Philpotts, Roundup Lawn and Garden UK Business Director, takes a look at recent garden chemical user habits, giving an interesting insight into the weed killer market. The findings provide a valuable guide for those retailers looking to maximise their profits this season and reinforces why working with Roundup, the UK’s leading weed killer brand, makes perfect sense.

Year-on-year, gardening is growing in popularity. Today, the majority of British adults confess to enjoying gardening, with many wishing they could spend more time tending to their gardens. This is encouraging for retailers as the continued enthusiasm for gardening and its many associated products provides them with the opportunity to not only increase profits from a larger audience, but also offer tailored products to a wider audience.

When you look at the chems and ferts sector and drill down into user habits, it is interesting to note that in 2010, 63% of garden centre customers purchased weed killers. A statistic that has seen a 13% increase since 2007, putting weed killers ahead of the previous top runner - slug pellets (Source; Resource Futures Pesticides user habits survey 2010). So, with just under two thirds of garden centre customers purchasing weed killer it is vital that this product is given the shelf space it deserves.

Due to its ease of use Ready to Use (RTU) weed killer continues to be the preferred choice, with 61% of garden centre customers purchasing this option (Source; Resource Futures Pesticides user habits survey 2010). As you know RTUs come in varying pack sizes and those retailers that already stock the innovative Roundup 5L Pump ‘N Go will be benefiting from the big pack phenomenon, instantly increasing the value of their shelves.

Whilst RTUs are undoubtedly popular, it is important not to forget concentrates. Also available in a variety of pack sizes concentrates alone still account for 16% percent of packs purchased (Source; Resource Futures Pesticides user habits survey 2010). Compared with RTUs this isn’t a huge figure, however, it is interesting to note who is buying concentrates. Research has shown that the younger audience are more likely to use RTUs, whereas the older generation are more likely to stick to what they know, buying a good value weed killer that requires diluting. So, in order to maximise sales and appeal to the widest audience, it is important that you have a full range of products available.

Moving forwards Roundup’s plan is to build on the success of the 2010 campaigns that encouraged consumers to trade up to big packs and also extend the season well into the autumn. This season in addition to providing a growing, award winning, range of weed control products Roundup will be supporting retailers by investing another £1.5 million in a multi-channel marketing campaign, engaging point of sale and informative, eye catching packaging. Making the decision for you and your customers easy – stocking Roundup will result in more sales of a product that gives you a higher return.