By Jerry Montgomery, Retail Market Tour:
US: Abundance of high quality geraniums at Boston retailers
In general, at all retailers, he notices an abundance of high quality geraniums. According to Montgomery, this is not usually seen in other markets. "Plants with many blooms and an assortment of colors, not just the red you see in most markets, we saw some displays with 6-7 colors, it makes one believe the geranium sales are brisk in this market. Besides that, the mandevilla and hibiscus are heat loving plants that are produced in the South are a real premium novelty in this market and we saw huge displays particularly at Home Depot."
According to Montgomery, Rio Mandevilla produced by Fernlea Flowers was the leading brand of mandevilla with huge displays supported by colorful POS cart signage and colorful logo pots. They also offered an assortment of prices points and sizes I. e.
• Qt. $4.98
• 9” patio $15.98
• 10” Table Topper $19.98
• 10” HB $27.98
• 12’ combo $29.98
• 15” combo $59.98
"The Miracle-Gro test market at Home Depot seemed to go well with good product velocity as evidenced by many well picked tables and lots of empty trays. The quart was very aggressively priced at $6.98 but was reduced to $5.98 still a 20% price premium over the competition at $4.98. But we all know price is not the whole story it’s all about perceived value and if the consumers think it’s good value then it sells."
"On the brand front Proven Winners was in all three (3) national retailers but had the most exposure in Home Depot. And as always the Wave brand was everywhere with many huge displays, clearly this is the #1 plant brand relative to units sold in North America. The only issue is the sales are not maximized because most displays only have 2-3 colors and with all the various colors available increasing the color range would drive much higher sales volume."
Click here to read the complete report (PDF).
For more information
Jerry Montgomery
T: +1 407-808-4077
Email: [email protected]
