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Hort in the Home Landscape

A blog devoted to sharing timely horticulture topics and answering the questions of gardeners and homeowners.
Trends

2015 Garden Trends


Did you know that ever year an organization called the Garden Media Group puts out their annual Garden Trend Report that forecasts the garden trends for the next year? I always look forward to this report to see what they think will trend the next year! I even use this information to help design the next year's programming.

I read a recent article in the Landscape Insider newsletter by Nicole Wisniewski that summarized this year's trends very well. Her take away from the report was that the garden, now more than ever, is an extension of an individual.

"What you cultivate and grow, either inside or out, reflects your personality and the healthy lifestyle you have chosen to live," explains Susan McCoy, trend spotter and president of Garden Media Group, which recently released its annual garden trends report for 2015.

In 2015, the report says brands are being held to ever higher standards, as customers demand products that are not only reliable, but also have a positive impact on the planet. Brands that help consumers make positive environmental, personal and community impacts will pull ahead. "What is better than plants and garden products to help consumers feel guilt-free about their consumption?" asks Susan.

While consumers strive to preserve the planet, they also are working to change laws, the report notes. As organic and local food remains the basis for a sustainable, healthy lifestyle, people are changing the system to allow for everything from front yard food gardens to goats in cities and suburbs. Even the common clothesline is making a comeback.

The report also notes that the face of the new consumer is changing and calls out three distinctive new groups who are gardening: Millennials, Hispanics and young men. "These consumers have tremendous influence and buying power," Susan says. "Brands need to be more mobile, versatile and creative as new consumers emerge."

Here are the nine trends Garden Media Group identified as driving major industry shifts.

  1. The New Consumers: The Millennial generation makes up 25% of the population in the U.S. This group, which is comprised of people ages 18 to 35, is bigger than the Baby Boomer generation and continues to grow. In particular, young men are spending $100 more per year on plants and garden products than the average consumer. Hispanics, the fastest growing segment of the U.S., have a cultural tradition of growing food for their family and sharing with friends.
  2. Wellbeing: Consumers want to make the world a better place, and they want brands to help them do it. Products that are environmentally friendly and safe for pets and children reign supreme.
  3. Garden-tainment: People are estimated to spend $7 billion on outdoor decor in 2015. They will use their outdoor spaces as an extension of their homes to entertain.
  4. Bite-Sized Decadence: Small container gardens will pack a lot of punch in 2015.
  5. Rebel-hoods: Neighborhood residents are rebelling against and campaigning for the reversal of ordinances. They will work to transform the neighborhood to the agri-hood, complete with urban chickens, beekeepers and lawn-less landscapes.
  6. Color Pops: This year, use trending color palettes, ranging from vintage to muted rustic to teal, to show off personality outdoors.
  7. Portable Gardening: The rise of "NOwners," those who prize freedom over homeownership, is fueling modular flexibility that allows for unique design and personalization. They are renting, sharing and bartering and want their gardens to travel with them. Adaptable and flexible planters with wheels, handles or other movable parts or lightweight durable products fit their needs.
  8. Bed Head Style: Purposefully un-styled outdoor spaces are the result of intentionally working within the natural landscape. This casual landscape style expresses an effortless personality with an "anything goes" attitude.
  9. Smoke Your Garden: With an increasing number of states decriminalizing marijuana, more people will begin growing their own and need seeds, plants and products. Garden centers can capitalize on new laws by carrying products that help people cultivate these plants.
This years Garden Trend Report can be found here.
 
 
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