Garden Media Unveils Its 2015 Garden Trends Report
The insights of the US report can also be used for analyzing on how these shifts will impact the European countries, leveraging consumer trends that will shape the garden and outdoor living industry in the coming year.
In 2015, gardening goes hand-in-hand with a healthy lifestyle. People see both outdoor and indoor spaces as extensions of themselves and are making conscious decisions to use plants and garden products as “tools” to increase their overall well-being, lead a sustainable lifestyle and make a positive impact on their communities and the planet.
According to the 2015 Garden Trends Report, consumers are spending more leisure time outdoors and not only “decorating” their homes, but their gardens as well. The rise of social trends, like lawn games, glamping, and garden parties, are fueling a record growth in garden furniture and accessories.
Looking ahead, Garden Media presents some key trends to keep a close eye on in 2015:
1. The new consumers: Garden companies need to start talking to and identifying with America’s new consumers: The rapidly growing base of Millennial Generation (born 1980 to about 2000), Hispanics, and the new top spenders in the garden industry, Young men. Millennials in the U.K. spend $1500 annually on gardening, almost 4X the average in the U.S.
2. Wellbeing from the Outside In. For more and more consumers, health is a top priority. People aren’t just gardening for beauty, they are gardening to nourish their communities, the environment and their own wellbeing. And they want brands to help them do it.
3. Color pops. This year, trending color palettes - ranging from vintage and muted rustic to teal and pink - show off personality in flowers, plants and outdoor products. Pops of exploding color like pink and teal give a fun, fresh and flirty feel. Popular shades of pink include such variety as bubblegum, pink dust, mauve, blush, and fuchsia. While teal and turquoise act as a cooler complement to pink.
4. Garden-tainment. The party is moving outside! With the U.S. demand for outdoor plants expected to grow to $7 billion in 2015, “garden-tainment” is quickly becoming a way to personalize outdoor spaces. In U.S. demand for outdoor products is expected to increase 4% in 2015 to almost $7 billion. According to the National Association of Home Builders, homes are predicted to shrink in size by 10% in 2015. With smaller homes, people are taking to the outdoors for dining, cooking, and entertaining. According to the survey, 85% of Millennials rated outdoor rooms as “Very Important” or “Important” compared to 83% of Gen Xers and 74% of Baby Boomers.
5. Bite Sized Decadence. Whether in a small space garden or on an apartment balcony, compact plants will pack a lot of punch in 2015 with rich colors and textures as major focal points. As people continue to see a decrease in their free time and living spaces, they will concentrate on making a big impact with bold plants.
6. Portable Gardening. Convenience and simplicity resonate with consumers. Portable gardening allows the always-in-motion generation to take gardening wherever they go.
7. Rebel Hoods. Neighbourhood residents are rebelling against and campaigning for the reversal of ordinances that prohibit them from expressing themselves and living the way they want. These rebels are transforming the neighbourhood into “agri-hoods” – complete with urban chickens, bee keepers and lawn-less landscapes.
8. Bed Head. Purposefully unstyled 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. Create “bed head” meadows and natural habitats using native plants to increase diversity, balance and ecosystems. Native plants require less water and fertilizer because they are well adapted to the local climate. Responsible gardeners use responsible plants. Be water-wise with natives and other responsible drinkers