7 garden trends to keep an eye on in 2017
The American agency, Garden Media Group, specialized in marketing the garden and home sector, has published a report entitled Garden Trends Report – Grow 365 on garden trends 2017 in the United States.
Studying the evolution of the American market is an excellent indicator of what will happen here in Europe in the coming months or years. Here are the 7 garden trends detected for 2017.
1. There is no longer a "high season"
New technologies make it possible to grow plants all year round. By 2015, indoor gardens and hydroponics represented a $1 billion market. More and more people live in smaller and urban spaces, so they naturally turn to interior solutions.
Research indicates that 37% of Millennials (18-30 years old) and 28% of Boomers (+50 years old) grow aromatic plants in their homes. More and more consumers want to grow fresh food themselves, ready to pick and cook, whatever the season.
2. Wellness trend
Many studies indicate that time spent in the wild reduces stress and increases well-being. From therapeutic gardens to "forest bathing", soundscaping and plant cultivation in the workplace.
Research also shows that indoor plants create a more pleasant environment that makes workers happier, increases productivity and reduces absenteeism.
Finally, the importance of trees is well established. They act like natural sunscreens. And above all, they change the sounds of the city by adding bird songs and absorbing some of the noise pollution.
3. A garden without excess
Surfing on the wave of "less is more", there is also a tendency in the garden to keep only the essential and to get rid of the rest. This "unclogged" garden does not mean cutting hedges and cleaning corners. It simply reflects a tendency to consume less, to eliminate the superfluous, the unsightly to highlight what we love and to seek happiness in what we do, rather than in what we possess.
This trend coincides with the decrease in the size of dwellings. This explains the growing demand for dwarf plants, compact shrubs and container gardens. This explains why young people are looking for plants that are easy to grow, do not require too much maintenance and are not too exuberant.
4. Natural Gardening
The growing demand for healthy food, clean water, clean air, a natural environment influences the garden market. People buy and garden differently, indoors and outdoors.
Americans want to know what's on their plates and where their food comes from. Demand for organic food, produced locally, far exceeds supply. Consumers demand healthy products, free of pesticides, antibiotics, preservatives, etc.
The challenges of outdoor gardening – severe weather conditions, contaminated water, soil infertility and pests – make indoor gardening an increasing opportunity.
5. Uberizing gardening
Subscriptions for gardening services are a simple and convenient service for beginners. This type of service gives them confidence and helps them to progress in their projects. This is a real opportunity for the garden industry.
This type of packaged and regular service makes it possible to offer less well-known plants to experienced and passionate gardeners, or products and tools that they would never have thought to try.
Subscriptions for products or services delivered directly to your home each month: bouquets, plants, decorations or other items are another type of high value-added service that is highly appreciated by the younger generations.
They encourage new amateur gardeners to become more involved in their garden. It is therefore a question of creating a rewarding customer experience. Take care of the details, add instructions for use, etc.
These new services can also take the form of regular workshops or demonstrations. They will attract Millennials eager to learn and share enriching experiences. They are prepared to spend a certain amount of money on it. Almost half of the Millennials spend countless hours in wellness workshops, training to develop their minds or improve their skills.
6. A garden without bugs
Bats, birds and flowers are the best form of control against natural pests.
In the United States, fear of the Zika virus and other mosquito-borne diseases, combined with expectations of natural gardening, are prompting people to look for ways to naturally control the presence of mosquitoes and other pests.
Using nature to keep your garden insect free is economical, educational, fun and environmentally friendly. Having nest boxes for insect eating birds is one way to naturally have fewer insects in your garden. Some plants also make insects flee.
7. The Golden Age
Gold is back in trend again. Metallic materials and textures are in fashion in interior design, fashion for several years and this should last.
In the garden, this trend is reflected in metallic decorative elements and in the choice of certain plants with golden foliage.
In the United States, a new gardening culture is emerging. It is about raising awareness that the relationship to the land is vital for the individual and the community, to live in a healthy and harmonious world.
Source: Garden Trends Report – Grow 365