Presented by   Suzi McCoy ANLA The New Clinic January 29, 2011
Why  Should You Care about Trends? <ul><li>Trends drive consumers and consumers drive sales </li></ul><ul><li>You are the ...
Great Expectations <ul><li>Garden to Table </li></ul><ul><li>Gardening with a Purpose </li></ul><ul><li>Eco-Scaping </li><...
&quot;Instead of mowing your lawn, you should eat it.&quot;   Eric Schlosser  FAST FOOD NATION
Garden to Table: Back to Basics <ul><li>53% report they grow vegetables in their gardens </li></ul><ul><li>The top reasons...
Gardeners trade grass for edibles <ul><li>This is the first time any spending category has passed lawn & grass for the #1 ...
Retail Report <ul><li>40% start vegetable and flower gardening simultaneously </li></ul><ul><li>Vegetable gardens function...
Retail Report <ul><li>Consumers look first for healthy plants.  </li></ul><ul><li>73% purchased veggies and herbs as plant...
Garden to Table Edible Ornamentals <ul><li>“ We are integrating more edibles in our gardens: more herbs, more vegetables a...
Edibles: Smaller Ornamental Fruit <ul><li>“ We’re seeing rising consumer interest in small fruit bearing shrubs like berri...
Edibles: Smaller Plants <ul><li>6-Packs are Back </li></ul><ul><li>Vegetables bred for containers--smaller size, less vini...
Edibles: Urban Farming  <ul><li>“ Food Deserts” are blighted inner cities without access to fresh produce </li></ul><ul><l...
Explosion of Community  Gardens <ul><li>60% increase in community gardens  </li></ul><ul><li>1 million households grow foo...
Gardening with a Purpose
Gardening with a Purpose <ul><li>“  There’s a new vision throughout America more in sympathy with our backyard environment...
Gardening with a Purpose <ul><li>Go “beyond sustainable” </li></ul><ul><li>Boost the Environment </li></ul><ul><li>Compani...
<ul><li>Consumers want to participate as: </li></ul><ul><li>naturalist </li></ul><ul><li>conservationist </li></ul><ul><li...
<ul><li>Go to  National Wildlife Federation  and tie-in with the integrated, multi-channel marketing campaign </li></ul><u...
Eco-Scaping: Water <ul><ul><li>65% of gardeners are interested in water conservation </li></ul></ul><ul><li>30% Americans ...
<ul><li>52% interested in sustainable gardening* </li></ul><ul><li>1 st national rating system for sustainable landscapes ...
Eco-Scaping: Organics <ul><ul><li>43% interested in Organic Gardening* </li></ul></ul><ul><li>Consumers don’t want to use ...
Eco Scaping: Lawn-Sizing <ul><li>21 million acres of the USA are covered with non-native grasses </li></ul><ul><li>Practic...
Eco Scaping: Down Sizing <ul><li>New homes are now 2,065 sq. ft. -- 7% smaller </li></ul><ul><li>Current homeowners stayin...
Eco-Scaping: Rooftop Gardens <ul><li>Green roofs increase  overall green space in urban environments and help cities becom...
Sustainable Containers <ul><li>More finished mixed pots </li></ul><ul><li>Using drought and disease resistant perennial pl...
Sustainable Containers <ul><li>Succulents are hot </li></ul><ul><li>Easy, provide exotic shapes and color </li></ul><ul><l...
Sustainable Containers Indoors <ul><li>Plants producing oxygen  </li></ul><ul><li>Plants remove 87% of VOCs - carbon dioxi...
Vertical Gardens <ul><li>Has become the “next frontier” </li></ul><ul><li>Layering-up is the new secret weapon </li></ul><...
Vertical Farming <ul><li>Access to year-round fresh fruits and vegetables </li></ul><ul><li>Organically Grown: no herbicid...
Spending Habits
Gardeners’ Shopping Habits? <ul><li>Consumers spent about $600 on their yards and gardens in 2010 </li></ul><ul><li>76% bu...
<ul><li>Biophilia </li></ul><ul><li>New Urbanism </li></ul><ul><li>Slow Gardening </li></ul><ul><li>In Real Life </li></ul>
Emerging Trend: Biophilia <ul><li>Biophilia --  An instinctive bond between humans and other living systems, especially wi...
Emerging Trend:  New Urbanism <ul><li>Living an urban lifestyle in sustainable, convenient and enjoyable places while prov...
Emerging Trend: Slow Gardening <ul><li>Started with the Slow Food movement from the 90s </li></ul><ul><li>People taking mo...
Emerging Trend: IRL  In Real Life <ul><li>'All that networking and faux-networking didn't do a thing for us,'&quot; said R...
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Transcript of "2011 garden trends anla new clinic 2011"

  1. 1. Presented by Suzi McCoy ANLA The New Clinic January 29, 2011
  2. 2. Why Should You Care about Trends? <ul><li>Trends drive consumers and consumers drive sales </li></ul><ul><li>You are the gatekeepers of what’s new and hot & that’s what your customers want </li></ul><ul><li>You are the “curators of consumption” </li></ul><ul><li>Trend awareness helps you connect the dots to select or create what consumers want </li></ul>
  3. 3. Great Expectations <ul><li>Garden to Table </li></ul><ul><li>Gardening with a Purpose </li></ul><ul><li>Eco-Scaping </li></ul><ul><li>Vertical Gardening </li></ul><ul><li>Sustainable Containers </li></ul>
  4. 4. &quot;Instead of mowing your lawn, you should eat it.&quot; Eric Schlosser FAST FOOD NATION
  5. 5. Garden to Table: Back to Basics <ul><li>53% report they grow vegetables in their gardens </li></ul><ul><li>The top reasons to grow your own: </li></ul><ul><ul><li>Eat Fresh (90%) </li></ul></ul><ul><ul><li>Share With Friends and Family (66%) </li></ul></ul><ul><ul><li>Preserve for Later (36%) </li></ul></ul><ul><li>2010 Summer Gardening Trends Research Report </li></ul>
  6. 6. Gardeners trade grass for edibles <ul><li>This is the first time any spending category has passed lawn & grass for the #1 spending priority since the GWAF began tracking consumer attitudes and trends in 2003. </li></ul><ul><li>27% say fruits or vegetables #1 spending priority </li></ul><ul><li>18% sited lawn or grass </li></ul><ul><li>2010 Summer Gardening Trends Research Report </li></ul>
  7. 7. Retail Report <ul><li>40% start vegetable and flower gardening simultaneously </li></ul><ul><li>Vegetable gardens functional and “out of sight” </li></ul><ul><li>More than 1/2 are in containers </li></ul><ul><li>The #1 driver : flavor. </li></ul><ul><li>Casual gardeners plant veggies once each year. Enthusiastic gardeners plant twice. </li></ul>
  8. 8. Retail Report <ul><li>Consumers look first for healthy plants. </li></ul><ul><li>73% purchased veggies and herbs as plants, rather than seed packs. </li></ul><ul><li>Newer gardeners start from plants instead of seeds. </li></ul><ul><li>Box and chain stores have more than 50% of the veggie and herb business </li></ul>
  9. 9. Garden to Table Edible Ornamentals <ul><li>“ We are integrating more edibles in our gardens: more herbs, more vegetables and more fruit trees </li></ul><ul><li>both in areas dedicated to food production </li></ul><ul><li>& in the garden planted among the ornamentals.” </li></ul><ul><li>Patricia St. John </li></ul><ul><li>President </li></ul><ul><li>Association of Professional </li></ul><ul><li>Landscape Designers </li></ul><ul><li>  </li></ul>
  10. 10. Edibles: Smaller Ornamental Fruit <ul><li>“ We’re seeing rising consumer interest in small fruit bearing shrubs like berries and smaller trees.” </li></ul><ul><li>Doug Jimerson </li></ul><ul><li>Executive Director of the Better Homes and Gardens Content Core for Garden and Outdoor Living </li></ul>
  11. 11. Edibles: Smaller Plants <ul><li>6-Packs are Back </li></ul><ul><li>Vegetables bred for containers--smaller size, less vining, still lots of production. </li></ul><ul><ul><li>Diane Blazek </li></ul></ul><ul><ul><li>All American Selections </li></ul></ul>
  12. 12. Edibles: Urban Farming <ul><li>“ Food Deserts” are blighted inner cities without access to fresh produce </li></ul><ul><li>Urban farming brings food </li></ul><ul><li>Micro-farms on just a few square meters or acres of land. </li></ul><ul><li>Source: Community Food Security Coalition </li></ul>
  13. 13. Explosion of Community Gardens <ul><li>60% increase in community gardens </li></ul><ul><li>1 million households grow food in a community garden (3 percent ) </li></ul><ul><li>“ Some Garden Centers are also offering community gardens on their grounds as a way for new gardeners to learn about varieties, pest control and management and share experiences.” </li></ul><ul><li>Jennifer Polanz, Editor </li></ul><ul><li>Todays Garden Center Magazine </li></ul>
  14. 14. Gardening with a Purpose
  15. 15. Gardening with a Purpose <ul><li>“ There’s a new vision throughout America more in sympathy with our backyard environments. </li></ul><ul><li>“ Most importantly, consumers are focusing on what they can do that has a positive impact for the earth- right in their own backyard.” </li></ul><ul><li>Doug Jimerson Executive Director of the Better Homes and Gardens </li></ul>
  16. 16. Gardening with a Purpose <ul><li>Go “beyond sustainable” </li></ul><ul><li>Boost the Environment </li></ul><ul><li>Companies are taking greater responsibility for actions in marketplace without regulation. </li></ul><ul><li>LOHAS consumers push for a behavioral commitment and environmental stewardship </li></ul><ul><li>LOHAS Market Nears $300 Billion </li></ul><ul><li>Natural Marketing Institute </li></ul><ul><li>2010 LOHAS Research </li></ul>
  17. 17. <ul><li>Consumers want to participate as: </li></ul><ul><li>naturalist </li></ul><ul><li>conservationist </li></ul><ul><li>and stewards of the earth </li></ul><ul><ul><li>54% of consumers want to learn more about native plants* </li></ul></ul><ul><ul><li>2010 GWF Summer Survey </li></ul></ul><ul><li>2010 </li></ul>Gardening with a Purpose Nature
  18. 18. <ul><li>Go to National Wildlife Federation and tie-in with the integrated, multi-channel marketing campaign </li></ul><ul><li>Help your customers telegraph their green credentials & give them something to brag about </li></ul><ul><li>Host how-to workshops with NWF Habitat Ambassadors </li></ul><ul><li>Carry American Beauties Native Plants ® and give back to the NWF </li></ul>Gardening with a Purpose Nature
  19. 19.
  20. 20. Eco-Scaping: Water <ul><ul><li>65% of gardeners are interested in water conservation </li></ul></ul><ul><li>30% Americans are planning to use more mulch to conserve water </li></ul><ul><li>1 out of 5 are planning to use either drip irrigation or more drought tolerant plants </li></ul><ul><li>25% don’t water </li></ul><ul><li>1/3 have NO plans to conserve water </li></ul><ul><li>2010 Summer Gardening Trends Research Report </li></ul>
  21. 21. <ul><li>52% interested in sustainable gardening* </li></ul><ul><li>1 st national rating system for sustainable landscapes </li></ul><ul><li>Star rating scale measures several criteria </li></ul><ul><li>Points are given for landscaping with native plants </li></ul>Eco-Scaping: Sustainable Landscapes
  22. 22. Eco-Scaping: Organics <ul><ul><li>43% interested in Organic Gardening* </li></ul></ul><ul><li>Consumers don’t want to use chemical treatments  </li></ul><ul><li>63% would pay more if the environmentally friendly products were “readily available” </li></ul><ul><li>72% would pay more to save money long term </li></ul>
  23. 23. Eco Scaping: Lawn-Sizing <ul><li>21 million acres of the USA are covered with non-native grasses </li></ul><ul><li>Practice Organic Lawn Care </li></ul><ul><li>Use Low-Maintenance Turfgrasses </li></ul><ul><li>Reduce or replace lawns with any mixture of trees, shrubs, and perennials and edibles </li></ul>
  24. 24. Eco Scaping: Down Sizing <ul><li>New homes are now 2,065 sq. ft. -- 7% smaller </li></ul><ul><li>Current homeowners staying put and investing in outdoor living spaces </li></ul><ul><li>Large porches, decks, trees and flower beds– new bonus room. </li></ul><ul><li>Smaller lots – smaller gardens </li></ul>
  25. 25. Eco-Scaping: Rooftop Gardens <ul><li>Green roofs increase overall green space in urban environments and help cities become more energy and water efficient </li></ul><ul><li>Green roof industry grew 16% in 2010, according to Green Roofs for Healthy Cities </li></ul><ul><li>Washington, DC has a goal of having 20% green roof coverage by 2020 </li></ul>
  26. 26.
  27. 27. Sustainable Containers <ul><li>More finished mixed pots </li></ul><ul><li>Using drought and disease resistant perennial plants and small shrubs </li></ul><ul><li>Using less pesticides and chemicals </li></ul><ul><li>Offering four seasons of color </li></ul>
  28. 28. Sustainable Containers <ul><li>Succulents are hot </li></ul><ul><li>Easy, provide exotic shapes and color </li></ul><ul><li>Look attractive in containers, vertical, or in landscape </li></ul>
  29. 29. Sustainable Containers Indoors <ul><li>Plants producing oxygen </li></ul><ul><li>Plants remove 87% of VOCs - carbon dioxide </li></ul><ul><li>Plants purifying the air of indoor toxins </li></ul><ul><li>Plants beautify a space </li></ul>
  30. 30.
  31. 31. Vertical Gardens <ul><li>Has become the “next frontier” </li></ul><ul><li>Layering-up is the new secret weapon </li></ul><ul><li>Goes beyond traditional flower beds and containers </li></ul><ul><li>Maximizes gardening space - an urban terrace, a narrow side yard or a small intimate area in a landscape </li></ul>
  32. 32. Vertical Farming <ul><li>Access to year-round fresh fruits and vegetables </li></ul><ul><li>Organically Grown: no herbicides, pesticides, or fertilizers </li></ul><ul><li>More food using less land : 1 indoor acre is equivalent to 4-6 outdoor acres or more </li></ul><ul><li>New employment opportunities </li></ul><ul><li>Eliminates agricultural runoff </li></ul><ul><li>Reduces many infectious diseases that are acquired at the agricultural interface </li></ul><ul><li>Source: The Vertical Farm Project </li></ul>
  33. 33. Spending Habits
  34. 34. Gardeners’ Shopping Habits? <ul><li>Consumers spent about $600 on their yards and gardens in 2010 </li></ul><ul><li>76% buy plants equally at </li></ul><ul><ul><li>local garden stores </li></ul></ul><ul><ul><li>and mass merchant </li></ul></ul><ul><ul><li>do-it-yourself stores </li></ul></ul><ul><li>3% from mail order catalogues </li></ul><ul><li>2010 GWF Summer Garden Survey </li></ul>
  35. 35. <ul><li>Biophilia </li></ul><ul><li>New Urbanism </li></ul><ul><li>Slow Gardening </li></ul><ul><li>In Real Life </li></ul>
  36. 36. Emerging Trend: Biophilia <ul><li>Biophilia -- An instinctive bond between humans and other living systems, especially with nature. </li></ul><ul><li>June 1, 2004, Edward O. Wilson, a Harvard University entomologist, coined the term &quot;biophilia&quot;, referring to humans' &quot;love of living things&quot; - our innate affinity with nature. </li></ul>
  37. 37. Emerging Trend: New Urbanism <ul><li>Living an urban lifestyle in sustainable, convenient and enjoyable places while providing solutions to peak oil and climate change </li></ul><ul><li>Increased availability for living/working/recreational opportunities </li></ul><ul><li>Adds up to a high quality of life well worth living, and creates places that enrich, uplift, and inspire the human spirit. </li></ul>Renewable        Electric        Walkable
  38. 38. Emerging Trend: Slow Gardening <ul><li>Started with the Slow Food movement from the 90s </li></ul><ul><li>People taking more time to enjoy life, enjoy cooking with fresh ingredients and herbs </li></ul><ul><li>Burst of new hobby country farms and urban edible gardens </li></ul><ul><li>Grow it. Can it. Eat it. </li></ul><ul><li>More than just veggie gardening. Taking time to enjoy the pleasure of gardening – from weeding to pruning bonsai </li></ul>Felder Rushing’s Blog
  39. 39. Emerging Trend: IRL In Real Life <ul><li>'All that networking and faux-networking didn't do a thing for us,'&quot; said Richard Laermer, a trend watcher and author of &quot;2011: Trendspotting for the Next Decade.&quot; </li></ul><ul><li>  </li></ul><ul><li>Next trend: Put down the mouse and pick up the phone. </li></ul><ul><li>Get back to life. </li></ul>
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