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2011 garden trends anla new clinic 2011



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