• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Garden Media Group 2010 Garden Trends Report
 

Garden Media Group 2010 Garden Trends Report

on

  • 9,468 views

Gardening is back. With the slow down of the economy and tightening of our belts, we've seen a shift in priorities from we to me. Sharing is now trumping greed,& a return to a new sense of ...

Gardening is back. With the slow down of the economy and tightening of our belts, we've seen a shift in priorities from we to me. Sharing is now trumping greed,& a return to a new sense of self-sufficiency is fueling a renewed appreciation for our land— defined more by nostalgia rather than geography; caretakers rather than developers.

Yard-sharing with people -- dividing resources, skills, space, tools, and time – is popping up to support our need to “go local,” strengthening our neighborhoods. We’re connecting to the soil and with each other, sharing the bounty and giving families food that’s more nutritious, tastier and less costly.

www.gardenmediagrup.com

Statistics

Views

Total Views
9,468
Views on SlideShare
6,560
Embed Views
2,908

Actions

Likes
3
Downloads
144
Comments
1

6 Embeds 2,908

http://www.susancohangardens.com 2872
http://www.slideshare.net 30
http://www.linkedin.com 3
http://www.susancohan.com 1
http://www.google.com 1
http://131.253.14.98 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Interesting presentation, well made!

    John http://www.riding-mower.org/
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Savvy consumers in advanced economies know the difference between brands that want to sell happiness and brands that want to facilitate happiness. And they will endorse those brands that help them find and create happiness in themselves.

Garden Media Group 2010 Garden Trends Report Garden Media Group 2010 Garden Trends Report Presentation Transcript

  • Garden Media Group’s Mega Trends to Garden Trends February 4, 2010 © 2010 Garden Media Group
  • The Who, What, Why & How of Trends
    • Global Consumer Trends
    • State of the Industry Trends
    • “ What’s Hot. What’s Not.”
    • for 2010 Garden Trends
    • How to Ride the Trend Wave
    • GMG Trend Sightings
  • Why Should Care about Trends?
    • Position your company as a trend leader
    • Consumers want what’s new and hot
    • Trends drive consumers and consumers drive sales
  • How do I apply these trends
    • Connect the dots to select or create new products, services or customer experiences
    • Attract customers “living the trends”
    • Speak the language in marketing, advertisings & PR
  • Let’s Look at What Global Consumer Trends Are Shaping Buying Habits And how to use them to motivate your customers
  • Top Global Consumer Trends
    • Social
    • Mindful
    • A-C-G-Generations
    • Eco-Bounty
    • Down-Sizing
    • Buy Local
  • Mindful is in.
    • Bling is out.
    • The collapse of greed and self-indulgence
    • A new patriotism of spirit – volunteering has trumped greed.
    • Shift from ‘Me’ to ‘We’
    • It’s a healthy consciousness that is bringing us back to the earth to be restored .
        • Bill Doeckel
        • Ball Innovations
    • A is for Ascending Generation
    • 30-to-50 somethings
    • are redefining adulthood with their young-at-heart lifestyle
    • Driving demand for products made from recycled materials in sync with their focus on social and environmental issues.
    • Opportunity: Show them creative ways to sustain their lifestyle and express their individuality in the backyard
    The A-Generation
  • The C-Generation
    • Content
    • Creative
    • Control
    • Sharing an experience is as valuable – if not more valuable – than the actual experience itself.
    Opportunity: Provide personalized products, services, and solution information Offer venues for sharing gardening experiences
  • The 500 Pound Gorillas
    • 350 million Facebook users – up 600%
    • 50 million Twitter users - up 1,382%
    • 17% “Matures” —63 to 75 — use Twitter regularly
    • Facebook users post 45 million updates daily
    • Nearly 28 million “tweets” daily
    • 3 Years of content being uploaded daily to YouTube
  • The C-Generation: Mommies
    • Moms are spending time online searching for promotions and sharing opinions,
    • Of women with children at home
    • 60.3% use Facebook
    • 42.4% use MySpace
    • 16.5% use Twitter.
    • Purchase Decisions:
    • 93.6% regularly or occasionally seek advice
    • 97.2% give advice
    Retail Advertising and Marketing Association
  • The G-Generation
    • Reputation Economy
    • Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol
    • Service Rocks! More people volunteering
    • Giving and donating is painless, if not automatic
    • Opportunity: Let customers co-donate and/or co-decide what causes to support.
    Shift from “Me” to “We” Giving is the new taking, and sharing is the new giving!
  • Eco Bounty
    • A by-product of the on-line revolution
    • Save Our Society trend
    • Ecologically aware
    • Desire to build up society
  • Eco-Bounty 9 out of 10 are “green” in some form 59% working for a better environment 84.4% willing to pay more for “green” garden/landscaping supplies Being “green” is defined by personal actions & identified by a lifestyle
  • ECO-BOUNTY
    • Shift from eco-elitism to conservation and frugality
    • Opportunity: Show consumers how gardening is the ultimate “green” activity –
    • Plants are a good Value that support their environmental Values
    The invention of necessity, CowPots now brokers Carbon Credits 2009 Conscious Consumer Study (LOHAS)
  • Re-inventing Happiness
    • Personal satisfaction and quality of life
    • Gardening is part of this ‘happiness trend’
    • Gardening = Luxury + Relaxation + Peace
    • Tending a garden helps people achieve higher levels of happiness  self gratification, self discovery
  • Down-Sizing
    • Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft. in 2009 (NAHB)
    • What does this mean for gardening/landscape design-build professionals?
      • Large porches, decks, trees and flower beds– new bonus room.
      • Current homeowners staying put and investing in outdoor living spaces.
  • Housing Opportunity
    • According to a Gallup poll, landscaping can increase the overall value of a home by 7 to 15%.
    • A home worth $250,000 has the potential to increase to $287,500+++ with the right landscaping!
    • Opportunity: Show how landscaping protects and increases the value of their investment
  • New Homebuyers
    • All about community
    • Interested in the community of the whole word.
    • Instant answers to questions
    • Companionship
    • Control over information
    • Opportunity:
    • Offer “how to” workshops
    • Give venues to share success with others
    • “ Locavore” was first introduced in 2005
    • New Oxford American Dictionary named locavore the word of the year for 2007
    Local is New Organic ‘ Lo-ca-vore’
    • Local is now the backyard
    • Clearly, the right plant from the right spot and for the right spot is on the consumer’s mind
    • Opportunity:
    • Promote locally grown
    • & native plants
    • as ideal for your yard
    Local is the new organic
  • Buy Local
    • "Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative.
    • 80% said public awareness of the value of choosing locally owned businesses had increased in the last year
    • Opportunity: Position your business as a local provider
  • Local Marketing Opps
    • Target customers on line with
    • Set up Facebook Fan Page
    • Facebook ads
    • Use mobile devices and local Internet searches
    • Use one-to-one e-mail marketing to treat customers uniquely and individually
  • State of the Industry Things are looking up! Gardening is Back!
  • Nursery & Garden Stores U.S. Industry Report 2009
    • Products and techniques have experienced significant change in the last twenty years
    • Continued shift towards environmentally friendly products
    • Changes centered around organic gardening, using natural products
    Key Industry Figures 2009   Industry Revenue *29,200 $Mil Revenue Growth *-6.7 % Industry Gross Product *4,814 $Mil Number of Establishments *14,892 Units Number of Enterprises *12,063 Units Employment *130,305 Units Total Wages *3,036 $Mil
    • Industry is promising:
      • Aging of the population
      • Increasing need for help
      • Outsourcing of landscaping services
      • Continuing franchising of the industry
    Landscaping Services U.S. Industry Report 2009 Key Industry Figures 2009   Industry Revenue *52,390 $Mil Revenue Growth *-5.2 % Industry Gross Product *34,261 $Mil Number of Establishments *274,204 Units Number of Enterprises *272,611 Units Employment *1,139,538 Units Total Wages *19,219 $Mil
  • Product lines likely to do well in 2010?
    • Most garden centers expect business to be as good as this year, if not better .
    • Listed in “most cited” order
    • EDIBLE PLANTS
    • ORGANICS
    • Design/Service
    • Container Gardens
    • “ Green” Products
    • Water Garden
    • Irrigation
    • Herbs
    • Fountains
    • Décor
    • Composters
    • Birding
    • Native Plants
    Predictions offered by 211 garden retailers
  • GMG 2010 Trends © 2010 Garden Media Group
  • Main Street is in.
    • A new priority and the way we veiw $$$
    • Balancing practicality with comfort and fulfillment.
    • Responsibility, meaningful relationships and connectivity #1
    • “ Can-do” truly American spirit powered by a new sense of self-sufficiency
  • Main Street is in.
    • Renewed & nostalgic appreciation for our land
    • Have become caretakers rather than developers.
    • Certifying our backyard as a wildlife habitat
    • Sharing yards and gardens
    • Connecting to the soil . . . and each other
    • Sharing the bounty
    • Eating food that’s more nutritious, tastier and less costly
    • Younger couples embracing domesticity
    • SHE sews, knits, gardens - and even raises chickens
    • HE cooks and grows tomatoes
    • Veggie gardening up 19%
    • Seed sales up 30-50%
    • Canning jars up 15%
      • With LOHAS – Up 45%
    • Looking for value, price
      • & performance
    Main Street Is In
  • Edible Gardens
    • "Instead of mowing your lawn, you should eat it."
    • Eric Schlosser
    • FAST FOOD NATION
  • Edible Gardens Are In.
    • Lawns are out 
    • Replacing with gardens
    • Manicured lawns are serving no purpose
    • Want gardens to be productive, not just grass
  • Edible Gardens
    • Up 19% in participation
    • 41 million+ (38%) grew a vegetable garden in 2009
    • 19.5 million+ (18%) grew an herb garden
    • 16.5 million (15%) grew fruits during the same period
    • 7.7 million+ (7%) new edible gardeners
  • Edible Gardens
    • 37% plans to increase their edible gardens in 2010
    • 29% about the same
    • 1% plant less
    • Supplement groceries
    • Why less?
      • lack of success 14%
      • cost 13%
      • loss of interest 8%
      • and time involved 4%
    The Simple Garden makes it easy to grow herbs and veggies anywhere inside or out.
  • Blended Edible Gardens
    • Blended gardens are “productive spaces”
    • Mixing lettuces and parsley with the roses and petunias
    • “ I grew it myself.”
    • It’s hip, its cool, and its what gardens started out as!
    • Ethne Clarke
    • Editor in Chief, Organic Gardening
    Rosalind Creasy Michael Pollan
    • It’s time to reclaim our land for our greater good. 
    • Take that food-producing garden from the back 40 and put it wherever we want. 
    • Reunite the ornamental with the edible—roses beside tomatoes, corn anchored by geraniums, azaleas under grapevines. 
    • Margie Grace
    • APLD
    • 2009 International
    • Landscape Designer of the Year
    Blended Edible Gardens
  • Edible Gardens: Ornamental Fruit
    • Fruit-bearing shrubs used as ornamental shrubs –
    • Feed both the birds and the homeowners
    • 4 seasons of color
    • Perennial – ‘foreverism’
  • Edibles: Smaller Plants
    • 6-Packs are Back
    • Vegetables bred for containers--smaller size, less vining, still lots of production.
      • Diane Blazek
      • All American Selections
  • Edible Gardening: Swapping & Sharing
    • CSA’s increasing and full
    • Community Garden waiting lists lengthening
    • Plant swaps on the rise
  • 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.
    • GIY Trend continues -- growing plants from seeds or transplants
    • Veggie gardening up 19%
    • Seed sales up 30-50%
    • Canning jars up 15%
      • With LOHAS – Up 45%
    • Looking for value, price
      • & performance
    Slow Gardening
  • Eco-Boosting 58% of LOHAS segment want to go “ beyond sustainable ” Boost the Environment. Work with Mother Nature. Natural Marketing Institute 2009 LOHAS Research
  • Eco-Boosting
    • Consumers think companies should focus on . . .
      • 1 st -- Supporting people
      • 2 nd -- Protecting the environment
      • Last -- Profitability
    • Opportunity:
    • Position your business as an eco-solution
    • Develop environmental programs families can easily adopt
    • Natural Marketing Institute
    • 2009 LOHAS Research
  • Eco-Boosting: Biodiversity
    • United Nations Declares 2010
    • ‘ International Year of Biodiversity’
    • A celebration of life on earth and the value of biodiversity for our lives.
    • Strive for a more sustainable use of natural resources
    • Preserve and increase natural habitats
    • Reduce climate change
  • Eco-Boosting: Chelsea 2010
    • "Biodiversity will be big this year and a lot of people will be tying in with that, including the RHS, which will have its own stand dedicated to it.”
    • Alex Baulkwill
    • Show Manager, RHS Chelsea Flower Show
  • Eco Boosting: Gardening for Wildlife
    • Consumers are feeling they have more of a role as:
    • naturalist
    • conservationist
    • and stewards of the earth
    • Opportunity: Educate, Educate, Educate
    • Help people fulfill their new purpose
  • Eco Boosting: Gardening for Nature
    • 2008 NGA Environmental Lawn and Garden Survey
    • 9 out of 10 households said it’s important to manage their lawns and gardens in an environmentally friendly way
    • 53% know how to maintain their home lawn or garden using good environmental stewardship practices
    • 30% don’t know how to care for their landscape in a way that is environmentally sound
  • Eco-Boosting: Perennials
    • Popularity increasing from the past decade
    • Increasing for low maintenance, low water use and low chemical needs
    • Drought tolerant and long blooming
    • “ foreverism” trend – the plants are “never done”
    Early Bird Cardinal Centerton Nursery FUBUKI Hakonechloa 'Briform' USPPAF Briggs Nursery
  • Eco-Boosting: Gas vs Fire vs Solar
    • Gas vs. fire for garden elements. Natural gas burns clean...wood pollutes.
    • Susan Cohan
    • Certified landscape designer
    • Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags
    • ECO-ICONIC landscapes, living roofs & green walls
    • Eco-lifestyle satisfies consumers’ need for eco-status
    • Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories
    Eco-Ego Boosting: Eco-Iconic
  • Natives are the new “local”
    • Natives should rule the garden.
    • “ Nativar” – A cultivar and/or hybrid of a Native species.
    • Allan Armitage
    • Breeder and Author
    
  • Natives are the new “local”
    • Relatively unknown topic only a few years ago
    • Today a majority of the gardening public say they want to know more about natives
    • 54% are highly interested in native plants
    • GWA Late June 2009
  • Natives are In.
    • Role of naturalist, conservationists and stewards of the earth
    • Circle-of-life
    • Native plants provide birds with a natural food source
    • The best plants for your state:
    • nwf.org/backyard/food.cfm
    • abnativeplants.com
  • Landscapes get 'green' ratings
    • 1st national rating system for sustainable landscapes
    • Star rating scale measures several criteria, including landscaping with native plants to reduce maintenance, irrigation and use of pesticides
    • Opportunity:
    • Be part of the Sustainable Sites Initiative
    • www.sustainablesites.org
  • Multi-Tasking Goes High Tech
    • Tech Gadgets
    • Animal & Plant Cams
    • Water Saving technology
  • Multi-Tasking: Rain Gardens & HellStrips
    • Strip of dirt between the sidewalk and the street,
    • Notoriously hard to grow plants of any kind
    • Lack of water, heat reflected from paved surfaces, foot traffic, trash, and salt from winter snowmelt.
    • Plant with drought resistant, native plants in ¼” gravel for ) maintenance garden
    HellStrip Portland Nursery
  • Multitasking Grows Goodness
    • Single purpose is out.
    • Luke Miller
    • Better Homes & Gardens
    • We’ll see more
    • multi-purpose shrubs
    • ...ornamental, edible fruit.
    ‘ Pink Lemonade’ Vaccinium Briggs Nursery
  • Multi Tasking Grows Up
    • Vertical plantings hide an ugly wall
    • Vertical lines blur the borders of the garden
    • Living walls act as sound insulation
    • Green walls
      • provide a habitat
      • for wildlife.
    At chelsea, the walls on this Fenchurch Garden are clothed in alchemilla mollis, grasses and sedums Sun Parasol Crimson
  • Multi Tasking Grows Green Walls
    • Plants producing oxygen
    • Plants remove 87% of VOCs - carbon dioxide
    • Plants purifying the air of indoor toxins
    • Plants beautify a space
  • Water is In. Water is Out.
  • Water is In and Out!
    • 13 million households participated in water gardening
    • Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles
  • Water is In
    • Educate consumers on better land stewardship
    • Create a positive image
    • Promote your good practices
    • For tips & strategies, visit:
      • anla.org/waterwise
      • www.costafarms.com
      • www.epa.gov/watersense
  • Succulent Gardening "Succulent Container Gardens" Debra Lee Baldwin
  • Water is In
    • Water in the garden is an essential element
    • Fountains – water without the mess or maintenance
    • Add value
    • Plug & Play
    • “ I’m seeing lots of fountains- on tabletops and in the garden, and sometimes more han one. Adding a fountain to your garden, even a small fountain, is a great investment.”
    • Jon Carloftis
    • Garden Designer
    Campania International
  • Outside In is In Extend nature’s influence by bringing the outdoors in Indoor houseplants Consumers concern for health benefits and indoor air quality The USDA saw a 19.3% increase in Foliage sales in 2007 Red Sister Cordyline Costa Farms Peace Lily Costa Farms
  • Outside In: At Home NASA scientists recommend at leaset one indoor plant for every 100 sq. ft of living space Indoor plants = healthy living Seeing more: Orchids Indoor herbs gardens Live plants for the holidays
    • Outside In: The Office
    Peace lilies at the office.
    • Increase productivity
    • Increases biodiversity
    • Increases humidity
    • Increases attendance
    • Reduces stress
    • Reduces headaches
    • Reduces dry skin
    • Reduces fatigue
    Indoor plants purify up to 87% of indoor air pollutants - VOCs
  • Outside In: O2 for You: Plants with a Purpose
    • Grass roots
    • Public service campaign
    • Educates about the health benefits of indoor plants
    • Opportunity: Shout the green message.
    • www.O2forYou.org
  • Color! Color! Color!
    • Turquoise: a color of deep compassion and healing, & a color of faith and truth
  • Purple! Purple! Purple!
    • Rhododendron ‘Florence Parks’
  • Purple! Purple!! Purple!!! ‘ Baptisia australis’ False Blue Indigo 2010 Perennial Plant of the Year
  • Color
    • “ I think we'll see much brighter colours
    • with dark, moody backdrops."
    • Andrew Duff
    • Director
    • Inchbald School of Garden Design
    Rhododendron 'Rabatz‘ Briggs Nursery
  • Ride the trend wave with key suppliers, & with customers
  • How do I take advantage of trends
    • Stay up to speed with what’s new with consumers in general
    • Read related industry’s trade publications
    • Attend trade shows outside of the industry – home – gift – outdoor living
  • How do I take advantage of trends
    • Read fashion & home “trend setting” publications
    • Look at other “hot” retailers who “get it”
    • Start connecting the dots in your everyday life
  • How do I take advantage of trends with suppliers
    • Leverage relationship with suppliers at the top of the food chain
    • Use your sales rep
    • Set up channels of commutations with vendors to get news bulletins, press releases, images, etc.
    • Create an “As seen in “ program
  • How do I take advantage of trends with suppliers
    • Hold staff product knowledge workshops – either with vendors or by department
    • Find out what products are being “spotlighted” from the supplier’s end – what are they pushing to consumers?
    • Ask your customers to tell you what’s hot.
    • Develop a dialogue
    Hold “what’s new” training with staff
  • How do I take advantage of trends with your customers
    • Position your retail store as the place for what’s new and hot
    • Use vendor’s press releases and images
    • Position yourself with the media as the expert on what’s new
    • Invite local, regional and national experts in for talks & demonstrations on what’s hot
  • How do I take advantage of trends with your customers
    • Tap into your customers’ “collective brain” – tell their stories in pictures
    • Highlight new trends in the store, on your web, Facebook and newsletters
    • Involve the end users to share and participate in the creation of “products”
    • Build communities
  • How do I take advantage of trends with your customers
  • How does GMG determine Garden Trends? We don’t just use a crystal ball
  • Eyes & Ears on the Pulse of the Industry
  • GMG Trends Report – How do we come up with the trends
    • First released 2001
    • We gather results from research reports from various industry sources
    • We look at home, fashion, retail, and consumer trends and research
    • We compare with industry and horticulture research
  • GMG Trends Report – How do we come up with the trends
    • Interview breeders, landscape designers, green industry leaders and garden media
    • Follow trends in other industries, including cultural trends, home, fashion, and technology
    • We visit lots of trial gardens across the country with key garden influencers
    GMG Summer Road Tour with Southern Living
  • GMG Garden Trends Sources
    • TrendWatching.Com
    • National Gardening Survey
    • Garden Writers Association
    • Standpoint Marketing
    • Industry Data
    • L&G Trade Magazines
    • Consumer Magazines
    • Breeders & Growers
    • Garden Centers
    • Garden Media
    • Connecting Dots
  • The Bottom-Line on Trends
    • Ultimately,
    • the consumer determines
    • what they need
    • to try
    • & what they
    • must have
    • Make sure
    • You are keeping up!
  • Gardens feed the soul
      • Evoke all the senses! Create breath-takingly beautiful gardens
    • Rachel de Thame of the London Times sees
      • “ A shift in mood, a yearning to combine common sense with the equally important business of feeding the soul. In challenging times, what we need more than ever is the pleasure and comfort we find in beauty.
      • If you want to truly enrich your life, make your garden beautiful. Create something that makes you catch your breath as you step outdoors —
      • and tend it yourself as much as you are able.”
  • To download & reprint the GMG 2010 Garden Trends Report or view all Trend Reports, go to: GardenMediaGroup.com & Please remember to give GMG credit. [email_address] 610-444-3040 © 2010 Garden Media Group