GMG 2011 Garden Trends Report updated release September 10, 2010

What Global Consumer Trends Are Shaping Buying Habits AND INFLUENCING GARDENING & OUTDOOR LIVING

Great Expectations
Global Trends
L&G O utlook
2011 Ga r den Trends
Emerging Trends

Global Consumer Trends Statusphere Function-all Connectivity Living Local Down-Sizing Staycation Green Life-Style

STATUSPHERE
The need for recognition is at the heart of every consumer trend
The ultimate (hidden) in subconscious but ever-present force
Consumers are no longer solely obsessed with the biggest or most expensive

5 Ways to Get a Status Fix
Traditional luxury lust: Bigger, Better, Harder
Generosity: Giving is the New taking
Green Credentials & Unconsumption
In the Know & Skills
Connectivity

Status -Traditional: 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)
Large porches, decks, trees and flower beds– new bonus room.
Current homeowners staying put and investing in outdoor living spaces.

Status: Generosity Generation
“ People coming into independent garden centers are benefiting from live events for a good cause - year-round.”
Paige Worthy
American Nursery & Landscape Association
Plant for a reason. Women love to give to a cause to “do” what they love – run, walk or garden

Status: Function-All:
Simple, small and/or cheap
Easier to use for inexperienced consumers
Energy efficient or not using any traditional energies at all
Easy to repair
Waste-reducing
Robust and good for rugged conditions
Good design
Self-sustaining

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
Status: Function-All

Status: Function-All American Exceptionalism
Heritage chic
“ Can-do” American spirit powered by a new sense of self-sufficiency
Responsibility, meaningful relationships and connectivity is #1
Shifting priorities
Balancing practicality with comfort and fulfillment.

Status: Brand America
Follows heritage chic trend
Increased global appetite for "brand America"
Ads emphasize the hardworking, can-do spirit, industrial fortitude, and pick-ourselves-up-by-our-own-bootstraps message
European designers partnering with old American brands

Status: Brand America
Levi’s in the lime light at the Paris spring/summer 2010 men's runway shows
Converse low-top sneakers are on all the chic feet in France
Americans prefer American cars for the 1 st time in 13 years.
Made in America is back.

Connection Explosion
Facebook: 400 million active Facebook users
50% log on every day
Average user has 150 “friends”
Source: Facebook.com
Twitter: 108 million registered Twitter users
New users signing at 300,000 per day
180 million unique visitors come to the site every month
600 million search queries per day
37% use phone to tweet
17% “Matures” —63 to 75 — use Twitter regularly
Source: Twitter.com
YouTube: Exceeds 2 Billion views per day
(Double the prime-time audience of all 3 major U.S. broadcast networks combined!)
Average visitor spends 15 minutes a day on YouTube
Source: Youtube statistics

Connectivity: Sharing is Power! Social Media allows you to: Provide personalized products, services, and solution information instantly to thousands of potential customers Offer venues for sharing gardening experiences Offer incentives like “groupon”

Connectivity: Mommies Rule!
Moms sharing products and experiences are changing the marketing landscape .
They are spending time online searching for promotions and sharing opinions and blogging.
Mommy blogs: I Go BOGO, She Saved, Moms Need to Know , etc collectively reach 2.3 million page views
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

Living Local
Local is now the backyard
Local is now an attitude
Hyper-cocooning
Push back against companies that make too much money and don't support their communities
Local, transparent sourcing
Craving for community, authenticity and information

Green Life-Style
Being ‘green’ is defined by personal actions & identified by a lifestyle:
Prefer all-natural products
Eating natural & organic food
Low-carbon footprint
Burst Media 2010 Report

Green Life-Style Sustainable Marketplace
Sustainability is here to stay.
Companies are taking greater responsibility for their actions in the marketplace and internalizing changes without regulation.
Transparency of companies for policies & actions.
-Natural Marketing Institute-2010
Glendora, California Sam's Club Solar Panels The Glendora Sam's Club is part of Walmart's commitment to accelerate and broaden its sustainability efforts through solar power.

Green Life-Style: Conservation
Shift from eco-elitism to conservation is growing!
Educate consumers on how gardening is the ultimate “green” activity.
Plants & products that support their environmental values will continue to grow strong.
The invention of necessity, CowPots now brokers Carbon Credits “ Consumers are making changes in their day-to-day lives to lighten their footprint on the environment.” 2010 Natural Marketing Institute LOHAS Research

Green Life-Style
Everyone now agrees, global warming or not, we all need to work together to rejuvenate, regenerate and restore Mother Earth.
The market for organic products is exploding
More people are choosing organic solutions

Green Lifestyle 8 of 10 in all age segments are incorporating “green” behaviors into their daily life Including seniors 65+ Burst Media 2010

Green Living
Homeowners want organic garden products – on the shelves
Products must be high quality
&
Good for the earth.

Green Living
Reduce
Reuse
Recycle
Restore the Earth
Return to Caretakers
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

Green Living
Consumers are willing to pay more for a variety of “green” products & gadgets.
Burst Media 2010
Green” Tech Gadgets
Solar lighting gaining in popularity
Animal & Plant Cams

“ Green” Gadgets go High Tech
The demand for technology gadgets and devices has reached fever pitch – and the buzz surrounding these smart phones, tablet computers, netbooks and e-readers is growing exponentially by the day.
-Burst Media June 2010 Survey
Opportunity: Take Advantage of Mobile Advertising
Leverage mobile advertising to target specific consumers with location-based messaging

Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags
ECO-ICONIC landscapes, living roofs & vertical green walls
Eco-lifestyle satisfies consumers’ need for eco-status
Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories
Eco-Iconic

State of the Industry “ Cautious Optimism”

Industry Status Report
2009 floricultural sales down 7% from 2008 revised levels (15 states surveyed)
11 of 15 states report declines from 2008 levels
Sales of $3.83 billion reported across the 15 states in 2009- down from revised $4.11 billion in 2008
Producers dropped 13% in the 15 major production states to 6,457 growers
Source: USDA

Gardens Come of Age
50% of homeowners have gardens in their backyard
26% have front yard gardens
43% who have a garden planned to use retailers for spring garden planning
37% gain knowledge from neighbors
34% use books and magazine for spring garden planning
Source: 2010 GWA Spring Survey

Garden Centers
54% of homeowners go to garden centers or local retail stores to purchase their spring garden plants
37% purchase plants at mass merchandisers or Big Box Stores
46% select a store or source for purchasing plant materials based on quality;
32% look for trained and educated staff
Source: 2010 GWA Spring Survey

Landscaping/Garden Elements
Consumers are asking for:
Low maintenance landscapes
Native Plants
Drought tolerant plants
Fountains
Ponds/rain gardens
Arbors
Ornamental water features
Source: American Society of
Landscape Architects survey -2010

2011 GMG Gardening Trends
8. Urban Farming
7. Growing Up
6. Indoor Gardening
5. Succulents
4. Sustainable Containers
3. Edible Ornamentals
Eco-Scaping

#1 Gardening Trend “ Gardening with a Purpose”

Gardening with a Purpose
“ Gardens continue
to reflect awareness
of how our landscapes enhance and improve the environment around us.”
Patricia St. John
President
Association of Professional Landscape Designers

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

Consumers are feeling they have more of a role as
naturalist,
conservationists
and stewards of the earth
E ducate people to help them fulfill their “new purpose”

Go “beyond sustainable”
Boost the Environment.
LOHAS consumers pushing for greater accountability and stewardship & greener products and a behavioral commitment by companies.
LOHAS Market Nears $300 Billion
Natural Marketing Institute
2010 LOHAS Research

“ Holistic living is now mainstream with the emphasis on renew, recycle and repurpose.”
Doug Jimerson Executive Director Better Homes and Gardens

Eco-Scaping

1st national rating system for sustainable landscapes
Star rating scale measures several criteria
Points are given for landscaping with native plants to reduce maintenance, irrigation and use of pesticides
Eco-Scaping: Sustainable Landscapes

Eco-Scaping: Sustainable Landscapes Project Living Proof - sustainable residential gardens Smart, ecologically sustainable landscaping practices for the 21st century Natives, veggies, rain barrels, low-maintenance lawns, permeable paving & recycled materials Marty Ross for the Kansas City Star September 5, 2010

Eco-Scaping: Natives
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

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
Help consumers “show-off” their eco-credentials and tell their eco-stories
Eco-Scaping: Natives

Eco Scaping: Lawn-Sizing
“ We’re under the spell of a collective lawn coma inherited from our ancestors. It’s time to wake up, and plant a seed.
Everyone is trending towards less turf, even on bigger estates. We are waking from our ‘lawn coma’.”
Margie Grace, APLD
2009 International Landscape Designer of the Year

Eco-Scaping: Lawn Reform
21 million acres of the USA are covered with non-native grasses
Municipalities and water utilities offering "cash-for-grass" incentives to replace lawns with low-water-use gardens.
Practice Organic Lawn Care
Use Low-Maintenance Turfgrasses
Reduce or Replace Lawns with any mixture of trees, shrubs, and perennials and edibles

Eco-Scaping: Perennials
Annual sales down 20%
Consumers demand easy care, drought resistant perennial
Hakonechloa macra FUBUKI ‘ Briform’ from Briggs Nursery.

Eco-Scaping: Water
Conserving natural resources and reusing water is gaining wide acceptance.
13 million households participated in water gardening
Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles
For tips & strategies, visit:
anla.org/waterwise www.epa.gov/watersense

Eco-Scaping: 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-Scaping: Biodiversity
"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-Scaping: Rooftop Gardens
Rooftop gardens reduce energy consumption (heat and cooling) and use of natural resources while providing attractive green spaces.

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 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

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
Edible Gardens

Edible Ornamentals
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

Veggie Gardens are American Staples
2/3’s of those who have a garden plan to grow their own vegetables this year
3/4’s grow their own vegetables for better quality, taste and nutrition
Almost half think it will be cheaper than buying from a store
More than half have a plot 20’x20’ or larger
Source: GWA 2010 Survey

Herbs and Veggies are hot!
Consumers adding a vegetable garden or herb garden increased 12% since last year.
GWA 2010 Report

Edibles: Smaller Ornamental Fruit
“ We’re seeing rising consumer interest in edibles: 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

Edibles: Smaller Plants
6-Packs are Back
Vegetables bred for containers--smaller size, less vining, still lots of production.
Diane Blazek
All American Selections

Rise of Edible Container Gardening
About half of all food gardening households grow food in containers
NGA 2009

Pot up herbs!
“ Herbs need to be in stock! Herbs in containers are perfect for smaller-scaled gardens.”
Sarah Martinez, Managing Editor Garden Center Magazine

Sustainable Containers

“ Forever containers” with shrubs and perennials
One note containers with just one evergreen
Small space gardens – often only in a container.
Foliage gives boom without the bloom – all year.
Mini Garden Campania Medallion Planter

Annuals sales down 20%
Lower-maintenance
Drought and disease resistant
No need to use pesticides and chemicals.
Four seasons of color

Sustainable Containers Gardeners creating mini-bouquet containers mixing perennials, vegetables, bulbs, grasses and vines with small shrubs and fewer annuals

Succulents "Succulent Container Gardens" Debra Lee Baldwin

Succulents: Drought Tolerant
Demand is growing for succulents
Easy, provide exotic shapes and color
Look attractive in containers, vertical, or in landscape

Outside In

Outside In Extend nature’s influence by bringing the outdoors in Indoor houseplants are increasing in popularity O2 for You – ‘Houseplants with a Purpose’ campaign educates consumers on benefits of indoor plants www.o2foryou.org Red Sister Cordyline Costa Farms Peace Lily Costa Farms

Outside In
Plants producing oxygen
Plants remove 87% of VOCs - carbon dioxide
Plants purifying the air of indoor toxins
Plants beautify a space

Outside In NASA scientists recommend at least one indoor plant for every 100 sq. ft of living space Orchids are increasing in popularity Live plants for the holidays instead of artificial Phalaenopsiss Orchid – Costa Farms

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

Growing Up!

Growing Up
“ Climbing plants are a largely untapped resource for today's gardeners.
They can be used to provide privacy, screen eye-sores, and draw the eye upward to create the illusion of space.”
Dr. Allan Armitage
Horticulturist
Susan Cohan, APLD

Going Vertical in Portland
$133 million renovation,
“ Vegetated fins” that grow more than 200 feet high
Changes with the seasons and nurtures plants that yield energy savings
Using 60 - 65 % less energy than comparable buildings
Saving $280,000 annually in energy costs.
The use of rainwater and low-flow plumbing fixtures will reduce potable water consumption by 68 percent.
And energy for lighting will be halved.

Vertical Gardening: Living Art

Vertical Container Gardens
Containers go vertical with perennials, vines and veggies.
“ Small space gardening and container vertical gardening that’s easy and low maintenance is in demand.”
Paige Worthy
American Nursery & Landscape Association

Urban Farming
About half of all food gardening households grow food in containers
NGA 2009

Urban Farming
“ Food Deserts” are blighted inner cities without access to fresh produce
Urban farming brings food into the community as micro-farms on just a few square meters or acres of land.
Source: Community Food Security Coalition

Urban Farming
Cities are transforming small backyards & private and public alleys into lush green gardens that are kid-friendly and are social meeting places.

Urban Farming
Urban Agriculture is “the growing, processing and distribution of food and other products through intensive plant cultivation and animal husbandry in and around cities”
Source: Community Food Security Coalition

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

Strengthening Communities through Gardening “ Garden Centers are offering square foot gardens for sale as an easy alternative to the massive, in ground garden concept.” Jennifer Polanz, Editor Todays Garden Center Magazine

Explosion of Community Gardens
1 million households grow food in a community garden (3 percent )
Companionship
Offers opportunity for fresh produce for those with small spaces
Source: NGA Survey
“ 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. They also have the tools gardeners need right there.”
Jennifer Polanz, Editor Todays Garden Center Magazine

Communities: Swapping & Sharing
CSA’s increasing and full
Community Garden waiting lists lengthening
Plant swaps on the rise

Buy Local/Buy Fresh: Rise of Farmers Markets
Farmers Markets are springing up throughout large cities, suburbs and small towns
"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
NMI Survey 2010

Vaccinium ‘Pink Lemonade’- Briggs Nursery
Color ! Color ! Color !

Color ! Color ! Color !
Colors of passion and simplicity with a tribute to ancient times roars into Spring 2011

Color!
Do more with less
Maximize contrasts to color and tones
Neutrals with a Primary color for “pop”
Colors
Gold, Bronze or high shine metallics
Grey-blue/Aqua-green /Teal
Deep Purplish
Rich reds to Rust & brick
Rich orange and berry hues paired with spicy browns and bronze metallic

“ I think we'll see much brighter colours
with dark, moody backdrops."
Andrew Duff
Director Inchbald School of Garden Design
Color Rhododendron 'Rabatz‘ Briggs Nursery

Purple! Purple!! Purple!!! ‘ Baptisia australis’ False Blue Indigo 2010 Perennial Plant of the Year

Purple! Purple! Purple!
Rhododendron
‘ Polar nacht’
Rhododendron ‘Florence Parks’

Color Sun Parasol Pretty Crimson

New Blue Native

Color Campania Patmos Planter & Campania Windsor Planter Weathered Copper

Color: “Steampunk” Influence
Blend of Victorian textures and accessories meets high-tech Sci-Fi
Architectural, industrial design blending with Victorian plant preferences (ferns) & accessories
Neutrals/ blondes/browns/gold with shiny metallic pop of bronzes and color

Ode to Steam Punk

Steam Punk N ew Hibiscus: Costa Farms

Emerging Trends
Biophilia
New Urbanism
Slow Gardening
In Real Life

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.

Wilson put forward the idea that humans evolved as creatures deeply enmeshed with the intricacies of nature
He says we still have this affinity with nature ingrained in our genotype.
He called it ‘biophilia’ – “the innate tendency to focus on life and lifelike processes."

People look to nature for restoration: physically & emotionally

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

Emerging Trend: New Urbanism Parklets
Replicate the European tradition of outdoor plazas for sunning and socializing
Parklets repurpose two to three parking stalls along a block as a space for people to relax, drink a cup of coffee, and enjoy the city around them.
Loitering is encouraged!
Pedestrian spaces, trees and flowering shrubs, flowered paths, eating areas.

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.

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.

Tribal Bonding
Like minded 20-30 year olds are joining together to plant specific herbs, exotic spices, small fruits and haute couture veggies that enhance their cooking
They share their edibles with the tribe
It’s the modern pot-luck dinner.
Connecting over food they grow and eat.

Gardens feed the soul

Gardens Bring Us Joy

To download & reprint the GMG 2011 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

GMG 2011 Garden Trends Report updated release September 10, 2010

by Garden Media Group on Jul 22, 2010

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GMG 2011 Garden Trends Report updated release September 10, 2010 — Presentation Transcript