Garden Media Group’s 2011 Mega Trends  to Garden Trends Suzi McCoy © 2010 Garden Media Group
What Global Consumer Trends  Are Shaping Buying Habits AND INFLUENCING  GARDENING & OUTDOOR LIVING
Great Expectations <ul><li>Global Trends </li></ul><ul><li>L&G O utlook </li></ul><ul><li>2011 Ga r den Trends </li></ul><...
Global Consumer Trends  Statusphere Function-all Connectivity Living Local Down-Sizing Staycation Green Life-Style
STATUSPHERE  <ul><li>The need for recognition is at the heart of every consumer  trend </li></ul><ul><li>The ultimate (hid...
5 Ways to Get a Status Fix <ul><li>Traditional luxury lust: Bigger, Better, Harder </li></ul><ul><li>Generosity: Giving is...
Status -Traditional: Down-Sizing <ul><li>Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft...
Status: Generosity Generation <ul><li>“ People coming into independent garden centers are benefiting from live events for ...
Status: Function-All: <ul><li>Simple, small and/or cheap </li></ul><ul><li>Easier to use for inexperienced consumers </li>...
<ul><li>Younger couples embracing domesticity </li></ul><ul><li>SHE sews, knits, gardens - and even raises chickens </li><...
Status: Function-All American Exceptionalism <ul><li>Heritage chic </li></ul><ul><li>“ Can-do” American spirit powered by ...
Status: Brand America <ul><li>Follows heritage chic trend  </li></ul><ul><li>Increased global appetite for &quot;brand Ame...
Status: Brand America <ul><li>Levi’s in the lime light at the Paris spring/summer 2010 men's runway shows </li></ul><ul><l...
Connection Explosion <ul><li>Facebook: 400 million  active Facebook users  </li></ul><ul><li>50% log on every day </li></u...
Connectivity: Sharing is Power!   Social Media allows you to: Provide personalized products, services, and solution inform...
Connectivity: Mommies Rule! <ul><li>Moms sharing products and experiences are changing the marketing landscape . </li></ul...
Living Local <ul><li>Local is now the backyard </li></ul><ul><li>Local is now an attitude </li></ul><ul><li>Hyper-cocoonin...
Green Life-Style <ul><li>Being ‘green’ is defined by personal actions & identified by a lifestyle:  </li></ul><ul><li>Pref...
Green Life-Style Sustainable Marketplace <ul><li>Sustainability is here to stay. </li></ul><ul><li>Companies are taking gr...
Green Life-Style: Conservation <ul><li>Shift from eco-elitism to conservation is growing! </li></ul><ul><li>Educate consum...
Green Life-Style <ul><li>Everyone now agrees, global warming or not, we all need to work together to rejuvenate, regenerat...
Green Lifestyle 8 of 10 in all age segments are incorporating “green” behaviors into their daily life Including seniors 65...
Green Living <ul><li>Homeowners want organic garden  products – on the shelves </li></ul><ul><li>Products must be high qua...
Green Living <ul><li>Reduce </li></ul><ul><li>Reuse </li></ul><ul><li>Recycle </li></ul><ul><li>Restore the Earth  </li></...
Green Living <ul><li>Consumers are willing to pay more for a variety of “green” products & gadgets.  </li></ul><ul><li>Bur...
“ Green” Gadgets go High Tech <ul><li>The demand for technology gadgets and devices has reached fever pitch – and the buzz...
<ul><li>Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags </li></ul><ul><li>ECO-...
State of the Industry “  Cautious Optimism”
Industry Status Report <ul><li>2009 floricultural sales down 7% from 2008 revised levels (15 states surveyed) </li></ul><u...
Gardens Come of Age <ul><li>50% of homeowners have gardens in their backyard  </li></ul><ul><li>26% have front yard garden...
Garden Centers <ul><li>54% of homeowners go to garden centers or local retail stores to purchase their spring garden plant...
Landscaping/Garden Elements <ul><li>Consumers are asking for:  </li></ul><ul><li>Low maintenance landscapes </li></ul><ul>...
GMG  2011 Trends © 2010 Garden Media Group
2011 GMG Gardening Trends <ul><li>8.  Urban Farming </li></ul><ul><li>7.  Growing Up </li></ul><ul><li>6.  Indoor Gardenin...
#1 Gardening Trend “ Gardening with a Purpose”
Gardening with a Purpose <ul><li>“ Gardens continue  </li></ul><ul><li>to reflect awareness  </li></ul><ul><li>of how our ...
Gardening with a Purpose: <ul><li>“  There’s a new vision throughout America more in sympathy with our backyard environmen...
Gardening with a Purpose <ul><li>Consumers are feeling they have more of a role as  </li></ul><ul><li>naturalist,  </li></...
Gardening with a Purpose <ul><li>Go “beyond sustainable” </li></ul><ul><li>Boost the Environment.  </li></ul><ul><li>LOHAS...
Gardening with a Purpose <ul><li>“ Holistic living is now mainstream with the emphasis on renew, recycle and repurpose.” <...
Eco-Scaping
<ul><li>1st national rating system for sustainable landscapes </li></ul><ul><li>Star rating scale measures several criteri...
Eco-Scaping: Sustainable Landscapes  Project Living Proof - sustainable residential gardens Smart, ecologically sustainabl...
Eco-Scaping: Natives <ul><li>Relatively unknown topic only a few years ago </li></ul><ul><li>Today a majority of the garde...
<ul><li>Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags </li></ul><ul><li>ECO-...
Eco Scaping: Lawn-Sizing <ul><li>“ We’re under the spell of a collective lawn coma inherited from our ancestors.  It’s tim...
Eco-Scaping: Lawn Reform <ul><li>21 million acres  of the USA are covered with non-native grasses </li></ul><ul><li>Munici...
Eco-Scaping: Perennials <ul><li>Annual sales down 20% </li></ul><ul><li>Consumers demand easy care, drought resistant pere...
Eco-Scaping: Water <ul><li>Conserving natural resources and reusing water is gaining wide acceptance. </li></ul><ul><li>13...
Eco-Scaping:  Biodiversity <ul><li>United Nations Declares 2010  </li></ul><ul><li>‘ International Year of Biodiversity’  ...
Eco-Scaping: Biodiversity <ul><li>&quot;Biodiversity will be big this year and a lot of people will be tying in with that,...
Eco-Scaping: Rooftop Gardens <ul><li>Rooftop gardens reduce energy consumption (heat and cooling)  and use of natural reso...
Edible Gardens <ul><li>&quot;Instead of mowing your lawn, you should eat it.&quot;   </li></ul><ul><li>Eric Schlosser  FAS...
Edible Gardens Are In.  <ul><li>Lawns are out  </li></ul><ul><li>Replacing with gardens  </li></ul><ul><li>Manicured lawns...
Edible Ornamentals <ul><li>“ We are integrating more edibles in our gardens: more herbs, more vegetables and more fruit tr...
<ul><li>It’s time to reclaim our land for our greater good.   </li></ul><ul><li>Take that food-producing garden from the b...
Edible Ornamentals <ul><li>Up 19% in participation </li></ul><ul><li>41 million+ (38%) grew a vegetable garden in 2009  </...
Veggie Gardens are American Staples <ul><li>2/3’s of those who have a garden plan to grow their own vegetables this year <...
Herbs and Veggies are hot! <ul><li>Consumers adding a vegetable garden or herb garden increased 12% since last year. </li>...
Edibles: Smaller Ornamental Fruit <ul><li>“ We’re seeing rising consumer interest in edibles: small fruit bearing shrubs l...
Edibles: Smaller Plants <ul><li>6-Packs are Back </li></ul><ul><li>Vegetables bred for containers--smaller size, less vini...
Rise of Edible Container Gardening <ul><li>About half of all food gardening households  grow food in containers </li></ul>...
Pot up herbs! <ul><li>“  Herbs need to be in stock! Herbs in containers are perfect for smaller-scaled gardens.”  </li></u...
Sustainable Containers
Sustainable Containers <ul><li>“ Forever containers” with shrubs and perennials </li></ul><ul><li>One note containers with...
Sustainable Containers <ul><li>Annuals sales down 20% </li></ul><ul><li>Lower-maintenance </li></ul><ul><li>Drought and di...
Sustainable Containers Gardeners creating  mini-bouquet containers  mixing perennials,  vegetables, bulbs,  grasses and vi...
Succulents &quot;Succulent Container Gardens&quot; Debra Lee Baldwin
Succulents: Drought Tolerant <ul><li>Demand is growing for succulents </li></ul><ul><li>Easy, provide exotic shapes and co...
Outside In
Outside In Extend nature’s influence by  bringing the outdoors in Indoor houseplants are increasing in popularity O2 for Y...
Outside In <ul><li>Plants producing oxygen  </li></ul><ul><li>Plants remove 87% of VOCs - carbon dioxide  </li></ul><ul><l...
Outside In NASA scientists recommend at least one indoor plant for every 100 sq. ft of living space Orchids are increasing...
Outside In:  O2 for You: Plants with a Purpose <ul><li>Grass roots </li></ul><ul><li>Public service campaign  </li></ul><u...
Growing Up!
Growing Up <ul><li>“  Climbing plants are a largely untapped resource for today's gardeners.  </li></ul><ul><li>They can b...
Going Vertical in Portland <ul><li>$133 million renovation,  </li></ul><ul><li>“ Vegetated fins” that grow more than 200 f...
Vertical Gardening: Living Art
Vertical Container Gardens <ul><li>Containers go vertical with perennials, vines and veggies. </li></ul><ul><li>“ Small sp...
Urban Farming <ul><li>About half of all food gardening households  grow food in containers </li></ul><ul><li>NGA 2009 </li...
Urban Farming  <ul><li>“ Food Deserts” are blighted inner cities without access to fresh produce </li></ul><ul><li>Urban f...
Urban Farming <ul><li>Cities are transforming small backyards & private and public alleys into lush green gardens that are...
Urban Farming <ul><li>Urban Agriculture is “the growing, processing and distribution of food and other products through in...
Vertical Farming <ul><li>Access to year-round fresh fruits and vegetables </li></ul><ul><li>Organically Grown: no herbicid...
Strengthening Communities through Gardening “ Garden Centers are offering  square foot gardens for sale as an easy alterna...
Explosion of Community  Gardens <ul><li>1 million households grow food in a community garden (3 percent )  </li></ul><ul><...
Communities: Swapping & Sharing <ul><li>CSA’s increasing and full </li></ul><ul><li>Community Garden waiting lists lengthe...
Buy Local/Buy Fresh: Rise of Farmers Markets <ul><li>Farmers Markets are springing up throughout large cities, suburbs and...
<ul><li>Vaccinium ‘Pink Lemonade’- Briggs Nursery </li></ul>Color !   Color !   Color !
Color !  Color !   Color ! <ul><li>Colors of passion and simplicity with a tribute to ancient times roars into Spring 2011...
Color! <ul><li>Do more with less </li></ul><ul><li>Maximize contrasts to color and tones </li></ul><ul><li>Neutrals with a...
<ul><li>“ I think we'll see much brighter colours  </li></ul><ul><li>with dark, moody backdrops.&quot; </li></ul><ul><li>A...
Purple! Purple!! Purple!!! ‘ Baptisia australis’ False Blue Indigo   2010 Perennial Plant of the   Year
Purple! Purple! Purple! <ul><li>Rhododendron  </li></ul><ul><li>‘ Polar nacht’ </li></ul>Rhododendron ‘Florence Parks’
Color Sun Parasol Pretty Crimson
New Blue Native
Color Campania Patmos Planter & Campania Windsor  Planter Weathered Copper
Color: “Steampunk” Influence <ul><li>Blend of Victorian textures and accessories meets high-tech Sci-Fi  </li></ul><ul><li...
Ode to Steam Punk
Steam Punk N ew Hibiscus: Costa Farms
Emerging Trends <ul><li>Biophilia </li></ul><ul><li>New Urbanism </li></ul><ul><li>Slow Gardening </li></ul><ul><li>In Rea...
Emerging Trend: Biophilia <ul><li>Biophilia --  An instinctive bond between humans and other living systems, especially wi...
Emerging Trend: Biophilia <ul><li>Wilson put forward the idea that humans evolved as creatures deeply enmeshed with the in...
Emerging Trend: Biophilia <ul><li>People look to nature for restoration: physically & emotionally </li></ul>
Emerging Trend:  New Urbanism <ul><li>Living an urban lifestyle in sustainable, convenient and enjoyable places while prov...
Emerging Trend:  New Urbanism Parklets <ul><li>Replicate the European tradition of outdoor plazas for sunning and socializ...
Emerging Trend:  Slow Gardening <ul><li>Started with the Slow Food movement from the 90s </li></ul><ul><li>People taking m...
Emerging Trend: IRL  In Real Life <ul><li>'All that networking and faux-networking didn't do a thing for us,'&quot; said R...
Tribal Bonding <ul><li>Like minded 20-30 year olds are joining together to plant specific herbs, exotic spices,  small fru...
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...
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GMG 2011 Garden Trends Report updated release September 10, 2010

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Garden Media Group's 2011 Garden Trends Report, Suzi McCoy released the top garden and outdoor living trends at the 2010 GWA Annual Symposium in Dallas, TX September 10, 2010.

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GMG 2011 Garden Trends Report updated release September 10, 2010

  1. 1. Garden Media Group’s 2011 Mega Trends to Garden Trends Suzi McCoy © 2010 Garden Media Group
  2. 2. What Global Consumer Trends Are Shaping Buying Habits AND INFLUENCING GARDENING & OUTDOOR LIVING
  3. 3. Great Expectations <ul><li>Global Trends </li></ul><ul><li>L&G O utlook </li></ul><ul><li>2011 Ga r den Trends </li></ul><ul><li>Emerging Trends </li></ul>
  4. 4. Global Consumer Trends Statusphere Function-all Connectivity Living Local Down-Sizing Staycation Green Life-Style
  5. 5. STATUSPHERE <ul><li>The need for recognition is at the heart of every consumer trend </li></ul><ul><li>The ultimate (hidden) in subconscious but ever-present force </li></ul><ul><li>Consumers are no longer solely obsessed with the biggest or most expensive </li></ul>
  6. 6. 5 Ways to Get a Status Fix <ul><li>Traditional luxury lust: Bigger, Better, Harder </li></ul><ul><li>Generosity: Giving is the New taking </li></ul><ul><li>Green Credentials & Unconsumption </li></ul><ul><li>In the Know & Skills </li></ul><ul><li>Connectivity </li></ul>
  7. 7. Status -Traditional: Down-Sizing <ul><li>Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft. in 2009 (NAHB) </li></ul><ul><li>Large porches, decks, trees and flower beds– new bonus room. </li></ul><ul><li>Current homeowners staying put and investing in outdoor living spaces. </li></ul>
  8. 8. Status: Generosity Generation <ul><li>“ People coming into independent garden centers are benefiting from live events for a good cause - year-round.” </li></ul><ul><li>Paige Worthy </li></ul><ul><li>American Nursery & Landscape Association </li></ul>Plant for a reason. Women love to give to a cause to “do” what they love – run, walk or garden
  9. 9. Status: Function-All: <ul><li>Simple, small and/or cheap </li></ul><ul><li>Easier to use for inexperienced consumers </li></ul><ul><li>Energy efficient or not using any traditional energies at all </li></ul><ul><li>Easy to repair </li></ul><ul><li>Waste-reducing </li></ul><ul><li>Robust and good for rugged conditions </li></ul><ul><li>Good design </li></ul><ul><li>Self-sustaining </li></ul>
  10. 10. <ul><li>Younger couples embracing domesticity </li></ul><ul><li>SHE sews, knits, gardens - and even raises chickens </li></ul><ul><li>HE cooks and grows tomatoes </li></ul><ul><li>Veggie gardening up 19% </li></ul><ul><li>Seed sales up 30-50% </li></ul><ul><li>Canning jars up 15% With LOHAS – Up 45% </li></ul><ul><li>Looking for value, price & performance </li></ul>Status: Function-All
  11. 11. Status: Function-All American Exceptionalism <ul><li>Heritage chic </li></ul><ul><li>“ Can-do” American spirit powered by a new sense of self-sufficiency </li></ul><ul><li>Responsibility, meaningful relationships and connectivity is #1 </li></ul><ul><li>Shifting priorities </li></ul><ul><li>Balancing practicality with comfort and fulfillment. </li></ul>
  12. 12. Status: Brand America <ul><li>Follows heritage chic trend </li></ul><ul><li>Increased global appetite for &quot;brand America&quot;  </li></ul><ul><li>Ads emphasize the hardworking, can-do spirit, industrial fortitude, and pick-ourselves-up-by-our-own-bootstraps message </li></ul><ul><li>European designers partnering with old American brands </li></ul>
  13. 13. Status: Brand America <ul><li>Levi’s in the lime light at the Paris spring/summer 2010 men's runway shows </li></ul><ul><li>Converse low-top sneakers are on all the chic feet in France </li></ul><ul><li>Americans prefer American cars for the 1 st time in 13 years. </li></ul><ul><li>Made in America is back. </li></ul>
  14. 14. Connection Explosion <ul><li>Facebook: 400 million active Facebook users </li></ul><ul><li>50% log on every day </li></ul><ul><li>Average user has 150 “friends” </li></ul><ul><li>Source: Facebook.com </li></ul><ul><li>Twitter: 108 million registered Twitter users </li></ul><ul><li>New users signing at 300,000 per day </li></ul><ul><li>180 million unique visitors come to the site every month </li></ul><ul><li>600 million search queries per day </li></ul><ul><li>37% use phone to tweet </li></ul><ul><li>17% “Matures” —63 to 75 — use Twitter regularly </li></ul><ul><li>Source: Twitter.com </li></ul><ul><li>YouTube: Exceeds 2 Billion views per day </li></ul><ul><li>(Double the prime-time audience of all 3 major U.S. broadcast networks combined!) </li></ul><ul><li>Average visitor spends 15 minutes a day on YouTube </li></ul><ul><li>Source: Youtube statistics </li></ul>
  15. 15. 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”
  16. 16. Connectivity: Mommies Rule! <ul><li>Moms sharing products and experiences are changing the marketing landscape . </li></ul><ul><li>They are spending time online searching for promotions and sharing opinions and blogging. </li></ul><ul><li>Mommy blogs: I Go BOGO, She Saved, Moms Need to Know , etc collectively reach 2.3 million page views </li></ul><ul><li>Of women with children at home </li></ul><ul><li>60.3% use Facebook </li></ul><ul><li>42.4% use MySpace </li></ul><ul><li>16.5% use Twitter </li></ul><ul><li>Purchase Decisions: </li></ul><ul><li>93.6% regularly or occasionally seek advice </li></ul><ul><li>97.2% give advice </li></ul>Retail Advertising and Marketing Association
  17. 17. Living Local <ul><li>Local is now the backyard </li></ul><ul><li>Local is now an attitude </li></ul><ul><li>Hyper-cocooning </li></ul><ul><li>  Push back against companies that make too much money and don't support their communities </li></ul><ul><li>  Local, transparent sourcing </li></ul><ul><li>Craving for community, authenticity and information </li></ul>
  18. 18. Green Life-Style <ul><li>Being ‘green’ is defined by personal actions & identified by a lifestyle: </li></ul><ul><li>Prefer all-natural products </li></ul><ul><li>Eating natural & organic food </li></ul><ul><li>Low-carbon footprint </li></ul><ul><li>Burst Media 2010 Report </li></ul>
  19. 19. Green Life-Style Sustainable Marketplace <ul><li>Sustainability is here to stay. </li></ul><ul><li>Companies are taking greater responsibility for their actions in the marketplace and internalizing changes without regulation. </li></ul><ul><li>Transparency of companies for policies & actions. </li></ul><ul><li>-Natural Marketing Institute-2010 </li></ul>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.
  20. 20. Green Life-Style: Conservation <ul><li>Shift from eco-elitism to conservation is growing! </li></ul><ul><li>Educate consumers on how gardening is the ultimate “green” activity. </li></ul><ul><li>Plants & products that support their environmental values will continue to grow strong. </li></ul>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
  21. 21. Green Life-Style <ul><li>Everyone now agrees, global warming or not, we all need to work together to rejuvenate, regenerate and restore Mother Earth. </li></ul><ul><li>The market for organic products is exploding </li></ul><ul><li>More people are choosing organic solutions </li></ul>
  22. 22. Green Lifestyle 8 of 10 in all age segments are incorporating “green” behaviors into their daily life Including seniors 65+ Burst Media 2010
  23. 23. Green Living <ul><li>Homeowners want organic garden products – on the shelves </li></ul><ul><li>Products must be high quality </li></ul><ul><li>& </li></ul><ul><li>Good for the earth. </li></ul>
  24. 24. Green Living <ul><li>Reduce </li></ul><ul><li>Reuse </li></ul><ul><li>Recycle </li></ul><ul><li>Restore the Earth </li></ul><ul><li>Return to Caretakers </li></ul><ul><li>Shift from ‘Me’ . . . </li></ul><ul><li>. . . to ‘We’ </li></ul><ul><li>“ It’s a healthy consciousness that is bringing us back to the earth to be restored .” </li></ul><ul><ul><ul><li>Bill Doeckel </li></ul></ul></ul><ul><ul><ul><li>Ball Innovations </li></ul></ul></ul>
  25. 25. Green Living <ul><li>Consumers are willing to pay more for a variety of “green” products & gadgets. </li></ul><ul><li>Burst Media 2010 </li></ul><ul><li>Green” Tech Gadgets </li></ul><ul><li>Solar lighting gaining in popularity </li></ul><ul><li>Animal & Plant Cams </li></ul>
  26. 26. “ Green” Gadgets go High Tech <ul><li>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. </li></ul><ul><li>-Burst Media June 2010 Survey </li></ul><ul><li>Opportunity: Take Advantage of Mobile Advertising </li></ul><ul><li>Leverage mobile advertising to target specific consumers with location-based messaging </li></ul>
  27. 27. <ul><li>Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags </li></ul><ul><li>ECO-ICONIC landscapes, living roofs & vertical green walls </li></ul><ul><li>Eco-lifestyle satisfies consumers’ need for eco-status </li></ul><ul><li>Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories </li></ul>Eco-Iconic
  28. 28. State of the Industry “ Cautious Optimism”
  29. 29. Industry Status Report <ul><li>2009 floricultural sales down 7% from 2008 revised levels (15 states surveyed) </li></ul><ul><li>11 of 15 states report declines from 2008 levels </li></ul><ul><li>Sales of $3.83 billion reported across the 15 states in 2009- down from revised $4.11 billion in 2008 </li></ul><ul><li>Producers dropped 13% in the 15 major production states to 6,457 growers </li></ul><ul><li>Source: USDA </li></ul>
  30. 30. Gardens Come of Age <ul><li>50% of homeowners have gardens in their backyard </li></ul><ul><li>26% have front yard gardens </li></ul><ul><li>43% who have a garden planned to use retailers for spring garden planning </li></ul><ul><li>37% gain knowledge from neighbors </li></ul><ul><li>34% use books and magazine for spring garden planning </li></ul><ul><li>Source: 2010 GWA Spring Survey </li></ul>
  31. 31. Garden Centers <ul><li>54% of homeowners go to garden centers or local retail stores to purchase their spring garden plants </li></ul><ul><li>37% purchase plants at mass merchandisers or Big Box Stores </li></ul><ul><li>46% select a store or source for purchasing plant materials based on quality; </li></ul><ul><li>32% look for trained and educated staff </li></ul><ul><li>Source: 2010 GWA Spring Survey </li></ul>
  32. 32. Landscaping/Garden Elements <ul><li>Consumers are asking for: </li></ul><ul><li>Low maintenance landscapes </li></ul><ul><li>Native Plants </li></ul><ul><li>Drought tolerant plants </li></ul><ul><li>Fountains </li></ul><ul><li>Ponds/rain gardens </li></ul><ul><li>Arbors </li></ul><ul><li>Ornamental water features </li></ul><ul><li>Source: American Society of </li></ul><ul><li>Landscape Architects survey -2010 </li></ul>
  33. 33. GMG 2011 Trends © 2010 Garden Media Group
  34. 34. 2011 GMG Gardening Trends <ul><li>8. Urban Farming </li></ul><ul><li>7. Growing Up </li></ul><ul><li>6. Indoor Gardening </li></ul><ul><li>5. Succulents </li></ul><ul><li>4. Sustainable Containers </li></ul><ul><li>3. Edible Ornamentals </li></ul><ul><li>Eco-Scaping </li></ul>
  35. 35. #1 Gardening Trend “ Gardening with a Purpose”
  36. 36. Gardening with a Purpose <ul><li>“ Gardens continue </li></ul><ul><li>to reflect awareness </li></ul><ul><li>of how our landscapes enhance and improve the environment around us.” </li></ul><ul><li>Patricia St. John </li></ul><ul><li>President </li></ul><ul><li>Association of Professional Landscape Designers </li></ul>
  37. 37. 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>
  38. 38. Gardening with a Purpose <ul><li>Consumers are feeling they have more of a role as </li></ul><ul><li>naturalist, </li></ul><ul><li>conservationists </li></ul><ul><li>and stewards of the earth </li></ul><ul><li>E ducate people to help them fulfill their “new purpose” </li></ul>
  39. 39. Gardening with a Purpose <ul><li>Go “beyond sustainable” </li></ul><ul><li>Boost the Environment. </li></ul><ul><li>LOHAS consumers pushing for greater accountability and stewardship & greener products and a behavioral commitment by companies. </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>
  40. 40. Gardening with a Purpose <ul><li>“ Holistic living is now mainstream with the emphasis on renew, recycle and repurpose.” </li></ul><ul><li>Doug Jimerson Executive Director Better Homes and Gardens </li></ul>
  41. 41. Eco-Scaping
  42. 42. <ul><li>1st 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 to reduce maintenance, irrigation and use of pesticides </li></ul>Eco-Scaping: Sustainable Landscapes
  43. 43. 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
  44. 44. Eco-Scaping: Natives <ul><li>Relatively unknown topic only a few years ago </li></ul><ul><li>Today a majority of the gardening public say they want to know more about natives </li></ul><ul><li>54% are highly interested in native plants </li></ul><ul><li>GWA Late June 2009 </li></ul>
  45. 45. <ul><li>Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags </li></ul><ul><li>ECO-ICONIC landscapes, living roofs & green walls </li></ul><ul><li>Eco-lifestyle satisfies consumers’ need for eco-status </li></ul><ul><li>Help consumers “show-off” their eco-credentials and tell their eco-stories </li></ul>Eco-Scaping: Natives
  46. 46. Eco Scaping: Lawn-Sizing <ul><li>“ We’re under the spell of a collective lawn coma inherited from our ancestors.  It’s time to wake up, and plant a seed. </li></ul><ul><li>Everyone is trending towards less turf, even on bigger estates. We are waking from our ‘lawn coma’.” </li></ul><ul><li>Margie Grace, APLD </li></ul><ul><li>2009 International Landscape Designer of the Year </li></ul>
  47. 47. Eco-Scaping: Lawn Reform <ul><li>21 million acres of the USA are covered with non-native grasses </li></ul><ul><li>Municipalities and water utilities offering &quot;cash-for-grass&quot; incentives to replace lawns with low-water-use gardens. </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>
  48. 48. Eco-Scaping: Perennials <ul><li>Annual sales down 20% </li></ul><ul><li>Consumers demand easy care, drought resistant perennial </li></ul>Hakonechloa macra FUBUKI ‘ Briform’ from Briggs Nursery.
  49. 49. Eco-Scaping: Water <ul><li>Conserving natural resources and reusing water is gaining wide acceptance. </li></ul><ul><li>13 million households participated in water gardening </li></ul><ul><li>Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles </li></ul><ul><li>For tips & strategies, visit: </li></ul><ul><ul><li>anla.org/waterwise www.epa.gov/watersense </li></ul></ul>
  50. 50. Eco-Scaping: Biodiversity <ul><li>United Nations Declares 2010 </li></ul><ul><li>‘ International Year of Biodiversity’ </li></ul><ul><li>A celebration of life on earth and the value of biodiversity for our lives. </li></ul><ul><li>Strive for a more sustainable use of natural resources </li></ul><ul><li>Preserve and increase natural habitats </li></ul><ul><li>Reduce climate change </li></ul>
  51. 51. Eco-Scaping: Biodiversity <ul><li>&quot;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.” </li></ul><ul><li>Alex Baulkwill </li></ul><ul><li>Show Manager, RHS Chelsea Flower Show </li></ul>
  52. 52. Eco-Scaping: Rooftop Gardens <ul><li>Rooftop gardens reduce energy consumption (heat and cooling) and use of natural resources while providing attractive green spaces. </li></ul>
  53. 53. Edible Gardens <ul><li>&quot;Instead of mowing your lawn, you should eat it.&quot; </li></ul><ul><li>Eric Schlosser FAST FOOD NATION </li></ul>
  54. 54. Edible Gardens Are In. <ul><li>Lawns are out  </li></ul><ul><li>Replacing with gardens </li></ul><ul><li>Manicured lawns are serving no purpose </li></ul><ul><li>Want gardens to be productive, not just grass </li></ul>
  55. 55. 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>
  56. 56. <ul><li>It’s time to reclaim our land for our greater good.  </li></ul><ul><li>Take that food-producing garden from the back 40 and put it wherever we want.  </li></ul><ul><li>Reunite the ornamental with the edible—roses beside tomatoes, corn anchored by geraniums, azaleas under grapevines.  </li></ul><ul><li>Margie Grace, APLD </li></ul><ul><li>2009 International </li></ul><ul><li>Landscape Designer of the Year </li></ul>Edible Gardens
  57. 57. Edible Ornamentals <ul><li>Up 19% in participation </li></ul><ul><li>41 million+ (38%) grew a vegetable garden in 2009 </li></ul><ul><li>19.5 million+ (18%) grew an herb garden </li></ul><ul><li>16.5 million (15%) grew fruits during the same period </li></ul><ul><li>7.7 million+ (7%) new edible gardeners </li></ul>
  58. 58. Veggie Gardens are American Staples <ul><li>2/3’s of those who have a garden plan to grow their own vegetables this year </li></ul><ul><li>3/4’s grow their own vegetables for better quality, taste and nutrition </li></ul><ul><li>Almost half think it will be cheaper than buying from a store </li></ul><ul><li>More than half have a plot 20’x20’ or larger </li></ul><ul><li>Source: GWA 2010 Survey </li></ul>
  59. 59. Herbs and Veggies are hot! <ul><li>Consumers adding a vegetable garden or herb garden increased 12% since last year. </li></ul><ul><li>GWA 2010 Report </li></ul>
  60. 60. Edibles: Smaller Ornamental Fruit <ul><li>“ We’re seeing rising consumer interest in edibles: 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>
  61. 61. 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>
  62. 62. Rise of Edible Container Gardening <ul><li>About half of all food gardening households grow food in containers </li></ul><ul><li>NGA 2009 </li></ul>
  63. 63. Pot up herbs! <ul><li>“ Herbs need to be in stock! Herbs in containers are perfect for smaller-scaled gardens.” </li></ul><ul><li>Sarah Martinez, Managing Editor Garden Center Magazine </li></ul>
  64. 64. Sustainable Containers
  65. 65. Sustainable Containers <ul><li>“ Forever containers” with shrubs and perennials </li></ul><ul><li>One note containers with just one evergreen </li></ul><ul><li>Small space gardens – often only in a container. </li></ul><ul><li>Foliage gives boom without the bloom – all year. </li></ul>Mini Garden Campania Medallion Planter
  66. 66. Sustainable Containers <ul><li>Annuals sales down 20% </li></ul><ul><li>Lower-maintenance </li></ul><ul><li>Drought and disease resistant </li></ul><ul><li>No need to use pesticides and chemicals. </li></ul><ul><li>Four seasons of color </li></ul>
  67. 67. Sustainable Containers Gardeners creating mini-bouquet containers mixing perennials, vegetables, bulbs, grasses and vines with small shrubs and fewer annuals
  68. 68. Succulents &quot;Succulent Container Gardens&quot; Debra Lee Baldwin
  69. 69. Succulents: Drought Tolerant <ul><li>Demand is growing for succulents </li></ul><ul><li>Easy, provide exotic shapes and color </li></ul><ul><li>Look attractive in containers, vertical, or in landscape </li></ul>
  70. 70. Outside In
  71. 71. 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
  72. 72. Outside In <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>
  73. 73. 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
  74. 74. Outside In: O2 for You: Plants with a Purpose <ul><li>Grass roots </li></ul><ul><li>Public service campaign </li></ul><ul><li>Educates about the health benefits of indoor plants </li></ul><ul><li>Opportunity: Shout the green message. </li></ul><ul><li>www.O2forYou.org </li></ul>
  75. 75. Growing Up!
  76. 76. Growing Up <ul><li>“ Climbing plants are a largely untapped resource for today's gardeners. </li></ul><ul><li>They can be used to provide privacy, screen eye-sores, and draw the eye upward to create the illusion of space.” </li></ul><ul><li>Dr. Allan Armitage </li></ul><ul><li>Horticulturist </li></ul>Susan Cohan, APLD
  77. 77. Going Vertical in Portland <ul><li>$133 million renovation, </li></ul><ul><li>“ Vegetated fins” that grow more than 200 feet high </li></ul><ul><li>Changes with the seasons and nurtures plants that yield energy savings </li></ul><ul><li>Using 60 - 65 % less energy than comparable buildings </li></ul><ul><li>Saving $280,000 annually in energy costs. </li></ul><ul><li>The use of rainwater and low-flow plumbing fixtures will reduce potable water consumption by 68 percent. </li></ul><ul><li>And energy for lighting will be halved. </li></ul>
  78. 78. Vertical Gardening: Living Art
  79. 79. Vertical Container Gardens <ul><li>Containers go vertical with perennials, vines and veggies. </li></ul><ul><li>“ Small space gardening and container vertical gardening that’s easy and low maintenance is in demand.” </li></ul><ul><li>Paige Worthy </li></ul><ul><li>American Nursery & Landscape Association </li></ul>
  80. 80. Urban Farming <ul><li>About half of all food gardening households grow food in containers </li></ul><ul><li>NGA 2009 </li></ul>
  81. 81. Urban Farming <ul><li>“ Food Deserts” are blighted inner cities without access to fresh produce </li></ul><ul><li>Urban farming brings food into the community as micro-farms on just a few square meters or acres of land. </li></ul><ul><li>Source: Community Food Security Coalition </li></ul>
  82. 82. Urban Farming <ul><li>Cities are transforming small backyards & private and public alleys into lush green gardens that are kid-friendly and are social meeting places. </li></ul>
  83. 83. Urban Farming <ul><li>Urban Agriculture is “the growing, processing and distribution of food and other products through intensive plant cultivation and animal husbandry in and around cities” </li></ul><ul><li>Source: Community Food Security Coalition </li></ul>
  84. 84. 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>
  85. 85. 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
  86. 86. Explosion of Community Gardens <ul><li>1 million households grow food in a community garden (3 percent ) </li></ul><ul><li>Companionship </li></ul><ul><li>Offers opportunity for fresh produce for those with small spaces </li></ul><ul><li>Source: NGA Survey </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. They also have the tools gardeners need right there.” </li></ul><ul><li>Jennifer Polanz, Editor Todays Garden Center Magazine </li></ul>
  87. 87. Communities: Swapping & Sharing <ul><li>CSA’s increasing and full </li></ul><ul><li>Community Garden waiting lists lengthening </li></ul><ul><li>Plant swaps on the rise </li></ul>
  88. 88. Buy Local/Buy Fresh: Rise of Farmers Markets <ul><li>Farmers Markets are springing up throughout large cities, suburbs and small towns </li></ul><ul><li>&quot;Buy Local&quot; campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative. </li></ul><ul><li>80% said public awareness of the value of choosing locally owned businesses had increased in the last year </li></ul><ul><li>NMI Survey 2010 </li></ul>
  89. 89. <ul><li>Vaccinium ‘Pink Lemonade’- Briggs Nursery </li></ul>Color ! Color ! Color !
  90. 90. Color ! Color ! Color ! <ul><li>Colors of passion and simplicity with a tribute to ancient times roars into Spring 2011 </li></ul>
  91. 91. Color! <ul><li>Do more with less </li></ul><ul><li>Maximize contrasts to color and tones </li></ul><ul><li>Neutrals with a Primary color for “pop” </li></ul><ul><li>Colors </li></ul><ul><li>Gold, Bronze or high shine metallics </li></ul><ul><li>Grey-blue/Aqua-green /Teal </li></ul><ul><li>Deep Purplish </li></ul><ul><li>Rich reds to Rust & brick </li></ul><ul><li>Rich orange and berry hues paired with spicy browns and bronze metallic </li></ul>
  92. 92. <ul><li>“ I think we'll see much brighter colours </li></ul><ul><li>with dark, moody backdrops.&quot; </li></ul><ul><li>Andrew Duff </li></ul><ul><li>Director Inchbald School of Garden Design </li></ul>Color Rhododendron 'Rabatz‘ Briggs Nursery
  93. 93. Purple! Purple!! Purple!!! ‘ Baptisia australis’ False Blue Indigo 2010 Perennial Plant of the Year
  94. 94. Purple! Purple! Purple! <ul><li>Rhododendron </li></ul><ul><li>‘ Polar nacht’ </li></ul>Rhododendron ‘Florence Parks’
  95. 95. Color Sun Parasol Pretty Crimson
  96. 96. New Blue Native
  97. 97. Color Campania Patmos Planter & Campania Windsor Planter Weathered Copper
  98. 98. Color: “Steampunk” Influence <ul><li>Blend of Victorian textures and accessories meets high-tech Sci-Fi </li></ul><ul><li>Architectural, industrial design blending with Victorian plant preferences (ferns) & accessories </li></ul><ul><li>Neutrals/ blondes/browns/gold with shiny metallic pop of bronzes and color </li></ul>
  99. 99. Ode to Steam Punk
  100. 100. Steam Punk N ew Hibiscus: Costa Farms
  101. 101. Emerging Trends <ul><li>Biophilia </li></ul><ul><li>New Urbanism </li></ul><ul><li>Slow Gardening </li></ul><ul><li>In Real Life </li></ul>
  102. 102. 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>
  103. 103. Emerging Trend: Biophilia <ul><li>Wilson put forward the idea that humans evolved as creatures deeply enmeshed with the intricacies of nature </li></ul><ul><li>He says we still have this affinity with nature ingrained in our genotype. </li></ul><ul><li>He called it ‘biophilia’ – “the innate tendency to focus on life and lifelike processes.&quot; </li></ul>
  104. 104. Emerging Trend: Biophilia <ul><li>People look to nature for restoration: physically & emotionally </li></ul>
  105. 105. 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
  106. 106. Emerging Trend: New Urbanism Parklets <ul><li>Replicate the European tradition of outdoor plazas for sunning and socializing </li></ul><ul><li>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. </li></ul><ul><li>Loitering is encouraged! </li></ul><ul><li>Pedestrian spaces, trees and flowering shrubs, flowered paths, eating areas. </li></ul>
  107. 107. 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>
  108. 108. 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>  Next trend: Put down the mouse and pick up the phone. </li></ul><ul><li>Get back to life. </li></ul>
  109. 109. Tribal Bonding <ul><li>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 </li></ul><ul><li>They share their edibles with the tribe </li></ul><ul><li>It’s the modern pot-luck dinner. </li></ul><ul><li>Connecting over food they grow and eat. </li></ul>
  110. 110. Gardens feed the soul
  111. 111. Gardens Bring Us Joy
  112. 112. 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
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