As I look back at all that has occurred in 2020, I feel excited about the future. The pandemic brought us an unprecedented period of acceleration that put the ornamental plant industry to the test. We all witnessed how companies and individuals rapidly adopted new technologies, virtual gatherings, in-home learning, telemedicine, and delivery services. This adoption has likely catapulted us forward an entire decade.
Our industry experienced several months of sustained Black Friday demand. The usually slow months of summertime brought many unprecedented sales. It is estimated that in Spring 2020, we recruited 16 million new gardeners. The pandemic was a game-changer, and it made pandemic gardening a trend. I continuously ask myself, ‘Will this pandemic-gardening trend slow down in the future?’
My answer to this question is summarized in the following four trends that will forever shape our world and bring our industry into this new decade of growth.
1. RESIDENTIAL COCOONING
Our home has become the backdrop of our lives. We live, work, and study there 24/7, and this will likely continue well into the latter half of 2021. Some consumers might see this temporary adjustment become permanent. This shift translates into increased home renovations, upgrading to bigger spaces, and creating wellness spaces in the home (like a garden) to retreat.
Biophilic designers such as Plant Me Rosey are teaching consumers how to incorporate greenery inside their homes to help them connect better with the natural environments that surround them.
Photo by Plant Me Rosey
Biophilic design (defined by Wikipedia as the increased occupant connectivity to the natural environment) is a micro trend that has been on the rise in large commercial and residential spaces. But now, Biophilic design is going mainstream. According to Google trends, biophilic design experienced a significant uptick during 2020, particularly in the months of April, July, and September. Biophilic designers such as Plant Me Rosey (@plantmerosey) have been offering on-line workshops that teach consumers how to bring more greenery inside their homes.
2. GREEN CONNECTION
In this time of global change, we’ve discovered our dependence and intimate connection with Mother Nature. This inherent need is seen in the popularity of social media channels like Instagram and the rise of like-minded communities such as #plantparents. This collaboration and sharing of plant experiences served many during the pandemic as an outlet for creative energy and as a soul-comforting activity. It became an anchor to focus on self-care by taking care of their #greengurls. Many new Instagram followers recently opened an account to show off their plant collection. Plant lovers on Instagram indicate a desire to acquire more plants for their collections.
The new “plantfluencers” such as @plantkween and @plantthejungle have contributed to the rise in popularity of plant enthusiasts. These plantfluencers love to educate and inspire their followers. They work collaboratively with growers while still maintaining an objective and independent view. The typical influencer has about 15,000+ followers and earns an average of $75 per sponsored spot.
In a recent research study conducted by Floramedia Group in the Netherlands, it reported that an average of 72% of respondents who follow plant related accounts on Instagram say they have occasionally bought plants after seeing them on the platform. The conversion rate is there.
3. IMPORTANCE OF VALUE
The pandemic has ushered in a period of frugality where value, quality, and locality are key drivers in consumers’ purchase decisions. Consumers have taken stock on what’s important in life; namely they are focused on living better and not on acquiring more. In consumers’ minds, value might not necessarily come in the way of a lower price point. In our category, it might come in the form of a high-quality statement plant. Also, combination planters carry a lot of weight in the value game. Lastly, promoting the locally grown messaging will have a broader interest since the pandemic raised awareness of the importance in supporting local business for the overall health of the surrounding community.
4. RISE OF AGING POPULATION
Life expectancy is on the rise, and Baby Boomers are starting to think differently about living. Baby Boomers’ desire for continued engagement in gardening translates into ongoing opportunities for the industry to continue to grow this consumer group in creative ways. Recent research by the National Garden Bureau reported that more than 75% of boomers said they will purchase more container gardens due to their prêt-à-porter nature. Also, raised-bed gardens are on the rise to make gardening easier. To keep this core-customer engaged, we need to consider some of the limitations that might exist for this customer group and develop easy, small and portable solutions for their gardens.
This combination planter is a prime example of an easy, portable product with appeal to Baby Boomers looking for easier ways to garden.
Photo: Plant the Jungle
Current events and new technologies have catapulted us into a new realm of the blended work-school-home environment. The need for clever plant products is growing, and a market share is awaiting to meet consumer demand of young and senior gardeners seeking to blend their environments in harmony with nature. The call is on us to provide a new approach as we enter this fresh decade, and the reward is there to be had by both the consumer and the ornamental plant industry.