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1
Garden Media Group’s
Mega Trends toGarden Trends
February 4, 2010© 2010 Garden Media Group
2
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
3
Why Should Careabout Trends?
Position your company as a trend leader
Consumers want what’s new and hot
Trends drive consumers and consumers drive sales
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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
5
Let’s Look at WhatGlobal Consumer Trends
Are Shaping Buying Habits
And how to use them to motivate your customers
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Top Global Consumer Trends
SocialMindfulA-C-G-
GenerationsEco-BountyDown-SizingBuy Local
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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 DoeckelBall Innovations
8
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
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The C-Generation Content
CreativeControl
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
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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
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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 adviceRetail Advertising and Marketing Association
12
The G-GenerationReputation 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!
1313
Eco Bounty• A by-product of the
on-line revolution
• Save Our Society trend
• Ecologically aware
• Desire to build up society
14
Eco-Bounty9 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
15
ECO-BOUNTYShift 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)
16
Re-inventing HappinessPersonal 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
17
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.
18
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
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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
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“Locavore” was first introduced in 2005
New Oxford American Dictionary named locavore the word of the year for 2007
‘‘Lo-ca-vore’Lo-ca-vore’
Local is New Organic
2121
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
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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
23
Local Marketing OppsTarget 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
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State of the IndustryThings are looking up!Gardening is Back!
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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
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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 2009Key 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
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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
1. EDIBLE PLANTS2. ORGANICS3. Design/Service 4. Container Gardens 5. “Green” Products 6. Water Garden 7. Irrigation 8. Herbs9. Fountains 10.Décor 11.Composters 12.Birding 13.Native Plants
Predictions offered by 211 garden retailers
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GMG 2010 Trends
© 2010 Garden Media Group
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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
30
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
31
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
32
Edible Gardens
"Instead of mowing your lawn, you should eat it."
Eric Schlosser FAST FOOD NATION
33
Edible Gardens Are In. • Lawns are out • Replacing with
gardens • Manicured lawns
are serving no purpose
• Want gardens to be productive, not just grass
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Edible GardensUp 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
35
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.
36
Blended Edible GardensBlended 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 ClarkeEditor in Chief, Organic
Gardening
Rosalind Creasy Michael Pollan
37
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 GraceAPLD
2009 InternationalLandscape Designer of the Year
Blended Edible Gardens
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Edible Gardens: Ornamental Fruit
• Fruit-bearing shrubs used as ornamental shrubs –
• Feed both the birds and the homeowners
• 4 seasons of color
• Perennial – ‘foreverism’
39
Edibles: Smaller Plants6-Packs are Back
Vegetables bred for containers--smaller size, less vining, still lots of production.
Diane BlazekAll American Selections
40
Edible Gardening: Swapping & Sharing
• CSA’s increasing and full
• Community Garden waiting lists lengthening
• Plant swaps on the rise
41
Slow GardeningStarted 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.
42
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
4343
Eco-Boosting58% of LOHAS segment want to go “beyond sustainable”
Boost the Environment.
Work with Mother Nature.
Natural Marketing Institute
2009 LOHAS Research
4444
Eco-BoostingConsumers think companies should focus on . . .
1st -- Supporting people2nd -- Protecting the environmentLast -- Profitability
Opportunity: Position your business as an eco-solution
Develop environmental programs families can easily adopt
Natural Marketing Institute2009 LOHAS Research
45
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
46
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 BaulkwillShow Manager, RHS Chelsea Flower Show
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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
48
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
49
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 CardinalCenterton Nursery
FUBUKI Hakonechloa
'Briform' USPPAF Briggs Nursery
50
Eco-Boosting: Gas vs Fire vs Solar
Gas vs. fire for garden elements. Natural gas burns clean...wood pollutes.
Susan Cohan Certified landscape
designer
5151
• 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
5252
Natives are the new “local”
Natives should rule the garden.
“Nativar” – A cultivar and/or hybrid of a Native species.
Allan ArmitageBreeder and Author
5353
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
54
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
5555
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
56
Multi-Tasking Goes High Tech
• Tech Gadgets
• Animal & Plant Cams
• Water Saving technology
57
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
58
Multitasking Grows Goodness
Single purpose is out.
Luke MillerBetter Homes & Gardens
We’ll see more multi-purpose shrubs...ornamental, edible fruit.
‘Pink Lemonade’ Vaccinium
Briggs Nursery
59
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 sedumsSun Parasol
Crimson
60
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
61
Water is In. Water is Out.
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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
63
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
64
Succulent Gardening
"Succulent Container Gardens" Debra Lee Baldwin
65
Water is InWater 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 CarloftisGarden Designer
Campania International
66
Outside In is InExtend 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
67
Outside In: At HomeNASA scientists recommend at leaset one indoor plant for every 100 sq. ft of living space
Indoor plants = healthy living
Seeing more: Orchids
Indoor herbs gardensLive plants for the holidays
68
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
69
Outside In: O2 for You: Plants with a
PurposeGrass rootsPublic service
campaign Educates about the
health benefits of indoor plants
Opportunity: Shout the green message.
www.O2forYou.org
70
Color! Color! Color!Turquoise: a color of deep
compassion and healing, & a color of faith and truth
Purple! Purple! Purple!
Rhododendron ‘Florence Parks’
72
Purple! Purple!! Purple!!!
‘Baptisia australis’False Blue Indigo
2010 Perennial Plant of the Year
73
Color
“I think we'll see much brighter colours with dark, moody
backdrops."
Andrew DuffDirector
Inchbald School of Garden Design
Rhododendron 'Rabatz‘Briggs Nursery
74
Ridethe trend wave
with key suppliers,& with customers
75
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
76
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
77
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
78
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 dialogueHold “what’s new” training Hold “what’s new” training
with staff with staff
79
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
80
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
81
How do I take advantage of trends with your
customers
82
How does GMGdetermine
Garden Trends?
We don’t just use a crystal ball
83
Eyes & Earson the Pulse of the
Industry
84
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
85
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
86
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
87
The Bottom-Line on TrendsUltimately,
the consumer determines
what they need to try
& what theymust have
Make sureYou are keeping up!
88
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.”
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© 2010 Garden Media Group
To download & reprint the GMG 2010 Garden Trends Report
or view all Trend Reports, go to:GardenMediaGroup.com
& Please remember to give GMG credit.
610-444-3040