Presented by

Suzi McCoyANLA The New Clinic

January 29, 2011 1

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Why Should You Careabout Trends?

Trends drive consumers and consumers drive sales

You are the gatekeepers of what’s new and hot & that’s what your customers want

You are the “curators of consumption”

Trend awareness helps you connect the dots to select or create what consumers want

Great Expectations1. Garden to

Table2. Gardening with

a Purpose3. Eco-Scaping4. Vertical

Gardening5. Sustainable

Containers3

"Instead of mowing your

lawn,you should eat

it."

Eric Schlosser

FAST FOOD NATION 4

Garden to Table: Back to Basics

53% report they grow vegetables in their gardens

The top reasons to grow your own: Eat Fresh (90%)Share With Friends and

Family (66%)Preserve for Later

(36%)

2010 Summer Gardening Trends Research Report

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Gardeners trade grass for edibles

This is the first time any spending category has passed lawn & grass for the #1 spending priority since the GWAF began tracking consumer attitudes and trends in 2003.

27% say fruits or vegetables #1 spending priority

18% sited lawn or grass

2010 Summer Gardening Trends Research Report

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Retail Report40% start vegetable and

flower gardening simultaneously

Vegetable gardens functional and “out of sight”

More than 1/2 are in containers

The #1 driver : flavor.Casual gardeners plant

veggies once each year. Enthusiastic gardeners plant twice.

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Retail Report

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Consumers look first for healthy plants.

73% purchased veggies and herbs as plants, rather than seed packs.

Newer gardeners start from plants instead of seeds.

Box and chain stores have more than 50% of the veggie and herb business

Garden to TableEdible 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

PresidentAssociation of Professional

Landscape Designers 

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Edibles: Smaller Ornamental Fruit

“We’re seeing rising consumer interest in small fruit bearing shrubs like berries and smaller trees.”

Doug Jimerson Executive Director of the

Better Homes and GardensContent Core for Garden and

Outdoor Living

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Edibles: Smaller Plants6-Packs are Back

Vegetables bred for containers--smaller size, less vining, still lots of production.

Diane BlazekAll American Selections

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Edibles: Urban Farming

“Food Deserts” are blighted inner cities without access to fresh produce

Urban farming brings food

Micro-farms on just a few square meters or acres of land.

Source: Community FoodSecurity Coalition

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Explosion of Community Gardens60% increase in community

gardens

1 million households grow food in a community garden (3 percent )

“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.”

Jennifer Polanz, Editor Todays Garden Center Magazine

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Gardening with a Purpose

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 JimersonExecutive Director of the

Better Homes and Gardens

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Gardening with a Purpose

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• Go “beyond sustainable”• Boost the Environment• Companies are taking greater responsibility for actions in marketplace without regulation.• LOHAS consumers push for a behavioral commitment and environmental stewardship

LOHAS Market Nears $300 Billion

Natural Marketing Institute

2010 LOHAS Research

Consumers want to participate as:naturalistconservationistand stewards of the earth

54% of consumers want to learn more about native plants*

2010 GWF Summer Survey

2010

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Gardening with a Purpose Nature

Go to National Wildlife Federation and tie-in with the integrated, multi-channel marketing campaign

Help your customers telegraph their green credentials & give them something to brag about

Host how-to workshops with NWF Habitat Ambassadors

Carry American Beauties Native Plants® and give back to the NWF

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Gardening with a Purpose Nature

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Eco-Scaping: Water

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• 65% of gardeners are interested in water conservation

• 30% Americans are planning to use more mulch to conserve water

• 1 out of 5 are planning to use either drip irrigation or more drought tolerant plants

• 25% don’t water • 1/3 have NO plans to

conserve water

2010 Summer Gardening Trends Research Report

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52% interested in sustainable gardening*

1st national rating system for sustainable landscapes

Star rating scale measures several criteria

Points are given for landscaping with native plants

Eco-Scaping:Sustainable Landscapes

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Eco-Scaping: Organics43% interested in Organic

Gardening*

Consumers don’t want to use chemical treatments 

63% would pay more if the environmentally friendly products were “readily available”

72% would pay more to save money long term

Eco Scaping: Lawn-Sizing21 million acres of the USA

are covered with non-native grasses

Practice Organic Lawn Care

Use Low-Maintenance Turfgrasses

Reduce or replace lawns with any mixture of trees, shrubs, and perennials and edibles

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Eco Scaping: Down SizingNew homes are now 2,065

sq. ft. -- 7% smaller

Current homeowners staying put and investing in outdoor living spaces

Large porches, decks, trees and flower beds– new bonus room.

Smaller lots – smaller gardens

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Eco-Scaping: Rooftop GardensGreen roofs increase

overall green space in urban environments and help cities become more energy and water efficient

Green roof industry grew 16% in 2010, according to Green Roofs for Healthy Cities

Washington, DC has a goal of having 20% green roof coverage by 2020

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Sustainable ContainersMore finished mixed pots

Using drought and disease resistant perennial plants and small shrubs

Using less pesticides and chemicals

Offering four seasons of color

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Sustainable Containers

Succulents are hotEasy, provide exotic

shapes and colorLook attractive in

containers, vertical, or in landscape

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Sustainable Containers Indoors

Plants producing oxygen Plants remove 87% of VOCs - carbon

dioxide Plants purifying the air of indoor toxinsPlants beautify a space

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Vertical GardensHas become the “next frontier”

Layering-up is the new secret weapon

Goes beyond traditional flower beds and containers

Maximizes gardening space - an urban terrace, a narrow side yard or a small intimate area in a landscape

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Vertical FarmingAccess 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

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Spending Habits

Gardeners’ Shopping Habits?Consumers spent about

$600 on their yards and gardens in 2010

76% buy plants equally at local garden stores and mass merchantdo-it-yourself stores

3% from mail order catalogues

2010 GWF Summer Garden Survey

BiophiliaNew UrbanismSlow GardeningIn Real Life

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Emerging Trend: BiophiliaBiophilia -- 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.

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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.

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Renewable        Electric        Walkable

Emerging Trend: 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.

More than just veggie gardening. Taking time to enjoy the pleasure of gardening – from weeding to pruning bonsai

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Felder Rushing’s Blog

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.

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