Trends play a crucial role in the horticulture sector. What consumers like and find important is continuously changing due to social developments, fashion and lifestyle-related factors. The Horticulture Trends help growers, retailers, marketeers and product developers to respond to these changes. They can help steer product development, marketing and procurement strategies, and allow the horticulture sector to remain relevant in a dynamic market.
Why have the Horticulture Trends been developed?
The horticulture sector does not operate in a world of its own. Consumers are influenced on a daily basis by interior trends, sustainability-related themes and design developments that they encounter on social media, in make-over programmes and in the shops. The Horticulture Trends have been developed to translate these general social developments into concrete applications within the sector. This helps companies to:
- Signal consumer trends and anticipate accordingly.
- Offer guidelines for product development, marketing and procurement.
- Increase the visibility of flowers and plants – both indoors and outdoors.
- Generate newsworthy content for media and consumer communication.
By collaborating with various parties within the sector, we can make sure that a uniform and cohesive trend narrative can be presented.
For whom are these trends relevant?
The trends offer valuable insights for a variety of professionals within the sector. For instance:
- Strategists – for future-oriented market insights.
- Product developers and buyers – to match ranges with consumer needs.
- Retailers and florists – for shop design and promotion strategy.
- Marketing and communication specialists – for storytelling and visual communication.
- Journalists and influencers – as source of information for green content.
How are the trends developed?
The Horticulture Trends are compiled each year by Plants & Flowers Foundation Holland (previously Flower Council of Holland) together with Tuinbranche Nederland, iBulb, INretail and Bureau Nijman + Van Haaster. This involves an in-depth analysis of the zeitgeist: which social and cultural developments influence consumer behaviour? This analysis leads to value-related trends – what motivates consumers at a deeper level? – and style trends – how are these values translated into concrete aesthetic choices such as colours, materials and design concepts?
What do the Horticulture Trends entail?
The Horticulture Trends consist of:
- Style trends – Translation of consumer (value-related) trends into colours, materials and shapes in the horticulture sector.
- Atmospheric images and inspirational examples – Concrete applications and visual inspiration for professionals.
- Well-founded analyses – Insights into how social developments have an impact on the market.
- Content and communication tools – From press materials to workshops and presentations for the sector.
This means the trends offer not only inspiration but also practical tips for immediately getting started.
