Plants and Flowers Foundation Holland presents Horticulture Trends 2027

During a well-attended event on March 24 at the World Horti Center, we presented the Horticulture Trends 2027 to over 170 professionals from the sector. Trend forecaster Aafje Nijman guided the audience through the spirit of the times and demonstrated what changing consumer behaviour means for flower and plant trends.

Spirit of the times: Unravel

The trends are based on the overarching theme Unravel: a world in which tensions are building and systems are under pressure. Geopolitical unrest, technological acceleration, shifts in the labour market and increasing mental pressure are creating a complex reality. Consumers are searching for ways to cope and to untangle the knot–one that feels increasingly tight.

The Horticulture Trends 2027 translate these developments into four distinct style trends:

Green Brutalism: raw, pure and sensory – nature as a foundation for balance and wellbeing
Modern Grandeur: power, luxury and confidence – bold and impactful
New Order: clear, optimistic and structured – future-oriented and functional
Crafted Colour Tales: warm, human and expressive – connection and craftsmanship

Together, these trends form both a creative and strategic compass for professionals in the floriculture sector.

Presentation: Horticulture Trends 2027 - Recap!

From analysis to application

The Horticulture Trends respond to changing consumer behaviour and translate societal and cultural developments into style trends that provide direction for assortment, presentation and communication. In doing so, they help businesses better align with what consumers are looking for.

The trends are developed annually by Bureau Nijman + Van Haaster, Tuinbranche Nederland, iBulb and Plants & Flowers Foundation Holland. They form an important foundation for PFFH’s marketing and communication activities while also offering ample opportunities for the sector. The material can be used for product presentations, workshops, purchasing strategies and product innovations.

Access for the entire sector

New this year is that the Horticulture Trends have been made more widely accessible. All sector colleagues can request an account and gain access to the trend information in the PFFH knowledge centre. Here, users can download trend brochures and get started immediately with trend photography from the PFFH image bank.