Garden Industry and Mega Trends
Harvest time – this year more people in more places are reaping a harvest – from the White House to your house.
In every economic downturn, people have turned to the land. And, as a result all things related to gardening have experienced sales growth – seeds, fertilizers, tools, plant material and more. Most recently, at home vegetable gardens were up 19%, seed sales up 30+% and canning jar sales increased by 15% (2009 vs. 2008).
These trends are expanding and extending into the coming year. Garden Media just released its Garden Trends 2011 Survey.
As you review these trends, you may see that they relate to more than just gardening. The trends are not mutually exclusive and often impact each other. Here are some highlights:
- Status: Bigger is no longer better. Giving and generosity is norm. Consumption with purpose signals status.
- More function: Multi-function – good design plus convenience plus choice determines value not just a label. Brand America is back.
- Connectivity: Sharing is powerful — Facebook, YouTube and Twitter provide media to share experiences, products and promotions.
- Local: “Living local” is an attitude as well as a place. People crave community, authenticity and meaning in individuals, groups, communities, and country.
- Down-sizing: Average home size has decreased by nearly 10% in the past four years. Outdoor spaces are the new bonus rooms. People are improving vs. expanding – inside and outside their home.
- Staycation: Time off is not equal travel away from home. People are spending vacations improving their homes, experiencing home based hobbies and activities and giving time and talent.
- Green: Sustainability starts with personal choice and extends to company commitments. Eating organic and growing organic are both exploding in growth with people connecting to share their eco stories.
Whether a marketer is B2C or B2B, these mega trends afford the opportunity to rethink market segments, product positioning and communications mix and to find new sales and profits.
