Unearth the 'best life'

In its annual garden trends report for 2015, Garden Media Group says people are making conscious decisions to use plants and garden products as “tools” to increase their overall well-being and lead a sustainable lifestyle.

“Unearthing the Best Life” identifies consumer trends that will help shape the garden and outdoor living industry and resonate in this New Year.

“Now, more than ever, the garden is an extension of yourself,” says Susan McCoy, president of Garden Media. “What you cultivate and grow, either inside or out, reflects your personality and the healthy lifestyle you have chosen to live.”

While consumers strive to preserve the planet, they also are working to change laws, the report notes. As organic and local food remains the basis for a sustainable, healthy lifestyle, people are changing the system to allow for everything from front yard food gardens to goats in cities and suburbs. Even the common clothesline is making a comeback.

According to the report, the idea of “going green” takes on a dual meaning in 2015. As more states decriminalize marijuana, some consumers will invest time in “growing their own.”

The report also notes that the face of the new consumer is changing and calls out three distinctive new groups who are gardening: Millennials, Hispanics and young men.

“These consumers have tremendous influence and buying power,” McCoy says. “Brands need to be more mobile, versatile and creative as new consumers emerge.”

Garden Media identified new trends driving major industry shifts.
 

The new consumers. The Millennial generation makes up 25 percent of the population in the United States. This group – which is comprised of people ages 18 to 35 – is bigger than the baby boomer generation and continues to grow. In particular, young men are spending $100 more per year on plants and garden products than the average consumer. Hispanics, the fastest growing segment of the U.S., have a cultural tradition of growing food for their family and sharing with friends.
 

Garden-tainment. People are estimated to spend $7 billion on outdoor décor in 2015. They will use their outdoor spaces, which includes plants, as an extension of their homes to entertain.
 

Bite-sized decadence. Small container gardens will pack a lot of punch in 2015.
 

Rebel-hoods. Neighborhood residents are rebelling against and campaigning for the reversal of ordinances. They will work to transform the neighborhood to the agri-hood – complete with urban chickens, bee keepers and lawn-less landscapes.
 

Color pops. This year, consumers will use trending color palettes – ranging from vintage to muted rustic to teal – to show off personality outdoors.
 

Portable gardening. The rise of “NOwners”– those who prize freedom over homeownership – is fueling modular flexibility that allows for unique design and personalization. They are renting, sharing and bartering, and want their gardens to travel with them.
 

Bed-head style. Purposefully un-styled outdoor spaces are the result of intentionally working within the natural landscape. This casual landscape style expresses an effortless personality with an “anything goes” attitude.
 

Smoke your garden. With an increasing number of states decriminalizing marijuana, more people will begin growing their own and need seeds, plants and products.

For more details on these trends, read the entire report at http://grow.gardenmediagroup.com/2015-Garden-Trends-Report.