Gaining a better understanding of the trends shaping the consumer demand for ornamental plants

P.J. Batt
Based on the collective experience of international management consultants, industry associations and commentators, a number of megatrends are identified that will shape the consumer demand for ornamental plants in the foreseeable future. AIPH anticipates that the global market for flower and ornamental plants will grow by 6.3% over the next five years, fuelled in part by an increasing population, but more so by greater urbanisation. With more people residing in cities, the demand for central recreation districts and green infrastructure is expanding. In their daily life, consumers today are adopting a more holistic approach to health and wellness, placing greater value on the benefits ornamental plants provide to both interior and exterior landscapes. With a greater focus on ethical living, consumers are investing more in themselves and their homes, choosing local plants that are less resource demanding and which simultaneously deliver benefits to wildlife and the household. Digitalisation, through social media, is changing the way in which consumers connect, share their experiences and how consumers purchase plants. The more widespread adoption of blockchain technology is expected to result in greater transparency providing consumers with more information about the carbon footprint and the social and environmental management systems plant producers have employed. To remain competitive, plant producers will need to engage in relentless innovation. Automated plant production systems, controlled environments, robotics and genomics will be utilized to deliver the novel, unique colors and forms at the desired time and place more cost effectively.
Batt, P.J. (2023). Gaining a better understanding of the trends shaping the consumer demand for ornamental plants. Acta Hortic. 1368, 155-164
DOI: 10.17660/ActaHortic.2023.1368.21
megatrends, marketing

Acta Horticulturae