2019 – a look back at the year’s gardening stories and trends

As we head towards the new year and decade, the team at HWPR look back at the stories and trends that dominated the garden industry in 2019.

As the year began, concerns about the environment and sustainability were still high on the consumer agenda and the media storm caused by Blue Planet II had galvanised public engagement, by highlighting how plastic has become massive pollution problem.  Both retailers and consumers think the amount of plastic used in the sector is a problem and both groups have accepted a degree of responsibility for addressing the issue.  

Momentum has been gathering behind the taupe plant pot campaign, spearheaded by a Nursery Working Group, and designed to be kerbside recyclable and replace the black plastic pot which has been used as an industry standard. Manufacturers also became more conscious of their environmental footprint, and as such there was a sharp increase in recycled, sustainable products and packaging (hello Glee 2019!).

This also resulted in a sharp shift to greener and safer products with consumers wanting a clear, environmentally friendly and safer option on the shelf. There has been an increase in natural and environmentally sensitive feed, weed, and controls following the increasing pressure and debate surrounding the use of glyphosate and metaldehyde.

Peat continued to be a big issue for both the industry and consumers. With peat being an essential asset in the fight against climate change, as it absorbs more carbon dioxide than trees, environmental activists have been calling for viable alternatives for composting which do not use peat. In 2011, DEFRA introduced a 'voluntary' target for peat to be phased out in products available for amateur growers by 2020, but with British gardeners continuing to buy peat and sales at three billion litres a year in the UK, it is unlikely to happen. The announcement of a Peat Free April in 2020 has been welcomed with garden retailers signing up to match peat free alternatives to that of their multi-purpose compost.

Mental health and social anxiety have been a key focus of 2019, currently costing the UK approximately £105 billion a year. The garden industry recognises that horticulture and gardening provide opportunities and benefits to our health system and could take substantial pressure off the NHS.  Research has shown gardening can improve mental wellbeing and physical health and the role it can play as the ‘Natural Health Service’, by providing exercise, relieving stress, as well as connecting with nature. This year saw the RHS team up with GPs across the UK as part of a new scheme to prescribe gardening activities to patients with dementia and mental health struggles, as well as the HTA launching their ‘Gardening is Good for You’ campaign.

Feelgood benefits of gardening was one of the leading themes to come out of RHS Chelsea in 2019, with the show gardens selected for their health-giving, beneficial qualities and designs. From how to boost human health with plants to providing therapeutic spaces for life-limited children and families, and of course the Duchess of Cambridge’s Back to Nature Garden which showcased the Duchess’s passion for the outdoors and the benefits of nature on physical and mental health.

The sales of houseplants continued to dominate 2019 with the GCA’s Barometer of Trade revealing sales were up 12.34% in September compared to the same month last year. Several scientific studies have shown that houseplants have many benefits for health and well-being including improved mood, reduced stress levels, purifying the air we breathe of harmful toxins, controlling humidity and lowering sound pollution. The RHS also revealed that city dwellers today spend an average of 90% indoors. And with many living in flats or houses with no garden, ‘bringing the outdoors inside’ can recreate some of the benefits. 

Houseplants and cacti continue to see a resurgence on Instagram, with millennials dominating the sector. Millennials or “plant parents” see houseplants as a way to feel like grown-ups when the traditional signs of adulthood seem out of reach. With more flats being built with no outside space, people have been creating their own greenspaces, by building gardens inside with houseplants and sharing the results on social media.

But what will be the emerging trends in 2020? 

Sustainability will continue to be a headline as the industry and gardeners continue to remove single-use plastic from products to reduce their environmental impact. There is also a predicted surge in ethical living as consumers choose to adapt the way they live in order to protect the future of the planet.

It is estimated there will be a wider industry take up of the taupe plastic plant pots as more growers join the initiative and the pressure on local councils to recycle increases. With hundreds of plants now being potted in the taupe pit and exposure on BBC Gardeners World, 2020 will see a continued step in the right direction with many domestic, commercial and retail suppliers following suit.

Millennials will become more than just a social media generation as they develop a strong social attitude and desire to change things through the way they shop. Being the most eco conscious generation to date, research by Common Sense Gardening revealed that this year saw a 29% increase in millennials enjoying gardening which is set to continue as they grow their own produce as a cheaper alternative.

Vegans and organic gardeners continued to drive demand for natural, safer products in 2019 and this shows no sign of letting up in 2020. With an estimated 3.5million vegans in the UK, eco-conscious consumers are becoming more aware of the ingredients and chemicals in plant feeds, conditioners and control products so continue to hunt for organic fertilisers or soil conditioners to use to grow their plants, fruits and vegetables.

Houseplants sales will continue to soar with social media showing that this is a huge and growing trend which is unlikely to tail off anytime soon – hashtags such as #plantsofinstagram and #houseplants are used in their millions by users across the globe.  Bottle gardening and terrariums are also seeing a resurgence with influencers such as James Wong leading the way with photos and how to videos on Instagram. Creating self-contained gardens with little ecosystems with a range of plants, moss and pebbles are perfect for those with no outdoor space, making the perfect windowsill companion or table centrepiece.

Garden centres will switch up their displays in 2020 and experiment in new innovate ways to merchandise products to create ‘retail theatre’. In order to stay ahead of the competition and give shoppers the experience that translates into sales, engaging customers by creating the instant look of a country cottage front door or urban apartment balcony garden will inspire and increase footfall.

Technology will continue to be a gardening trend in 2020, encouraging more people to go outdoors. With apps constantly being developed and products such as smart irrigation systems, motion sensor lighting, even robot lawnmowers automating a job, it has never been easier to update and maintain your outdoor space.

With the 2020 Olympics taking place next year, it will be interesting to see how this will influence Japanese gardening trends. Japanese horticulture is renowned for its calm and tranquillity so plants such as acers, conifers, bonsai, azaleas, camellias and maples may become on trend, as well as garden ornaments, pagodas and lanterns being popular over the coming months.

The Team at HWPR certainly cannot wait to see what 2020 brings!

Ends

Editors notes

Comprising a uniquely collaborative network of senior PR professionals based at offices around England, Hornby Whitefoot PR has helped a wide range of companies and brands to communicate their news, build business and reposition their reputations since 2015. From strategy to tactics, project management to copy-writing, Hornby Whitefoot PR offers flexible, proactive public relations expertise, founded on real business and marcomms understanding. And our ‘open book’, annual budget or project-based approach – with no murky retainers to hide behind – means you can trust us to make your money go further. Specialisms include the garden, home and lifestyle sector, and the automotive aftermarket industry.