Restore balance in life, gardens

Balance of work and play make for a happy life, and the same can be said for the garden.

“Consumers are vowing to restore balance to their lives,” says Susan McCoy, trend spotter and president of Garden Media Group. “People are being thoughtful in their actions and mindful of their impact on the economy, their locale and the environment.”

In its 13th Garden Trends Report, Garden Media finds consumers spending more leisure time outdoors and “decorating” their gardens, not just their homes. People are socializing more, hosting garden parties, lawn games and brewing events and being good stewards of the earth.

Globally, the 2014 Garden Trends Report finds the gardening and outdoor living market is expected to increase yearly by 3.5 percent through 2016, when it should reach $220 billion. The North American market, which has remained flat at $58 billion, is expected to grow annually at a rate of 1 percent for the next four years.

Trends for 2014
Super foods, super models. Edibles are advancing to the next level with foodies and the health conscious. Nearly 47 million Americans were planning on growing edibles in 2013 for access to food that is better tasting, higher in nutrition and better quality. The “super models” of these higher-nutrition edibles are packed with added health benefits. Blueberries improve cardiovascular and brain health and are packed with Vitamin C and fiber. Kale is high in iron, fiber and antioxidants. People are using these super foods to drink their gardens in a variety of smoothies, juices, craft cocktails, beer, wine and kombucha. The DIY aspect starts with growing and harvesting, and is topped off by the creativity poured into each glass.

Simple elegance. Classic elegance in colors and visuals will become a popular attitude of 2014. Think monochromes or pairing a single color with white for simplicity, whether for plants, pots, outdoor fabrics or furnishings. This is also achieved with a planting of a single variety for an even more dramatic sense of unity.

Young men in the dirt. Young men are discovering the great outdoors and are grilling, growing and taking their kids out to play in the dirt. Men 18-34 are spending $100 more ($441 annually) on the lawn and garden sector than the average gardener.

Bee-neficials. Bees are at the forefront of environmentally aware consumers’ minds, inspiring them to plant native, pollen-rich flowers, trees and veggies to provide safe shelters. Consumers are taking steps to nurture biodiversity to counter bees’ habitat loss by providing bee shelters in attractive and effective forms.

Think gardens. Plants make us smarter, more productive and less stressed and are showing up in offices, schools and hospitals across the country. The use of indoor plants is on the rise not just for their decorative character but also for their ability to inspire, calm, reduce stress and provide a natural balance.

These trends offer insight into how consumers will seek to bring balance to their lives through the home and garden segment. McCoy suggests green industry companies take action now to provide the products, services, ideas and inspiration that their customers will be searching for in the months to come.

The complete 2014 Garden Media Trends report is available at http://grow.gardenmediagroup.com/2014-Garden-Trends-Report.