One very noticeable trend taking place in plant sales at the moment is a growth in houseplants. The Flowers and Plants Association (F&PA) says that, after ‘years languishing in the doldrums’, houseplants are starting to become fashionable once more. Sales are increasing at a faster rate than those of cut flowers, with renewed interest in big green and larger sized plants to make a real style statement.
It is an area that offers distinct possibilities for further growth, according to F&PA: “We would like to see the developments that have occurred in the cut flower market applied to the houseplant market. At the moment, there is still little ready to go product in indoor plants. Too many plants are still sold in their brown plastic pots straight from the shuttle tray, with no carry out packaging, dressing, care information or even adequate labelling.”
The association goes on to say that in cut flowers, hand tied bouquets have become commonplace and it is a rare retailer who does not offer some impulse or gift flower item, ready to go. There are fewer retailers of plants that do the same, and those that do offer these products are seeing good sales figures for indoor plants.
Seasonality is also returning to the forefront. Consumers are recognising that not all plants will be available all year round. The more cut flowers that they buy, the less interested they are in long shelf life - instead they focus on attributes such as seasonality, country of origin, fragrance. Lily of the Valley, peonies and narcissi are highly popular in season.
Drought tolerant plants are very much in demand - and this demand looks set to grow. Sedums, agapanthus and buddleias are becoming ever more popular. The droughts and watering restrictions of the past few years, particularly in the south east, have had some impact on gardens, as people are a little more reluctant to spend on plants which they will struggle to keep alive during hot summers. Greater clarity over what type of watering systems can be used, as well as exemptions for elderly gardeners who are less able to cope with heavy watering cans, may help.
Meanwhile research carried out by the Consumer Association’s Gardening Which? indicates that big sized specimen plants are much sought after. This reflects the ‘instant garden’ trend where consumers are looking to create an immediate impression of maturity. It may also reflect changing urban environments where people need instant cover against neighbours. The RHS frequently get asked what large plants would be suitable to provide privacy in towns as a result of the creation of new housing developments. Alongside this is a demand for plants that are long flowering and evergreen, which are also easy to maintain.
The English cottage garden look remains popular, although there is a perception that while pretty, deadheading and maintenance make herbaceous perennials hard work. This makes them less popular with time conscious gardeners and those who are gardening for the first time. Such plants are likely to prove more attractive to the steadily growing number of people in their thirties and over who are downsizing and seeking a calmer lifestyle with more time to follow their own interests. Alongside this has been a growth in the number of jobbing gardeners and householders who are willing to employ a gardener for one or two days a week or even just a few hours on a regular basis to provide skilled care and maintenance.
As a result, there has been a return to more traditional plants such as trees and roses. The HTA for instance is expecting sales of roses to increase significantly. “David Austin roses are doing well, with roses at places like B&Q flying off the shelves,” says the association’s Erica Harper. Traditional gardeners expected roses to last for 30 years or so; now people are expecting good performance for a few years before changing them, Harper indicates. Roses, which require less pruning and careful attention, but have long flowering periods such as the English roses, are popular.
The HTA believes bedding plants will not do so well, especially in the south east, where drought problems are greatest. People are looking for ideas, inspiration and easy gardening. This is not just a matter of plants that are easy to care for, but having all the right information to begin with. Good plant labelling with full - and easily understandable - care instructions will encourage people to buy more plants since they will feel more confident about caring for them.
The RHS’ Lee Hunt adds that people need basic information, such as how big a hole should be dug, when to water and so on.
Reflecting this trend, pre-planted containers are expected to grow in popularity. They provide an instant solution to time conscious gardeners, or to those who lack confidence about their garden style. They feel confident that the choice of plants in the container will work because it has been put together by people who know something about them. This provides an opportunity for growers and retailers alike to create more inventive planting mixes linked to a wide choice of containers.
“I suspect a lot of what consumers want is spurred by what looks good in the plant centres. They are inspired if a plant looks good. You do get fashions in plants but being tempted is still very important,” comments Lee Hunt.
“The majority of our queries are still on trees and shrubs. This may be because trees and shrubs require more investment in the future and greater expense so people are keen to get them right.”
More and more consumers are paying attention to food miles - the distance food travels from where it is grown to where it is purchased by the shopper. Buying locally grown food is very popular, as it is perceived to be more environmentally friendly, particularly cutting down on transport costs. Plant miles can be equally long distance. Bedding plants for example may be grown in Italy or Spain and delivered to the UK for either growing on in nurseries or sold direct to the consumer through garden centres. How far are consumers aware of these miles? Is it a big issue? Would they pay more for plants bred purely in the UK, thus reducing the plant miles?
Nigel Judd of Thompson & Morgan has no doubts about the situation. “Consumers are not interested in where plants come from,” he says. “Plant products get devalued when they are sold in big retail outlets where the focus is on price. It would be nice if people were more aware and were prepared to pay a little more.”
He is not alone in this view. Everyone questioned for this article had the same opinion - consumers have no concept as to where plants come from. At present plant miles is not an issue - simply because consumers know nothing about it. “They think, ‘here is an enormous Agave. It comes from the garden centre.’ People know some plants come from Holland, but do not appreciate that plants are shipped all over Europe,” stressed a Gardening Which? spokesperson.
Lee Hunt takes a similar view. “Most consumers will not be aware. I have seen some plants produced by British nurseries which fly the Union Jack flag on their labels, which makes you consider that plants can be transported long distances. People are aware of food miles, but have not yet joined up the dots to be aware of plant miles.”
At present there are no indications that environmental pressure groups are turning their attention to plant miles, but this could happen quite quickly. Food miles were virtually unheard of ten years ago - now it is a major issue. Clearly for plant miles to become a major concern in the same way as food miles, an education campaign will be essential.
Such a campaign has been highly successful in the food sector where the Little Red Tractor logo has become renowned for highlighting British produce. Talk has been emerging within the horticultural industry as to whether a similar logo might be a good idea. Opinions are mixed.
The HTA did some preliminary research a couple of years ago. Erica Harper explains: “At the time consumers indicated that they would not pay extra for a UK plant. It appears to us that the cost of putting in place a scheme like this would not be viable in terms of additional sales.”
The British Bedding Plant Association is currently studying the accreditation process. One of the issues being raised is whether the Red Tractor logo should be used on plants or whether a slightly different logo should be introduced. No one is quite sure as to whether the tractor will be an environmentally friendly concept in years to come.
James Alcarez of the British Bedding Plant Association said: “It is a hot topic for the industry. Will it make much difference to consumers? We are keen to promote UK produced plants. There are enormous areas of conflict - lots of seeds and young plants originate from Holland, Germany, Italy, Spain and then sent to the UK to be grown on. Some farmers are keen to diversify into growing locally produced open ground plants but not all growers have the facilities to do so.
“My personal view is that a logo is essential. It will give the consumer confidence that plants have come from a reputable nursery, and that the industry is not harming the environment but I doubt whether they will pay any extra for this.”
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