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Horticulture Sector Trends 2017

28 September 2016

Tuinbranche Nederland, VHG Sector Association, the Flower Council of Holland and iBulb have announced the Horticulture Sector Trends 2017 for the floriculture sector. The aim is to increase the visibility of ‘greenery’ amongst consumers, and to provide the sector with opportunities to take advantage of these trends. The trend information for 2017 is now available and will appear in (international) consumer media from 1 January 2017. 

Collaboration between sector organisations
The continuing demand from media outlets for trends and developments in horticulture and the need for the sector to present a unified front to the world has prompted these organisations to come together once again. Following two successful years of collaboration, the trends have been translated to the horticulture sector for the third time in association with trend watcher Aafje Nijman. A narrative for the press based on shared Horticulture Sector trends strengthens the story we have to tell. Working from this shared basis, the four organisations implement PR and other activities within their own sector. 

Visibility of horticulture
The Horticulture Sector Trends 2017 are used – amongst other things – to develop specific and newsworthy images and press material with the aim of generating as much publicity as possible in the media.  This helps enhance the visibility of horticultural products such as flowers, plants and bulbs amongst consumers. Experience has shown that the Horticulture Sector Trends provide extra encouragement for the media to write about ‘greenery’. Alongside the media, members and funders of the collaborating organisations are also informed about the trends so that they can apply them when making choices about purchasing or product innovation. 

2017 zeitgeist
This era is shaking us out of our stupor and our society is rapidly undergoing dramatic change. We are gradually realising that we need to adjust our ideas in order to adapt our own perceptions. We feel that we’re torn between our old ideas and the new way of thinking that the world demands. The intense era in which we are adjusting our ideas is expressed in three trends for the horticulture sector: the quest for truth, the search for equilibrium and the new rules of the game. In order to get a clear understanding of the changes in style, we have examined the anticipated changes in customers’ needs. We call this the zeitgeist. These have then been translated into four style trends: Equalise, Harmonise, Energise and Rebel.

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Misleading experiences mean that the need for truth and trust is greater than ever. As a result, fact checking has become a popular pastime – we want to have certainty about the world. Sensory perception therefore becomes incredibly important. This is expressed in personal rituals that see us recharging from nature. Places where we can retreat and feel nature around us are important. We surround ourselves with flowers and plants which fulfil a symbolic role. Natural, round shapes allow us to find peace. Natural patterns and designs derived from flowers and plants typify this trend. Green is at the heart of the colour palette, alongside calm colours such as pale yellow and pink and lilac accents.

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The imbalance in the world makes it clear that standards need to be adjusted in order to restore equilibrium. Amidst all the violence we have lost sight of the human scale which provides understanding and connection. As a counter-reaction, we close ourselves off from the bigger picture and focus on something small and tangible. In and around the home, small flowers and plants are placed on a pedestal and are given equal status with all other products. In the garden this is expressed in an alternation of living greenery and dead materials. The combination of various unusual materials and a mixture of romantic and bright colours create a new harmony. Both feminine floral patterns and masculine minimalist patterns with small checks and stripes are important. 

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We are preparing ourselves for a fresh move forward following the economic crisis. The energy is tangible. Being fit and radiating energy is the new creed. Personal data becomes a new means of payment, and that creates a new zest for life - we want to be seen as energetic and innovative. As a result, plants and flowers are increasingly seen as the ultimate source of oxygen, and thus the source of energy and vitality. Everything projects a winners’ mentality with which we show that we can take on the world and enter the new era fit and active. We create a simultaneously relaxed and active space by combining fresh, powerful and functional together. This is reflected in powerful, stark flower and leaf shapes in eye-catching colours. The focus is on energetic colours combined with a paler or faded tone. The stark, geometric materials and patterns feature sports references such as stripes, dots and honeycomb structures. 

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In times of rising tension and stress, we need to find a release. In order to survive, it’s imperative that we put things in perspective and take a light-hearted view of serious matters. There’s a need to soften the existing situation. In response to this, an atmosphere is created in which there appear to be no rules, but instead colour, cheerfulness and silliness. Flowers and plants are ideal for meeting this need by using unexpected colour combinations and shapes. Convention is thrown to the wind and we get the chance to adopt a contemporary, unique angle. Anything’s possible - everything’s allowed!

For more information, please contact: Chanel de Kock via 0203 741 8017 or c.de.kock@flowercouncil.co.uk