Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Foliage
Familial
Brands tap into the consumers’ obsession with raising houseplants.
3.9
Trend score
Trend
What is the Foliage Familial trend?
Foliage Familial: As consumers, particularly Millennials, seek to acquire more greenery and plant life for their homes, brands are responding with new products to help track growth, share updates with social media and even provide tips and guidance for successful plant “parenting.”
Insight
The consumer insight behind the Foliage Familial trend
The Millennial demographic is known for having a lower appetite to start families of their own. However, as they age out of being the "youth demographic," this generation is looking for incremental methods of testing out their care-taking capabilities.
Trend themes
Themes within the Foliage Familial trend
Three behaviours holding the trend together01
Indoor Gardening
Businesses can benefit from the increasing interest in indoor gardening and develop products that assist consumers in maintaining and tracking plant growth.
02
Urban Gardening
There is a growing trend of urban gardening as consumers seek out ways to bring greenery into their small spaces and businesses can offer unique and practical gardening accessories tailored for small spaces.
03
Plant Care Journals
The growing market for houseplants presents an opportunity for businesses to develop journals that assist consumers in managing plant care and maintenance with effective gardening and plant care tips.
Industry implications
What the Foliage Familial trend means for industry
Where the trend changes the playbookFor
Home Decor
The trend in indoor gardening provides home decor companies an opportunity to offer stylish planters, unique gardening accessories, and furniture designed with plants in mind.
For
E-commerce
The trend in urban and indoor gardening allows e-commerce platforms to sell and deliver plants and gardening accessories. It also provides the opportunity for subscribing to curated sets of plants that suit consumers’ preferences and living spaces.
For
Media
Media companies can capitalize on the rising interest in gardening by creating plant care content, including blogs, podcasts, and videos on plant parenting and maintenance.
Workshop question
How can you leverage the niche interests of your consumers to build better connections?
Trend signals
Trend signals for Foliage Familial
Trend score 3.9 out of 10, from popularity 48%, activity 62%, freshness 8%.
Popularity48%
Activity62%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Foliage Familial trend
5 featured examples from Mar 22, 2018 to Feb 22, 2019CategoryArt & Design
Urban Gardening Accessories
RT1home Curates Items Specifically for Modern Gardeners
The home and garden industry can capitalize on the growing demand for urban gardening products.
CategoryArt & Design
Growth-Supporting Plant Furniture
The 'Liana' Plant Stand is Minimalist and Comes in Many Colors
Furniture companies can differentiate themselves and appeal to eco-conscious consumers by incorporating living plants into their designs.
CategoryArt & Design
Whole-Home Houseplant Sets
Horti Makes Buying Indoor Plants in Large Quantities Effortless
Online houseplant sales and subscriptions provide an opportunity for e-commerce businesses to expand their product offerings into the horticulture industry.
CategoryTech
Indoor Garden-Tracking Devices
The 'Kokonaut' Climate Sensor Keeps a Close Eye on Plants or Crops
The 'Kokonaut' climate sensor has the potential to revolutionize indoor and outdoor farming by improving monitoring and automation processes.
CategoryArt & Design
Urban Gardener Journals
The Green Conspiracy Garden Planner Helps Consumers Strategize
Disruptive innovation opportunity: Design and manufacture innovative gardening tools equipped with IoT capabilities to monitor plant health and optimize growth conditions.
