# Foliage Familial Brands tap into the consumers’ obsession with raising houseplants. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Apr 10, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/foliage-familial ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## 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.” ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 22, 2018 to Feb 22, 2019 - Published: Apr 10, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Foliage Familial trend ### Indoor Gardening Businesses can benefit from the increasing interest in indoor gardening and develop products that assist consumers in maintaining and tracking plant growth. ### 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. ### 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. ## What the Foliage Familial trend means for industry ### For 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 for Foliage Familial Trend score 3.9 out of 10, from popularity 48%, activity 62%, freshness 8%. - Popularity: 48% - Activity: 62% - Freshness: 8% ## Examples of the Foliage Familial trend 5 featured examples from Mar 22, 2018 to Feb 22, 2019. - [Urban Gardening Accessories](https://www.trendhunter.com/trends/rt1home): RT1home Curates Items Specifically for Modern Gardeners (Category: Art & Design) Implication: The home and garden industry can capitalize on the growing demand for urban gardening products. - [Growth-Supporting Plant Furniture](https://www.trendhunter.com/trends/liana-plant-stand): The 'Liana' Plant Stand is Minimalist and Comes in Many Colors (Category: Art & Design) Implication: Furniture companies can differentiate themselves and appeal to eco-conscious consumers by incorporating living plants into their designs. - [Whole-Home Houseplant Sets](https://www.trendhunter.com/trends/buying-indoor-plants): Horti Makes Buying Indoor Plants in Large Quantities Effortless (Category: Art & Design) Implication: Online houseplant sales and subscriptions provide an opportunity for e-commerce businesses to expand their product offerings into the horticulture industry. - [Indoor Garden-Tracking Devices](https://www.trendhunter.com/trends/climate-sensor): The 'Kokonaut' Climate Sensor Keeps a Close Eye on Plants or Crops (Category: Tech) Implication: The 'Kokonaut' climate sensor has the potential to revolutionize indoor and outdoor farming by improving monitoring and automation processes. - [Urban Gardener Journals](https://www.trendhunter.com/trends/the-green-conspiracy-garden-planner): The Green Conspiracy Garden Planner Helps Consumers Strategize (Category: Art & Design) Implication: Disruptive innovation opportunity: Design and manufacture innovative gardening tools equipped with IoT capabilities to monitor plant health and optimize growth conditions. ## Recent trend clusters - [Sugar Moderation](https://www.trendhunter.com/protrends/sugar-moderation) (Lifestyle) - [Luxury Electrification](https://www.trendhunter.com/protrends/luxury-electrification) (Autos) - [Effortless Rounds](https://www.trendhunter.com/protrends/golf-training-devices) (Lifestyle) - [Flavor Rotation](https://www.trendhunter.com/protrends/rotating-bakery-menu) (Lifestyle) ## Trending in Eco - [Roomier Budget Electric Hatchbacks](https://www.trendhunter.com/trends/roomier-budget-electric-hatchbacks) - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Phased European EV Models](https://www.trendhunter.com/trends/phased-european-ev-models) All articles: [Eco](https://www.trendhunter.com/eco)