Category
Lifestyle
Assisted Choices
5.0
Trend score
Trend
What is the Grocer Garden trend?
Grocer Garden: As urban farming continues to grow in popularity and necessity, supermarkets are increasingly sourcing their produce from their in-store farms in order to accommodate this shift. While cultivating these in-store farms can add extra costs in labor, they serve to increase trust between the grocer and its customers by offering produce that is visibly fresh. As consumers in urban environments increasingly seek more authentic connections to the environment, in-store grocer gardens serve to offer this personalized touch by just slightly adjusting items that are already inherently connected to the grocery experience.
Trend themes
Themes within the Grocer Garden trend
Three behaviours holding the trend together01
In-Store Grocer Gardens
As urban farming continues to grow, grocers are increasingly sourcing their produce from their in-store farms for a personalized touch and visibly fresh produce.
02
Rooftop Farming and Produce Brands
Brands such as IGA and 'Frais Du Toit' are introducing consumers to rooftop gardens, offering fresh produce and honey that is sold in-store, thus allowing the brands to connect better with their customers and provide fresh organic products.
03
Fresh-Picked Free-from Produce
Vertical farming companies like Eden Green Technology are embracing fresh-picked produce derivatives, providing locally grown produce free from chemicals, herbicides and pesticides, with Walmart partnering with such companies to act as an intermediary between farmers and consumers.
Industry implications
What the Grocer Garden trend means for industry
Where the trend changes the playbookFor
Retail
The retail industry can use innovative methods, like in-store gardens and rooftop farming, to enhance their brand presence while increasing consumer trust and sales.
For
Food & Agriculture
The food and agriculture industry can experiment with innovative ways to provide fresh and locally sourced organic produce to consumers by adopting new technologies such as vertical farming.
For
Hospitality
The hospitality industry can establish edible organic gardens on their properties, enhancing their sustainability and green presence, while concurrently cultivating hyper-local ingredients for their menus.
Workshop question
How can your brand slightly reformat its core offerings in order to create a more authentic connection with its customers?
Trend signals
Trend signals for Grocer Garden
Trend score 5.0 out of 10, from popularity 74%, activity 67%, freshness 8%.
Popularity74%
Activity67%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Grocer Garden trend
5 featured examples from Dec 13, 2016 to May 16, 2019CategoryEco
Free-From Produce Lines
Eden Green Technology's Crisply Makes Locally Grown, Fresh-Picked Produce
The vertical farming industry has the potential to disrupt traditional farming methods by offering efficient and sustainable solutions for locally grown produce.
CategoryEco
Hydroponic Farm Cafes
London's 'FARM:shop' Grows Food On-Site for Its In-Store Cafe
The restaurant industry can explore on-site food production to offer sustainable dining experiences and cater to the demand for locally sourced food.
CategoryEco
Edible Organic Gardens
Bayless Organic Gardens Focuses on Creating Sustainable Urban Food
The restaurant and hospitality industry can benefit from incorporating edible organic gardens into their establishments to provide fresh, locally-sourced ingredients for their men…
CategoryEco
Rooftop Grocer Gardens
The Grocery Store IGA Has Introduced a Rooftop Garden
The introduction of rooftop gardens in grocery stores presents an opportunity for the industry to offer fresh, locally grown produce to customers.
CategoryLifestyle
Rooftop Produce Brands
IGA's 'Frais Du Toit' Brand Sells Organic Greens from Its Rooftop Garden
Retailers can explore partnerships with urban gardening and agriculture companies to offer customers locally grown, fresh and organic produce through innovative store displays.
