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Brief Published: 21 Jul 2020

Consumers Are Gardening More than Ever in Lockdown

Extra
Gardening has seen a surge of interest since lockdown

Consumers in lockdown are gardening at an unprecedented rate – unleashing a wealth of opportunities for brands to cater to new green-fingered consumers. Savvy brands are exploring fresh e-commerce opportunities and revitalising gardening shops to attract this wave of nature lovers.

Interest in gardening has reached new heights during lockdown, with time spent on domestic horticulture rising 147% in the UK this summer (ONS, 2020). Consumers are turning to gardening to fortify their wellbeing, manage anxiety around food security, and keep themselves occupied during this enforced time at home. We see this trend flourishing post-lockdown as consumers list growing vegetables and redesigning their gardens as top wishes on their post-pandemic bucket list (National Lottery, 2020).  

Brands should be aware of the new, younger gardening audiences being ushered in by lockdown. British millennials have spent nearly twice as much – £213 ($268) – on their gardens during this period than the UK average of £125 ($157) (LV General Insurance, 2020). Companies would also be wise to support these burgeoning enthusiasts. Launched in July, GardeningEtc.com is the first e-commerce platform of its kind – a site dedicated to providing UK shoppers with inspiration and products for their dream gardens. Editor Beth Murton said: “There has never been more interest in taking control of our gardens, patios and balconies.” 

Innovation is also heading to the garden centre. Italian architecture firm Studio Bressan’s Green Village in the province of Padua is pushing the boundaries of the traditional commercial greenhouse. A recent feature on Designboom applauds its fast-construction architecture and flexible retail space, which suits the seasonal changes of such products; while the futuristic Brutalist design offers an appealing alternative for the emerging market of younger gardeners. 

Savvy brands need to think ahead and provide products and solutions for nature-craving consumers seeking to enjoy the outdoors well past the summer gardening boom. For inspiration, see our Outdoor Lifestyle Winter 2021 Product Design report. For more ways that brands can connect consumers with gardening and the outdoors, see Eco-Urbanites: Nurturing Nature in Cities and The Greenery Opportunity.

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