February 2020 - 15

GREEN GOODS
T
o call houseplants a trend
at this point is almost an
understatement. It is a
movement, fueled by microtrends
within it. Pilea, monstera and
peperomia are all having their
moment.
It isn't all about the plants, either. The
houseplant movement is changing the
way people look at pottery, glassware
and even print patterns. Walk the
aisles in your local HomeGoods store
and you'll see tropical foliage themed
EVERYTHING. Now the question is: how
do garden centers take full advantage
of all of this?
Last fall at GrowIt! we wanted
to get a better understanding of
the underlying trends within the
houseplant movement. In 2019,
houseplants accounted for just under
40% of the plant photos uploaded
onto the GrowIt! app. Seeing this, we
knew we had a healthy audience of
houseplant enthusiasts and buyers,
and wanted to find out what they
thought about certain things.
We decided to use National Indoor
Plant Week as a reason to give away
some houseplants, and ask consumers
questions about their houseplant habits
in the process. We asked a question a
day for eight days, and received over
10,000 responses in total.
We teamed up with TPIE (Tropical
Plant Exhibition Exhibition) to create
a report from the questions and our
existing GrowIt! data to help the
industry better understand the mind
of the consumer when it comes to
houseplants. The report can be found
in its entirety at www.growitmobile.
com/houseplantreport.
The idea was that you could arm
yourself with information from the
report, and attend TPIE to see some of
these plants in action. From the report,
we were able to isolate specific trends
that we see having a big impact in
2020 and beyond.
Big Plants
One of the most intriguing bits of
insight to stand out in the report was
the interest in big houseplants. On
the outside, this trend isn't entirely
surprising, due to the popularity of
specific plants.
When we polled community
members about the plant that is at
People want plants that take up space and
add a dramatic look to their interiors.
the top of their wish lists, Monstera
deliciosa topped the list for all but a
handful of areas, and even then the
top plant was Ficus lyrata (fiddleleaf
fig). Both of these plants are
extremely popular and, for a time,
suffered from a shortage in supply.
Though it's not hard for consumers
to get their hands on them now, the
interest is still there.
We even saw significant interest
in large indoor palms. People want
something that's going to occupy
space and add a dramatic look to their
interiors and balconies. However,
when looking deeper into the data
and other questions, it's clear that
consumers want more options when
it comes to large plants. Outside of
monsteras, palms and fiddle-leaf figs,
there are just a handful of different
large foliage plants that are routinely
available to consumers.
An interest in large plants also
reappeared later on in our research,
when we asked community members
which non-houseplants they wish
they could grow indoors. All of the top
20 responses fit into two categories
- and some fit into both: Trees/
Shrubs and Edibles.
The top five plants that millennials
wished they could grow in their
homes were ALL tropical fruit trees.
Outside of the fruit interest, roses,
lilacs and willows made the top list.
These are all large plants that people
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February 2020

Table of Contents for the Digital Edition of February 2020

February 2020 - 1
February 2020 - 2
February 2020 - 3
February 2020 - 4
February 2020 - 5
February 2020 - 6
February 2020 - 7
February 2020 - 8
February 2020 - 9
February 2020 - 10
February 2020 - 11
February 2020 - 12
February 2020 - 13
February 2020 - 14
February 2020 - 15
February 2020 - 16
February 2020 - 17
February 2020 - 18
February 2020 - 19
February 2020 - 20
February 2020 - 21
February 2020 - 22
February 2020 - 23
February 2020 - 24
February 2020 - 25
February 2020 - 26
February 2020 - 27
February 2020 - 28
February 2020 - 29
February 2020 - 30
February 2020 - 31
February 2020 - 32
February 2020 - 33
February 2020 - 34
February 2020 - 35
February 2020 - 36
February 2020 - 37
February 2020 - 38
February 2020 - 39
February 2020 - 40
February 2020 - 41
February 2020 - 42
February 2020 - 43
February 2020 - 44
February 2020 - 45
February 2020 - 46
February 2020 - 47
February 2020 - 48
February 2020 - 49
February 2020 - 50
February 2020 - 51
February 2020 - 52
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/thrive-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-july-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2019
https://www.nxtbookmedia.com