Manuel RUCAR, trendsetter and founder of the trend consultancy CHLOROSPHERE.
His role is to identify and analyse the consumer trends that punctuate all markets, in order to extract the strategies to be adopted in the future. He is the editor of the international indoor and outdoor trend book for Y+2. He has been an expert marketing consultant for brands and companies in the world of gardening for 11 years, and is now a reference for media and players who wish to decipher the coming seasons up to 3 years in advance.
#1 – Interview: How is the health crisis accelerating the garden sector transformation? What will tomorrow’s garden look like? Analysis of the lessons to be learned from this period and the consumer purchasing behaviour implications.
Has the health crisis experienced in 2020 led to a change in consumers behavior?
M.R.: “The health crisis experienced in 2020 and especially the confinement have not so much created new behaviors, but rather affirmed certainties, attitudes and wills among consumers. Urban densification has shown its limits. What good is a city if there are no more jobs and distractions? Confinement has allowed many apartment residents to take a step back from their lives: “What’s the point of living in such a small space when I’d get at least twice as much for the same rent outside the country? ».
Today, two phenomena are accelerating to compensate for this lack: urban exodus on the one hand and the « renaturation » of cities on the other hand.”
What do you mean by “accelerating the urban exodus”?
M.R.: “The figures are beginning to worry the French public authorities. The French Observatory of Housing (OBSOCO) indicates that, in 2020, less than half of the inhabitants of the “Ile de France” are satisfied with their housing. Even if this trend has already been well established since 2018, today 88% of these people are thinking of leaving the city in the next two years. This means that 6 out of 10 French people are thinking of changing their living environment in favor of greener, less urbanized areas.
Add to this the government measures aimed at encouraging partial unemployment and/or home office, planned for the next three years, and the conclusion of a reinforced urban exodus is obvious.”
Could the “renaturation of cities” change the situation?
M.R.: “The renaturation of cities is accelerating, with French public orders to city planners aiming to reimplant more green space in the city. Will these actions be fast enough and sufficient to stem this exodus?
The reality is that the search for green space to establish one’s new place of residence appears in the top 3 priorities of individuals when moving.”
What impact will these behaviors have on the garden and DIY market?
M.R.: “The garden and DIY market experienced a record upturn in 2020, and we can expect this to be a sustainable trend if this comeback to the countryside accelerates. Larger plots of land will imply new needs, particularly in terms of plant mass, but also in terms of maintenance, mulching, motorized cultivation, etc.
Rural garden centers are already beginning to take advantage of the influx of these neo-rurals, who have important needs and a good purchasing power.”
Is the post-covid gardener optimistic or pessimistic?
M.R.: “In fact, both exist and this is mainly due to their generational differences.
The older consumer will be quite pessimistic. He no longer believes in an improvement of the climate, the seasons and the environment. He has somehow given up.
As a result, he is looking for ways to make his daily life lighter and easier. He confines himself to his garden which he arranges to be weatherproof and climate-proof; resin and plastic are for him safe values because they do not require maintenance. His consumer habits will explain the increasing sales of synthetic grass, resin garden shelters, home automation, as well as pest control products and invasive plants.
On the contrary, the optimistic, younger consumer believes that there is still room for change. He has been able to observe, thanks to the multitude of testimonials on social networks, and in just a few weeks of confinement, that nature could “take back its rights” just about everywhere in the world. With his strong convictions, he will now opt for a garden that gives nature its rightful place, using permaculture when possible, a garden where plastic is banned and natural materials are strongly favored.
In particular, he has returned to using all types of wood for landscaping, as well as their maintenance products, with linseed oil in first place.”
What are the consequences for the garden sector retail?
M.R.: “These two opposite views coexist and currently limit the market within which all the diversity and complexity of our human behaviors oscillate at the present time.
The interest of the retail is determined by its ability not to denigrate the “old” generations while not underestimating the importance of the new generation, which will be the majority of future consumers between now and 2025.”
Tomorrow, what will be the ideal business model for retail?
M.R.: “The ideal business model will focus on nature.
From H&M to IKEA or E.LECLERC, all the brands are aiming for a better consideration of the environment in the future.
Although not vital for the consumer, this awareness will also be reinforced by pressure on our waste and will therefore become almost a priority. In all this transformation, nature is at the heart of the matter: there are many manifestations of it, from Nature & Découvertes to Terres & Eaux or lamaison.fr. Retailers are reinventing themselves to provide a reconnection of mankind to the Earth’s reality.
Suppliers and retailers must listen today to the grievances of the new generation that will be the typical customer tomorrow, because we can’t forget that, the generation of millennials is today in the world, the generation that surpasses all others, demographically and economically.”
October 2020 – itw with Manuel Rucar Chlorosphere for JdC Garden Trends
#1 – The trends area of the show: discover the garden trends for the next collections.
Each edition of JdC Garden Trends presents the key trends of the next collections in partnership with our trend-setter Manuel Rucar, from Chlorosphere agency. The JdC Trends space will be staged embodying an “authentic” spirit around the theme “Living with and in nature”… Heading for deeper ranges, greener products, more genuine materials and colours… Look out for it at the show entrance.
#2 – The 2020 theme of JdC Garden Trends deciphered by CHLOROSPHERE: Heading for greener gardens!
To understand the theme of the Journées des Collections 2020, let’s take stock with our partner Tendanceur, Manuel RUCAR from the trend consultancy CHLOROSPHERE on the subject.
“Today, the media are constantly talking about environmental problems. Car, food and clothing brands are also taking the opportunity to adopt green communication and teenagers around the world are taking to the streets to demonstrate for a greener future: this is not just a passing trend, but a groundswell that we are currently experiencing.
Scientists on all sides now recognize an accelerating degradation of our environment and our future living conditions. Politicians, whether at a very local or international level, are starting to legislate drastically on our lifestyles: end of the use of single-use plastics, personalised taxation of household waste, limitations of certain controversial substances, health indices for food, zero phytos, etc.
There are many examples, but for the first time in our common history, the initiatives of individuals are even more numerous: flexitarism, recycling, municipalism, fertile disobedience, zero waste, collapsology… a whole universe is on the move!
The retail is starting to evolve: Lapeyre plays with bulky items to tell its customers that its furniture is made to last, Darty fights against programmed obsolescence, Biocoop opens zero-waste points of sale… Here we are not talking about specific products, but about a new state of mind. Tomorrow, the consumer will be more attentive than ever to the origin of his purchases and to direct his consumption towards a second life more respectful of the environment.
More than ever, “made in local” is important. It is no coincidence that most of the major players in the plastic pottery industry have recently changed their processes and ways of communicating… the stakes are immense.
It was therefore “naturally” essential for the garden market to be in tune with this new green era. The JDC Garden Trends, as a key event in the profession, tends to show the way, directing suppliers and distributors towards this future which promises to be particularly conducive to talking about the garden”.
Manuel RUCAR – CHLOROSPHERE, Interview of December 10, 2019
#3 – History and Outlook:
In order to understand what is waiting for us on the market, it is good to take stock of the last few seasons. Since 2018, with the advent of second-hand trends that have notably allowed for the emergence of furniture in pallets or other natural curiosities, we have noticed a growing interest from the private individual for second-hand garden objects that, by definition, escape the conventional market. This trend has been an opportunity to touch on recovery, recycling and up-cycling, making it possible to “make sexy” second-hand objects and materials.
Since 2019 and the effective ban on the use of plant protection products, a conflict has arisen between refractory populations and populations that have completely embraced the cause, even to the point of militancy. The past year has therefore seen the emergence, for the first time in the history of our market, of fervent defenders of “living in nature”, which has been the battle horse of the sector’s brands and suppliers since its emergence in the 1980s.
For 2020, this craze for green is therefore shaping up to be not only a pivot on which to rely to renew customer potential, but also a turning point for companies who will be able to see it as an opportunity to become new leaders of tomorrow, or a threat to their historical business model. The answer will naturally be found, when we already know that this trend is set to continue in 2021, with a proportion of customers moving massively towards a greener garden…
#4 – Collections 2020/21: towards deeper ranges
While the search for diversity has been the key to many listings, today the private individual will direct his purchases.
Within 5 years, we will all be directly or indirectly taxed on our volumes of household waste emissions. This variable share, will therefore have a direct impact on the behaviour of consumers, who will seek to select their products according to their after-life, over-packaging and their “ethical” and ecological origin.
In this spirit, we can foresee that loyalty to committed brands could once again become the rule: a consumer who has tested several brands to finally find the most ethical one according to his criteria, will be loyal to it for longer as long as he does not make the permanent effort to look for new references. This is the case of organic or vegan brands, for example, in the food sector but also in the cosmetics department where customer loyalty is almost militant and where depth of range is therefore a must.
#5 – Greener products
Whether on the news, in advertising, media or social networks, the environment is the number one topic today. A topic that gets people talking, but which also affects as many people as possible, far ahead of conflicts in faraway countries or other foreign diplomatic incidents.
This subject affects the daily lives of a wide audience, as it is based on the uncertainty of a future that promises to be increasingly complicated to manage for future generations. As of today, households are starting to organize themselves. The new preference for wood over resin is one of many examples, as is the rise of composting. Plastic pots and over-packaging are beginning to be shunned. Disposable products are becoming the object of deeper reflection before making a purchase.
Whether in the purchase of seeds, plants, decorative objects, furniture or accessories, there is gradually a significant shift in the market towards more environmentally friendly products. Numerous social phenomena support this craze: zero waste, flexitarianism, “flygskam*”, collapsologism, urban exodus, etc.
In the end, perhaps it is the act of consuming itself that is being questioned. In the future, just as it will probably be unthinkable to buy a petrol or diesel car, it will probably be just as absurd to own a so-called “wild” or exotic animal, to “kill” old trees for a party, to offer flowers that one cuts, or even to put plastic on the floor of one’s terrace, in one form or another.
Admittedly, we are not there yet, but the time has come to take into account the orientations of societies that are global and increasingly followed.
*flygskam = flight shame
#6 – Truer Colour Materials
Dans cette course à l’eldorado vert, les industriels du plastique sont en ligne de mire. Tous les grands groupes mettent aujourd’hui au premier plan leurs innovations techniques en matière de recyclage.
By explaining to the consumer how these recycled products are made and justifying the changes that this implies on the product, price and colours in particular, the market is gradually introducing new reflexes. The materials we see arriving in the new catalogues are more hybrid, less pure with duller colours and more matt effects… a godsend because they are precisely the trendy colours and finishes of the moment!
Indeed, for the coming seasons, more pigmentary colours will inspire the giants of decoration: dark red, beige yellow, dark green, dark blue and all in a matt or pile finish for a more natural look.
#7 – Design more natural collections.
The striking styles of these next collections go hand in hand with this in-depth search for a true product by the consumer, and the enhancement of a more natural image.
The advent of the “Japandi” style, for example, is meant to be the rebirth of the Scandinavian style with a much more raw, natural and refined inspiration, inherited from the Japanese culture; or the “dry design” which provides a very natural atmosphere through the use of mineral materials with, as a star, travertine, in association with decorative objects made of braided natural fibres, all in an ethnic-chic spirit.
In terms of pattern, the “Leafscape” style prevails. It consists of the use of very graphic leaf shapes, to make decorative patterns on fabrics, packaging, claustras and even paving.
In brief, these are all incursions of nature into our daily lives that are desired and favoured by the consumer today!
Find these collections in detail with all the colour and product references from some fifty collections in the 2021 trend book: DEEP, available from Chlorosphere.
#8 – Labels to be used wisely
It is not a question of putting as many labels as possible on a packaging but of knowing which ones are the right ones to use.
To find out, two sources need to be examined closely:
The first is the mainstream press, which will really talk about the label and present it to consumers. It’s a good way to list them and make a first analysis, a first selection.
Secondly, it is necessary to monitor consumer feedback on these labels, where they express themselves most freely: forums, discussion groups on social networks and specialized blogs.
A shortcut between these two worlds exists: the influencers. They speak as consumers to other consumers. If they are really influential, therefore followed, they have a strong deterrent power. It therefore seems essential for a brand that wishes to use a label to carefully observe the e-notoriety of this label.
#9 – What future for the garden sector?
The term “garden” will probably be reshaped in the spirit of our society, through the media on the one hand, but also by real estate operators such as developers, agencies, lessors and communities.
Tomorrow the garden may well take on a completely different value, as it will be a private piece of nature. This “nature” is also becoming more and more rare and polluted.
The ornamental garden, simply aesthetic, could therefore proportionally decrease in favour of food gardens, largely encouraged by the actors of the land management. To help with this, the “permaculture” is on everyone’s lips. Simple surveys of new homeowners, clearly show that this term is not only appropriate but that it will be applied above all as a new criterion for choosing a future home. For the first time since the birth of the phenomenon, geographers note a relative weakening of the rural exodus. If migration to cities does not weaken, their “turn over” is becoming shorter and shorter, precipitating the departure of their inhabitants to more natural territories. There is a larger supply of land to occupy and consequently a completely different gardening potential, which could lead to a new golden age for gardening… provided that all the precepts of these new generations are respected, who will be able to find other players to meet their needs if necessary.
The 2020 and 2021 seasons will be played at JdC Garden Trends. Suppliers and retailers will share this time of exchange and reflection, nourished by the experts, speakers and events at the show to offer tomorrow’s consumers all the reasons to come and return to the range of products and services offered by the retailers represented at the show.
See you in May to build future collections with strength and satisfaction!
Manuel RUCAR – CHLOROSPHERE
The 2019 JdC Garden Trends theme deciphered by CHLOROSPHERE: A GARDEN FOR EVERYONE!
In an atmosphere that may seem conflicting on economic, environmental and social notions, the subject of a garden for all emerges as a unifying theme.
A garden for everyone is a garden for all social classes: from the most modest to the most opulent. Having your own green space takes many different forms: from the herb planter at the discounter to the outdoor kitchen at the landscaper’s, there’s something for every budget on the market today.
A garden for everyone is also a garden for all tastes: from the most sober to the most exuberant, today the question is no longer one of mass trends, but of adapting to the increasingly sophisticated tastes of our consumers.
A garden for all, it is a garden that speaks to young and old, to retired and working people alike. Whether it is unconstrained or very accomplished, it seduces by its ability to adapt. The parallel growth of synthetic turf and large, exceptional plants is proof of this.
A garden for everyone is a garden that can be bought piecemeal, in points of sale for buyers who need to see, touch, try; but also online for those who only need a price, a precise reference or an opportunity.
The garden for all, it is the diversity of the ranges to be managed in distribution, their relevance to be foreseen from the manufacture and also a great power of seduction so that each offer finds the right consumer at the right time.
The garden for all means new forms of sales, an evolving notion of services and changing retails. While concept stores are flourishing in hyper-proximity, GSA and pure-players are developing push-flow offers, enough to satisfy the consumer in search of inspiration or the one looking for a good deal all the time.
In a society of “everything, right now and the way I want it”, the sector is constantly reinventing itself in order to imagine tomorrow’s offer.
Manuel Rucar, CHLOROSPHERE
2018-2019 GARDEN TRENDS:
Bohemian trend by CHLOROSPHERE :
Already a standard talking about interior decoration, Bohemian trend is now entering gardens with it’s own stylish codes: clear and natural material, wood, hemp, straw, linen, rattan, sand. Geometric prints, thin and full of contrasts, inspired by tribal designs. Cocooning furniture: hammock, swing, tepee. Plant palette inspired by mexican beaches: cactus, bushes, grasses. Bohemian trend results in a hippie-trendy culture spirit, directly imported from many American outdoor festivals, like Coachella or Burning Man, particularly popular with stars.
A real phenomenon in which people reconnect with nature enjoying an authentic and relaxing interlude.
Discover this phenomenon through JdC Garden Trends’ exhibitors products.
Added on: 22nd of February 2018
Raw material in the garden
The garden is a quintessential leisure space. In contrast to a world of technology, connected and therefore tasteless relationships, the senses find their thirst for sensations: touch with rough materials such as cork, with strong smell fragrances like musk, camphor or sandalwood and finally taste with flavors more subtle for outdoor cooking, smoked or in oven.
It is obvious, leisure in the garden has a great trend in RAW! Either on materials or odors and tastes, RAW makes the original primitive aspects as the guideline of a successful collection for the outdoor leisure.
To valuate your pots shelves in 2017, bet on design!
You might have understood that one of the major trends for this spring and the next one will enhance the geometric yellow. As the yellow does not match well with the green of plants, it is a black graphic that will be used on pots with aggressive geometric shapes.
Sharp edges , triangular patterns , cut facets, in rotational molding , injection , resin, ceramic, matt or glossy , the most important is to get the style and modernity desired by our consumers …
Garden collections for 2017!
Yes it is even possible to apply the vibrant yellow trend on the gardening products. The exhibitors of the upcoming Journées des Collections will help you to prepare your 2017 range thanks to this trend.
Tools, equipments, garden accessories and others products will be presented to enable you to collect a significant amount of references in that collection. Outils Perrin, Compo, Haemmerlin…they are a lot to be ready to set the yellow trend on the shops.
If you wish to build your own products with suppliers, our partner, the trends consultancy CHLOROSPHERE will be on the show ground to help you to do so directly during your visit !
Be trendy when dealing with the sun in summer 2017!
There is no need to hide when you have to shade the sun in the garden. Wire weaving, thanks to new materials and techniques, enable suppliers to propose metalic structures that let the sun goes through without stopping it completely. The consummer wants trendy arbour, sun veiling with trifid pattern and modern bioclimatic pergolas.
2017 is about to be full of sunshine in all kind of collections. In this global mood, it is important to make a nice place for the sun which will be more and more important due to global warming.
When geometry meets outdoor architecture
While the architecture faces bigger and bigger graphical challenges, especially guided by the very talented Zaha Hadid , the building sector is inspired to bring to consumers, the modern twist they are looking for.
In few last seasons tile cements make their comeback and provide a high decorative potential as indoor floors.
In the garden it is time to bring a touch of Geometry ! Geometric pattern layout, and random opus paving stained glass effect, inspirations are so widely spread !
Prepare your collections to meet this growing demand !