With pre-season orders now in full flow, Glee exhibitors give us a rundown of their predictions for 2024 and those trends that they believe will create new sales opportunities for retailers.
Greener gardening choices and more sustainable solutions continue to drive change and remain a key consideration for buyers and consumers alike.
Burgon & Ball managing director Rainer Schubert observes: “It’s much more than a trend but the need to build sustainability into products is stronger than ever. Retailers look for sustainably produced products because it’s the right thing to do for their shoppers but, additionally, there are usually environmental standards that buyers have to observe when selecting ranges.”
In response to this, Burgon & Ball has ensured its latest RHS-endorsed range of brushes minimise their environmental impact at all stages. The range includes a wide choice of brushes with natural fibres; the plastic elements are easily recyclable or are made using recycled content; and production and shipping options have been selected for their reduced carbon footprint.
Linked to this is the trend for gardening in a changing climate. “Shifting weather patterns are bringing hotter or wetter summers, while summer-like conditions are now extending well into the traditional autumn period,” explains Rainer. Catering to this shift, the latest design collection in Burgon & Ball’s top-selling RHS Gifts for Gardeners series puts the spotlight on two beautiful and climate-resilient flowers from the Asteraceae family: China aster and coreopsis.
As consumers strive to make more responsible purchasing decisions, they are inevitably drawn to products made from recycled and recyclable materials. Glee exhibitors have recognised this and are responding to this growing demand with new launches boasting even greater green credentials than before, helping to keep waste out of landfill and give garden centre customers even more choice.
Primeur had a fantastic response to its new recycled Rubber Play Safe Tiles – Glee New ‘Landscaping’ Product Award winner – and early orders indicate that this line is set to be a top seller in 2024.
The collection repurposes waste rubber tyres into virtually indestructible play tiles that create a cushioned, non-slip area for safe play; all whilst keeping a common waste material out of landfill. The non-toxic, hardwearing tiles are UV, frost, and stain resistant. “Sustainable materials are key”, says Primeur’s Sarah McLafferty. “But people are also seeking products that offer good value and have a long life, whilst being safe for use around children and pets,”.
A brand-new recycled material for Primeur’s Tierra Verde planters was also well received by buyers and garnered a lot of attention, as it is set to be rolled out across the range in 2024.
Over at timber garden furniture, outdoor structures and GYO specialist, Zest, the team say that ‘Me-time’ and being closer to nature can be delivered sustainably. For the coming season, Zest will take the lead in ecologically sustainable outdoor living with the widest range of stylish, natural timber products, created in-house and made from PEFC certified (PEFC/16-37-1490) slow grown softwood. Head of Product Development and Innovation, Neil Sholes said, “Consumers are deeply committed to wellbeing, comfort, and nature. Relaxing ‘me-time’, and experiences that ‘make them feel good’ are all important, and natural materials responsible packaging and transportation really matter.”
Meanwhile, AMES’ new Apta Lightweight collection of planters is predicted to have mass appeal next season, as the new launch is based on thorough research into the pots market. Made from recycled material with selected shapes, sizes and finishes lead entirely by preferred consumer choices highlighted by the in-depth research, these new eco planters are also recyclable at the end of their life.
Supporting plant health and wildlife
Unipet enjoyed a busy Glee with multiple leads keeping the team busy post-show. The company’s new eco-friendly packaging proved to be a real success with existing customers who expressed appreciation for the sustainable alternative now used for packing our best-selling lines. The team also lauded Glee’s value as enabling them to gain invaluable insight into what works within the garden centre market and what would be of interest to certain customers.
Looking to 2024, a Unipet spokesperson said that the focus will remain on bringing to market quality products that best meet garden centre needs. “We find garden centre industry to be a great market with lots of potential, therefore, we welcome opportunities to work with like-minded, highly respected garden centres. We are aware that the competition around us is stronger than ever, but we are committed to maintaining our reputation as Europe’s leading wild bird food manufacturer. Following the success of this year’s show, we would like to focus our efforts on improving our products further in 2024, this includes launching of new lines which shall be showcased at Glee 2024. It is important for us to remain efficient and focused on continuing the high standards set, assuring our customers that all our products have been produced safely and using the best ingredients.”
A new name to the market ahead of season 2024, Germie was crowned the GIMA Innovators Seed Corn Fund winners at Glee 2023, where the company used the exhibition as its launchpad to the wider garden retail sector. The brand looks to capitalises on the growing trend towards sustainable gardening and has brought to market innovative seed growing kits, specifically designed for eco-conscious gardeners. Germie’s Eric Baudouin said: “Looking ahead to 2024, we foresee a continued emphasis on sustainability and expect the demand for products that enable individuals to grow their own plants to increase. Germie’s range of kits, meticulously designed for optimal seed germination conditions, are positioned to be standout performers. The combination of ease of use, high success rates, and positive customer feedback makes us confident that Germie will remain a preferred choice among gardeners.”
GYO will remain on-trend in 2024 say Zest. The company’s Head of Commercial Development, Simon Davison said: “There’s a clear interest in becoming more self-sufficient – Zest’s new 2024 GYO range is perfect for enthusiasts, combining space saving solutions with functionality. The Zest Tall Botanical and Compact Botanical Greenhouses were met with massive enthusiasm at Glee.”
2024 will also see houseplants continue on their upward curve, as seen at Glee’s Green Heart in June 2023, and the Natural Plant Food Company predicts this interest in indoor gardening will be driven by millennials, particularly as seven out of 10 now call themselves a ‘plant parent’.
“Indoor gardening is so accessible,” say founders William Tuer and Alistair Wannop. “It could be as simple as growing plants in a pot or two, or a more elaborate setup combining vegetables, fruits, herbs, and flowers.”
The opportunity here is that novice growers are now realising the rewards of feeding plants regularly to support natural healthy growth. Perfectly placed to capitalise on this trend is Natural Plant Food Company’s Tend Indoor House Plant Feed in an attractive pump bottle that has garnered great feedback from users who say, “a weekly squirt leads to great results.” The company is really expecting this product to fly in 2024.
Interior and outdoor décor trends blend seamlessly
Burgon & Ball has noticed that, in interiors, the Modern Rustic trend continues to see growth, with people also embracing it in outdoor spaces. “This no-fuss aesthetic combines practicality, a love for the innate beauty of materials, and a nod to industrial design,” says managing director Rainer Schubert. The supplier is exploring the look with new additions to the Sophie Conran for Burgon & Ball collection, including a seed organiser and two indoor watering cans that showcase the textured beauty of galvanised steel.
At Zest, the company predict that traditional at-home cooking methods will be switched up as consumers look to maximise their outdoor space. To support this, the company’s 2024 range will include products such as Terraza Outdoor Kitchen set, complementing existing bestsellers such as the Garden bar and Garden Pizza Oven table. The Terraza offers a sustainable route to alfresco cooking. “It’s all about enabling people to feel relaxed and enjoy their outdoor space with confidence that that’s not at the expense of the environment,” says Head of Commercial Development, Simon Davison.”
The Natural Plant Food Company has seen a serious step up in the way plants are being used to transform indoor spaces. “Plant influencers are playing a huge part in this, combining their indoor plant knowledge with interior design skills to elevate a space,” explain founders William Tuer and Alistair Wannop.
“Plant choice sits at the heart of content created by these urban jungle influencers. Olive trees are making their way back into the home and are perfect for more minimalist rooms, while the fountain-like growth of dracaenas is making them super popular too. Plants are way beyond just being a splash of green in a room.”
Affordable, accessible landscaping
With the cost-of-living crisis still biting, consumers are seeking affordable ways to update their spaces. There has been a DIY renaissance and products that play into that trend and make home and garden improvements quicker, easier and cheaper, are set to do well next season.
Primeur caters to this audience with lightweight recycled rubber landscaping and DIY products, including garden borders, stepping-stones, and MultyDeck decking, that can be easily installed without any specialist tools or skills needed. They can also be easily relocated, which is ideal for ‘generation rent’.
“We’ve seen real demand for garden DIY products that boast easy installation, so people don’t need to get a professional in. With such uncertainty in the market and many more renters, there is a genuine need for products that don’t have to stay in one place and that people can take with them when they move.”
Also making landscaping more accessible is Deco-Pak with the introduction of its new Country Bond and Essentials ranges in January 2024. “We believe this will captivate customers, giving them the opportunity to transform their outdoor spaces into elegant, stately home-inspired havens. The Country Bond range, with its timeless appeal, will allow customers to create paths and driveways reminiscent of grand estates, at an affordable price. This trend-focused range will enable homeowners to elevate their gardens with sophistication and charm, instantly boosting their property's kerb appeal, while the attractive price point of £3.99-£5.99 makes it an accessible luxury for many. We recognise the importance of helping retailers tap into the latest trends, whilst also catering to budget-minded customers.”
Glee connects the garden industry to inspire change, drive growth and launch innovation, with the next edition of Glee confirmed for 25th-27th June, NEC, Birmingham. To find out more or to register your interest in exhibiting, please visit www.gleebirmingham.com
