This season’s gardening trends as seen at Garden Press Event 2023

In February, the consumer team had the pleasure of joining our gardening clients Flymo, GARDENA and Husqvarna as well as their brand ambassadors at this year’s Garden Press Event at the Business Design Centre in London.

Taking place at the start of each year, Garden Press Event is a fantastic way for our brands and the team to meet annually with journalists, catch up with them and discuss their upcoming focuses for the gardening season. Garden Press Event 2023 was even bigger and better than ever, with impressive brand stands, new product innovations and talks from leading industry experts.

The team share the key gardening trends for 2023 as seen at Garden Press Event.

Sustainable gardening

Eco-friendly and sustainable gardening remains a focus for 2023 as consumers make more mindful decisions about their lifestyle and the products that they use. There is a clear need for products that have green credentials so it’s not surprising that more brands are developing innovations in this space with everything from plant pots that use wood waste to garden products that repurpose household items such as old cotton fabric. Our client GARDENA also helped lead the way at Garden Press Event showcasing its EcoLine range of watering products and hand-held tools, all made from at least 65% recycled consumer waste materials.

Entertaining at home

While many consumers are enjoying getting back out after the pandemic, there is still a clear trend of entertaining outdoors at home and products that will wow guests. This year we saw traditional garden brands moving into this space, offering brand-new products to the market for barbecuing and wood-fired cooking. It’s just as important for your entertaining space to look beautiful too, so it’s no surprise that brands were also offering stunning outdoor furniture and décor.

Minimalistic designs

While garden products must be durable and functional, brands are increasingly putting design at the forefront to ensure that they look and feel gorgeous when they’re in your home or garden. Everything from chic and simplistic cutting tools to beautiful and vibrant watering cans, brands are exploring how to ensure their products stand out aesthetically against competitors.

Engaging with consumers

As consumer behaviours change and customers engage with more digital content, brands are increasingly looking at new ways to engage with their target audience. With talks from leading experts on influencer strategies and social media campaigns, we expect to see more garden brands explore how they can be authentic, informative, inspiring and trend-led to deliver results in 2023, something that we are champions and experts of here at O. Key social media trends for this gardening season include how-to style content and showcasing products and solutions in a way that teaches the audience something of value in a relatable and conversational way, as well as using trending songs and sounds and building the brand story through behind the scenes video content.