While innovation in the gardening sector is both abundant and diverse – reflecting the wide range of product categories it encompasses – certain trends are emerging as dominant. This was particularly evident at the spoga+gafa trade fair, held on 24-26 June 2025, in Cologne.
Gardening remains a key category within Home and Garden, accounting for 10% of the industry’s global sales in 2024 and has the biggest share in North America.
The gardening category benefits from current global developments and shifts in consumer life priorities, which are increasingly shaped by tightening economic and geopolitical conditions. This is forcing consumers to become more cautious with their spending. As a result, when they do choose to buy, they aim to get the best value for their money.
The Wellness Garden: A New Consumer Focus on Nature and Inner Balance
A growing focus on inner wellbeing and spiritual health is creating new opportunities for the gardening category. Gardening products – especially plants, seeds and similar items – remain relatively affordable. Moreover, the recognition of nature’s essential role in personal wellbeing is increasing, particularly as the topic is widely promoted on social media by psychologists and other experts encouraging people to reconnect with nature and themselves.
Gardens serve as ideal spaces for this purpose, offering comfort through daily activities – whether individual relaxation, exercise or gardening as a hobby – or shared experiences, such as outdoor meals, socialising with friends, or playing games with children.
Accordingly, manufacturers are increasingly focused on meeting current consumer needs in gardening. Quality and aesthetics are now key priorities, with gardening products being positioned as long-term investments that deliver added value.
Smart Gardening Solutions: Convenience and Customisation Take the Lead
Convenience and professional grade solutions are a top priority. For example, Boum Garden offers a solution that allows consumers to leave their plants well cared for while on holiday. The system uses a central water container connected to individual pots via a network of pipes, all controlled through a mobile app.
Consumers can also benefit from tools like water meters (eg from Japanese brand Sus-tee) to ensure optimal watering conditions for their plants.
Ready-made solutions for vegetable gardening are also gaining popularity. For instance, Graf produces raised garden beds made from plastic, replacing traditional wood or metal. These beds are also height-adjustable, catering to the needs of older consumers.
In addition, manufacturers are offering specialised soil mixes tailored to the specific needs of different plants, helping consumers achieve better growing results.
Adapting to Nature’s Shifts: Sustainability and Climate-Responsive Gardening
A significant trend in gardening innovation is the industry’s response to changing environmental conditions. As climate change leads to more frequent heatwaves and increasing water scarcity, manufacturers are developing solutions that help consumers adapt. One such example is the introduction of rainwater harvesting systems, such as those offered by Graf, which enable gardeners to store and re-use rainwater efficiently.
In parallel, the growing urgency around plastic waste and environmental protection is driving demand for more sustainable materials. Many gardening products are now made from recycled plastic, aligning with consumer expectations for eco-conscious choices.
Supporting this shift, Romberg has introduced a creative and sustainable alternative to plastic seedling pots. Their solution allows consumers to make biodegradable containers from paper – even old newspapers – using a simple wooden tool to roll the paper into shape. This not only reduces plastic use but also encourages a more circular, low-waste approach to gardening.
Fast-Tracking Innovation: How Manufacturers Are Responding to the Cannabis Cultivation Trend
Manufacturers are demonstrating agility in responding to emerging consumer interests – most notably, the growing trend of home cannabis cultivation. In response, companies like Romberg have introduced compact greenhouses equipped with integrated heating and lighting systems, tailored to the specific needs of cannabis growers.
Complementing these setups, Floragard offers specialised soil mixes formulated to meet the demanding growth requirements of cannabis, making cultivation more accessible and efficient for home gardeners. These targeted innovations reflect how quickly the industry is adapting to niche but rapidly expanding segments.
As consumer priorities shift towards value, wellbeing and sustainability, the gardening industry is responding with targeted innovations that meet these evolving needs and help drive demand for gardening products. By combining convenience, environmental responsibility and thoughtful design, manufacturers are not only enhancing the gardening experience but also reinforcing its role as a meaningful and accessible lifestyle choice in today’s complex world.
Watch our video, Enhancing Wellness in Home and Garden, for more insights on how to integrate wellness into gardening.