CHLOROSPHERE reveals the garden trends for the coming seasons!
Interview with trendsetter Manuel RUCAR .

What is your view on the current and future garden market in France?
Since the end of 2022, the garden market has been shaken up by unstable weather, inflation that leaves little budget for spending on improving the living environment, internal tensions such as the recent revelations by Mediapart on the management of Truffaut, and a garden center market that has been generally mature since at least 2015, which has lost 2% of its store network in 2024 due to outright closure. INSERT [While web sales seem to be capped at 13% of the market, GSA and GSB remain the leaders in terms of volume (respectively 16 and 30% of market share, LSA 2024) with almost the same stable breakdown over the last 10 years.]
While it is difficult to provide an overall assessment of garden retail, it must be noted that atomization seems to be holding its own: independents seem more agile and are repositioning themselves, discount brands are progressing like Action, Teddy, B&M, Wibra, good florists are progressing when others disappear, concept stores are increasingly differentiating themselves (flower cafés for example) and landscapers are downgrading by accepting that their customers "phase" their projects over several years, even if it means doing the work themselves! Gardening professions are changing. Consumable products are expected to be at the lowest possible price, and quality products seem to be lacking or even impossible to find! There remains a very narrow but deep range around mid-range products, considered too expensive for the durability offered, particularly in furniture, accessories and lighting. Some brands are betting on commerce without advertising, without merchandising, without artifice: a bare product or almost, like BricoDépôt for DIY, Normal for everyday products or JMT for pet stores.
For information : summer 2024, Chlorosphere, with the support of 50 distribution professionals, publish the RENATURA manifesto at the plant show to define the contours of the garden center of tomorrow: a third place where services take a predominant place over retail; allotments, showroom gardens, self-service materials, recycling, waste disposal, second-hand workshop, educational spaces, the professionals are unanimous: people above all!
Is this the end of people's love of gardening?
It 's quite the opposite! The individual's attention and love for our universe is there! As evidenced by the number of books, garden fairs and Instagram and TikTok accounts specifically on the subject that continue to grow. For example, the accounts of the permaculturer with more than a million subscribers, or the Frenchie Gardener, Monsieur.lejardinier or more recently the landscapers Indiana José or Marvin de AtmossVert who have exceeded a million views on certain videos demonstrating the interest of the general public in subjects related to the garden!

2025, the year when millennials reach the demographic tipping point!

So how can we draw a portrait of this ideal garden consumer that suppliers and distributors must win back?
Announced three years ago, the 2025 shift marks the arrival of millennials (25-43 years old, 40% of INSEE 2024 consumers) at 50% of the sums spent in the leisure universe (45.43% in the garden universe measured in September 2024). Note the consumer profile of the "addict" who alone represents 26.5% of the sums spent over the last three years on garden products.
Quick recap of his profile:
Tired of the hectic pace of the city, he recently acquired an old house in the countryside. In search of authenticity and a return to nature, he immersed himself in the world of gardening. Following closely the advice of specialized influencers, he spends long hours arranging his exterior. Intrigued by botany, he has a well-stocked library on the subject and likes to get lost in forest trails during his walks. Eco-conscious, he is committed to preserving the environment and living in harmony with nature. Surrounded by pets, he has a beautiful garden and is constantly looking for new ways to make his garden more autonomous naturally. He will not put aside aesthetics to beautify his outdoor space. He is ready to invest to create a unique garden.
Purchase motivations:
- Authentic products
- Tips and good ideas
- New practices
- Uncommon or botanical varieties
His way of buying:
He seeks to connect with experts, obtaining personalized advice, while supporting the local economy. His approach is often eco-responsible, seeking to make sustainable choices.
Example: He prefers to buy his Christmas tree directly from a field nursery and pick it himself!
His way of gardening:
He favors form AND substance. His eye falls on uncommon varieties and he knows how to highlight them. He draws a lot of inspiration from Pinterest and social networks. He is ready to devote time to his garden! It is almost his first expense and his greatest pride.
Example : He's not perfect but every year he tests things, his latest craze: growing Wasabi and Maté!]


So is he the future of the garden?
Let's not forget that this generation stands out for its desire to "enjoy life" and dedicates a large part of its income to leisure activities (including travel, audio and video streaming platforms) and that we will also have to prepare our market for the imminent arrival of Generation Z, which is completely changing its relationship with consumption, the world and the future, with the impacts that we already know about in the world of work...
From Netflix to the garden, THE series that imposes a new garden style
In your 2026 trend book, among all the emerging trends, one phenomenon caught our attention. You make a link between a series and the garden market. Can you explain?
A Netflix production has had a considerable impact on consumption, well beyond its lasting audience success since 2020. Its refined aesthetic, sumptuous costumes and romantic universe have sparked real enthusiasm, giving rise to what is called the "REGENCYCORE" style visible in fashion, decor, tableware and increasingly in the garden. Indeed, the hit series Bridgerton has not only revolutionized the affect of nearly 70% of millennials by popularizing the Regencycore style, but it has also left an indelible mark on our garden desires. Indeed, the sumptuous English gardens and flowerbeds of the series have sparked unprecedented enthusiasm (299 million views worldwide) for a return to classic elegance. The world of Bridgerton , with its social events, luxurious interiors and passionate romances, represents an ideal of life to which many viewers aspire. This desire to escape translates into a desire to appropriate the aesthetic codes of the series. For example, the INOHA 23/24 study indicates an annual volume of online searches of more than 850,000 on "garden greenhouses" or the return to the Amazon top sales for outdoor furniture, cast aluminum pieces in the Regent style. As for the plant palette, wisteria is of course highly anticipated (let's also note the expected prequel of a certain Wisteria Lane this time in the 60s!). Shade-loving and large-growing perennials are also part of the cast: astilbes, foxgloves, delphinium. Already announced as a key theme for upcoming weddings, regencycore will also affect floristry and events. The brands are not mistaken, Nike, Ladurée, Versace, Lush, Kiko and Primark have seen a +63% increase in sales of products linked to the regencycore style during the weeks of broadcasting of season 3. The impact on web referencing has been quite phenomenal with a strong incidence of 2.4 million mentions of 'bridgerton'...
With a return expected for spring 2026, showrunner Jess Brownell keeps the suspense going around season 4 (out of 8!) of what promises to be "her best work" and obviously, an impact on our garden styles. The colors are announced: mauve and light blue as a setting for these romances from another time that popularize forgotten outdoor items that become real garden parties: gazebos, kiosks, lampposts and other tiered fountains. Enough to bring a touch of authenticity and quality to a market dominated by cheap and consumable products. This phenomenon will go hand in hand with the colors in cream, off-white and beige tones that have gradually dethroned anthracite, the king of outdoor landscaping until now.


What are the colors emerging for 2025?
In terms of colours, there is a clear contrast between products that are intended to last over time, such as paving, structures or constructions, and more seasonal products that bring a touch of occasional dynamism. In the first case, beige is definitely the big winner! Inspired by travertine marble, its supremacy has spread to the world of flooring materials, but also to furniture more recently. The lime plaster effect that has conquered our interiors is also available outdoors. A top-selling material for two years, it is a colour that is set to last, especially with an inspiration from a resilient Mediterranean-inspired garden.
In the second case, for vitamin-rich decorative touches, very bright colours are expected, with orange tones in mind. Initiated by a retro wave found in many sectors of activity such as the automobile, ready-to-wear or even food, these tangy notes from the 70s to 80s can be found on cushions, deckchairs, parasols or even pottery. Purple tones are also part of the mix but more focused on the plant palette.
Who are the stars of our gardens for the coming seasons?
The products that are most anticipated for the coming seasons are ultimately quite authentic: we can cite for example the high-end greenhouses with real old-fashioned architectural work, the outdoor kitchens that offer a real comfortable space for cooking outside, the patterned and fringed parasols more worked than the famous triangular stretched canvases that made the market for a while. Overall it is a return to quality products. The individual spends less often but better!
In some ways, this is a phenomenon that is also reflected in plants: fewer annual flowering plants that only last for a while, but rather investment in perennials and shrubs – often with evergreen foliage – that will last over time and/or offer rapid development. In this respect, newcomers such as Griseline or Paulownia, a star of the web for several seasons, are increasingly winning the hearts of individuals who wish to quickly demarcate and furnish a garden.
