Consumer trends 2024-2025
After a 10-year absence, how is colour preparing for its comeback in the garden world?
The JdC Garden Trends is a unique opportunity to take stock of the market, to write tomorrow and to formalise the new strategies that lie ahead, on neutral ground with unobstructed visibility. To help you see more clearly and further ahead, find out more about the market from our partner, the trends consultancy CHLOROSPHERE. As we head back to school in 2024, let's take stock of what's about to change in our market.

A look back at the world of gardens, dominated by a timeless collection since 2015
The period after the sub-prime crisis (2010-2015) saw the emergence of some rather unusual but dynamic colours for the world of gardening, echoing a desire on the part of private individuals to rediscover a little lightness and joie de vivre.
While the trio of aniseed green, fuchsia and violet colours reigned supreme on the French garden market from 2010 to 2015 (much to the surprise of our European neighbours, who looked on in astonishment), the collections subsequently became much more subdued: the timeless charcoal grey 7016 was the undisputed benchmark, making the GSB's day in the world of pottery, gates, stone and cladding, spas and deck boards.
Why this colour? Because it means zero risk-taking, both for the manufacturer and the retailer, but also and above all for the consumer: avoid getting bored while 'modernising' with a safe bet. Originating in the world of architecture, this colour went hand in hand with window frames, doors and cars. Since then, whether it's for interior decoration or, by extension, for the garden, our consumption has been harmonised with an ambience that may be 'modern', but which has become dull in our eyes. Is an all-grey garden really the Eden we've been waiting for?
Today: A garden market that wants to become greener.
Since around 2019, manufacturers in the garden market have been racing to be "greener than green". In an arena focused on nature, ecological alternatives to conventional products have become a seductive argument, particularly on the shelves of garden care and treatment products, textiles, power tools, pottery and furniture.
Against this backdrop, a new aesthetic is emerging in the mass market: the natural garden.
Take the world of luxury hotels as an example. The term 'modern' is no longer associated with an architectural, grey, mineral world, but rather with a chic, natural image in which wood has pride of place. In the international jargon, 'modern' furniture collections are now mainly made of wood (Robinia, Paulownia, for example), mesh, braiding and netting, whereas until recently the norm was aluminium, resin and mineral.
The latest benchmark garden shows have proved it: at the Chaumont sur Loire International Garden Festival, at jardins, jardin, at the Chelsea Flower Show in London, at the gardeners' square competition: landscape design today is guided by this quest for authentic nature...

Tomorrow: away with the gloom, towards colour!
Like the post-crisis period of 2009-2010, we are in the midst of a post-covid-ukraine-inflation turnaround. With the prospect of a global celebration at the Paris Games, a stabilisation of inflation and the prospect of new universal challenges such as the advent of A.I., the reconquest of space and Year 1 of the climate era, the counters are, as it were, reset to zero for a new and more optimistic start. The beginnings of this clean slate were marked by the much-vaunted arrival of Barbie to take the pressure off and turn the tide of an overly drab world.
The film, already heralded as a global trend under the term #barbiecore a year before its release, was the best launch of 2023, the highest-grossing film of the year and one of the top 10 biggest box-office hits of all time. Driven by the millennial generation (23% of the total population and 50% of consumers), this phenomenon clearly demonstrates the commercial potential of this generation in search of meaning, nostalgia (colourful!) for the 80s and 90s and self-expression. Since then, the big names in interior design, architecture, design and branding have sworn by colour!
In the image of the world's biggest flower show in Philadelphia, colours are becoming electric, contrasting and omnipresent.
In fashion, beige had become the benchmark for chic and trendy. From spring 2024, it will give way to acidic, fluorescent pastel or even psychedelic mixes, as demonstrated by the Louis Vuitton 2023 campaign, in which Kusama's bright colours replaced the brown and maroon monogram.
On a smaller scale, but just as noteworthy, the car industry is seeing new colours in the top 5 of sales, such as green on the Dacia Duster, Peugeot 308, Kia Sportage, Toyota Highlander and Opel Mokka.
Largely supported by generative artificial intelligence, the colour explosion trend has been popularised and democratised on a global scale: users are having fun reinventing their everyday lives in a thousand colours...
It's no coincidence either that Europe's leading tourist destination, Disneyland Paris, is banking its entire 2024 strategy on the "festival of colours", with new shows, decorations and parades!
In addition to all these major confirmations, the international interior design trade shows at the end of 2023 and the beginning of 2024 are unanimous: the gloom of dull colours is over, and colour is making a comeback!


L'intelligence Artificielle peut-elle nous aider à rebooster notre marché ?
In 2022, A.I.-powered, human-trained chatbot systems were emerging. Plants'Doctor were springing up all over the web, including on the HeyHorti e-brand in Asia. Today, thanks to deep learning and generative modelling techniques, AI is capable of understanding and interpreting massive sets of visual data to produce images of startling quality, even ‘deep fakes’ so realistic as to be undetectable.
Once the AI is trained, it can be used to generate realistic images of a specific concept. For example, a manufacturer wishing to design a new product can feed the AI with information about the desired characteristics, such as size, shape, materials, and in the case of innovation: the market trends presented here for the coming seasons. The AI can then generate a realistic image representing this strategic concept, enabling manufacturers to explore ideas visually and make informed decisions.
This enables manufacturers to innovate more effectively and efficiently. They can quickly generate images to evaluate different designs, explore creative options and rapidly iterate on ideas that are already in line with market expectations. What's more, AI can provide suggestions based on its prior learning, which can inspire new ideas and stimulate innovation.
On the retail side, it will be a major tool for drawing up planograms, creating visuals for shop windows and outposts, and also for generating images for communication purposes, so as to create a coherent and effective display of products from different suppliers in the same scene! There's no shortage of opportunities and we'll be keeping a close eye on them!
On the JdC Garden Trends 2024: how will colour be expressed?
As soon as you enter the show, you'll find a colourful garden setting that will reveal the show's global trends: the world of the outdoors, decoration, landscaping: brands and chains won't be able to miss out on colourful touches to make up the 2024/2025 collections.
For the more reluctant, the ‘risk’ of breaking with the timeless sage may be limited to gardening accessories, sleeves and small details that are discreet but nonetheless present. For afficionados of the fun, colourful spirit in the garden, the wildest bets can be dared, to - at last - bring diversity to ranges dominated by black and white, such as the world of barbecues, furniture or even structures like pergolas or privacy screens.
To help us achieve this, we need to take certain technologies and new materials seriously. Artificial intelligence, of course, but also technical advances such as fused recycled resins or jesmonite, which brings a more colourful, unique and durable touch to table tops, for example, by using acrylic colours in a solid matrix of gypsum.
Between these two visions (total look VS subtle detail), accessories will of course be a key ally: cushions, rugs, lanterns, lighting and statuettes will all have an important role to play in this market makeover.

Tendances conso 2024-2025
After a 10-year absence, how is colour preparing for its comeback in the garden world?
Join us at the JdC garden trends from 26 to 28 March 2024 for an in-depth exploration of this exciting new dynamic!
Chlorosphère