The strongest trend
Anna Marie Nilsson works as a marketing consultant at Floradania. She says the clearest trend we are now heading towards is a more toned-down colour palette with a focus on calm and harmony.
“Today’s modern consumers are constantly connected via smartphones and various screens. Many people are stressed and under time pressure and feel a great need for peace. Plants create a contrast to today’s high-tech society and give us the sense of being more grounded.”
In order to be able to use the trends in the best way, Floradania starts to present them a year in advance.
“It’s important to be right in the trend cycle,” Nilsson points out. “All purchasers need to be working with the trends for 2016 already, and even for plant growers it’s important to know about the trends at an early stage because they have a long production cycle. There is also great variation in trend sensitivity among consumers. We refer to one group of consumers as romantics – they love plants and are always consumers of them regardless of the ruling trends.”
To help stores with their displays, Floradania illustrates purchasing behaviours with the aid of various female stereotypes. For example, the figure of Mother Teresa is used to represent Denmark’s strongest group of buyers.
“A typical Mother Teresa is a woman who lives to decorate and take care of her family and friends and who has a lot of empathy,” Nilsson says. “She appreciates colour and flowers in various shades.”
Works throughout Europe
The trends and lifestyle types presented by Floradania are drawn from the whole world but are adapted to Scandinavia. Nilsson says they work well throughout Europe.
“Before we had a boundary in southern Germany for how much consumer preferences agreed with each other, but now Scandinavian design has become very popular in southern Europe and the Benelux countries too. This means that our trends work very well in large parts of Europe.”