With the HTA reporting that almost three million people took up gardening during the pandemic, a new army of gardeners is set to flock to retail outlets in spring 2021. GIMA members have a wealth of innovation that will captivate this fledgling green-fingered audience next season.

“Maintaining a garden can seem like a daunting task for beginners, but having the right equipment can make it easy, fun and rewarding,” says Hozelock’s Sarah Dixon. The company is throwing the spotlight on its Superhoze, an ultra-lightweight, kink-free and easy to manoeuvre hose that’s ideally suited to new gardeners. Sarah adds: “The Superhoze can be merchandised on a DQP off-fixture or using purpose-built POS. From 2021, Superhoze will be packaged in a recyclable cardboard box.”

Gardena points out that market trends show an increased focus on grow-your-own and sustainable, natural solutions for plant protection. A Gardena spokeswoman explains: “Gardens must not only look good, but be healthy too. Gardena’s new range of pump and pressure sprayers from 0.45L to 12L capacity now offer improved features such as an insertable filter for filling self-brewed liquids and EasyPump Battery solution with no pumping required on certain models. The sprayers can be used indoors and outdoors year-round for propagation, watering, spraying, fertilising, plant protection and cleaning.”

Get kitted out for success
With more people growing their own and cooking at home than ever before, Westland’s Head of Marketing, Natalie Searle, says the company’s new Unwins Homegrown kits contain everything that gardeners need to grow produce indoors in small spaces all year-round. The range includes a Windowsill Microgreen Kit, Chilli Growing Kit and Salad and Herb Kitchen Garden Kits. Natalie adds: “The new Unwins Partner Plants range helps to naturally protect plants from pests, hand-picked to give the best companion plant varieties to repel common pests through scent, while attracting beneficial insects.”

Fallen Fruits is responding to rising sales of indoor plants by encouraging consumers to create mini-gardens with its range of DIY Plant Terrariums – the AGG62, a three-litre closed terrarium, and new for autumn 2020, the AGG92, a three-litre half-open terrarium. Fallen Fruits’ Lucy Warren says: “Both kits include a funnel, soil, carbon, stones and tools – everything needed to take on a gardening challenge. Made from recycled glass, the DIY Terrarium Kits make perfect gifts year-round and have witnessed a surge in popularity.”

Kits are high priority in the grow-your-own category, too, as Taylors Bulbs’ Business Manager Ian Clark reveals: “Our Vegetable & Seed Growing Kit won the Garden Plants, Seeds and Bulbs category at the 2020 Glee New Product Awards. It’s an ideal impulse line for novice gardeners, bringing both seeds and bulb/tuber-grown vegetables together in one handy kit”.  Taylors offers a Potato Growing Kit, too.

At G Plants, Adele Hewitt explains how the company is nurturing new gardeners: “Bee Friends® with nature is a great range of easy gardening products packed in the UK using 100% recyclable packaging. It’s eco-friendly gardening made easy, available in video display units for maximum impact. Following the success of ECO Shake n Rake® seed shakers, we have launched new Flower Seed Bombs for an easier, fun way to encourage novices.”

Garden health made simple for beginners
Empathy’s new 250g Bulb Starter with Rootgrow mycorrhizal fungi is quick and easy to use, appealing to new and seasoned gardeners alike. One application works for the lifetime of the plant, giving bulbs, corms and tubers the best start. The formula strengthens plants, reducing the need for synthetic fertilisers – a plus point for eco-conscious customers. “We now have 500g and 250g Bulb Starter packs available; the new smaller pack has been introduced to maximise linked sales within retailers’ bulb display areas, fully supported by effective POS,” says Empathy’s Simon Taylor.

Hygeia’s Tom Stolworthy is highlighting Nature Safe Probiotic, new for 2021. Tom explains: “Unique to the market, the product mimics the concept of Yakult. Each 125ml contains one billion friendly bacteria – increasing yield, improving immunity to disease and decreasing the need for additional fertilisers. It can be used on everything from lawns to edibles, houseplants and shrubs.”

Mark Butler, National Sales Manager at Vitax, reports strong demand for organic and eco-friendly products “along with ‘tried and tested’ favourites such as Q4”. Mark adds: “New gardeners are looking for informative packaging that’s recognisable and easy to understand for a quick purchasing decision. Slug Gone, 6X and Plant Guard have all proved popular along with our new organics range which is already a top-seller this pre-season.”

At LAVA-LITE, Dominic Tompkin believes the company’s 100% natural, non-toxic, child/pet safe, eco-friendly and nutrient boosting horticultural, pest control and growing media products are ideal for novices and specialists. Tom says: “Derived from volcanic deposits, LAVA-LITE products are naturally lightweight, pH neutral and sustainable. As well as being decorative, they’re easy to use, provide great results and don’t require careful handling.”

Pots of potential
Elho says its Brussels Herbs All-in-1 planter is a popular choice with novices. An elho spokeswoman explains: “It keeps herbs healthy and fresh, and has a convenient watering system that ensures the plant will automatically get the right amount of water required so it needs minimal attention. The stylish pot fits into any kitchen or windowsill and with the unique herb scissors attached, it’s easy to cut herbs whenever they’re needed.”

Lechuza draws attention to the fact that Royal Horticultural Society houseplant sales have increased by 60% in the last 12 months, although many new consumers have little space to garden. A Lechuza spokeswoman says: “Adding greenery to the balcony, kitchen and windowsill has never been easier. The Lechuza Cube Color Triple Self-Watering Planter offers room for three grow pots and is easy to use without repotting. Thanks to the Lechuza wick system they receive the right amount of water for many weeks.”

At Woodlodge, Managing Director Michael Wooldridge believes that this year’s events have created a “new breed of post-Covid consumers who are looking for products with instant impact and sustainable credentials”. Michael says: “Woodlodge’s Bee Kind range, which features butterfly and ladybird designs, will appeal to consumers who are keen to make changes in their garden to help nature, as well as being a pretty and practical addition to outdoor spaces. The range is backed with attractive POS and when linked with pollinator plants will drive sales in wildlife gardening, whilst highlighting concerns over bee decline.”

Sprucing-up lawns is key for new consumers. DJ Turfcare’s new organic-based Lawn Boost provides the ideal feed solution for lawns where moss is not a problem and is safe for use around children and pets, giving it mass consumer appeal. For use in spring and summer, DJ Turfcare’s David Jenkins says Lawn Boost kickstarts lawns after winter by encouraging healthy growth, vibrant colour and strong grass.

Johnsons Lawn Seed has also innovated to bring to market new products, all tailored to deliver clear messaging to novice gardeners at the point of purchase. Launched this year, Tuffgrass with Dog Patch Resistance is a UK first that solves the problem of dog urine damage to lawns, while Quick Lawn with Accelerator-treated seed delivers rapid performance. Johnsons’ Lawn Seed’s Guy Jenkins says both products will drive growth in the lawncare category.

A newcomer to the market is Clear ‘N’ Collect, an innovative multipurpose rake that’s made from recycled car dashboards and former electrical goods, engineered to easily rake, clear and collect garden debris from lawns, patios and hard standings. Clear ‘N’ Collect’s James Coneron explains: “The Clear ‘N’ Collect can be used all year-round, meaning that debris can be quickly gathered and removed using one lightweight tool, making it an ideal choice for gardeners who suffer from issues with their backs.”

Ramping-up garden leisure sales
Primeur points out that its recycled rubber innovations, made from former tyres, tick all the boxes for novice gardeners. Primeur’s Sarah McLafferty says: “From award-winning, self-watering Tierra Verde planters to our Recycled Rubber Border Collection and Stepping Stones, the entire portfolio has been engineered for easy gardening, featuring virtually indestructible innovation that’s simple to install and won’t crack, fade, rot or stain.”

Thorndown Director, Caroline Thornborough, says: “For the new gardener there is an emphasis on instant colour for immediate results. The use of Wood Paint on garden features such as timber buildings, arbours and planters satisfies the desire for instant effect with heightened awareness of sustainability, with Wood Paint like Thorndown’s being water-based with minimal VOC, and designed to protect and prolong the life of timber products.”

A Zest 4 Leisure spokeswoman believes novice gardeners are looking for convenient ways to plant-up veg, herbs, and flowers, saying: “The Gresford Planter Set from Zest is perfect as it comes ready-built, in three different sizes, using sustainable timber that is pressure treated for longer life.”

Finally, kids’ gardening will be at the forefront of driving demand in 2021, as Rainer Schubert, Managing Director at Burgon & Ball explains: “Children’s gardening has gained huge momentum in 2020. Burgon & Ball’s new National Trust ‘Get Me Gardening’ range of children’s garden tools and accessories offers retailers a high-quality licensed range that brings the garden to life for children. Created to appeal to six to ten year-olds, the range offers unique market positioning; colourful and fun.”

For further information about GIMA, please call (01959) 564947 or email info@gima.org.uk