March 2019 - 6

FROM THE EDITOR
THE BIG PICTURE
In January, the International Association of Horticultural Producers published a new
report that examines the future of the global ornamental horticulture industry.
" Ornamental Horticulture, A Growing Industry? " is the very first of its kind and aims
to identify the main future drivers and inhibitors to influence ornamental horticultural
production through 2030.
" It is clear that change in demand and production is inevitable, " says Joep Hendricks,
the report's author and project manager. " Over the next few decades, a number of macrofactors
will cause consumers to live different lives and make different purchasing decisions
from the generations before them and this is going to impact the demand for ornamentals. "
By studying specific geographic locations and market segments, the report revealed
that real per capita spending on ornamentals is far greater than previous reports have
presented using national average figures.
The report also provides specific analysis on important variables such as consumer
price elasticity, major life events (wedding, funerals, etc.) and public spending on parks
and urban green spaces, which continues to grow in an increasingly urbanizing world.
DEMAND DRIVERS
The report researches the economics of the international ornamentals industry, socioeconomics
in cities and identifies three significant global demographic demand groups -
" the new big spenders " that will drive the industry over the next decade.
The " new big spenders " are the working age population (25 to 65 years old) in North
America, the growing senior citizen population in the western world, and China's working
middle class. Our industry needs to continually monitor the evolving needs of these
groups to ensure it is delivering the right products at the right price points.
The ability/willingness of these three key groups to purchase ornamentals must be
a priority and the industry needs to ensure that the existing production base, both
domestic and international, can meet their ever-changing demands.
" The question is can the growing and changing demand [for ornamentals] be satisfied
by the current value chain or do we need different products, service propositions and
other value chains, " the report asks.
To read the AIPH International Vision Project go to http://aiph.org/the-internationalvision-project.
CALIFORNIA
BOUND?
Are you headed to California Spring Trials this month?
If you are, be sure to check out the online
edition of GPN's California Spring Trials
Companion.
The Companion contains everything you
need to guide you through your Spring
Trials trip including addresses and contact
information for each location, handy
maps, a sneak peek at some of this year's
introductions, as well as some restaurant
recommendations.
You can access the digital edition at https://bit.ly/2Dz3ZNP.
Safe travels.
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March 2019

Table of Contents for the Digital Edition of March 2019