Green Gets Under Your Skin

The market and media research institute Rheingold regularly conducts in-depth psychological interviews with test subjects from German society. A recent study clearly found that in these times of seemingly unmanageable crises, people are retreating even more into their private lives than they did two years ago, driven by a sense of powerlessness. In the study, 93 percent of respondents stated that they are turning their homes into safe havens. 86 percent are focusing on their hobbies and leisure activities. The study’s author refers to a “fortress mentality,” in which customers feel most comfortable within their own four walls and—interestingly—while shopping. These are two observations that fundamentally contribute to the sales of flowers and plants. Because in this mood, the horticultural sector, with its numerous products, offers exactly the right solutions and “legal mood boosters” for personal well-being, according to the organizers of IPM Essen, who presented the study during the trade fair.

Further studies show that consumers increasingly desire breaks from everyday life. Against this backdrop, it is becoming increasingly important for the green retail sector to design and offer appropriate spaces. Sales staff, in particular, could create meeting spaces where customers feel valued.

Given the growing “fortress mentality,” it is also not surprising that, according to the Stihl Garden Barometer 2025, most garden owners view their gardens as a source of joy and as a place where they feel connected to nature. 84 percent of respondents stated that they perceive the garden as a place of relaxation and recreation where they enjoy spending time.

Sales staff at garden centers and retail nurseries confirm that consumers are increasingly declaring their own gardens and balconies as their personal retreats, the trade show organizers further note. As has been observed in recent years, they are increasingly focusing on self-sufficiency and growing their own fruits and vegetables. When selecting plants, greater attention is being paid to climate tolerance and sustainability. Plants that withstand heat, drought, and heavy rain are preferred, and plants that promote biodiversity and are insect-friendly are becoming increasingly established.

Science thus confirms what industry participants already knew: green gets under your skin. Eva Kähler-Theuerkauf, President of the Central Horticultural Association, sums it up in her conclusion: “Horticulture is a craft of the future—we design living spaces and create quality of life.”

The market report cited here was prepared by Andreas Löbke of Co-Concept on behalf of Messe Essen for IPM Essen 2026.