Green Industry Trends 2026: How the zeitgeist influences consumer behavior

The world is changing rapidly and becoming increasingly complex. This brings uncertainty, causing consumers to look for something to hold on to. In the Groenbranche Trends 2026, developed by Flower Council Holland, iBulb, INretail, Tuinbranche Nederland and Bureau Nijman + Van Haaster, we see how this zeitgeist translates into four consumer trends that affect the floriculture sector.

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Flower Council Holland

Netherlands

Flower Council Holland

Flower and plant trends 2026

The key question of our time: Do we still understand what is true? The world is a mix of progress and nostalgia, innovation and familiarity, individualism and connectedness. Within this zeitgeist, four main styles can be distinguished, which we will see reflected in floral and plant trends in the coming years:

Unexpected Encounter - A surreal and experimental approach in which unexpected color and shape combinations add to the tension. Contrasts and alienating elements create a playful, almost fairy-tale effect. (Read more about this trend here).

Orbit Revive - Technology and nostalgia come together in a style that embraces retro-futurism. Dried flowers, organic shapes and space influences form a new contemporary aesthetic. (Read more about this trend here).

Intriguing Decor - Warmth, color and texture play the leading role in a style that is all about connection and positivity. An intriguing mix of patterns and materials creates a homey and inviting atmosphere. (Read more about this trend here).

Nostalgic Lens - The yearning for the past translates into a renewed love for craft, country aesthetics and a nostalgic, cheerful style. Flowers and plants play a central role here in a familiar and homey feel. (Read more about this trend here).

The Green Industry Trends 2026 show how consumers react to the world around them and how flowers and plants play an important role in it. Want to dive deeper into the trends? Click on the links to explore each trend individually.

Value Trends

Rooted Choices: Back to the Familiar
When everything around us changes, people turn to traditions and crafts. There is a growing preference for simplicity and familiarity. We see this reflected in the demand for romantic bouquets, classic flower forms such as the Biedermeier and kitchen gardens combining flowers and edible plants. Plants with small flowers that subtly beautify the interior are also making a comeback.

Bouncing Boundaries: Exploring and pushing boundaries
Experimenting and stretching boundaries is at the heart of this trend. Flowers and plants should surprise and challenge, with striking colors, bold combinations and innovative applications. Color therapy with flowers and plants, as well as the role of greenery in health products and cosmetics, offers new opportunities for the industry.

Smile a While: More Kindness in a Hard World
In a time of social and geopolitical tensions, there is a growing need for warmth and positivity. Flowers and plants play an important role in this as bringers of gentleness and connection. The trend emphasizes the power of flowers as giving moments and sustainable pleasure products. Transparency about cultivation methods and sustainability is becoming increasingly important.

Co-Volution: Technology and nature in balance
AI and technology are changing the way we live and work, but the need for tangible, natural products remains. In the green industry, this means a rise in smart applications, such as self-watering pots and plant care apps. At the same time, appreciation for flowers and plants is growing as a counterbalance to an increasingly digital world.