Flower Council of Holland inspires with Horticulture Trends 2026
In a world that feels increasingly unpredictable, we’re being confronted with volatilities, uncertainties and complex issues. How is this affecting the way in which consumers view flowers and plants? This zeitgeist – ‘Checkpoint Reality’ or, in other words, the ‘unreal reality’ – underlies the four style trends we have developed in collaboration with sector organisation Tuinbranche Nederland, iBulb, INretail and Bureau Nijman + Van Haaster. On Tuesday 18 March, we presented these trends to over 150 interested parties during a knowledge session at the World Horti Center, and on April 1, we shared the insights via an English language webinar.
Why these trends are important for the sector
The Horticulture Trends bring consumers and the horticulture sector closer together. They show how consumers experience the world and how this affects their views of flowers and plants. The trends are more than just an inspiring narrative with beautiful pictures; they offer important information about the spirit of the times and consumers' state of mind. The importance of this was emphasised by Yvonne Watzdorf, Managing Director of the Flower Council of Holland, during the opening speech of this knowledge session: “To stay relevant as a sector, we need to properly understand consumers. These trends will allow us to respond to changing needs and provide inspiration and direction to the market.”
The four style trends for 2026
The current zeitgeist is characterised by uncertainty. The emergence of artificial intelligence (AI) offers additional challenges. After all, how can we distinguish between what’s real and what’s not in an unreal world? The four style trends that have been created – Nostalgic Lens, Intriguing Decor, Orbit Revive and Unexpected Encounter – reflect how we are attempting to get to grips with this as a society. Trend watcher Aafje Nijman explained during the knowledge session how each of these trends is uniquely inspired by social developments.
From inspiration to practical application
The Horticulture Trends 2026 will guide our marketing and communication activities in the year ahead and offer a wealth of possibilities for the sector. Trend-related information and visual materials are available on our website for growers, traders, sector organisations and retailers. These can be used for product presentations, workshops, purchasing strategies and product innovations. We will also be more than happy to help sector professionals with the concrete implementation of these trends in their communications and product ranges.
