“One can reasonably assume the declining numbers are the result of a post-lockdown return to the office,” says Aaron Thomas, Content Creator of Salience Search Marketing. Their 2021 Online Plant’s Market Report has just been released, which is their third annual report on the market. The report consists of 50 pages of digital performance analysis, covering things like visibility, trust and reviews, site speed, social prowess, and emerging/declining trends. “Whereas last year’s organic online plants market increased by 18%, this year has had a drop of -11%. Some brands have gained in the market, while others have suffered losses over the past 12 months.”
“First of all, 62% of the sites we measure in the market have lost visibility this year. The unfortunate reality for these brands is that they have been largely powerless to do anything about it,” says Thomas. Additionally, the Google searches for some plant-related topics have been declining this year. For example, 'indoor plants' monthly searches have declined by 38% (49,500), and 'plants online' searches have gone down by 59% (18,100) compared to last year. “One can reasonably assume this is the effect of a post-lockdown return to the office, where people have less time to enjoy and maintain their home environments,” explains Thomas. “We see this decline in brand searches too. Even Bloom & Wild (32%), the industry’s seemingly-unstoppable force of growth, awards, and acquisitions, has seen their brand searches drop 18% to 165,000 monthly.”
Room to grow
However, that is not to say it is all doom and gloom. “Bunches (78%), and Tree2MyDoor (399%) also show there’s still room to grow. Further, when we see this much volatility in a market, it can be a sign of youth and opportunity; less movement in our report sectors is often a sign of a long-established digital landscape. The durable goods eCommerce space, things like beds, furniture, etc. are generally more stable. One big opportunity highlighted in the report is around search interest for 'indoor plant pots'. It’s the biggest and most opportune keyword we analyzed at 40,500 monthly searches. Brands who muscle in on this space would have a foot in the door to that stable and established search landscape.” In addition, searches for 'large plant pots outdoor UK' are up 187% this year. Similarly, 'artificial indoor plants' (14%), 'low light indoor plants' (22%), and 'tall outdoor plants' (36%) are on the rise.
How are companies doing online?
“Thompson-Morgan retains top spot as the most visible UK Plant’s online, with a -4% decrease since last October. However, they have still managed to stay on top for the last couple of years. Bunches see another year of astonishing growth (+78%), moving into the top 5 position of most visible online brands. Other notable risers in the top 10 this year are Bloom And Wild (+32%), Dobbies (+9%). Tree2mydoor also deserves a mention, growing 399% in 12 months, and appearing for the first time in the top 25.”
Click here to download the full report.