Houseplant Ownership and Spending Surge in 2025 Study
New research shows consumers are buying more houseplants and feeling happier than they did in prior years.
Updated on Oct. 26, 2026 in Botany
Live Poll
Do you feel that owning house plants significantly improves your personal happiness and wellbeing?
The Floral Marketing Fund released the Consumer Houseplant Purchasing Report 2025, revealing that owners possess more plants and report higher spending compared to 2019 and 2021. The study suggests houseplants significantly boost the well-being of their owners.
Why it matters
The findings underscore a sustained shift in consumer behavior as indoor gardening continues to gain popularity across the United States. Businesses are increasingly relying on social media engagement to drive these purchasing decisions.
Researchers from North Carolina State University, the University of Florida, and Texas A&M University analyzed 10 distinct plant categories. The study revealed that 77% of non-purchasers are considering adding plants to their homes in the near future.
The players
Floral Marketing Fund
This organization promotes the floriculture industry through research, consumer education, and marketing initiatives.
North Carolina State University
This public research university contributed expert researchers to analyze consumer trends for the houseplant study.
University of Florida
This land-grant university provided academic researchers to support the multi-institution analysis of purchasing habits.
Texas A&M University
This research institution participated in the collaborative study examining the evolving houseplant market.
The details
The report highlights a growing trend where 73% of houseplant purchasers made acquisitions based on social media content viewed from a business. Additionally, 80.6% of purchasers strongly agreed that their plants contribute to a happier lifestyle.
Timeline
The initial study was conducted in 2019.
A follow-up study occurred in 2021.
The current research survey took place in 2025.
Consumers anticipate increased spending throughout 2026.
The Floral Marketing Fund will host a webinar on November 5, 2026.
The Big Picture
This study functions as the third installment of the Floral Marketing Fund's longitudinal houseplant research initiative. It provides a comparative benchmark that tracks how consumer engagement has evolved since the baseline data established in 2019.
The findings suggest that the rise of plant-focused social media content will likely influence more retail plant shops to prioritize their digital presence. Consumers should anticipate more curated social media marketing as nurseries and retailers compete for these interested buyers.
The takeaway
The data confirms that indoor gardening is not just a passing trend but a sustained consumer interest fueled by proven mental health benefits. Readers looking to improve their home environment may find the current market offerings increasingly aligned with social media-driven aesthetics.
What happens next
The Floral Marketing Fund will host a webinar on November 5, 2026, to further explore the study results and consumer insights.
Further reading
Learn more about evolving trends in the Botany sector.
Source note: This article includes information reported by Greenhouse Management.
Live Poll
Do you feel that owning house plants significantly improves your personal happiness and wellbeing?
