Houseplant Ownership and Spending Rise Across the U.S.
A new industry report shows consistent growth in consumer plant interest since 2019, driven largely by social media influence.
Updated on Oct. 26, 2026 in Botany
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Do you feel that owning house plants significantly improves your personal happiness and wellbeing?
The Floral Marketing Fund has released the Consumer Houseplant Purchasing Report 2025, revealing that plant ownership and spending have increased compared to 2019 and 2021. This research initiative, conducted by university researchers, tracks purchasing habits and consumer perceptions across 10 plant categories in the United States.
Why it matters
The study highlights a persistent upward trend in consumer demand for houseplants that has accelerated since prior industry surveys. It quantifies how social media engagement directly correlates with retail conversion, influencing purchasing decisions for the majority of buyers.
The report identified that 73% of houseplant purchasers made a purchase based on social media content. Additionally, 77% of non-purchasers surveyed expressed potential interest in buying a plant in the future.
The players
Floral Marketing Fund
An industry research organization that tracks consumer trends and purchasing behavior within the horticultural sector.
North Carolina State University
A public research university that contributed to the methodology of the houseplant purchasing study.
University of Florida
A public research university involved in analyzing consumer behavior for the botanical sector.
Texas A&M University
A public research university that provided academic oversight for the national houseplant purchasing report.
The details
Researchers from North Carolina State University, the University of Florida, and Texas A&M University analyzed data across 10 distinct plant categories. The study examined key behavioral metrics, including ownership frequency, retail channel preferences, gifting habits, and pricing expectations. By comparing 2025 data against findings from 2019 and 2021, the investigators identified shifts in how consumers value houseplant ownership, with 96.6% of participants agreeing that plants contribute to their sense of happiness.
Timeline
2019: Previous study conducted.
2021: Previous study conducted.
2025: Current study survey period.
2026: Consumers anticipate increased spending.
November 5, 2026: Webinar to explore study results.
The Tech Race
This study serves as the third installment of the Floral Marketing Fund research initiative, tracking a multi-year growth trajectory in consumer botanical interest. It establishes a benchmark for how social media metrics and retail influence are shaping the modern houseplant market.
Retailers and consumers can expect continued marketing efforts focused on social media influence, as 73% of buyers report being converted by such content. The report suggests that consumer spending is projected to rise across all 10 plant categories throughout 2026.
The takeaway
The trend data indicates that consumer attachment to indoor plants remains high, with nearly all purchasers reporting increased happiness. Readers should look to the November 5, 2026, webinar for granular data on which of the 10 plant categories saw the highest year-over-year growth.
What happens next
The Floral Marketing Fund will host a webinar to discuss the results of the 2025 purchasing report on November 5, 2026.
Further reading
Explore deeper insights into current industry research on the Botany page.
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?
