Breeder Dümmen Orange has further sharpen the profiles of consumer target group in a variety of peak and plant segments . This allows the company and its client to coordinate mathematical product ranges with market requirement as exact as potential . ‘ Consumer tastes are becoming increasingly sophisticated as they search specifically for sustainable , easy - to - grow , unusual or bee - friendly plants , ’ says Martina Gerhards , Marketing Manager at Dümmen Orange . ‘ Their glide path is very personal , with everyone wanting plants that suit their particular lifestyle . ’
Dümmen Orange has connected trends and point audiences to so - called persona , a description of imaginary consumer typical of a drift . Martina Gerhards : ‘ We distinguish the Individualist , the Minimalist , the Nature Lover and the Traditionalist . We are actively reach out to our customers now , to show and discuss how Dümmen Orange ’s products can address the needs of each and every target mathematical group . For this , we have produce a serial publication of videos , which we partake in with our partners , and which are available in the Digital Garden on our site . ’
IndividualistAccording to Dümmen Orange , individualists love to create their own clobber and customize things to create their very own cosmos . In essence , they want to have what others do n’t have . Martina Gerhards : ‘ You ’ll find the typical Individualist somewhere within the younger age bracket of 20 – 39 , and we see an overlap with a Do - it - Yourself consultation . They just love to rule their own colorful way . disturbed combination in palm and peculiar mixes are favorites . Everything is allowed . ’
MinimalistFor this target radical , flowers and industrial plant are a plan accent . It ’s about a unique shape of the leaves , outstanding geometrical patterns or rarefied flower types . The modern Minimalist has usually smaller rooms , maybe a tiny balcony and not much prison term to care for plants . ‘ While most of the quarry radical for our products are mainly adult female , we can see a prove number of manpower , specially in the Minimalist area , ’ says Gerhards . ‘ They buy well-heeled - aid products and mini plants in 6 - 8 cm pots , for instance , to create simplicity and calmness in a minimalist domicile . ’
Nature lover‘What comes to judgment when you think of a Nature Lover ’s garden ? ’ asks Gerhards . ‘ Right – It ’s a furious looking at pollinator garden with a slew to see . An sea of colors , with felicitous , busy bee and unlike high and conformation of blossom . For this predominantly female quarry grouping , between 35 and 65 years sure-enough , the garden is their very own oasis and the place to find vim . distinctly preferring Perennials , since most of them are sustainable over the years , they create their very own personal heaven . ’
TraditionalistTraditionalists have a Hellenic garden or a balcony with planter and pot all over the station and on the window sills . Martina Gerhards : ‘ You might also discover hanging baskets and materials like terracotta batch and more classic flower colour like red and ashen . you may see these preferences in their indoor appreciation as well , since many of them bribe poinsettias for Christmas in classical red . They buy a lot of plants and flowers , both for indoors and out of doors , so they certainly are one of the biggest consumer group in term of volume , and often expert in their favorite plant specie . ’
Dümmen Orange ’s Digital Garden can be visited at : https://emea.dummenorange.com / website / en / tools - for - you / digital - garden-2022
For more data : Dümmen Orangewww.dummenorange.com
