Cut Flowers and Houseplants - UK - February 2015
“Florists are in a prime position to capitalise on changing shopping habits as consumers do more of their food shopping locally at convenience stores, but they will need to play their part in promoting sales of flowers both for self-purchase and gifting.”
– Tamara Sender, Senior Retail Analyst
This report answers the following key questions:
- How has the market performed over the last five years?
- What factors stand out as the most important when buying flowers?
- How can retailers drive growth in the cut flowers market?
The cut flowers and houseplants market has been hard hit during the economic downturn as consumers cut back, considering them non-essential purchases. The market is estimated to have declined by 0.5% in the last five years.
Supermarkets continue to dominate the distribution of cut flowers, although a move by consumers towards shopping for food more locally could benefit florists in the medium to long-term.
Freshness stands out as the most important factor people look for when buying flowers. The consumer research shows that consumers are almost twice as likely to prioritise this over low cost.
The product areas covered in this report include fresh cut flowers and foliage, and houseplants.
References may be made in the report to dried and artificial flowers, but these are not included in the market size or any other statistics. Bulbs, bedding plants and other products intended primarily for outdoor display are also excluded from this report.
There is a small area of overlap between indoor and outdoor products in the case of, for example, azaleas, cyclamens and pot-grown bulbs like hyacinths and daffodils, which may be bought as houseplants but can be planted out. The key factor here is the purpose for which they were originally bought.
Mintel’s definitions also include products like professionally assembled bouquets for weddings and other special occasions; as well as wreaths and floral tributes sold through funeral directors.
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