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The Fresh Floral Consumer - US - May 2012

The fresh floral market experienced sales declines during the recession as consumers cut back on non-essential spending, a category that many people consider fresh flowers to fall into. However, the market rebounded beginning in 2010, growing by 3% after a 10% decline in 2009, and is poised for growth over the next few years. Many factors will impact this market including a slow return of consumer confidence, a number of shifts in weddings and celebrations, and increased distribution of flowers and plants in a wider range of retailers. These, as well as other factors will help sales in the fresh floral market reach an estimated $38.5 billion in 2016.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan chart forecast of total retail sales of flowers/plants, 2006-16
                        • Market factors
                          • Consumer confidence may impact spending on flowers and plants
                            • Figure 2: University of Michigan’s index of consumer sentiment, March 2007-March 2012
                          • Shifts in traditional weddings can effect demand for flowers
                            • Increased distribution of flowers and plants can help drive growth in the market
                              • Figure 3: Number of operating farmers markets, 1994-2011
                            • Retail channels
                              • Few specialty florists dominate the market
                                • The consumer
                                  • Floral buyers slightly more likely to buy for themselves over others
                                    • Figure 4: Fresh flowers and indoor plants purchased, and who were they bought for, January 2011
                                  • Birthdays and Mother’s Day are top occasions for giving flowers to others
                                    • Figure 5: Reasons/occasions for purchasing fresh flowers for someone else, January 2011
                                  • Most buy flowers just because or to treat themselves
                                    • Figure 6: Reasons for purchasing fresh flowers for self, January 2011
                                  • People enjoy having flowers and plants in their homes
                                    • Figure 7: Attitudes toward fresh flowers and plants, January 2011
                                  • What we think
                                  • Issues in the Market

                                      • What is the retail landscape for fresh flowers and plants?
                                        • What are the primary reasons people buy flowers?
                                          • How do consumers feel about having fresh flowers and plants in their homes?
                                            • How will shifts in weddings impact the floral market?
                                            • Insights and Opportunities

                                              • Promote indoor gardening to drive floral sales
                                                • Figure 8: Terrain’s Terrarium Succulent Garden
                                              • Using fresh flowers as home décor
                                                • Figure 9: Using flowers as décor, march 2012
                                            • Inspire Insights

                                                • Inspire Trend: Survival Skills
                                                  • Inspire Trend: A Simple Balance for Health
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • A rebound from the recession creates a rosy picture for the floral market
                                                        • Figure 10: Total retail sales and forecast of flowers/plants at current prices, 2006-16
                                                        • Figure 11: Total retail sales and forecast of flowers/plants at inflation adjusted prices, 2006-16
                                                      • Fan chart forecast
                                                          • Figure 12: Fan chart forecast of total U.S. retail sales of flowers/plants, 2006-16
                                                      • Market Drivers

                                                        • Key points
                                                          • Consumer confidence linked to purchases of flowers and plants
                                                            • Figure 13: University of Michigan’s index of consumer sentiment, January 2007-March 2012
                                                          • Shifts in traditional marriages may impact floral market
                                                              • Figure 14: Estimated median age at first marriage, by gender, 1950-2010
                                                              • Figure 15: Annual number of weddings, 1950-2009
                                                              • Figure 16: Percent of population 15+ who are married, 1960-2010
                                                            • Increased distribution may bode well for floral market
                                                              • Figure 17: Number of operating farmers markets, 1994-2011
                                                          • Retailer Overview

                                                              • Specialty floral retailers
                                                                • FTD
                                                                  • 1-800-Flowers.com
                                                                    • Teleflora
                                                                      • KaBloom
                                                                        • ProFlowers
                                                                        • Innovations and Innovators

                                                                          • Twig’s terrariums help consumers add some green to their homes
                                                                            • H. Bloom sells flowers by subscription
                                                                              • Branded floral collections differentiate FTD
                                                                              • Marketing Strategies

                                                                                • Key points
                                                                                  • Television advertising
                                                                                    • FTD
                                                                                      • Figure 18: FTD TV ad, “Flowers for Mom,” April 2011
                                                                                    • 1-800-Flowers
                                                                                      • Figure 19: 1-800-Flowers TV ad, “Instant Smile,” April 2011
                                                                                    • Teleflora
                                                                                      • Figure 20: Teleflora TV ad, “Simple Gifting,” February 2012
                                                                                    • Social media
                                                                                      • Figure 21: Specialist flower retailers social media reach, April 4, 2012
                                                                                    • Other marketing activity
                                                                                    • Fresh Flower/Plant Purchases

                                                                                      • Key points
                                                                                        • Consumers more likely to buy flowers/plants for themselves over others
                                                                                          • Figure 22: Fresh flowers and indoor plants purchased, and who they were bought for, January 2011
                                                                                        • Men likely to buy flowers for spouses/partners, women buy for self
                                                                                          • Figure 23: Fresh flowers purchased, and who they were bought for, by gender, January 2011
                                                                                        • Younger consumers likely to buy for spouse/partners
                                                                                          • Figure 24: Fresh flowers purchased, and who they were bought for, by age, January 2011
                                                                                        • Lower-income households less likely to purchase fresh flowers
                                                                                          • Figure 25: Fresh flowers purchased, and who they were bought for, by household income, January 2011
                                                                                        • Men buy for spouse/partners, women buy plants for self
                                                                                          • Figure 26: Indoor plants purchased, and who they were bought for, by gender, January 2011
                                                                                        • Regardless of age, most consumers buy plants for themselves
                                                                                          • Figure 27: Indoor plants purchased, and who they were bought for, by age, January 2011
                                                                                        • Higher-income households more likely to purchase plants
                                                                                          • Figure 28: Indoor plants purchased, and who they were bought for, by household income, January 2011
                                                                                      • Fresh Flower Purchases for Others

                                                                                        • Key points
                                                                                          • Most consumers buy flowers for specific occasions
                                                                                            • Figure 29: What triggers buying fresh flower purchases for others? January 2011
                                                                                          • Men more likely to buy flowers on impulse
                                                                                            • Figure 30: What triggers buying fresh flower purchases for others? by gender, January 2011
                                                                                          • Young adults most likely to buy flowers for special occasions
                                                                                            • Figure 31: What triggers buying fresh flower purchases for others? by age, January 2011
                                                                                          • Lower-income shoppers most likely to buy flowers for special occasions
                                                                                            • Figure 32: What triggers buying fresh flower purchases for others? by household income, January 2011
                                                                                        • Reasons for Purchasing Fresh Flowers for Others

                                                                                          • Key points
                                                                                            • Birthdays and Mother’s Day are top occasions for giving flowers
                                                                                              • Figure 33: Reasons/occasions for purchasing fresh flowers for someone else, January 2011
                                                                                            • Men buy flowers for traditional occasions, women buy for many reasons
                                                                                              • Figure 34: Reasons/occasions for purchasing fresh flowers for someone else, by gender, January 2011
                                                                                            • Young adults buy flowers for Mother’s Day and to apologize
                                                                                              • Figure 35: Reasons/occasions for purchasing fresh flowers for someone else, by age, January 2011
                                                                                            • Higher-income shoppers likely to buy flowers for no specific reason
                                                                                              • Figure 36: Reasons/occasions for purchasing fresh flowers for someone else, by household income, January 2011
                                                                                          • Reasons for Purchasing Fresh Flowers for Self

                                                                                            • Key points
                                                                                              • Most buy flowers simply because they want them or treat themselves
                                                                                                • Figure 37: Reasons for purchasing fresh flowers for self, January 2011
                                                                                              • Women treat themselves, men buy flowers to use as décor
                                                                                                • Figure 38: Reasons for purchasing fresh flowers for self, by gender, January 2011
                                                                                              • 55+ buy flowers just because
                                                                                                • Figure 39: Reasons for purchasing fresh flowers for self, by age, January 2011
                                                                                              • Higher-income households likely to buy flowers for a variety of reasons
                                                                                                • Figure 40: Reasons for purchasing fresh flowers for self, by household income, January 2011
                                                                                            • Retailers Shopped for Fresh Flowers/Plants

                                                                                              • Key points
                                                                                                • Most shoppers buy flowers at grocery stores
                                                                                                  • Figure 41: Retailers shopped for fresh flowers/plants, in-store vs. online for self and others, January 2011
                                                                                                • Men prefer specialty flower shops, women opt for grocery stores
                                                                                                  • Figure 42: Retailers shopped when buying fresh flowers/plants, for self, in-store, by gender, January 2011
                                                                                                • Men more likely than women to buy flowers/plants for themselves online
                                                                                                  • Figure 43: Retailers shopped when buying fresh flowers/plants, for self, online, by gender, January 2011
                                                                                                • Younger shoppers prefer local florists, drug stores
                                                                                                  • Figure 44: Retailers shopped when buying fresh flowers/plants, for self, in-store by age, January 2011
                                                                                                • Under 34s purchase flowers for self at a variety of online stores
                                                                                                  • Figure 45: Retailers shopped when buying fresh flowers/plants, for self, online by age, January 2011
                                                                                                • Higher-income households shop for flowers at warehouse clubs
                                                                                                  • Figure 46: Retailers shopped when buying fresh flowers/plants, for self, in-store, by household income, January 2011
                                                                                                • Lower-income shoppers buying flowers/plants online
                                                                                                  • Figure 47: Retailers shopped when buying fresh flowers/plants, for self, online by household income, January 2011
                                                                                              • Purchase Frequency

                                                                                                • Key points
                                                                                                  • Flowers and plants purchased for self more often than others
                                                                                                    • Figure 48: Purchase frequency of flowers and plants, January 2011
                                                                                                  • Flowers are purchased an average of 5 times per year
                                                                                                    • Figure 49: Average purchase frequency of fresh flowers, January 2011
                                                                                                  • Plants purchased fewer than 5 times per year
                                                                                                    • Figure 50: Average purchase frequency of plants, January 2011
                                                                                                • Amount Spent on Flowers and Plants

                                                                                                  • Key points
                                                                                                    • Average amount spent on flowers higher than plants
                                                                                                      • Figure 51: Amount spent on fresh flowers and plants, January 2011
                                                                                                    • Men spend more than women on flowers
                                                                                                      • Figure 52: Amount spent on fresh flowers, by gender, January 2011
                                                                                                    • Younger adults spending less on flowers than those who are 55+
                                                                                                      • Figure 53: Amount spent on fresh flowers, by age, January 2011
                                                                                                    • Amount spent on flowers mirrors household income levels
                                                                                                      • Figure 54: Amount spent on fresh flowers, by household income, January 2011
                                                                                                  • Attitudes Toward Fresh Flowers and Plants

                                                                                                    • Key points
                                                                                                      • Flowers, plants enjoyed in the home
                                                                                                        • Figure 55: Attitudes toward fresh flowers and plants, January 2011
                                                                                                      • Women more likely than men to enjoy having plants, flowers in their homes
                                                                                                        • Figure 56: Attitudes toward fresh flowers and plants, by gender, January 2011
                                                                                                      • Younger adults less likely than older age groups to enjoy having flowers and plants in their homes
                                                                                                        • Figure 57: Attitudes toward fresh flowers and plants, by age, January 2011
                                                                                                      • Higher-income households most likely to enjoy having plants, flowers in homes
                                                                                                        • Figure 58: Attitudes toward fresh flowers and plants, by household income, January 2011
                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                      • Key points
                                                                                                        • Blacks less likely than other groups to purchase fresh flowers
                                                                                                          • Figure 59: Fresh flowers purchased, and who they were bought for, by race/Hispanic origin, January 2011
                                                                                                        • Hispanics more likely than non-Hispanics to purchase plants for spouse/partner
                                                                                                          • Figure 60: Indoor plants purchased, and who they were bought for, by race/Hispanic origin, January 2011
                                                                                                        • Hispanics more likely than non-Hispanics to buy flowers for others for specific occasions
                                                                                                          • Figure 61: What triggers buying fresh flower purchases for others?, by race/Hispanic origin, January 2011
                                                                                                        • Hispanics, whites more likely than blacks to buy flowers for birthdays
                                                                                                          • Figure 62: Reasons/occasions for purchasing fresh flowers for someone else, by race/Hispanic origin, January 2011
                                                                                                        • Regardless of race/ethnicity, flowers are bought just because and as a treat
                                                                                                          • Figure 63: Reasons for purchasing fresh flowers for self, by race/Hispanic origin, January 2011
                                                                                                        • Shoppers in all race/ethnic groups buy flowers/plants at grocery stores
                                                                                                          • Figure 64: Retailers shopped when buying fresh flowers/plants, for self, in-store by race/Hispanic origin, January 2011
                                                                                                          • Figure 65: Retailers shopped when buying fresh flowers/plants, for self, online, by race/Hispanic origin, January 2011
                                                                                                        • On average, whites spend the most on flowers compared to other groups
                                                                                                          • Figure 66: Amount spent on fresh flowers, by race/Hispanic origin, January 2011
                                                                                                        • Whites spend the most on plants
                                                                                                          • Figure 67: Amount spent on plants, by race/Hispanic origin, January 2011
                                                                                                        • All race/ethnic enjoy having flowers/plants in their homes
                                                                                                          • Figure 68: Any agree, by race/Hispanic origin, January 2011
                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                          • Fresh flower/plant purchases
                                                                                                            • Figure 69: Fresh flowers purchased, by marital/relationship status, January 2011
                                                                                                            • Figure 70: Indoor plants purchased, by marital/relationship status, January 2011
                                                                                                          • Fresh flower purchases for others
                                                                                                            • Figure 71: Fresh flower purchases for others, by marital status, January 2011
                                                                                                            • Figure 72: Fresh flower purchases for others, by marital status, January 2011
                                                                                                          • Fresh flower/plant purchases for self
                                                                                                            • Figure 73: Reasons for purchasing fresh flowers for self, by marital status, January 2011
                                                                                                          • Retailers shopped for fresh flowers/plants
                                                                                                            • Figure 74: Retailers shopped for fresh flowers/plants, by marital status, January 2011
                                                                                                            • Figure 75: Retailers shopped for fresh flowers/plants for someone else, by gender, January 2011
                                                                                                            • Figure 76: Retailers shopped for fresh flowers/plants for someone else, by age, January 2011
                                                                                                            • Figure 77: Retailers shopped for fresh flowers/plants for someone else by household income, January 2011
                                                                                                            • Figure 78: Retailers shopped for fresh flowers/plants for someone else, by marital/relationship status, January 2011
                                                                                                          • Amount spent on flowers and plants
                                                                                                            • Figure 79: Amount spent on fresh flowers, by marital/relationship status, January 2011
                                                                                                            • Figure 80: Amount spent on plants, by gender, January 2011
                                                                                                            • Figure 81: Amount spent on plants, by age, January 2011
                                                                                                            • Figure 82: Amount spent on plants, by household income, January 2011
                                                                                                            • Figure 83: Amount spent on plants, by martial/relationship status, January 2011
                                                                                                          • Attitudes toward fresh flowers and plants
                                                                                                            • Figure 84: Any agree, by marital/relationship status, January 2011
                                                                                                        • Appendix—Trade Associations

                                                                                                          Companies Covered

                                                                                                          • Vera Wang

                                                                                                          The Fresh Floral Consumer - US - May 2012

                                                                                                          £3,174.67 (Excl.Tax)