Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“The COVID-19 pandemic has caused disruptions to all stages of the floriculture supply chain which operates at a global level and works inter-dependently to bring flowers and houseplants to key markets such as the UK, all-year round. The ‘domino effect’ that has ensued has placed all businesses and segments of the flower and houseplant sector in a vulnerable position as it was just entering its peak season with key events like Mother’s Day generating high levels of demand. While in the UK, store closures by florists have significantly decreased the availability of flowers and houseplants - this will have prompted many of the markets players to consider a more direct way to supply customers and has highlighted the crucial need for an online presence.”

– Emily Viberg, Retail Analyst, 30 May 2020

This Report looks at the following areas:

  • The impact of COVID-19 on future consumer confidence
  • Key consumer behaviours influenced by COVID-19
  • The impact of COVID-19 on flowers and houseplants in the short-, medium- and long-term 
  • Tapping into the gifting market with houseplants
  • How retailers can attract Millennials to flowers

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in the Report
        • Products covered in this report
        • Executive Summary

            • The market
              • Consumers’ confidence set to wane as uncertainty clouds future sentiment
                • Figure 1: “How would you generally describe your financial situation at the moment?”, January 2018-March 2020
              • Mother’s Day the most popular event for gifting flowers
                • Figure 2: Percentage of consumers who bought flowers as gifts for seasonal events in 2019 and 2020
              • Impact of COVID-19 on cut flowers and houseplants
                • COVID-19 set to disrupt the entire supply chain
                  • Figure 3: Short, medium- and long-term impacts of COVID-19 on the broader retail category, flower and houseplant sectors, 2020
                • Companies and brands
                  • Advertising spend on flowers and houseplants grows in 2019
                    • Figure 4: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by year, 2015-19
                  • Sustainability is a key area for innovation and launch activity
                    • The consumer
                      • Over half of consumers purchased flowers in the past year
                        • Figure 5: Flowers and houseplants purchased in the past 12 months, March 2020
                      • Houseplants attract a higher spend for last purchase compared to flowers
                        • Figure 6: How much shoppers spent during their last purchase of flowers and houseplants, March 2020
                      • Shoppers willing to spend more on flowers as gifts
                        • Figure 7: Shopping behaviours for flowers, March 2020
                      • Houseplants are a welcome addition to the home/workspace for wellbeing benefits
                        • Figure 8: Shopping behaviours for Houseplants, March 2020
                      • Consumers are interested in flowers/houseplants with sustainable wrappings/pots
                        • Figure 9: Interest in flower and houseplant innovations, March 2020
                      • What we think
                      • Impact of COVID-19 on Cut Flowers and Houseplants

                        • Short-, medium- and long-term impact on the industry
                          • Figure 10: Short-, medium- and long-term impacts of COVID-19 on the broader retail category, flower and houseplant sectors, 2020
                        • Short term
                          • Medium term
                            • Long term
                              • Opportunities and Threats
                                • Lost trade in peak season will not be replaced, leading to a strain on retailers
                                  • Help consumers bring the outdoors indoors
                                    • Encourage consumers to trade up even when disposable incomes are squeezed
                                        • Figure 11: The Flower Council of Holland’s ‘Let Hope Bloom’ campaign, 2020
                                      • Open direct channels of distribution to consumers
                                          • Figure 12: Plant Pack delivery service, 2020
                                        • Engage with consumers online with DIY workshops and Q&A
                                          • Tap into the sense of community post COVID-19
                                              • Figure 13: Changes in shopping habits, May 14-May 21, 2020
                                              • Figure 14: Early Hours Ltd installation for the NHS, 2020
                                            • Impact on the cut flowers and houseplant market
                                              • A perfect storm
                                                • Disruption in the supply chain
                                                  • Local and independent florists will struggle
                                                    • Shifts in consumer behaviour
                                                      • Seeing family and friends is a priority post lockdown
                                                        • Figure 15: Activities consumers look forward to post lockdown, April 30-May7, 2020
                                                      • Behaviours shift online
                                                        • A COVID-19 related recession will impact key consumer groups
                                                          • Consumers take up traditional hobbies in lockdown
                                                            • How a COVID-19 recession will reshape the industry
                                                              • Consumers cut back on non-essential spending
                                                                • Figure 16: Changes in shopping habits due to COVID-19, May 14-May21, 2020
                                                              • Consumers worry about the impact on UK economy
                                                                • Figure 17: Consumers worry about impact of COVID-19 on cost of living, May 14-May 21, 2020
                                                              • Impact on the marketing mix
                                                                • Price:
                                                                  • Product:
                                                                    • Promotion:
                                                                      • Place:
                                                                        • COVID-19: UK context
                                                                        • Issues and Insights

                                                                          • How can retailers attract younger consumers to buying flowers/houseplants?
                                                                            • The facts
                                                                              • The implications
                                                                                • Create an experience and make it personal
                                                                                  • Make it trendy and ‘Instagrammable’
                                                                                    • How can retailers tap into the gifting market with houseplants?
                                                                                      • The facts
                                                                                        • The implications
                                                                                          • Promote wellbeing
                                                                                            • Collaborate to promote houseplant ranges
                                                                                            • The Market – What You Need to Know

                                                                                              • Consumers’ confidence set to wane as uncertainty clouds future sentiment
                                                                                                • Mother’s Day a popular event to buy flowers
                                                                                                  • Changing trends in the population structure
                                                                                                  • Market Drivers

                                                                                                    • Real wage growth in 2019 outpaces inflation
                                                                                                      • Figure 18: Real wage growth -Average weekly earnings vs inflation, January 2016-February 2020
                                                                                                    • Prices are the biggest concern post-Brexit
                                                                                                      • Figure 19: Consumer views on the impact of the EU referendum, January 2020
                                                                                                    • Consumers’ confidence set to wane as uncertainty clouds future sentiment
                                                                                                      • Figure 20: How would you generally describe your financial situation at the moment?”, January 2020
                                                                                                    • Changing trends in the population structure
                                                                                                      • Figure 21: Changes in population structure, 2019-29
                                                                                                      • Figure 22: Trends in the age structure of the UK population, 2019-29
                                                                                                    • Weddings cancelled amid COVID-19
                                                                                                      • Figure 23: Number of marriages in thousands in England and wales, 2003-17
                                                                                                    • Deaths rise during COVID-19 but funerals to be held virtually
                                                                                                      • Figure 24: Number of deaths in thousands in England and wales, 2003-2016
                                                                                                      • Figure 25: Number of marriages and deaths, in thousands, 2003-16
                                                                                                    • Mother’s Day a popular event to buy flowers for
                                                                                                      • Figure 26: Percentage of consumers who bought flowers as gifts for seasonal occasions in 2019 and 2020
                                                                                                    • Regulations and policies impacting the market
                                                                                                      • EU Plant Health Regulations
                                                                                                      • Companies and Brands – What You Need to Know

                                                                                                        • Advertising expenditure on flowers and houseplants increased 12% in 2019
                                                                                                          • TV dominated advertising spending on flowers and houseplants
                                                                                                            • Sustainability is a key area for innovation and launch activity.
                                                                                                            • Launch Activity and Innovations

                                                                                                              • Cut flowers are an important gift during seasonal events
                                                                                                                • Morrisons unicorn and llama inspired flowers
                                                                                                                  • Figure 27: Morrisons Llama and Unicorn flowers, 2019
                                                                                                                • Lush’s Valentine’s Day pop-up
                                                                                                                  • Figure 28: Lush Flowers and houseplants at Oxford Street, 2020
                                                                                                                • Wellbeing and health trend driving demand in houseplants
                                                                                                                  • Indoor Garden Design and IKEA collaborate at Chelsea Flower Show 2019
                                                                                                                    • Figure 29: Indoor Garden design installation in collaboration with IKEA, 2018
                                                                                                                  • Sustainability a key area for innovation
                                                                                                                    • Waitrose’s ‘Unpacked’ flowers
                                                                                                                      • The Parfum Flower Company reveals dried garden roses bouquets
                                                                                                                        • Figure 30: Dried garden roses from The Parfum Flower Company, 2019
                                                                                                                      • FloraLife reveals recyclable flower food sachets
                                                                                                                        • Figure 31: Recyclable flower food sachets by FloraLife, 2019
                                                                                                                      • IKEA and Tom Dixon urban farming concept 
                                                                                                                        • Figure 32: ‘Gardening Will Save the World’ show garden designed by Tom Dixon and Ikea, 2019
                                                                                                                      • Pass it On Plantable candles
                                                                                                                        • Figure 33: Plantable candles by Pass It On, 2019
                                                                                                                      • Online solutions for convenience
                                                                                                                        • Interflora and Alexa
                                                                                                                          • Figure 34: Interflora and Alexa tie-up, 2019
                                                                                                                        • Homebase collaborate with SmartPlant app
                                                                                                                          • Figure 35: Smartplant collaboration with Homebase, 2019
                                                                                                                        • Specialists launches own-label houseplant ranges
                                                                                                                          • Dobbies’ ‘easy houseplant’ range
                                                                                                                            • Figure 36: Dobbies ‘Easy care’ houseplant range, 2019
                                                                                                                          • W6 Garden Centre invests in new plant section
                                                                                                                            • Figure 37: W6GC's Green Room, November 2019
                                                                                                                          • Interflora collaboration with Slug and lettuce
                                                                                                                            • Figure 38: Interflora and Slug and Lettuce collaboration, 2019
                                                                                                                          • Bloomscape plants available on west elm
                                                                                                                            • Non-specialists tap into the blooming houseplant and flower market
                                                                                                                              • Jo Malone masterclasses
                                                                                                                                • M&S Little Gardens
                                                                                                                                  • Figure 39: M&S’ ‘Little Gardens’ seedling kit, 2020
                                                                                                                                • IKEA easy care houseplants
                                                                                                                                  • Figure 40: Easy care plants, 2019
                                                                                                                                • Lush Fresh & Flowers in Paris
                                                                                                                                  • Figure 41: Lush Fresh &Flowers in Paris, 2019
                                                                                                                                • Selfridges flower collaboration with Aoyama
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                    • Advertising spend on flowers and houseplants grows in 2019
                                                                                                                                      • Figure 42: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by year, 2019
                                                                                                                                    • Lidl biggest advertiser of flowers and houseplants in 2019
                                                                                                                                      • Figure 43: Total above-the-line, online display and direct mail advertising expenditure by leading retailers, 2015-19
                                                                                                                                    • TV dominates ad spend
                                                                                                                                      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by media type, 2019
                                                                                                                                    • Key marketing campaigns
                                                                                                                                      • ‘We need more flowers’ campaign by Flower Council of Holland
                                                                                                                                        • Figure 45: We need more flowers campaign by Funnyhowflowersdothat, 2019
                                                                                                                                      • Thanks Plants! Campaign by Flower Council of Holland
                                                                                                                                        • Figure 46: Thanks plants campaign by thejoyofplants, 2018
                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                      • Flowers and houseplants are enjoyed by consumers across age groups
                                                                                                                                        • Higher spend level on houseplants compared to flowers for consumers last purchase
                                                                                                                                          • Flowers and houseplants are purchased multiple times a year
                                                                                                                                            • Supermarkets the go-to place for flowers and houseplants
                                                                                                                                              • Shoppers are willing to spend more on flowers as a gift
                                                                                                                                                • Consumers are interested in flowers/houseplants with sustainable wrapping/pots
                                                                                                                                                • Who Buys Flowers and Houseplants

                                                                                                                                                  • More than half of consumers purchased flowers in the past year
                                                                                                                                                    • Figure 47: Consumers who have purchased flowers and/or houseplants in the past 12 months, March 2020
                                                                                                                                                  • Broad age appeal for both flowers and houseplants
                                                                                                                                                    • Figure 48: Consumers who have purchased flowers and/or houseplants in the past 12 months, by age group, March 2020
                                                                                                                                                • How Often They Buy Flowers and Houseplants

                                                                                                                                                  • Shoppers buy flowers and houseplants multiple times in a year
                                                                                                                                                    • Figure 49: How often consumers have purchased flowers and/or houseplants in the past 12 months, March 2020
                                                                                                                                                  • 16-24s most frequent buyers for flowers and houseplants
                                                                                                                                                    • Figure 50: How often consumers have purchased flowers and/or houseplants in the past 12 months, by age group, March 2020
                                                                                                                                                • How They Shop for Flowers and Houseplants

                                                                                                                                                  • Stores capture the majority of flower and houseplant purchases
                                                                                                                                                    • Figure 51: How consumers have purchased flowers and/or houseplants in the past 12 months, March 2020
                                                                                                                                                  • 16-24s shop for flowers and houseplants online via smartphones
                                                                                                                                                    • Figure 52: How consumers have purchased flowers and/or houseplants in the past 12 months, by age group, March 2020
                                                                                                                                                • Which Retailer They Use to Buy Flowers and Houseplants

                                                                                                                                                  • Supermarkets are the go-to place for flowers and houseplants
                                                                                                                                                    • Figure 53: Where consumers have purchased flowers and/or houseplants in the past 12 months, March 2020
                                                                                                                                                • How Much is Spent on Flowers and Houseplants

                                                                                                                                                  • Shoppers spend more on houseplants than flowers for their last purchase
                                                                                                                                                    • Figure 54: How much shoppers spent during their last purchase on flowers and/or houseplants, March 2020
                                                                                                                                                  • 16-34s spend the most on flowers
                                                                                                                                                    • Figure 55: How much shoppers spent during their last purchase on flowers, by age group, March 2020
                                                                                                                                                  • 16-24s spend most on houseplants
                                                                                                                                                    • Figure 56: How much shoppers spent during their last purchase on houseplants, by age group, March 2020
                                                                                                                                                • Shopping Behaviours for Flowers

                                                                                                                                                  • Gifting provides further opportunities for retailers
                                                                                                                                                    • Figure 57: Shopping Behaviours for Flowers, March 2020
                                                                                                                                                  • Older consumers are willing to spend more on flowers for gifting
                                                                                                                                                      • Figure 58: Shopping behaviours for Flowers, by age group March 2020
                                                                                                                                                    • 16-34s prefer to buy locally sourced flowers
                                                                                                                                                      • Figure 59: Shopping Behaviours for Flowers, by age group, March 2020
                                                                                                                                                    • Young consumers want more personalisation options and rely and retailers for advice
                                                                                                                                                        • Figure 60: Shopping Behaviours for Flowers, by age group, March 2020
                                                                                                                                                    • Shopping Behaviours for Houseplants

                                                                                                                                                      • Houseplants are a welcome addition to the home/workspace for its wellbeing benefits
                                                                                                                                                        • Figure 61: Shopper Behaviours for Houseplants, March 2020
                                                                                                                                                      • Older consumers think houseplants are good when space is limited
                                                                                                                                                        • Figure 62: Shopper Behaviours for Houseplants, by age group, March 2020
                                                                                                                                                      • 16-34s use social media for inspiration and rely on retailers for advice
                                                                                                                                                          • Figure 63: Shopping Behaviours for Houseplants, by age group, March 2020
                                                                                                                                                      • Interest in Innovations

                                                                                                                                                        • Consumers interested in flowers/houseplants with sustainable wrapping/pots
                                                                                                                                                          • Figure 64: Interest in flower and houseplant innovations, March 2020
                                                                                                                                                        • 16-24s interested in innovations focused on longevity
                                                                                                                                                          • Figure 65: Interest in flower and houseplant innovations, by age group, March 2020
                                                                                                                                                        • 25-44 age group interested in long-term care for houseplants and flowers
                                                                                                                                                            • Figure 66: Interest in flower and houseplant innovations, by age group, March 2020
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                            • Abbreviations
                                                                                                                                                              • Consumer research methodology

                                                                                                                                                              About the report

                                                                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                              • The Consumer

                                                                                                                                                                What They Want. Why They Want It.

                                                                                                                                                              • The Competitors

                                                                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                                                                              • The Market

                                                                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                              • The Innovations

                                                                                                                                                                New Ideas. New Products. New Potential.

                                                                                                                                                              • The Opportunities

                                                                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                                                                              • The Trends

                                                                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                              Trusted by companies. Big and small.

                                                                                                                                                              • bell
                                                                                                                                                              • boots
                                                                                                                                                              • google
                                                                                                                                                              • samsung
                                                                                                                                                              • allianz
                                                                                                                                                              • kelloggs
                                                                                                                                                              • walgreens
                                                                                                                                                              • redbull
                                                                                                                                                              • unilever
                                                                                                                                                              • Harvard
                                                                                                                                                              • pinterest
                                                                                                                                                              • new-york-time