Mintel’s houseplants and cut flowers market analysis finds that cost is a key factor shaping the market. Discounts help bridge this gap by reducing the cost and bundled packages that combine plants with essential maintenance items like plant food at a discounted rate.
UK Cut Flowers and Houseplants Market Research from Mintel
The declining birth rate poses further challenges for the cut flowers and houseplant market, potentially reducing demand for flowers tied to births and family celebrations. Brands can address this by promoting flowers as essential for personal enjoyment and lifestyle enrichment, beyond traditional events.
The latest UK houseplant market trends suggest that 16-34 year olds represent the most promising opportunity for flowers and houseplants brands. This group not only leads in purchasing and spending within the category but also demonstrates strong financial confidence for the near future. Their buying habits suggest a steady, or even growing, demand despite wider economic pressures. Brands can engage this demographic through sustainability, local sourcing and wellness messaging. Smart tech for plant care adds another layer of appeal.
UK Cut Flowers and Houseplants Market Report – What’s Inside?
Key Topics Analysed in the Report
- Cost of living and demographic trends shaping the cut flowers and houseplants market; the unique opportunities 16-34 year olds present, the untapped potential of artificial flowers, and growing appeal of locally-grown floral options.
- The popularity of supermarkets as destinations for cut flowers and houseplants purchasing and opportunities for floral specialists to attract more customers.
- Factors important to consumers when buying cut flowers and houseplants and how brands can gain a competitive advantage by addressing key concerns such as life span, maintenance and cost to help consumers make informed and confident purchasing decisions.
- Space-saving designs, 24/7 vending machines, smart planters and AI florists can make buying and caring for flowers and plants more enjoyable, boosting interest and sales.
Meet the Expert Behind the Analysis
This report was written by Steven Mayles. Steven joined Mintel in 1988, graduating in 1987 from the London College of Printing with a Higher National Diploma in Business Studies. In his role as a Retail Analyst Steven writes Mintel’s series of European Reports. In addition to retail, Steven has gained considerable insight into automotive retail.
Consumers aged 16-34 lead the way in buying and spend on flowers and houseplants. Brands that adapt to their preferences will be well-positioned in the marketplace.
Steven Mayles
Retail Analyst
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EXECUTIVE SUMMARY
- Opportunities for the cut flower and houseplant market
- Plenty of opportunities to attract more 16-34 year olds
- Longer life , no-maintenance and versatile, artificial flowers are a thriving market opportunity
- Locally grown isn’t just good ethics – it’s good business
- Market drivers
- Prices creeping back up again, and consumers still feeling the cost of living strain
- Graph 1: CPI and gardens, plants and flowers inflation rate, 2022-24
- Declining birth rate brings challenges but also new opportunities
- Graph 2: live births in England and Wales, 2012-23
- What consumers want and why
- 64% of consumers have bought flowers and houseplants in the last 12 months
- Graph 3: cut flowers and houseplants purchasing, 2024
- Strong preference for in-store floral shopping with more 16-34 year olds opting to buy in-person over the past 12 months
- Graph 4: how cut flowers and houseplants were bought, 2024
- Tesco stands out as the leading choice for consumers purchasing flowers and houseplants
- Graph 5: retailers where cut flowers and houseplants have been bought, 2024
- Amount spent has dropped when compared to 2023, underlining the economic pressure that many households are facing
- Graph 6: average spend on last purchase of cut flowers and houseplants, 2019-24
- Primary concern for all flower and houseplant buyers, particularly those over 55, is life span
- Graph 7: concerns when buying flowers/houseplants, 2024
- Self-purchasers prioritise price discounts, while gift-purchasers value life span
- Graph 8: important factors when buying flowers/houseplants, 2024
- Brands that deliver guidance, support and locally sourced flowers and houseplants are well-positioned to thrive in the marketplace
- Graph 9: consumer attitudes to flowers/houseplants, 2024
- Retailer activity
- Space saving indoor plant concept
- Eco-friendly floral packaging crafted from repurposed flower waste
- SmartyPlants and Amazon Alexa taking all the guesswork out of keeping houseplants healthy
- Unique bouquets tailored to individual customer tastes
- Sector advertising spending decreasing, reflecting tighter marketing budgets
- Graph 10: total cut flowers, florists, online florists, plant supports/pots/containers above-the-line, online display and direct mail advertising expenditure, 2020-24*
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MARKET DYNAMICS
- Market drivers
- Cost of living crisis continues to be a significant and persistent challenge for the majority of consumers
- Graph 11: UK “Do you think the UK’s cost of living crisis is…”, 2024
- Tailoring offerings to meet the preferences of 16-34 year olds can help offset demand drops in other groups
- Graph 12: consumers’ financial confidence over the next year or so, 2024
- Falling birth rate may result in decreased demand for flowers as celebratory gifts
- Nearly a fifth spending less on funeral flowers
- Budget-friendly alternative to pricey home improvements
- Flowers and houseplants have become essential in self-care routines – market them as mental health boosters
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What Consumers Want and Why
- Cut flower and houseplant purchasing
- Younger consumers are the most active buyers of flowers and houseplants
- Flower purchasing has risen over the past year, while houseplant buying has stayed steady
- Graph 13: cut flower and houseplant purchasing, 2019-24
- 16-34 year olds the most prolific flower and houseplant buyers
- Graph 14: houseplant purchasing, by age, 2022-24
- Graph 15: cut flower purchasing, by age, 2022-24
- Flower and houseplant purchasing rises with income
- Graph 16: houseplant purchasing, by household income, 2022-24
- Graph 17: flower purchasing, by household income, 2022-24
- Enhance affordability with flexible payment options and budget-friendly floral arrangements
- How they shopped for cut flowers and houseplants
- Strong preference for in-person shopping
- Graph 18: how cut flowers and houseplants were bought, 2019-24
- Older generations overwhelmingly prefer shopping for flowers and houseplants in-store
- Graph 19: in-store purchasing of cut flowers and houseplants, by age, 2022-24
- Graph 20: any online purchasing of cut flowers and houseplants, by age, 2022-24
- M-commerce vital for attracting the most prolific flower and houseplant buyers
- Graph 21: cut flower and houseplant purchasing through online devices, by household income, 2024
- Capture last-minute gift shoppers with on-demand delivery
- Where they bought cut flowers and houseplants
- Purchases from store and online-only floral specialists have dropped significantly over the past year
- Graph 22: type of retailer cut flowers and houseplants were bought at, 2022-24
- Supermarkets the preferred destination for all generations
- Graph 23: type of retailer used to purchased flowers/houseplants in the last 12 months, by age, 2024
- Higher-income earners are the most likely to shop at store and online-only floral specialists
- Graph 24: type of retailer used to purchased flowers/houseplants in the last 12 months, by household income, 2024
- Convenience of one-stop shopping
- Opportunities to partner with other businesses that have similar target audiences
- Put experience front-and-centre
- Craft memories, not just bouquets
- Tesco is the top destination for flowers and houseplants shopping
- Tesco is the leading destination for purchasing flowers and houseplants
- Graph 25: which retailer cut flowers and houseplants were bought at, 2022-24
- Tesco’s houseplant boom, Sainsbury’s mould-busting plant and Aldi’s affordable dupe
- Dobbies store closures and the RHS opens its first ever standalone shop
- Specialists streamlining purchases, broadening choices and championing sustainability
- M&S artificial plant that everybody thinks is real and Next flower gifting service
- How much they spent on cut flowers and houseplants
- Spending on cut flowers and houseplants
- Buyers of flowers and houseplants spending less now than they did a year ago
- Graph 26: average spend on last purchase of cut flowers, by age, 2022-24
- Graph 27: average spend on last purchase of houseplants, by age, 2022-24
- Several ways floral retailers can engage with 16-34 year olds and attract spend
- Men spend more on flowers and houseplants
- Graph 28: average spend on last purchase of cut flowers, by gender, 2022-24
- Graph 29: average spend on last purchase of houseplants, by gender, 2022-24
- Concerns when buying flowers/houseplants
- The longevity of flowers and houseplants is the top concern for buyers
- Life span is the primary concern for flowers and houseplant buyers
- Graph 30: concerns when buying flowers/houseplants, 2024
- Flower and houseplant life span a concern for 48% of buyers
- Delivery issues are a concern for 27% of online flower and houseplant buyers
- A concern for 26% of flower and houseplant buyers is not knowing what to purchase or how to care for their selections
- Host workshops to teach consumers how to care for flowers and plants
- easyplant makes houseplant care effortless
- Tackle the financial worries associated with maintaining flowers and houseplants
- Empower self-sufficient flower and houseplant maintenance
- Highlight eco-friendly products and practices
- The Horti House, a group of houseplant growers, dedicated to sustainability and local sourcing
- A new way to gift flowers that is sustainable
- Tackle space constraints to make flowers and houseplants accessible to more people
- Help consumers establish a safe, green space within their homes
- Create marketing campaigns that highlight child-friendly and pet-safe flower and houseplant options
- Important factors when buying flowers/houseplants
- Self-purchasers focus more on price discounts, while gift-purchasers pay more attention to flower and houseplant longevity
- Graph 31: important factors when buying flowers/houseplants, 2024
- Discounted prices hold significant sway over low-income earners
- Reward schemes financially beneficial for customers and retailers
- Strategies retailers can use to offer discounted prices on flowers and houseplants
- Too Good To Go discounted flowers and houseplants
- Minimum life span guarantee holds particular importance for older buyers of flowers and houseplants
- Graph 32: percentage of consumers who prioritise minimum life span guarantee (eg flowers last for a minimum of seven days) when buying flowers/houseplants either as a gift for someone else or for themselves, 2024
- Plant insurance
- The value of a plant goes further than aesthetic appeal for younger consumers
- Bundle plants with purpose
- Younger consumers more likely to buy flowers and houseplants that carry eco-certification
- Partnering with plant influencers, brands can establish themselves as trendsetters and captivate younger buyers
- Graph 33: percentage of consumers who prioritise on-trend products (eg trending on social media) when buying flowers/houseplants either as a gift for someone else or for themselves, 2024
- Announce exclusive launches promoted by influencers on their channels to create buzz
- Urban dwellers place a higher value on flowers and houseplants that harmonise with their home décor
- Graph 34: percentage of consumers who prioritise matching home décor when buying flowers/houseplants as a gift and for themselves, 2024
- Position yourself as the go-to source for décor-focused flowers and houseplants
- Offer plant solutions that align with eco-friendly and space-conscious décor trends
- One in five value a complementary gift when buying flowers or houseplants for someone else
- Attitudes to flowers/houseplants
- While most enjoy tending to flowers and houseplants, locally sourced options, recommendations and care advice can enhance the experience
- Locally sourced, help with recommendations, and advice on plant care can heighten people’s enjoyment of looking after flowers and houseplants
- Graph 35: consumer attitudes to flowers/houseplants, 2024
- Most people take joy in caring for their flowers and houseplants, but not everyone feels this way
- Graph 36: percentage of consumers who do not enjoy looking after flowers/houseplants, 2024
- Smart planter transforms plant care from a chore into a fun and engaging experience
- Given a choice, 61% of consumers would prefer to buy flowers and houseplants that are locally grown
- Graph 37: preference to buy locally sourced flowers/houseplants rather than ones that are not locally sourced, 2024
- Growing preference for locally grown is clear, with UK-grown flowers and bulbs gaining £50 million in value over the past five years
- Graph 38: total value of UK grown flowers and bulbs, 2019-23
- From farm to vase
- Become a trusted advisor in flowers and houseplants
- Ways retailers can offer advice about flowers and houseplants
- Faux flowers’ blooming appeal
- Custom floral arrangements that align perfectly with individual decor and gifting preferences
- 16-34 year olds show a keen interest in using smart tech and AI for plant care and recommendations
- Graph 39: consumer interest in smart technology for plant care and AI tools to get recommendations for flowers/houseplants, 2024
- AI-powered smart home solution that automates plant care
- High-earning young urbanites are the key market opportunity for smart plant care solutions
- AI can offer personalised floral and plant recommendations that align with both home aesthetics and individual tastes
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RETAILER ACTIVITY
- Launch activity and innovation
- Creative space saving indoor plant concept
- Planted windows are a modern spin on the traditional terrarium
- Rethinking floral packaging
- Flowers anytime, anywhere
- Second-hand plant market
- Plant swaps an opportunity for brands to engage with consumers who prioritise affordability and sustainability
- ‘Wonky’ houseplants are the newest addition to the line-up of imperfect products
- A dynamic new venue in London that seamlessly blends a restaurant with a florist
- STEM + STEM, a restaurant that’s also a florist!
- AI florist delivering unique bouquets tailored to individual customer tastes
- Amazon teams up with botanist to bring plant care expertise to Alexa
- SmartyPlants takes all the guesswork out of keeping houseplants healthy
- Advertising and marketing activity
- Brands cut back budgets, driving down advertising spending
- Graph 40: percentage of total sector advertising expenditure, by product category, 2020-24*
- Graph 41: total cut flowers, florists, online florists, plant supports/pots/containers above-the-line, online display and direct mail advertising expenditure, 2020-24*
- Florists can promote their businesses without overspending on advertising by leveraging word-of-mouth strategies
- Online florists Interflora and Bloom & Wild the leading advertisers
- TV captures the biggest share of sector advertising spend
- Floral specialists’ ad spend spikes during key gifting occasions like Valentine’s Day, Mother’s Day and festive home décor events like Christmas
- Graph 42: cut flowers, florists, online florists, plant supports/pots/containers above-the-line, online display and direct mail advertising spend, by month, 2023
- Bloom & Wild’s postpartum gifting campaign
- Amazon showcases the mood-enhancing benefits of houseplants
- Social media marketing effectively connects floral brands with younger audiences
- Prestige Flowers now sponsoring Chris Evans Breakfast Show
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Appendix
- Supplementary data – market dynamics
- Financial situation
- Graph 43: consumers financial situation, 2024
- Report scope and definitions
- Abbreviations and terms
- Methodology
- Consumer research methodology
- CHAID Analysis
- Methodology for CHAID analysis
- Nielsen Ad Intel coverage
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