2022
9
UK Cut Flowers and Houseplants Market Report 2022
2022-05-24T04:06:07+01:00
OX1104601
2195
151348
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Report
en_GB
“Purchasing and spending levels in the cut flower and houseplant sector have remained stable in the past 12 months. This is a promising sign that demand is holding up well…

UK Cut Flowers and Houseplants Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Cut Flowers and Houseplants market report identifies consumer attitudes towards cut flowers and houseplants, the impact of inflation and future innovations in the floral industry. This market report covers the cut flowers market size, market forecast, market segmentation and industry trends for the Cut Flowers and Houseplant market in the UK.

Current Market Landscape 

Purchasing and spending levels in the cut flowers and houseplant industry have remained stable in the past 12 months. This is promising despite the cut flowers and houseplant market’s discretionary nature and one that is particularly susceptible to macroeconomic factors. But financial pressure on consumers’ pockets is expected to impact the UK’s houseplant market trends as people tighten their household budgets and reprioritise on-essential purchases.

 

Market Share and Key Industry Trends

With the recent rise in the cost of living in the UK, value for money will be at the forefront of consumers’ minds, giving the houseplant and cut flowers market a chance to innovate.

While purchasing and spending levels are set to be affected, the most significant impact will be a shift in how and where consumers turn to buy flowers and houseplants depending on how they view ‘value’. This presents an opportunity for retailers to offer extra value with consumers’ flower and houseplant purchases, whether that be by promoting wellness benefits or offering after-sales support and plant health education through in-store and online workshops and events.

  • 54% of UK adults who bought cut flowers worked at home.
  • 55% of UK consumers said price rises would encourage them to switch where they shop for flowers/houseplants.
  • 38% of UK adults who bought flowers/houseplants bought them online.
  • 88% of respondents think buying flowers/houseplants is a good way to brighten people’s moods.

 

Future Market Trends in UK Cut Flowers and Houseplant Market

Even in times of financial uncertainty, demand in the floral industry will be sustained by key seasonal shopping events such as Mother’s Day and Valentine’s Day.

There is ample opportunity for retailers to maintain their flower and houseplant market share if they harness the belief that flowers and houseplants lift people’s moods during times of hardship. This notion was encouraged throughout the pandemic and is likely to apply again with the rising cost of living.

The cut flowers and houseplant market report forecasts that retailers who focus on simplifying the purchasing journey and making it more convenient for consumers to receive goods through the letterbox will remain successful in the cut flowers market and be able to sustain their flower and houseplant market share. Technology will also play a part in the future of the houseplant and cut flowers market by enabling consumers to further personalise and add value to their floral service.

Read on to discover more details or take a look at all of our UK Retail Market Research.

 

Quickly Understand

  • The impacts of inflation and rising costs on the floral industry.
  • The impact of income squeezes on key demographics in the houseplant and cut flowers market.
  • How consumers have shopped for flowers and/or houseplants in the past 12 months.
  • Consumers’ behaviours towards the houseplant and floral industry.
  • Future interests when shopping for flowers and houseplants.

 

Covered in this Report

Brands: Aldi, M&S, Metro, Serenata, Moonpig, Cath Kidston, FunnyHowFlowersDoThat, Urban Flower Company, Bloom & Wild, IKEA, Freddie’s Flowers, Sainsbruy’s, Co-op, Prestige Gifting Ltd, Zing Flowers, Lidl, Morrisons, Asda, Flower Council Holland, Lovley Flore World, Arena Flowers, Flowercard, Flowerbox Ltd, You Garden, SE Marshall & Co Ltd, Interflora.

 

Expert Analysis from a Specialist in the Field

This report, written by Emily Viberg, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Purchasing and spending levels in the cut flower and houseplant sector have remained stable in the past 12 months. This is a promising sign that demand is holding up well despite the sector’s discretionary nature and one that is particularly susceptible to macroeconomic factors. But financial pressures on consumers’ pockets are expected to take hold as people tighten household budgets and reprioritise non-essential purchases – challenging retailers to communicate the value of flowers and houseplants to shoppers, be it by promoting their wellbeing benefits or by offering after-sales support through in-store or online workshops.”

Emily Viberg
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for cut flowers and houseplants
      • Figure 1: Category outlook, 2022-27
    • The market
    • Key demographics to be impacted by rising inflation
      • Figure 2: Real wage growth – Average weekly earnings vs inflation, 2016-22
    • Consumers’ financial wellbeing has slipped from its recent high point
      • Figure 3: Household financial wellbeing index, 2016-22
    • Caution entering the discretionary market
      • Figure 4: How consumers will spend extra money, 2022
    • Population set to grow older
      • Figure 5: Population trends in the UK, 2020-30
    • Seasonal events popular for flowers
      • Figure 6: Percentage of consumers who bought flowers as gifts for seasonal occasions in 2021/22
    • Companies and brands
    • Innovations focused on highlighting wellbeing benefits of flowers and houseplants
      • Figure 7: Serenata Flowers’ ‘mood-boosting’ lower bouquet, 2022
    • Seasonal shopping events encourage novel launches
      • Figure 8: M&S and Metro Valentine’s Day collaboration, 2022
    • Adspend soars in 2021
      • Figure 9: Total above-the-line, online display and direct mail advertising expenditure by all retailers, 2017-21
    • Seasonal events see a peak in advertising spend
      • Figure 10: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, January 2019-December 2021
    • TV advertising grows year-on-year
      • Figure 11: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by media type, 2021
    • Interflora seen as a trusted retailer
      • Figure 12: Key metrics for selected brands, 2022
    • The consumer
    • Purchasing levels flat year-on-year
      • Figure 13: Who buys flowers and houseplants, 2020-22
    • Shoppers buy flowers and houseplants less frequently
      • Figure 14: How often they buy flowers and houseplants, 2020-22
    • Flower/houseplants buyers shop multichannel
      • Figure 15: How they shop for flowers/houseplants, 2020-22
    • Tesco remains the most popular retailer to buy flowers/houseplants
      • Figure 16: Which retailer they shop flowers/houseplants from, 2022
    • Spending on flowers/houseplants remains above pre-pandemic levels
      • Figure 17: How much they spend on flowers and houseplants, 2020-22
    • Consumers buy flowers/houseplants to brighten people’s moods
      • Figure 18: Flower and houseplant behaviours, 2022
    • Letterbox flowers appeal
      • Figure 19: Future interests when shopping for flowers/houseplants in the next 12 months, 2022
  3. Issues and Insights

    • Impact of rising costs on the cut flower and houseplant sector
    • A look at the key demographics and the impact income squeezes will have
    • Income squeezes will impact where and how consumers will shop
    • Shoppers set to cut back during seasonal events
    • Retailers should accommodate the multichannel shopper…
    • Use technology to help to enable multichannel shopping
    • Help drive in store engagement with events and collaborations
  4. Market Drivers

    • GDP reached pre-pandemic levels in November 2021…
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 20: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 21: Consumer concerns about household finances, 2021-22
    • Key demographics to be impacted by rising inflation
      • Figure 22: Real wage growth – Average weekly earnings vs inflation, 2016-22
    • Caution entering the discretionary market
      • Figure 23: How consumers will spend extra money, 2022
    • Ageing population
      • Figure 24: Population trends in the UK, 2020-30
      • Figure 25: Population trends in the UK, 2020-30
    • Seasonal events popular for flowers
      • Figure 26: Percentage of consumers who bought flowers as gifts for seasonal occasions in 2021/22
    • Supply chain issues come to the fore again
  5. Launch Activity and Innovation

    • Seasonal shopping innovations
    • Aldi’s spooky glow in the dark flowers for Halloween
      • Figure 27: Aldi’s glow in the dark flowers, 2021
    • M&S partners with Metro to promote Valentine’s Day flowers
      • Figure 28: M&S and Metro Valentine’s Day collaboration, 2022
    • Retailers continue removing plastic from flower bouquets
    • Waitrose has launched two wrap-free bouquets in time for Mother’s Day
    • Retailers highlight wellbeing benefits of flowers
    • Serenata Flowers launches the first mood-boosting bouquets by a psychology expert
      • Figure 29: Serenata Flowers’ ‘mood-boosting’ lower bouquet, 2022
    • Immersive pop-up spaces draw in customers
    • Freddie’s Flowers launches series of immersive pop-up spaces
    • Launch Activity
    • Cath Kidston and Moonpig team up to launch first ever flower range
      • Figure 30: Moonpig and Cath Kidston collaboration, 2022
    • Professor Green launches bouquets for men
      • Figure 31: Professor Green and FunnyHowFlowersDoThat.co.uk collaboration, 2021
  6. Advertising and Marketing Activity

      • Figure 32: Total above-the-line, online display and direct mail advertising expenditure by all retailers, 2017-21
    • Mother’s Day sees a peak in advertising spend
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, January 2019-December 2021
    • Bloom & Wild – top ad spender in 2021
    • Serenata Flowers increases adspend in 2021
      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure by leading retailers, 2017-21
    • TV adverting grows year-on-year
      • Figure 35: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by media type, 2021
    • Key campaigns
    • Bloom & Wild beautifully captures dying flowers to show the gesture lasts longer
    • Dobbies champions diverse nature of gardening in debut ad from Elvis
      • Figure 36: Dobbies Spring It On campaign, 2022
    • Interflora helps children’s bouquet drawing brought to life by florist
    • Interflora’s Father’s Day 2021 campaign
    • Nielsen Ad Intel coverage
  7. Brand Research

    • Brand map
      • Figure 37: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 38: Key metrics for selected brands, 2022
    • Brand attitudes: Interflora seen as a trusted retailer
      • Figure 39: Attitudes, by brand, 2022
    • Brand personality: M&S flowers seen as most accessible
      • Figure 40: Brand personality – macro image, 2022
    • Bloom & Wild stands out as stylish
      • Figure 41: Brand personality – micro image, 2022
    • Brand analysis
    • M&S Flowers: Appeals across demographics and is seen as most accessible
    • Interflora: Enjoys high lifetime usage amongst shoppers
    • Freddie’s Flowers: Seen as fun and cutting edge
    • Serenata Flowers: Loyal customers use it all the time
    • Bloom & Wild: Innovation helps drive awareness for the brand
  8. Who Buys Flowers and Houseplants

    • Purchasing levels flat year-on-year
      • Figure 42: Who buys flowers and houseplants, 2020-22
    • Younger consumers drive purchasing
      • Figure 43: Who buys flowers and houseplants, by age, 2022
    • Purchasing gap between higher- and lower-income households set to widen
      • Figure 44: Who buys flowers and houseplants, by household income, 2022
    • Flexible working schedules bolster houseplant purchasing
      • Figure 45: Who buys flowers and houseplants, by current working situation, 2022
  9. How Often They Buy Flowers and Houseplants

    • Shoppers buy flowers and houseplants less frequently
      • Figure 46: How often they buy flowers and houseplants, 2020-22
    • Having children in the household drives flower/houseplant buying
      • Figure 47: How often they buy flowers and houseplants, by children in household, 2022
    • Working from home boosts the frequency that flowers/houseplants are bought
      • Figure 48: How often they buy flowers and houseplants, by current working situation, 2022
  10. How They Shop for Flowers and Houseplants

    • Flower/houseplants buyers shop multichannel
      • Figure 49: How they shop for flowers/houseplants, 2020-22
    • Males prefer shopping online
      • Figure 50: How they shop for flowers/houseplants, by gender, 2022
    • Older consumers prefer to shop in stores
      • Figure 51: How they shop for flowers/houseplants, by age, 2022
  11. Where They Shop for Flowers and Houseplants

    • Tesco remains the most popular retailer to buy flowers/houseplants from
      • Figure 52: Which retailer they shop flowers/houseplants from, 2022
  12. How Much They Spend on Flowers and Houseplants

    • Spending on flowers/houseplants remains above pre-pandemic levels
      • Figure 53: How much they spend on flowers and houseplants, 2020-22
    • 35-54s keen houseplants buyers
      • Figure 54: How much they spend on flowers and houseplants, by age, 2022
  13. Flowers and Houseplants Behaviours

    • Consumers buy flowers/houseplants to brighten people’s moods
    • Flowers are suitable to give to anyone
    • People shop locally for flowers
    • Increasing prices on flowers/houseplants cause people to switch retailers
      • Figure 55: Flower and houseplant behaviours, 2022
  14. Future Interest when Shopping for Flowers and Houseplants

    • Letterbox flowers appeal
    • Click-and-collect services will enable multichannel shopping
    • Retailers can help shoppers with in-store masterclasses and workshops
      • Figure 56: Future interests when shopping for flowers/houseplants in the next 12 months, 2022
    • Younger consumers interested in digital-led experiences
      • Figure 57: Future interests when shopping for flowers/houseplants in the next 12 months, by age, 2022
    • Letterbox flowers appeal to those working from home
      • Figure 58: Future interests when shopping for flowers/houseplants in the next 12 months, by current working situation, 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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