2023
9
UK Consumer Attitudes towards Cut Flowers and Houseplants 2023
2023-03-14T03:06:41+00:00
REP1FF21D35_F831_488E_BBB0_6D2EC052B23D
2195
161429
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  5. UK Consumer Attitudes towards Cut Flowers and Houseplants 2023

UK Consumer Attitudes towards Cut Flowers and Houseplants 2023

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Consumer attitudes towards flowers and houseplants have been impacted by the current cost-of-living crisis. To find out how your business can respond to changing consumer shopping behaviour and trends purchase our Consumer Attitudes Towards Cut Flowers and Houseplants Market Report. Packed with insights and analysis of the UK flower market and the UK houseplant market, so you can understand what consumers want and why. Read on for a preview of our market report.

Cut Flowers and Houseplants Market – Current Consumer Trends

The cost-of-living crisis has affected consumer attitudes towards cut flowers and houseplants, with 61% of them buying fewer flowers and houseplants in the past year. While consumers’ incomes remain under pressure, retailers will be faced with the challenge of convincing consumers to spend their limited disposable income on what are broadly viewed as non-essential.

Cut Flowers and Houseplants Market – Consumer Attitudes

Value and convenience are the main purchase drivers of cut flowers and houseplants. Although both categories should benefit from wider wellness trends, which will help boost the value of flowers and houseplants especially in the home and workspace.

  • UK flowers and houseplant consumer attitudes: 92% of consumers enjoy having flowers/houseplants in the home.
  • Flowers and houseplants consumer shopping habits: The way consumers shop for flowers/houseplants is also convenience-driven with 76% buying them when in store for other reasons like grocery shopping.
  • UK flowers and houseplants consumer behaviour: 70% of consumers prefer to buy flowers or houseplants that are locally sourced.

Future Trends in the UK Cut Flowers and Houseplants Market

While the cost-of-living crisis has made consumers buy fewer flowers and houseplants, 77% of consumers think flowers/houseplants are an affordable luxury. Promoting and highlighting the tangible benefits of flowers and houseplants will be instrumental in encouraging spending. Retailers need to use key seasonal events to sign-post the positive impacts giving and receiving flowers and houseplants can have but they will also need to champion both categories as an affordable treat that helps lift the mood around the home during a difficult time.

Read on to discover more about the content our UK Consumer Attitudes Towards Cut Flowers and Houseplants Market Report, or take a look at our extensive home and garden market research.

Quickly Understand

  • The impacts of the economic downturn on the cut flowers and houseplants market.
  • The impact of income squeezes on key demographics in the cut flower and houseplant sector.
  • How consumers have shopped for flowers and/or houseplants in the past 12 months.
  • Consumers’ sustainability behaviours towards flowers and houseplants.
  • Consumers’ shopping behaviours towards flowers and houseplants
  • Cost of living behaviours when shopping for cut flowers and houseplants.

Products and Brands Covered in this Report

Products: Fresh cut flowers and foilage, houseplants, assembled bouquets, wreaths and floral tributes.

Brands: Seranata Flowers, Next Flowers, Bloom & Wild, Interflora, M&S Flower Shop, Arena Flowers, Patch.

Expert Analysis from a Specialist in the Retail Sector

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

While the cost of living crisis has made consumers buy fewer flowers and houseplants, 77% of consumers think flowers/houseplants are an affordable luxury. Flowers/houseplants hold significant emotional value to both the giver and receiver – an aspect many think is worth paying for. Flowers and houseplants naturally tap into the ‘feel good’ factor and brands need to communicate how flowers/houseplants can bring benefits or relief during uncertain times.

 

Emily Viberg
Retail Analyst

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  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report

  2. Executive Summary

    • The five-year outlook for cut flowers and houseplants
      • Figure 1: Category outlook, 2023-28
    • The market
    • Economic downturn will impact consumer’s ability to save
      • Figure 2: How consumers will spend extra money, 2022
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 3: Household financial wellbeing index, 2009-2022
    • Seasonal events help garner demand for flowers
      • Figure 4: Percentage of consumers who bought flowers as gifts for seasonal occasions in 2022
    • Companies and brands
    • Advertising spend up against tougher comparatives in 2022
      • Figure 5: Total above-the-line, online display and direct mail advertising expenditure by all retailers, 2018-2022
    • Top advertising spender is Bloom & Wild
    • M&S is a trusted retailer
      • Figure 6: Attitudes towards and usage of selected brands, 2023
    • Arena Flowers launches the first AI-powered florist in the UK
    • Patch launches UK’s first plant paramedic service to save dying houseplants
    • The consumer
    • Purchasing levels fall amid cost of living crisis
      • Figure 7: Flowers and houseplant purchasing, 2019-23
    • Most buy once every 2-3 months
      • Figure 8: How often consumers have purchased flowers and/or houseplants in the past 12 months, 2019-23
    • In-store shopping is preferred when buying flowers/houseplants
      • Figure 9: How consumers have purchased flowers and/or houseplants in the past 12 months, 2023
    • Tesco a favourite flower/houseplant retailer
      • Figure 10: Where consumers have purchased flowers and/or houseplants in the past 12 months, 2021-23
    • Spending on houseplants grows
      • Figure 11: How much they spend on flowers/houseplants in the past 12 months, 2019-23
    • Consumers like to treat themselves with flowers/houseplants
      • Figure 12: Flower and houseplant behaviours impacted by cost of living crisis, 2023
    • Locally sourced flowers/houseplants are preferred
      • Figure 13: Sustainable shopping behaviours when buying flowers/houseplants, 2023
    • A focus on the home puts a focus on flowers
      • Figure 14: Flower and houseplant shopping behaviours, 2023
    • Shoppers choose retailer located nearby
      • Figure 15: Factors that encourage consumers to choose one retailer over another, 2023

  3. Issues and Insights

    • The impact of the economic downturn on consumer attitudes towards flowers and houseplants
    • Flowers and houseplants set to boost people’s mood in uncertain times
    • Buying local is more than just convenience-driven
    • Shopping locally sourced helps protect the planet

  4. Market Drivers

    • Inflation is the key concern for consumers and brands
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 16: Household financial wellbeing index, 2009-2022
    • …and most people are feeling the effects of price rises
    • Economic downturn will impact consumer’s ability to save
      • Figure 17: How consumers will spend extra money, 2022
    • Retailers need to engage an aging population
      • Figure 18: Population trends in the UK, 2020-30
    • Seasonal events help garner demand for flowers
      • Figure 19: Percentage of consumers who bought flowers as gifts for seasonal occasions in 2022
    • Funeral costs rise
      • Figure 20: Number of deaths and cremations – UK, 2016-20

  5. Launch Activity and Innovation

    • Seasonal launches
    • Moonpig partners with Cath Kidston for a new flower range
      • Figure 21: Moonpig and Cath Kidston collaboration for Mother’s Day, 2022
    • 1-800-Flowers.com launches NFTs for Mother’s Day
      • Figure 22: 1-800-Flowers Mother’s Day NFT, 2022
    • Waitrose launches wrap-free Valentine’s Day bouquet
      • Figure 23: Waitrose plastic wrap-free Valentine’s Day flowers, 2023
    • Bloom & Wild is launching a series of UK pop-up stores
      • Figure 24: Bloom & Wild’s first physical pop-up stores, 2022
    • Lush Birmingham Spa hires local in-store florist
      • Figure 25: Lush first in-store florist at its Birmingham Spa store, 2022
    • Patch launches UK’s first plant paramedic service to save dying houseplants
      • Figure 26: Patch ‘Plant Paramedic’ service, 2022
    • Pop-up matchmaking service matches people with their perfect houseplant
      • Figure 27: The Joy Of Plants matchmaking event, 2022
    • RHS launches Plant Rescue Box
    • Arena Flowers launches the first AI-powered florist in the UK
      • Figure 28: Arena Flowers AI-powered customer service agent, 2023

  6. Advertising and Marketing Activity

    • Advertising spend up against tougher comparatives in 2022
      • Figure 29: Total above-the-line, online display and direct mail advertising expenditure by all retailers, 2018-2022
    • Top advertising spender is Bloom & Wild
      • Figure 30: Total above-the-line, online display and direct mail advertising expenditure by leading retailers, 2018-2022
    • TV a favourite for advertising expenditure
      • Figure 31: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by media type, 2022
    • Nielsen Ad Intel coverage

  7. Brand Research

    • Brand map
      • Figure 32: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 33: Key metrics for selected brands, 2023
    • Brand attitudes: Next Flowers seen as providing great customer service
      • Figure 34: Attitudes, by brand, 2023
    • Brand personality: M&S Flower Shop seen as ethical
      • Figure 35: Brand personality – macro image, 2023
    • Bloom & Wild stands out as cutting edge
      • Figure 36: Brand personality – micro image, 2023
    • Brand analysis
    • Bloom & Wild
    • Interflora
    • M&S Flower Shop
    • Next Flowers
    • Serenata Flowers

  8. Who Buys Cut Flowers and Houseplants

    • Purchasing levels fall amid cost of living crisis
      • Figure 37: Flowers and houseplant purchasing, 2019-23
    • Over-55s lead flower purchasing…
      • Figure 38: Who buys flowers and houseplants, by age group, 2022
    • City dwellers are the keenest houseplant buyers
      • Figure 39: Who buys flowers and houseplants, by area, 2022
    • Flexible working conditions boost purchasing of flowers and houseplants
      • Figure 40: Who buys flowers and houseplants, by working location, 2022
    • High earners better positioned to buy flowers and houseplants
      • Figure 41: Who buys flowers and houseplants, by household income, 2022
    • Those with children more likely to buy than those without
      • Figure 42: Who buys flowers and houseplants, by children in household, 2022

  9. Frequency of Buying Flowers and Houseplants

    • Most buy once every 2-3 months
      • Figure 43: How often consumers have purchased flowers and/or houseplants in the past 12 months, 2020-23
    • Younger millennials the most frequent shoppers
      • Figure 44: How often consumers have purchased flowers and/or houseplants in the past 12 months, by generation, 2023
    • Home workers buy more frequently than those working out of home
      • Figure 45: How often consumers have purchased flowers and/or houseplants in the past 12 months, by working location, 2023

  10. How They Shop for Flowers and Houseplants

    • In-store shopping is preferred when buying flowers/houseplants
    • But online shopping for cut flowers/houseplants remains elevated
      • Figure 46: How consumers have purchased flowers and/or houseplants in the past 12 months, 2023
    • Females lead in-store shopping
      • Figure 47: How consumers have purchased flowers and/or houseplants in the past 12 months, by gender, 2023
    • Over-55s prefer shopping for flowers/houseplants in-store
      • Figure 48: How consumers have purchased flowers and/or houseplants in the past 12 months, by age group, 2023
    • Stores capture consumers working out of the home
      • Figure 49: How consumers have purchased flowers and/or houseplants in the past 12 months, by work location, 2023
    • Smartphone shoppers the most frequent flower/houseplants buyers
      • Figure 50: How they shop for flowers/houseplants and how often, 2023

  11. Where They Shop for Flowers and Houseplants

    • Tesco a favourite flower/houseplant retailer
    • Bloom & Wild a popular online retailer
    • Discounters Aldi and Lidl capture demand
      • Figure 51: Where consumers have purchased flowers and/or houseplants in the past 12 months, 2021-23
    • Specialist retailers appeal to 16-34s
      • Figure 52: Type of retailer consumers have purchased flowers and/or houseplants in the past 12 months, by age group, 2023

  12. How Much They Spend on Flowers and Houseplants

    • Spending on houseplants grows
      • Figure 53: How much they spend on flowers/houseplants in the past 12 months, 2019-23
    • Younger consumers spend the most on flowers/houseplants
      • Figure 54: How much they spend on flowers/houseplants in the past 12 months, by age group, 2022
    • Males spent an average of £21 on flowers and £29 on houseplants in 2022
      • Figure 55: How much they spend on flowers/houseplants in the past 12 months, by gender, 2023
    • Households with children spend £30 on average on houseplants
      • Figure 56: How much they spend on flowers/houseplants in the past 12 months, by children in household, 2023

  13. Cut Flowers/Houseplants and the Cost of Living Crisis

    • Consumers like to treat themselves with flowers/houseplants
    • Consumers like buying flowers/houseplants on offer
    • Cost of living crisis dampens purchasing
      • Figure 57: Flower and houseplant behaviours impacted by cost of living crisis, 2023
    • Flowers and houseplants seen as an affordable luxury by both young and older shoppers
      • Figure 58: Percentage of consumers who think flowers/houseplants are an affordable luxury, by selected demographics, 2023
    • Offers on flowers and houseplants is a key purchasing driver for younger and less affluent shoppers
      • Figure 59: percentage of consumers who typically buy flowers/houseplants on offer, by selected demographics, 2023
    • Lower earners cut back purchases of flowers/houseplants
      • Figure 60: Flower and houseplant behaviours impacted by cost of living crisis, by selected demographics, 2023
    • Economic downturn to increase reliance on offers for cut flowers/houseplants
      • Figure 61: Consumer attitudes towards cut flowers and houseplants – CHAID – Tree output, December 2022

  14. Sustainability Behaviours when Buying Flowers and Houseplants

    • Locally sourced flowers/houseplants are preferred
      • Figure 62: Sustainable shopping behaviours when buying flowers/houseplants, 2023
    • An opportunity to encourage trading up for low and high earners
      • Figure 63: Sustainable shopping behaviours when buying flowers/houseplants, by household income, 2023
    • Younger consumers willing to spend money on sustainable options
      • Figure 64: Percentage of consumers who think it’s worth paying for sustainable flowers/houseplants, by age group, 2023

  15. Flowers and Houseplants Shopping Behaviours

    • A focus on the home puts a focus on flowers
    • Consumers buy flowers and houseplants while on other errands
      • Figure 65: Flower and houseplant shopping behaviours, 2023
    • Hybrid workers like to shop for flowers/houseplants whilst at stores for other reasons
      • Figure 66: Percentage of consumers who prefer to buy flowers/houseplants in stores they are at for other reasons, 2023
    • 16-34’s like getting advice from in-store experts
      • Figure 67: Percentage of consumers who like to get advice for flowers/houseplants from in-store employees, 2023
    • Homeowners like having flowers/houseplants at home
      • Figure 68: Percentage of consumers who enjoy having flowers/houseplants in the home, 2023

  16. Factors That Would Encourage Consumers to Choose One Retailer over Another

    • Retailers need to leverage competitive advantages to attract price-sensitive consumers
    • Shoppers choose retailers located nearby
    • Discounts for loyal customers also appeal 
      • Figure 69: Factors that encourage consumers to choose one retailer over another, 2023
    • Local retailers can attract over-65s with exciting in-store experiences
      • Figure 70: Percentage of consumers who are encouraged by retailers located nearby when choosing one retailer over another, 2023
    • Female shoppers want to be rewarded for their loyalty
      • Figure 71: Percentage of consumers who are encouraged by discounts for loyal customers when choosing one retailer over another, 2023
    • Sustainable packaging important factor when choosing one retailer over another
      • Figure 72: Percentage of consumers who are encouraged by sustainable packaging when choosing one retailer over another, 2023
    • In-store workshops are an important competitive advantage for retailers
      • Figure 73: TURF Analysis – Consumer attitudes towards cut flowers and houseplants, December 2022

  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

  18. CHAID Analysis – Consumer Attitudes Towards Cut Flowers and Houseplants – March 2023

    • Methodology
      • Figure 74: Consumer attitudes towards cut flowers and houseplants – CHAID – Table output, December 2022

  19. TURF Analysis – Consumer Attitudes Towards Cut Flowers and Houseplants

    • Methodology
      • Figure 75: Table – TURF Analysis – Consumer attitudes towards cut flowers and houseplants, December 2022

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