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Summary of our market study
The European flower market is valued at over $32 billion, with annual growth of 5.2%.
Renewal and transformation of the French dried flower market
The French dried flower market, which has seen a steady decline (the value of flower imports fell by more than 40% between 2015 and 2020), is experiencing a revival. It has changed its outdated image and is supported by a more modern aesthetic, a push towards more sustainable consumption habits. This revival is driven by social media, influencers and brands.
France imports 85% of its flower consumption. Imports exceed 300 million euros. Cut flowers represent only a small part of the market.
Dried flowers last much longer than their fresh counterparts, and offer an economical alternative.
Prices for dried flowers vary considerably, as they are influenced by the size of the bouquet, the type of flower and the level of sophistication. For example, the price of a stem of Pampa flower, a popular dried flower, varies between 5 and 10 euros.
The Netherlands is the center of the world trade in fresh and dried flowers, controlling over 50% of the global market.
France occupies around 11% of the land devoted to ornamental plants in Europe, and holds a significant share of the value of European production.
Distribution of dried flowers in France is dominated by florists in terms of volume, followed by garden centers and supermarkets. Although florists lead in volume, garden centers lead in value.
Online sales and deliveries are boosting the dried flower market.
Birthdays are the number-one occasion for buying flowers, followed by Mother's Day and condolences.
Dried flower market players
- TheEmova Groupand Monceau Fleurs do not focus exclusively on dried flowers. They have an extensive network of stores.
- ROSEDOR is a wholesaler, bringing a varied range of flowers to the market, and known for its commitment to freshness and variety, which is crucial in the dried flower segment.
- France Fleurs, a smaller entity, offers a selection of artisan-quality flowers.
- Interflora's network enables rapid delivery not only of fresh flowers, but also of dried flower arrangements.
- Aquarelle and Florajet are key players contributing to the growth of the online market.
- Flora Nova and L'Agitateur Floral keep the dried flower market dynamic and innovative.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
A dried flower is one that has been dehydrated. Flower drying is the most natural technique known for preserving flowers. It's a simple technique, with the flower head facing downwards. The dried flower market is entirely dependent on the production of fresh flowers, and it seems logical that without flowers, there would be no dried flowers.
The European consumer market for flowers and ornamental plants accounts for a large proportion of global consumption. The Netherlands, the UK and Denmark are the biggest consumers, relative to the number of inhabitants. In the flower market, the dried flower segment occupies a relatively important place, but remains in the minority compared to fresh flowers.
It is also worth noting that emerging countries are playing an increasingly important role in flower production, thanks to favorable climatic conditions, aggressive pricing policies and progress in terms of transport (particularly by sea). Moreover, the geographical expansion of production and the development of logistics solutions, particularly long-distance transport capacities, are the main factors driving the flower market.
The majority of French flower imports come from the Netherlands, even though they are often produced in another country (Africa, South America).
The French market is stimulated by the development of new online distribution methods, such as subscriptions, "boxes" or "clicks & collect" mechanisms where, once the bouquet has been ordered online, the customer can collect it in-store.
Last but not least, the French market can draw on the growing awareness among some consumers of the need to consume local and sustainable products, and in this case, dried flowers produced in France. Indeed, the "Fleurs de France" label has been set up to promote "made in France", the use of short circuits and seasonal production. However, many consumers, faced with the price argument, prefer to buy imported foreign products at a much lower cost.
1.2 Europe, the world's dominant market region
To get an overview of what the dried flower market might look like, let's take a look at the global flower market.The global flower market was worth $**.* billion in ****, and is expected to grow at a strong pace over the next few years: the market is expected to grow at ...
1.3 The French market
The French dried flower market has been enjoying a revival in recent years, after long being considered outdated. Many factors are behind this new impetus, including the aesthetic aspect of the product, which is finding a clientele in photography and social networks, as well as the French desire for more sustainable ...
1.4 Foreign trade
In order to establish the level of France's foreign trade in dried flowers, we used the UN Comtrade website under the heading "cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, blanched, impregnated or otherwise prepared".es, flowers and flower buds of species used for ...
2 Demand analysis
2.1 French demand for flowers
Data on dried flowers is extremely limited, as the abundance of data is more likely to be found on plants. In order to obtain figures that might give us some idea of market trends, we're going to track French preferences for flowers in general.
Why do you buy flowers? France, ****, in Source: ...
2.2 Internet and social networks: real levers for the dried flower market
After enjoying a moment of glory in the ****s/****s, dried flowers were long considered outdated and tacky. In recent years, however, they've made a comeback. Whether it's decorators who are constantly reinventing themselves, magazine covers or influencers on social networks, several movements have helped bring this trend back into fashion. ...
2.3 Demand influenced by environmental constraints
The French are increasingly concerned about the impact of their consumption on the environment. Recent droughts, and in particular those of summer ****, have called into question water consumption in France. Watering plants was one of the many issues raised. In many départements, watering was banned at certain times of the ...
2.4 Relatively recent demand
evolution of search interest for the term "dried flowers" on Google France, ****-**** Source: ****
As previously mentioned, dried flowers were long forgotten, as they were considered old-fashioned and outdated. In recent years, however, this product has enjoyed a resurgence in popularity. A study of google trends data on interest in the ...
3 Market structure
3.1 Industry forces and organization
A report by the French Federation of Florist Craftsmen (***) in **** provides information on the characteristics of the sector. Even if florists are not the only players in the dried flower market, they remain a benchmark that can give us an idea of the forces at work in the market.
For example, ...
3.2 The production of dried flowers: precise methods
There are many different ways to dry flowers, but one step is common to all techniques. This step involves choosing natural flowers from the garden. To do this, it's important to know the best time to pick the different types of flowers. Roses and lavender, for example, should be picked immediately ...
3.3 Distribution channels
Dried flowers are sold via the same distribution channels as flowers or other plants. Thus, following FranceAgrimer 's ****-**** report on ornamental horticulture, we have determined the main distribution channels for ornamental plants as well as those for vegetable gardens.
Breakdown of plant purchases (***) by channel France, ****, in Source: ****
In terms ...
4 Offer analysis
4.1 Selling price and cost of purchase
As the price of dried flowers is not fixed by regulation, many criteria are taken into account: the size of the bouquet, the type of flowers, the sophistication of the bouquet: the size of the bouquet, the type of flowers, the sophistication of the bouquet... Prices can also vary according to ...
4.2 The Fleurs de France label
This trend advocates a return to local consumption, favoring French or even regional production over imported flowers (***). However, supply is struggling to meet this new demand, with French flower production now accounting for only**% of quantities purchasedwell behind the Netherlands. According to FranceAgrimer, the number of growers fell from *,*** in **** to ...
5 Regulations
5.1 Regulations
There are no specific regulations governing the distribution or production of dried flowers, so they are subject to the same regulations as flowers in general.
The florist's trade
Marketing plants and flowers requires specialized technical, commercial and administrative training. The florist's CAP is supplemented by additional training, such as the Brevet ...
6 Positioning the players
6.1 Segmentation
- ROSEDOR
- France Fleurs
- DEXX
- Agora
- Emova Groupe - Monceau Fleur
- Interflora France
- Aquarelle Fleurs
- Florajet
- Flora Nova
- L'agitateur floral
List of charts presented in this market study
- Flower market value
- Distribution of area under flowers and ornamental plants in the EU 27
- Breakdown of flower production value
- Sales trends in the retail market for flowers, plants, seeds, fertilizers, pets and pet food in specialized stores
- Evolution of the volume of exports of cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, bleached, impregnated or otherwise prepared
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Latest news
Emova Group (Monceau Fleurs, Au Nom de Rose) has a new president - 18/06/2024
- - Emova Group specializes in the retail sale of plants and flowers in France.
- - The group operates through several banners: Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs.
- - Emova Group currently has 312 stores, 278 of which are located in France.
- - The group has ambitious expansion targets, with plans to open 300 new franchises in France.
Flora Nova's projects for Le Jardin des Fleurs and Oya Fleurs - 30/03/2024
- lora Nova: - 100 stores, most of them franchises.
- - Includes two banners: Jardin des Fleurs (80 stores) and Oya Fleurs (20 stores).
- - Sector: flower and plant market.
- - Jardin des Fleurs: stores of 100 to 150 m², located on the outskirts of towns, in areas with > 15,000 vehicles/day.
- - Oya Fleurs: 50-80 m² stores, located in city centers.
- - Activity: 60-70% cut flower sales, 20% plants, remainder dry flowers/terrarium/small accessories
- - Expansion plan: opening of ten stores a year.
Valentine's Day: the cut flower market faces up to environmental challenges - 14/02/2024
- There are between 12,000 and 13,000 florists in France.
- Between 80% and 85% of cut flowers sold in France come from abroad.
- More than 20 million bouquets of roses are sold each year in France.
- Emova Group, a floral company, generated sales of 127.4 million euros in its last financial year
- Flower sales account for three-quarters of the Group's business.
- Currently, French flowers account for 7% of Emova Group's purchases, the rest of Europe for 53% (including 85% from the Netherlands), and major imports for 40%.
- Emova Group aims to have 20% French flowers in its network by 2025.
- The "Fleurs de France" label was created in 2015 to promote French flowers.
Monceau Fleurs opens its first travel-retail store in St Lazare - 08/10/2023
- Monceau Fleurs opened its first store in 1965 on boulevard Malesherbes.
- The Emova group, to which Monceau Fleurs belongs, is France's leading retail network for plants and flowers.
- Monceau Fleurs has a multi-format brand roll-out plan, from corners to stores of over 200m².
- Emova Group owns four brand names: Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs.
- Emova Group operates both through directly-owned branches and via a network of entrepreneurial franchisees.
- By the end of September 2022, e-commerce accounted for almost 7% of Emova Group's sales.
- At September 30, 2022, Emova Group had 334 stores, including 286 in France.
Interflora France continues its international conquest - 03/06/2023
- 15% of Interflora's annual sales in France are generated during the Mother's Day period.
- MyFlower, owner of Interflora in France, has extended its activities to several European countries
- France accounts for 40% of MyFlower sales.
- The number of florists listed with Interflora in France has fallen from 5,700 in 2015 to 4,000
- 85% of MyFlower sales are online
- Interflora's delivery market share averages over 60% in each of the countries where MyFlower operates
- MyFlower forecasts sales of 300 million euros for 2023, an increase of 74% on 2019.
Emova's partnership with Uber Eats goes well - 10/02/2022
- Specialist in flower distribution through its Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs banners
- 130 million euros in sales by 2020-2021
- During the year, more than 10,000 bouquets of flowers were sold via the app, according to Uber Eats
- Two major order peaks: Mother's Day and Valentine's Day
- The service is available throughout the Ile-de-France region and in 13 other cities in France
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The dried flower market | France
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