The flower and florist market - Italy (2024)

1.2 The global market

Floriculture production is divided into different types with different characters and markets: cut flowers and ornamental foliage, indoor potted plants, balcony plants, outdoor plants, bulb crops, and nursery plants; The sector, despite the global financial crisis, is still dynamic and involves more than fifty countries at the production level. The environment created requires substantial investment to expand the assortment and offer a high-quality product.The plants from which these types of flowers are obtained vary according to climate, culture, and local wealth level. The size of the cut flower market is expected to grow from $**,***.** million in **** to $**,***.** million in ****.

Global cut flower market value World, ****-****, in billions of dollars (***) The Insight Partners

Asia as the world leader

According to official statistics, the globe consists of *.* million hectares of land devoted to floriculture production, divided between flowers and potted plants (***) in ****, is taking advantage of the benefits of lower prices for agricultural products and greater trade freedom.

Africa

With regard to the production of cut flowers, a number of countries in Africa (***) stand out, where, starting in the early ****s, favorable conditions from the pedo-climatic point of view, reduced labor costs as well as support policies adopted internationally and by ...

1.3 The Italian market

In ****, the Italian floriculture sector recorded a significant increase in the value of production, exceeding *.* billion euros. This represents a considerable increase from the *.** billion euros in ****, demonstrating a strong recovery and growth from previous years. The distribution of this growth sees *.*** billion euros attributed to flowers and potted plants, which saw an increase from nearly *.* billion in ****, and *.*** billion euros generated by the nursery sector, up from *.* billion in ****. This success sets Italy against the European Union (***) average, where the floriculture sector showed a *.* percent contraction.

The geography of Italian floriculture production shows a significant concentration in four main regions, each specializing in different market segments. Liguria stands out for outdoor flower cultivation, thanks to its favorable climate and centuries-old tradition in the sector. Tuscany, Lombardy and Sicily emerge as vital centers for shrub and forest ornamental nursery activities, thanks to the diversity of their productions and the quality of the plants grown. Finally, Campania is recognized for its specialization in growing flowers in protected culture, a practice that allows the production of high-quality flowers year-round.[***]

Value of Italian floriculture production Italy, ****-****, in billion euros (***) Myplantgarden

1.4 Imports and exports

To find out the value of the foreign market, consider the value of products belonging to HS Code ****: "cut flowers and flower buds, for bouquets or ornamental purposes, fresh, dried, dyed, bleached, impregnated or otherwise prepared." It can be seen that the value of imports was significantly lower than that of exports. Imports decreased in **** compared to **** by **.* percent. Exports also show a decline in the last available year of **.* percent. The coverage rate, calculated as the ratio of exports to imports, confirms the above. If the value of the rate is less than ***, it means that exports do not fully "cover" imports and thus a trade deficit is generated. In the case of tailored clothing, a coverage rate of ** is attested in ****.

Exports, Imports and Coverage Rate - HS Commodity Code **** Italy, ****-****, in millions of dollars (***) UNComtrade

Analyzing the value ofexports, it can be seen that the main trade partnerships are: the Netherlands (***).

Distribution of exports among the top * consuming countries (***) Italy, ****, % UNComtrade As for theimports, in****the main trading partners turn out to be the Netherlands (***). Breakdown of imports among the top * supplier countries Italy, ****, % UNComtrade

2.1 Demand characteristics

The analysis of the average monthly spending item on flowers and plants reveals interesting trends on consumer purchasing behavior and market evolution over the period from **** to ****.the **.* percent decline recorded in the value of spending on flowers and plants from **** to **** could be attributed to several factors, such as: economic fluctuations, changes in household spending priorities, and the impact of the COVID-** pandemic, which led to a general downsizing of nonessential expenditures and a reduction in social occasions such as weddings and celebrations, events typically associated with the purchase of flowers and plants. In fact, the lower spending value recorded in ****, which reached €*.** per household per month, directly reflects the impact of the pandemic.

Item of monthly household spending on flowers and plants Italy, ****-****, in current euros (***) Istat

2.2 Demand drivers

Annual holidays and festivities play a crucial role in shaping consumption trends in the flower and plant market, greatly influencing demand at certain times of the year. Using Google Trends as a tool to analyze user interest over time provides clear insight into how specific events, such as Valentine's Day in February, can drive significant spikes in flower and plant searches. The Google Trends index is based on a monthly average of clicks made by users over the weeks, providing a relative scale of search interest. A score of *** represents the maximum peak search frequency for a given term in the specified region and period, while a score of ** indicates that the search volume was half of the maximum recorded. A value of *, on the other hand, signals the absence of sufficient data to establish significant interest in the term in question.

User interest by search term "florist" over time Italy, ****-****, Google Trends index Google Trends

2.3 Geographical distribution of demand

Regarding the geographic distribution of consumption in plants, seeds and flowers, it can be seen that the highest value is concentrated innorthern Italy(***). As can be seen from the value of spending, products from this economic segment are in high demand and popular among Italian households.

2.4 New trends in demand

Stabilized flowers

Stabilized flowers are an innovative and sustainable solution in the flower market, providing an environmentally friendly alternative to traditional fresh flowers. These flowers and plants are treated with a special process that replaces the natural sap with a glycerin-based solution, making them long-lasting without the need for water or light. This process preserves their natural characteristics of shape, color and softness, allowing them to retain their beauty for years. The treatment used is *** percent biodegradable, ensuring minimal environmental impact.[***]

Sustainability

Sustainability is a crucial aspect of stabilized flowers, not only because of their longevity but also because of the way they are produced. Mirai Flowers, for example, is a brand that places great emphasis on the ecological and social production of stabilized flowers, ensuring that no pesticides or chemicals are used in their growing process. Mirai Flowers are fully biodegradable, and the company uses shipping practices that reduce greenhouse gas emissions, demonstrating a commitment to environmental sustainability and social responsibility.[***]

3.1 Market structure and dynamics

In the flower industry, enterprises are mainly distinguished between those engaged in wholesale and those in the retail trade of flowers and plants. Wholesale enterprises are engaged in the distribution of large quantities of flowers and plants to retailers, florists, and other commercial intermediaries. They play a crucial role in the supply chain, facilitating the transportation and distribution of floral products from growers to both domestic and international markets. These companies make use of an extensive logistics network and often actively participate in the import and export of floral products. On the other hand, flower and plant retail businesses cater directly to the end consumer. These retailers, which include independent florists, specialty chain stores, and online sellers, offer a variety of floral products, plants, and related services such as bouquet arrangement and special event consulting. Their focus is on product quality, customer service, and personalized shopping experience. The floral industry has tended to be stable, despite experiencing declines in both wholesale and retail activity. From **** to ****, the flower and plant retail sector saw a *.* percent decline; similarly, the wholesale sector saw a *.* percent decrease over the same period.

Firms active in the floriculture sector Italy, ****-****, in number of units ...

3.2 Value Chain

The value chain of the flower market includes several stages:

Cultivation and production Production: the first stage of the value chain begins with flower cultivation; this can take place either in the open field or in controlled greenhouses, depending on the flower species and climatic conditions. Production includes variety selection, planting, plant care (***) until flowering. Selection and harvesting: flowers are selected and picked (***) according to their maturity and quality. Processing and preparation Cleaning and cutting: after harvesting, the flowers are cleaned and cut. This stage may also include treating the flowers to prolong their freshness. Grading and packing: flowers are graded by quality, size and color. Distribution Wholesale: flowers are sold wholesale to distributors or wholesalers, who then resell them to retailers or florists. In some cases, producers may skip this stage by selling directly to retailers or consumers. Logistics and Transportation: transportation plays a crucial role, given the perishability of flowers. It must be quick and efficient, often under controlled conditions, to keep the flowers fresh until delivery to the retailer or final consumer. Retailing Florists and garden centers: florists offer not only the sale of fresh flowers but also arranging and consulting services for special occasions such as weddings, ...

3.3 Main wholesalers and florists

Florists

Wholesalers

4.1 Type of the offer

Flowers have a seasonality, so the supply can change significantly depending on the time of purchase of the product.

Winter

Even during the winter period, it is possible to find a varied and colorful supply of flowers. In fact, there are plants that, by nature, can withstand low temperatures very well and even perform at their best precisely in winter.

Spring

The undisputed queen of spring is the rose, in all its many varieties and shades, which continues its flowering until early summer.

Summer

Varieties of summer flowers to plant to admire their corollas in the warm season include geraniums, marigold and buttercup.

Fall

While autumn is a good season for planting bulbs that will hatch into tulips, hyacinths and daffodils to be admired in spring, there are still flowers that open instead between September and December.

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4.2 Prices

nb: average prices change significantly depending on the period under analysis, as many product types have a seasonality that determines their consumption.

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4.3 Colvin: the e-commerce of flowers

Colvin is a company founded in **** in Barcelona that has revolutionized the online flower and plant retail industry by creating the first network without intermediaries. Colvin's goal is to build a new digistal ecosystem that connects growers, wholesalers, florists and end customers through technology. The group consists of tea, over *** people, with warehouses in Barcelona, Florence, and Berlin, and operates in Spain, Portugal Italy, Germany, and France (***). Colvin recently acquired Italian startup Bloovery: founded in **** in Milan, Bloovery is the leading digital wholesaler of flowers and plants in Italy. it was created to change the rules of the European flower market-a €** billion market-with the goal of disrupting the way flowers and plants are imported, distributed, and sold. The founding team has worked in the floral industry for years and has a deep knowledge of the market, particularly in Italy and the Netherlands. As a result of the deal, Bloovery will be integrated as part of the Colvin Group, keeping its founders leading the team locally. The Milan-based company is thus making its exit. Bloovery was founded as an online flower delivery service. In ****, after testing the potential of wholesaling plants and flowers, it became the first *** percent digital flower wholesaler in ...

5.1 Rules and regulations

References to legislation on quality standards to which floral products must be subject in order to be marketed are:

EU Regulation ****/****: known as the "EU Plant Health Regulation," aims to protect the European Union from the introduction and spread of plant pests. It requires phytosanitary controls for the import and export of plants and plant products, including flowers. Directive ****/**/EC: Establishes protective measures against the introduction into the Community of organisms harmful to plants or plant products. The REACH Regulation (***) cover the registration, evaluation, authorization and restriction of chemicals, including pesticides and fertilizers used in flower cultivation, as well as the classification, labeling and packaging of hazardous substances and mixtures. Labor regulations: include regulations on worker health and safety, such as the Legislative Decree **/**** in Italy, which establishes provisions for health and safety in the workplace. EU Regulation No. ****/****: applies to food labeling, but is relevant to edible flowers, requiring clear information to be provided on labels. E-commerce regulations: for florists selling online, it is important to follow the Legislative Decree **/**** in Italy, which regulates e-commerce, ensuring transparency and security in online transactions. EU Directive ****/**/EC: covers waste management and promotes prevention, reuse and recycling as key elements in waste management, ...

6.1 Segmentation

• Viridea
• Flover
• Nuovo Centro Giardinaggio
• Bia Fratelli
• Fratelli Barile