The flowers and florists market - France (2024)

1.2 Global market growth

The global cut flowers market stood at $**.* billion in ****, and is expected to grow at a strong pace over the next few years: the market is expected to grow at a CAGR of +*.*% over the period ****-****, reaching over $**.* billion in ****.

Flower market value World, ****-****, in billions of dollars CAGR: +*.*% Source: ****

Theincrease in online flower sales is a key factor driving the global flower market. The growing penetration of smartphones and the internet, as well as the increasing digitalization of the sector, are among the main factors driving the increase in online sales.

The graph below shows the breakdown of global production in **** for the horticultural market, which includes flower production:

Distribution of global horticultural production World, ****, in Source: ****

Europe, China and the United States remain the main producing countries or economic areas, and are all major exporting powers.

In addition, we can zoom ina little more specifically on the European continent by taking a closer look at the value of flower and plant production in the European Union.

Breakdown of flower and plant production value Europe, ****, in Source: ****

As mentioned above, the European market has a strong international presence, thanks in particular to the Netherlands, more a country of ...

1.3 The French flower market

Let's analyze the key figures for the flower market in France to calculate the size of the French flower market.

First, let's analyze the number of households buying plants in France and its evolution between **** and ****.

change in the number of households buying plants France, ****-****, in millions Source: ****

There will be a slight drop in the number of households buying plants between **** and ****.

Let's now look at the average budget per plant-buying household. Each year, a plant-buying household spends around €***.* on plants.

Average budget per plant-buying household in France France, ****-****, in euros Source: ****

Using this data, we can determine the size of the plant and flower market by performing a simple calculation: number of purchasing households * annual budget spent per household on plants.

Size of the plant market in France France, ****-****, in millions of euros Source: ****

Thus, in ****, the size of the flower and plant market in France can be estimated at nearly *.** billion euros.

In addition, the plant market (***) can be divided into several subsets, as shown in the graph below.

Breakdown of the value of the various plant market segments France, ****, in thousands of euros Source: ****

Outdoor plants account for the largest share, closely followed by ...

1.4 Foreign trade in flowers

In order to establish the level of France's foreign trade in 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 bouquets or ornaments, dried, dead, blanched, impregnated or otherwise prepared".

Exports

Let's begin by analyzing the evolution of French exports in this field.

evolution of French flower exports France, ****-****, in thousands of $ Source: ****

We can see a rebound in activity in **** with the end of Covid-related restrictions, coupled with the boom in online sales, which has enabled us to capture and even win the loyalty of new consumers. In addition, we are seeing a sharp drop in French exports between **** and ****, which can be explained by rising energy and raw material costs, as well as logistical tensions that have made French exports less competitive against other producing countries such as the Netherlands or Colombia.

Below is an analysis of France's main customers in the flower market.

Top * French flower exporting countries France, ****, in thousands of euros Source: ****

Cut flower exports can be segmented according to flower species.

Breakdown of French ...

2.1 Flower consumption patterns in France

Flowers hold a special place in French culture, symbolizingaffection, beauty and the celebration of life's milestones.

For **% of French people, flowers are indispensable for brightening up our daily lives. This positive relationship with flowers shows a strong emotional attachment, which can lead to a market with significant growth potential.

The French relationship with flowers France, ****, in Source: ****

The graph below shows that giving flowers is an everyday gesture, as flowers are purchased not only for special occasions, but also for everyday gestures of affection.

The desire to give flowers France, ****, in Source: ****

Flower buying criteria play a crucial role in consumers' purchasing decisions. According to the graph below, price is the main purchasing criterion. Florists must therefore focus on the quality of their products, while offering competitive prices to meet consumers' growing expectations.

French flower-buying criteria France, ****, in Source: ****

Below is a breakdown by buyer category: small buyers, medium buyers, large buyers.

Breakdown of flower buyers by category France, ****, in Source: ****

In addition, below we can analyze the weight of different markets according to flower type, with geranium accounting for *.*%.

Market weight by flower type France, ****, in Source: ****

2.2 Consumer profile

Let's take a look at the persona of the flower consumer in France.

An analysis of the gender breakdown of interior plant buyers in **** shows that **% of buyers will be women, while**% will be men. This trend highlights the fact that women are often perceived as the main decision-makers when it comes to interior design, including the integration of plants and flowers into their living spaces.

Breakdown of plant buyers by gender France, ****, in Source: ****

The breakdown of interior plant buyers by age in **** reveals an interesting diversity. The biggest consumers remain those aged ** and over. What's more, the share of buyers by age bracket increases with age.

Breakdown of plant buyers by age France, ****, in Source: ****

This trend is confirmed by the PCS profile of individual flower buyers, as the economically inactive account for almost **% of buyers, who are retired people for example.

Social class of flower buyers France, ****, in Source: ****

Below, we can analyze the distribution of flower consumers by geographic zone.

Distribution of flower consumers by geographic zone France, ****, in Source: ****

Lastly, these trends also vary considerably according to plant type. Roses, for example, are more widely distributed in age than begonias.

Profile of individual buyers by species France, ...

2.3 Temporality of demand

Flowers are often associated with milestone events such as weddings, birthdays and anniversaries, prompting recurring purchases.

As a result, the flower market can be correlated to wedding markets to a certain extent.

number of weddings in France France, ****-****, in thousands of people Source: ****

Flowers are also purchased for less happy events, such as deaths, for funeral ornaments.

number of deaths in France France, ****-****, in thousands of people Source: ****

So, below, we can list all the different occasions that can lead to the purchase of flowers by the French.

Occasions for giving flowers France, ****, base *** **** Source: ****

With this in mind, let's take a closer look at the annual events known to boom the flower market.

Valentine's Day, the festival of lovers, is a propitious time for florists, with almost *.* million households buying flowers with a budget of €**.**. The most popular categories are bunches of ready-prepared flowers (***) and roses, which account for **% of the most money spent on this occasion.

Preferred distribution channel for Valentine's Day France, ****, in Source: ****

In France, May *st and the Lily of the Valley Festival are also a special time for florists. In ****, **.* million euros were spent by French households on this occasion, with *% of households ...

2.4 France's favorite brands

Let's take a look at the florist brands preferred by the French. Interflora is one of the most popular flower delivery brands in France. This trend can be explained by its extensive florist network, which is accessible to all, and by the quality of its products.

Rate of "likes" by florist chain France, ****, in Source: ****

What's more, there's a gendered trend. Women tend to like florist chains more than men.

Distribution of "likes" by gender France, ****, in Source: ****

Finally, the graph below confirms the persona and sociology of the flower consumer.

Distribution of florists' favorite brands by age France, ****, in Source: ****

3.1 Production and key industry players

A fragmented value chain

The value chain in the cut flower market is highly complex and variable. It may involve a consumer buying directly from a local producer - although this is very rare - or a fragmented chain involving different countries. The example below looks at the distribution of the final price among the various players, taking the following scenario: flowers imported from Kenya, passing through a first Dutch wholesaler, then a second local wholesaler. However, percentages may vary according to the number of players involved.

Source: ****

French production

In ****, France had **,*** horticultural farms covering *,*** hectares. Of these *,*** hectares, *,*** were devoted to cut flowers and foliage and *,*** to floral nurseries, making a total of *,*** hectares partly devoted to flowers. FranceAgrimer provides information on the evolution of land cultivated by the sector:

The area devoted to cut flowers and foliage has been declining slightly over the past ** years, with an *.*% drop between **** and ****. In contrast, the area devoted to floral nurseries is growing significantly, with an increase of ***% between **** and ****.

Let's also take a look at the breakdown of sales by stage of the value chain: production, trade, landscape.

Industry sales by value chain stage France, ****, in billions of euros Source: ...

3.2 Market distribution channels

The main players in the sector

There are many different players in the French flower market. The main ones include

Florists (***) E-florists (***) Remote flower and plant ordering services (***) Specialized garden centers (***) Agricultural cooperatives, self-service on the farm (***) Mail order (***) Hypermarkets, supermarkets and mini-markets, as well as hypermarket garden centers (***) DIY and home decoration stores (***) Markets and fairs Other outlets (***)

Below, we can analyze the penetration rate of purchasing locations by household. Supermarkets, florists and garden centers are the top three.

Penetration rate of points of purchase in % of households France, ****, in % of households Source: ****

In ****, there were ***** florists in France, a figure that would rise to over ***** today. Of these, over **% are independent florists, and there are just over *** franchisees. Nonetheless, the *% who operate under a brand name alone account for over **% of the sector's sales[***].

Nevertheless, the main market players are surprisingly Ikea and Lidl for the sale of green and indoor plants.

Breakdown of plant purchases by channel in value France, ****, in Source: ****

The chart above shows the clear dominance of florists in the value of French plant purchases in ****. They are followed by garden centers and supermarkets. Growers hold a respectable position, accounting for **% of plant purchases. It's ...

3.3 Focus on florists

florists form part of the list of non-food shops perceived as indispensable by the French, even if their rate remains low: around **%.

Non-food shops perceived as indispensable France, ****, in Source: ****

Florists have a number of advantages, such as the ability to offer personalized arrangements, a specialist image, a wide range of products and extensive territorial coverage. However, their prices remain rather high and their sales areas limited.

This balance produces a stable market share for florists.

evolution of florists' market share France, ****, in Source: ****

Below, let's analyze the key characteristics of a florist. The average quantity purchased per year from a florist is ** products (***).

Average quantity purchased from a florist France, ****, in euros Source: ****

In addition, we can analyze below the breakdown of florists' sales by category.

Florist sales by category France, ****, in Source: ****

Below, using the NAF code, we can analyze the evolution of florists' salaried workforce in France between **** and ****.

Florist workforce in France France, ****, in Source: ****

Similarly, we can estimate the number of florist establishments in France.

Number of florist outlets in France France, ****, in number of establishments Source: ****

4.1 Offer typology

Let's now analyze the different types of flowers to understand consumer preferences and guide florists' sales strategies .

Distribution of different types by number of plants France, ****, in number of plants Source: ****

Let's take a closer look at the distribution of bedding plants, divided between pansies, geraniums, petunias and primroses.

Distribution of bedding plants France, ****, as % of total Source: ****

Similarly, the trendiest cut flowers are peonies, anemones, roses and ranunculus.

Distribution of cut flowers France, ****, in Source: ****

Lastly, pot plant flowers are divided mainly between chrysanthemums, geraniums, etc.

Distribution of different flowers in pot plants France, ****, in Source: ****

4.2 Price trends

let's take a look at the evolution of consumer price indices for plants and flowers.

consumer price index trends for plants and flowers France, ****-****, index base *** in **** Source: ****

The graph above clearly shows a steady rise in consumer prices for plants and flowers. The last four years have all seen sharp price rises. Inflation exacerbated in ****, with prices gaining almost six points compared to ****.

Furthermore, in line with *.*, the seasonality of the flower market influences consumer prices, as shown in the graph below.

While some holidays and commemorations are national (***) and therefore have no repercussions on pricespercussions on prices, due to purely French demand; other events of a more global nature have a direct impact on prices. This is particularly true of Valentine's Day. Every year, the consumer price index for plants and flowers rises.

Consumer price index for garden products, plants and flowers France, **** - ****, in index Source : INSEE Despite the upward trend in prices, the month of February always corresponds to a substantial increase, sometimes absorbed by the general rise in prices. In ****, the rise in prices around Valentine's Day was even more pronounced, due to higher energy and transport costs. Valentine's Day is particularly marked by the ...

4.3 Focus on delivery and online shopping

Online flower sales have grown significantly in recent years, driven by the boom in e-commerce and changes in consumer buying habits.

The graph below illustrates the percentage of households buying plants over the Internet. There has been a steady increase in transactions, particularly since the COVID-** pandemic, which prompted many consumers to opt for online purchases for their convenience and security.

Percentage of households buying plants online France, ****, in Source: ****

We can now analyze trends in the average quantity of plants purchased via distance selling.

evolution of the average quantity of plants purchased via distance selling France, ****, in numbers Source: ****

In the same way, let's analyze the evolution of the average price per plant purchased on the Internet.

Evolution of average price per plant on the Internet France, ****-****, in euros Source: ****

What's more, Internet purchases are concentrated solely with distance-selling specialists, as shown in the graph below.

Share of Internet purchases by volume France, ****, in Source: ****

Finally, this channel is used slightly more onvery specific occasions.

Share of Internet purchases by type of occasion France, ****, in Source: ****

4.4 The Fleurs de France label and sustainable consumption

Local consumption has grown considerably in recent years. Indeed, French consumers are increasingly sensitive to the origin of the products they buy, and this includes flowers.

They are increasingly looking to support the local economy and buy quality flowers.

This trend is not unique to France. Born in England a few years ago, it has also been tried in the United States, Australia and Italy. Associations such as "Flowers From The Farm" (***) and labels similar to "Certified American Grown" are developing in these countries to signal and promote the specific characteristics of products.

The "Fleurs de France" label was created to promote flowers and plants grown in France. It guarantees that products bearing this label meet specific standards in terms of quality, traceability and local production.

The aim is therefore to reassure the consumer, and this works rather well, according to the survey below, with almost **% of consumers preferring to buy plants bearing this label when they are aware of it.

Label connoisseurs prefer to buy plants from this Fleurs de France label France, ****, in Source: ****

What's more, **% of consumers may be prepared to pay more for Fleurs de France-labeled plants, even though price is still the biggest obstacle to buying ...

4.5 Other market trends

There are several trends in the French flower market:

Dried flowers

The market for dried flowers is booming, for a number of reasons. Unlike fresh flowers, which have a limited lifespan, dried flowers are appreciated for their durability. They can retain their aesthetic appeal for months, even years, without requiring any special maintenance, making them practical for consumers looking for sustainable solutions. They are also part of an aesthetic trend (***)

Floral creation workshops

This is one way of strengthening customer commitment. The aim is to offer customers an immersive experience in which they can acquire skills while enjoying themselves. It also enhances the value of florists' expertise, and establishes a relationship of sharing and trust.

The use of biotechnology

The market is also increasingly marked by the use of biotechnology. In particular, biotechnology is being used to modify the natural appearance of flowers, and in particular to change their color, making it possible to market blue roses or other uniquely colored flowers. Biotechnology is also applied to increase the resistance of plants and flowers to climatic hazards and sometimes extreme weather conditions, which greatly reduces the risks for producing regions.

Flower boxes

In recent years, flower boxes have become increasingly popular ...

5.1 Support for horticultural activities and European regulations

The profession of florist

Marketing plants and flowers requires specialized technical, commercial and administrative training. The florist's CAP is complemented by further training, such as the Brevet de Maîtrise. A florist needs a broad knowledge of horticulture, plant design, sales and marketing. In networks, franchisors offer in-depth training to their franchisees. The premises in which the florist operates must meet safety standards for establishments open to the public. Facilities must also respect the rules governing neighborhood tranquility (***).

Horticultural activity

In mainland France, there is a subsidy scheme for investments in horticultural greenhouses. It aims to

Improve the technological level and production capacities of horticultural greenhouses by enabling their modernization or extension. Develop open-air or in-ground soilless production areas for nurseries wishing to invest in projects in line with new market expectations.

If the operator meetscertain conditions(FranceAgriMer pays a subsidy of between **% and **% of eligible costs. For young farmers and new entrants, it is also possible to obtain an additional *%.

At European level, cut flowers belong to the "Live plants and floricultural products" category, andand all regulations are governed by the Common Organization of Agricultural Markets.

6.1 Segmentation

• Agora
• DEXX
• ROSEDOR
• France Fleurs
• Emova Groupe - Monceau Fleur
• Florajet
• Interflora France
• Aquarelle Fleurs
• L'agitateur floral
• Fleurs ô Naturel
• Greenyard
• Renaud Distribution Horticash
• Hectar
• Ernest Turc
• Clayrton's