Buy the full study
Summary of our market study
The French market is estimated at around 680 million euros
The European market accounts for around 50% of worldwide consumption.
The interior decoration segment is the leading consumer of cut flowers, followed by cemetery and funeral plants.
Interior plants account for between 450 and 500 million euros, and cemetery and funeral plants for around 160 and 25 million euros respectively.
Over 90% of the French population buys flowers every year. Average expenditure for bouquets given as gifts is between 20 and 30 euros, while for personal use it drops to between 10 and 20 euros.
Demand is cyclical, with major peaks on key occasions such as Mother's Day (with spending of around 70 million euros), Labor Day (with spending of around27 million, mainly on May 1st) and Valentine's Day, which accounts for up to 5% of florists' annual sales, with roses making up 58% of bouquets sold.
French flower production accounts for only 15% of quantities purchased. 40% of the many small flower farms are located in the PACA region. In ten years, national cut flower production has been halved.
The majority of French cut flower imports (over 300 million euros) come from the Netherlands, the redistribution center for flowers produced in Africa and South America.
Cut flower market players
Wholesalers
- Agora, DEXX, ROSEDOR and Trastour
Retail sales
- The Emova franchising group is a leader in the flower retail network. Its main brand is Monceau Fleurs
Floral transmission services
- Florajet and Interflora offer long-distance flower delivery services.
- Fleurs Fleurs.com
- Flora Nova
- Watercolour
> The most comprehensive market research available
In order to study this market, our analysts have access to:
- More than 160 specialized magazines, including the main trade journals in the sector - A complete list of industry magazines Complete list of industry magazines.
- Exclusive databases such as MPF and Indexpresse / Businesscoot economic indicators.
- Interviews with market leaders.
Written by a dedicated analyst, this study contains the most relevant data not accessible via ChatGPT or other AIs.
> Our quality guarantee on this study: satisfied or your money back
If you have purchased this study for business purposes, you will receive an unconditional refund if our study does not meet your expectations - refund form
to understand this market
Detailed content of our market study
Inforamtion
- Number of pages : ~ 40 pages
- Format : Digital and PDF versions
- Last update :
Summary and extracts
1 Market overview
1.1 Introduction and definition of the flower market
Giving flowers has never been a trivial gesture. They are often used to express deep feelings, sometimes for comfort, or to celebrate important events.
As far back asantiquity, flowers were used as a religious and aesthetic symbol, and during the Renaissance, the flower market saw the emergence of a form of passion for botany.in the 17ᵉ century,"tulipomania" in the Netherlands highlighted the economic importance of flowers.
So, by the 19ᵉ century, the flower market was becoming professionalized with the creation of specialized florists. In the 20ᵉ century, the market became globalized, with floral auctions and, more recently, the development of online sales.
The world market in terms of exports and imports is largely dominated by the Netherlands, which has an ancestral tradition of flowers, and the European consumer market for flowers and ornamental plants accounts for a large proportion of worldwide consumption.
It is also worth noting theemerging countries play an increasingly important role in cut flower productiondue to favourable climatic conditions, aggressive pricing policies and progress in terms of transport (notably 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 cut flower market.
For example, the majority of French cut flower imports come from the Netherlands, even though they may have been produced in another country (Africa, South America). Only 8% of flowers purchased in France come from local growers.
Today, nearly 21 million households in France buy flowers every year, either for their own homes or as gifts, for an average annual budget of almost €115. The flower market in France is highly seasonal. It peaks at key times of the year, such as Valentine's Day, May 1ᵉʳ, All Saints' Day and the end-of-year festivities, when flowers play a traditional role and are deeply rooted in French habits.
The cut flower market brings together several players, including growers, wholesalers and specialist stores. Most bouquets of cut flowers, whether picked up or given as gifts, can be kept for around a week, although some varieties can be kept for up to 15 days. Cut flowers are most often used for interior decoration, as ornaments at funerals and in cemeteries.
The French flower market is witnessing the emergence of several trends, including the development of new distribution methods such as online sales and floral boxes, as well as a desire to raise consumer awareness of the products they consume. This can be expressed through floral creation workshops that promote know-how, or through the "Fleurs de France" label, which is increasingly present on the market. However, many consumers, faced with the price argument, prefer to buy imported foreign products at a much lower cost.
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: ...
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 ...
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 ...
2 Demand analysis
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 ...
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 ...
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 ...
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 ...
3 Market structure
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 ...
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 ...
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 ...
4 Offer analysis
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 ...
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 ...
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 ...
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 ...
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 ...
5 Regulations
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 ...
6 Positioning the players
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
List of charts presented in this market study
- Flower market value
- Distribution of world horticultural production
- Breakdown of the value of flower and plant production
- Top 5 flower exporting countries worldwide by value
- Top 5 flower-importing countries worldwide
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Latest news
Ernest Turc, the ultimate French flower bulb designer - 11/09/2024
- Based in Loire-Authion (Maine-et-Loire), near Angers, France, Ernest Turc is the only producer of flower bulbs in France
- Ernest Turc also produces vegetable and flower seeds
- The ambition is to produce a million of these bulbs within three years, and 4 million in the following years.
- The SME has sales of 10 million euros, 65% of which are in flowers, with up to 85 employees in high season.
- The company grows dahlias, agapanthus, irises, hyacinths and cannas, with a growing proportion of organic produce, on 300 hectares in Anjou and Brittany.
- Garden centers, DIY and food stores account for 80% of the company's sales
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.
Ernest Turc relaunches narcissus production in Brittany - 08/03/2024
- 85% of the world's narcissus bulb production is based in England.
- Ernest Turc plans to produce one million narcissus bulbs in three years, and four million in the following years.
- The company, taken over in 2022, has a team of 50 employees.
- in 2022, France imported 300 million euros worth of cut flowers and just over 100 million euros worth of bulbs.
- Ernest Turc owns 300 hectares of cultivated land in Maine-et-Loire and Brittany.
- The company's annual production is 18 million bulbs, mainly sold to supermarkets and specialized garden centers.
- The company generates sales of 10 million euros.
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.
Yvelines: Hectar agricultural campus launches floriculture course - 23/01/2024
- In just over two years, Hectar has helped 115 farmers set up a farming project.
- Hectar offers 60 places over two years to train future flower growers, thanks to a partnership with Christian Dior.
- Hectar grows flowers on 5 hectares of its 600-hectare farm.
- There are only 20 cut flower growers in the Ile-de-France region.
- France imported 300 million euros worth of flowers in 2022.
Florist accessories: Horticash taken over by Renaud Distribution - 21/11/2023
- Horticash was founded in 1954 in the Angers region of Maine-et-Loire.
- Horticash distributes 20,000 product references via a network of 8 stores.
- Horticash has forecast sales of 25 million euros in 2022.
- Renaud Distribution is a Horticash competitor based in Nantes.
- Renaud Distribution sells around 31,000 items via its website and 24 points of sale.
- Renaud Distribution has a 35% market share in France.
- After the acquisition of Horticash, Renaud Distribution should have a 50% market share.
- The new Renaud Distribution and Horticash group employs 260 people and generates sales of almost 60 million euros.
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
The Flowers and Florists Market | France
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
Pack 5 études (-15%) France
- 5 études au prix de 75,6€HT par étude à choisir parmi nos 800 titres sur le catalogue France pendant 12 mois
- Conservez -15% sur les études supplémentaires achetées
- Choisissez le remboursement des crédits non consommés au terme des 12 mois (durée du pack)
Consultez les conditions du pack et de remboursement des crédits non consommés.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
