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Summary and extracts
1 Market overview
1.1 Definition and scope of study
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.in the Renaissance, the flower market saw the emergence of a form of passion for botany, and in the 17ᵉ century,"tulipomania" in the Netherlands highlighted the economic importance of flowers.
So, from the 19ᵉ century onwards, the flower market becomes professionalized with the creation of specialized florists. The 20ᵉ century saw the globalization of the market, with floral auctions and, later still, the development of online sales.
Today, we no longer limit ourselves to giving plants, but the fashion is to give plants to loved ones. In fact, indoor plants help almost 50% of French people toimprove their well-being and purifytheir indoor air.and purify their indoor air, while inviting them to escape and reflect, as shown by the OpinionWay 2021 survey.
Strictly speaking, houseplants or apartment plants are plants grown in pots for use in homes, offices, businesses, exhibition halls and so on. These plants belong to a wide variety of botanical families, chosen for their decorative interest, ease of cultivation and maintenance, and ability to adapt to indoor environments (often insufficiently lit, sometimes overheated and dry). In the broadest sense of the term, indoor plants also include fresh cut flowers.
In the wake of the pandemic, there has been a real desire to bring flowers into homes and apartments, as a way of reconnecting with nature.
So, since 2020, the outdoor plant market has been booming, with a high global growth rate. However, while the penetration rate of individuals in terms of indoor plant buyers continues to rise, the rate of per however, while the penetration rate of individuals buying indoor plants continues to rise, the penetration rate of households is starting to stagnate, as is the average budget allocated to this expenditure, which is expected to be around €63 per year per household in 2023.
As a result, the outdoor plant market faces challenges such as continuing to attract new consumers and retaining old ones, for example by offering promotions to counter the rise in consumption indices for plants and flowers in general. Pure players and florists are reorganizing to attract customers by makingtheir products moreaccessible, as with the development ofe-commerce, while encouraging sustainable, made-in-France consumption.
1.2 A growing global market
The global houseplant market is estimated at nearly US$**.* billion in ****. It should reach nearly $** billion by ****.
Sales figures for the global houseplant market World, ****-****, in $ billions Source: ****
Market growth is underpinned by millennials' keen interest in houseplants - an interest linked to their quest for well-being and a connection ...
1.3 A growing French market
Let's now take a look at the national indoor plant market, which seems to be holding up well, although on a downward trend in line with the decline in the number of purchasing households.
The graph below shows that plant sales are broadly divided between indoor and outdoor plants.
Breakdown of ...
1.4 Foreign trade in houseplants
On Finances.gouv, using the following codes (***):
*******: Indoor flowering plants, in bud or in bloom (***) *******: Indoor plants, live (***)
France has a large foreign trade deficit in houseplants, with a coverage rate (***) of around *% in **** .
Foreign trade in houseplants France, ****-****, € million Source: ****
The same trend applies to fresh cut flowers, ...
2 Demand analysis
2.1 The French are buying more and more indoor plants
The French are showing a growing interest in houseplants. More and more, the greening of the home is becoming an essential element of home design.
As the graph below shows, almost **% of French people consider themselves to be"lovers" of houseplants. What's more, almost **% of French people are houseplant enthusiasts.
Appreciation ...
2.2 Profile of houseplant-buying households
While the penetration rate of purchasing households has fallen, the penetration rate of individuals has risen, or at least remained stable, as shown in the graph below:
Penetration rate at individual level France, ****-****, in Source: ****
Let's take a closer look at the persona of the houseplant consumer .
The graph below ...
2.3 Seasonality of indoor plants
The seasonality of indoor plants can be observed according to the month of the year. Seasonality is highest in the winter months of December, January and February , as shown in the graph below.
Volume of indoor plants purchased by month France, ****, in millions Source: ****
Similarly, this trend is confirmed by the ...
2.4 Reasons for buying indoor plants
As mentioned above, houseplants bring many benefits to the home. The French like to buy houseplants for a number of reasons, such as reconnecting with nature through them. What's more, for some French people, plants are more than just objects: for almost **% of them, they talk to their plants as if ...
2.5 Demand for indoor plants from offices and public spaces
The concept of biophilia is a trend in demand that aspires to strengthen contact with nature and living things, which means that indoor plants can have a place in most interior spaces.
According to Les Jardins de Gally (***), the introduction of indoor plants in workrooms can reduce absenteeism by **%.plants also ...
3 Market structure
3.1 Sector organization
Below is a simplified value chain for the plant industry in France.
Simplified value chain for the industry
3.2 Production analysis
Let's take a closer look at the breakdown of sales in the flower and plant production sector in general, according to the stages in the value chain: production, trade, landscape.
The houseplant segment is thus included in this value chain, and therefore in the analyses given below.
Industry sales by value ...
3.3 Distribution analysis
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 ...
4 Offer analysis
4.1 Typology of indoor plants
Traditional houseplants : [***]
Flowering plants:
Orchids: the most widespread and popular, they need light but not direct sunlight Hyacinth: a fragrant, bubbly flower that can be grown in pots. Easy to care for Cyclamen: needs cool, light conditions, but not direct sun. Ideal for winter cultivation in a veranda Kalanchoe: a tropical ...
4.2 Price analysis
A trend towards higher prices:
Consumer prices for flowers and plants (***) have been rising steadily since ****, according toInsee. Between **** and ****, prices will rise by *.*%, as shown in the graph below.
Consumer price index for plants and flowers France, ****- ****, index base *** in **** Source: ****
This evolution in consumer price indices for flowers ...
4.3 New supply trends
Digitization and growth of e-commerce
The sale of indoor plants via the Internet is on the rise, driven by a number of factors.
Firstly, the convenience and practicality of online purchasing is attracting more and more consumers, who can order a wide variety of plants, pots and accessories without having to ...
5 Regulations
5.1 Regulations
The florist's profession, which includes the distribution of plants and flowers, requires specific technical, sales and management training. It requires a wide range of skills, from horticulture and plant architecture techniques to sales and marketing. In networks, franchisors take full responsibility for training their franchisees.
In mainland France, there is an ...
6 Positioning the players
6.1 Positioning
- Interflora France
- Aquarelle Fleurs
- Emova Groupe - Monceau Fleur
- Jardiland (Groupe Teract)
- Truffaut
- Bergamotte
- Flora Nova
- Florajet
- France Fleurs
List of charts presented in this market study
- Houseplant market sales
- Worldwide sales of indoor plants
- Appreciating houseplants
- The benefits of indoor plants
- Penetration rate of purchasing households
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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.
Jardiland: turnkey garden maintenance services - 13/10/2022
- 176 stores in France, including around 100 in 2021
- sales of almost 800 million euros (including VAT)
- 36 stores offer services: garden furniture assembly, tree and shrub planting, plant repotting, lawn mowing, hedge trimming, vegetable garden design, barbecue set-up, greenhouse installation, turfing, etc
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