The houseplant market - France (2024)

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 with nature. Social networks - and Instagram in particular - are also one of the drivers of demand. [***]

Asia Pacific is one of the regions where the market is proving most buoyant. Indeed, its inhabitants are struggling to find solutions to reduce air pollution.

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 plant sales in value by type **** France, ****, in millions of euros Source: ****

Sales volumes of indoor plants between **** and **** show marked growth, with a significant peak in **** and ****.

Indeed, the Covid pandemic and various confinements have prompted consumers to redesign their living spaces while incorporating a little more foliage. However, since ****, the trend for indoor plants has tended to stabilize.

volume of indoor plants ****-**** France, ****-****, in millions of euros Source: ****

The evolution of the value of indoor plants follows the same trend as the graph below. However, we can see that the decline is slightly less marked because the value of indoor plants is increasing.

evolution of the value of indoor plants ****-**** France, ****-****, in millions of euros Source: ****

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, with :

Value of imports: €*** million in **** Value of exports: €*.* million in **** I.e. a coverage rate of *.*%

Switzerland and the Netherlands account for more than half of French houseplant exports.

Main destinations for French houseplant exports France, ****, in Source: ****

The Netherlands is the largest supplier of houseplants, accounting for **% of imports, followed by Belgium with **% in ****.

Main countries of origin of French houseplant imports France, ****, in Source: ****

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 of houseplants France, ****, in Source: ****

In fact, this love of houseplants often stems from the fact that, according to the French, houseplants bring many benefits: they improve your well-being by purifying the air. What's more, houseplants invite the French to get away from it all and relax.

The benefits of houseplants France, ****, in Source: ****

However, the trend in the penetration rate of home buyers has been declining since ****. It has fallen by nearly * points since ****.

evolution of the penetration rate of buyer households France, ****-****, in Source: ****

In the same dynamic, we are also seeing a decline in the number of buying households, with a drop of almost one million .

number of purchasing households France, ****, in millions of households Source: ****

Let's take a closer look at the level of greening per household. In the graph below, we can see that most households have an averageof between * and * plants (***).

Vegetation level ...

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 shows that women are far more likely to be indoor plant consumers, accounting for over **% of all indoor plant buyers.

Male-female breakdown of indoor plant buyers France, ****, in Source: ****

What's more, we note that the biggest consumers of indoor plants remain the oldest segment of the population, and in particular those aged ** and over.

Age distribution of indoor plant buyers France, ****, in Source: ****

Also, when we look at PCS classes, we see that inactive people are the biggest buyers of indoor plants . this is in line with the previous result, in which we saw that the biggest buyers of indoor plants were the elderly, i.e. people considered to be retired.

Breakdown of houseplant buyers by PCS class France, ****, in Source: ****

In terms of income,buying indoor plants remains a privilege for a more affluent segment of the population, with the biggest buyers being those earning over €*,*** a month.

Income ...

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 distribution of amounts spent on purchases by month, which highlights the higher amounts spent during the winter period.

Amounts spent on indoor plants by month France, ****, in millions Source: ****

As for the time spent on houseplant maintenance, it depends on the season. This is particularly true in summer, whenthe heat can make it difficult to keep houseplants in peak condition.

Time spent caring for indoor plants, by season France, ****, in minutes Source: ****

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 they were almost pets.

Attitudes towards houseplants France, ****, in Source: ****

Giving is the main reason for buying, as the graph below highlights, whether it's for a member of their household or for someone outside the home.

Breakdown of households by purchase occasion France, ****, in Source: ****

The main occasions include "personal" occasions (***).

Purchasing motives for calendar occasions lead to seasonal demand. There are buying peaks at the end of the year, and for Father's and Mother's Day.

Penetration and market share of indoor plants by purchasing occasion France, ****, in Source: ****

Finally, at **%, indoor plant consumers tend to go for"coup de coeur", as well as following their own habits.

Buying criteria for indoor plant consumers France, ****, in Source: ****

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 improve air quality, acoustics and, more generally, employee well-being.

This is confirmed by a number of scientific studies, the main benefits of which include: [***]

improved productivity greater creativity greater well-being at work, and therefore better talent retention.

Interior landscaping is therefore relying more and more on the introduction of plant elements, not only in offices, but also in reception halls, shopping centers, train stations, leisure centers...

In fact, according to the French, indoor plants in the workplace brighten up the room, create a pleasant living environment and have an impact on well-being while creating social links, as shown in the graph below.

Indoor plants in the workplace France, ****, in Source: ****

In the workplace, most "greened" offices have between * and * plants, as shown in the **% graph below.

Level of greenery in the workplace France, ****, in Source: ****

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 chain stage France, ****, in billions of euros Source: ****

In the same way, we can observe the number of jobs and their distribution across the industry's entire value chain.

Number of jobs across the industry's value chain France, ****, in number of jobs Source: ****

Finally, we can analyze the number ofcompanies specializing in the value chain as a function of production, trade and landscape.

Number of companies specializing in the sector France, ****, in number of companies Source: ****

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 home decoration stores (***) Markets and fairs Other outlets (***)

Below, we can analyze the penetration rate of purchasing outlets in terms of purchasing households. The top three distribution channels are florists, garden centers and supermarkets.

Penetration of places of purchase for indoor plants by buyer households France, ****, in Source: ****

Furthermore, in terms of market share of indoor plant purchasing outlets in terms of volume, we can see that these are the same: supermarkets, florists and garden centers.

Market share of purchasing outlets by volume France, ****, in Source: ****

Similarly, when we look at the market share of purchasing outlets in terms of value, we see that florists are well in the lead with **% market share, followed by supermarkets at almost **%.

Market share of points of purchase by value France, ****, in Source: ****

The distribution of houseplants also passes through furnishings and decoration specialists.

For offices and corporate real estate, companies can call on ...

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 plant that appreciates light Poinsettia: Central American plant, more demanding in terms of maintenance

Green plants:

Monstrera: one of the best-selling plants, easy to grow and hardy. A tropical plant that needs humidity. Kentia palm: a plant with long, depolluting leaves that requires plenty of light. Ficus lyrata: a depolluting plant that does not appreciate direct sunlight Yucca: easy care, appreciates light Sanseveria: indirect light, depolluting plant Aloe vera: easy care, appreciates indirect sunlight

There are also various types of cactus and flowers.

Artificial houseplants: Most artificial plants are quite similar in appearance, and their advantage is that they require no maintenance (***). Artiplantes produces artificial plants made from polyester resin and polyethylene.

Hydroponic indoor plants: Hydroponics is the practice of growing plants "above ground" on a base of "neutral" and "inert" substrate (***). It is a form of soilless agriculture that can be used in horticulture.

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 and plants also necessarily implies an increase in the average price per plant on the various markets.

However, we note that in the indoor plant segment, the average price per plant between **** and **** will rise by just *%, while outdoor plants, for example, will increase by **%.

evolution of average price per plant in different markets in **** France, ****, in Source: ****

Looking at the consumer side of things, we can see that just after the pandemic, the budget they were prepared to spend on indoor plants had risen sharply. But since ****, this budget seems to have stabilized at around €** spent per year per buying household on indoor plants.

Average budget spent per household on indoor plants **** France, ****, in euros Source: ****

As far as price is concerned, it appears to be a real brake for consumers, since for almost a quarter of French people, a lever for purchasing plants could be promotions on the ...

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 go anywhere. Secondly, specialized e-tailers and major sales platforms are developing delivery services adapted to plants, with packaging that guarantees their protection during transport, reassuring buyers.

Last but not least, the trend on social networks to promote the "green lifestyle" and well-being through the greening of interiors is also encouraging online purchases, where consumers can find a wide selection of plants, information on how to care for them and inspiration for their interior design.

This trend can be seen in the evolution of the penetration rate of online purchases. Since ****, the rate has been rising, reaching **% penetration by ****.

Internet shopping penetration and market share France, ****, in Source: ****

In terms of market share, Internet purchases rose to *% with Covid, then fell back to *% in ****.

change in market share of Internet purchases in sums spent France, ****-****, in Source: ****

Sustainability and made in France

Local consumption has grown considerably in recent years. ...

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 investment aid scheme for 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.

FranceAgriMer pays a subsidy of between **% and **% of eligible costs, provided the farmer meets certain conditions (***). For young farmers and new entrants, it is also possible to obtain an additional *%.

At European level, cut flowers fall into the "Live plants and floricultural products" category, and all regulations concerning the sector are governed by the Common Organization of Agricultural Markets.

Valhor also details the regulatory framework for the French horticultural sector.

6.1 Positioning

• Interflora France
• Aquarelle Fleurs
• Emova Groupe - Monceau Fleur
• Jardiland (Groupe Teract)
• Truffaut
• Bergamotte
• Flora Nova
• Florajet
• France Fleurs