The mourning flower market - France

1.2 The global market

It's difficult to talk about a global mourning flower market. To get a global vision of what this market could be, we'll take a look at the flower market. For example, the global cut flower market was worth $**.* billion in ****, and is set to grow strongly over the next few years: the market is expected to expand at a CAGR of +*.*% over the period ****-****, reaching over $**.* billion in **** .

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

The increase 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 behind the increase in online sales.

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 and 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.

The European market has a strong international ...

1.3 The domestic market

The French mourning flower market is in good shape. After an epidemic episode that benefited the funeral flower market but detracted from the cemetery flower market, the market has rebalanced on both sides. the market for cemetery flowers, the market has rebalanced on both sides. With an ageing population, French demographics are moving in the direction of the market, and in the years to come should support it.

market size trends for cemetery and funeral plants France, ****-****, in millions of euros Source: ****

After a slight decline in ****, the French market for mourning plants (***) exceeded its **** level in ****, recording an increase of *.**% on ****.

1.4 The effects of the COVID-19 crisis

The COVID-** crisis was a springboard for the funeral market and, to a lesser extent, for the mourning flower market. The number of deaths in France in **** was directly affected by the COVID-** pandemic. Indeed, this virus led to a **% rise in the number of deaths in March-April **** compared with the same period in ****. However, we must not confuse the deaths during this period with the disease itself: as INSEE reminds us, the months of March and April combined a pandemic with the implementation of living conditions that were very different from everyday French life: confinement led to a reduction in the transmission of the usual viral diseases, a drop in pollution and less exposure to accidents (***). These data are difficult to evaluate, making it impossible to fully estimate the effect of the coronavirus on mortality rates. [***]

Deaths in France from January * to April ** France, ****-****, in units Source: ****

Furthermore, the departments with the highest rate of increase in the number of deaths correspond to the main outbreaks of COVID in France: the Paris region and the Grand Est.

At regional level,Île-de-France recorded the highest increase in the number of deaths between March * and April **, ****, compared with the same period ...

2.1 Trends in French demand for mourning flowers

A **** France Agrimer report provides figures on the consumption of mourning plants. The report divides plants purchased following a death into two categories:

Funeral plants, which will account for **% of the mourning plant market in ****. Cemetery plants, which will account for **% of the mourning plant market in ****.

The table below shows the main characteristics of demand for cemetery plants:

Source: ****

This clearly shows the impact of the health crisis on cemetery plants (***). Furthermore, in ****, the average household budget allocated to cemetery plants was €**.** for an average of *.* plants.

In terms of individuals, the penetration rate is **% of the population, or *.* million consumers over the age of **.

The following table shows the main characteristics of demand for funeral plants:

Source: ****

It can be seen from the above table that volumes purchased have fallen considerably in ****, without this having a negative impact on total expenditure values. On the contrary, the latter shows a clear increase compared to ****. Furthermore, it should be noted that in ****, the average budget spent per household on funeral plants was €**.** for an average of * plants .

In terms of individuals, the penetration rate for funeral plants is *%, or *.* million people over the age of **.

2.2 A structural demographic trend that favors market development

Number of deaths France, ****-****, in units Source: ****

This statistic shows the number of deaths in France from **** to ****. The lowest level of deaths in France was reached in ****, when around ***,*** deaths were recorded. In contrast, the highest number of deaths was observed in ****, with approximately ***,*** deaths, according to the Institut National d'Études Démographiques.

This represents an increase of **.**% over the period studied between **** and ****. The year **** registers a slight drop compared to ****, perhaps due to the slowdown of COVID-** in the same year. By ****, INSEE forecasts a minimum of ***,*** deaths. This could give a real boost to demand for mourning flowers.

Cyclicality of deaths in France Metropolitan France, ****-**** Source: ****

The graph above clearly shows that there is a certain cyclicality to deaths in France, with more deaths in winter (***) than in summer. We can also distinguish the period of mortality due to COVID-** . This cyclicality of deaths can also directly influence the purchase of mourning flowers.

INSEE data show that men always die more than women, except after the age of **, and that the French mortality peak is between the ages of ** and **, with ***,*** female deaths and ***,*** male deaths.

Number of deaths by sex and age category France, ...

2.3 Growing online demand

Demand for online flowers continues to grow with the development of ever more services available to consumers. In the case of bereavement flowers, online demand was boosted by the pandemic, particularly for funeral flowers . Because of health restrictions, some people were not allowed to attend the funerals of their loved ones. The sending of condolence flowers therefore became more popular during these events, and the year **** saw an explosion in demand for funeral flowers.

evolution of sums spent on remote-order services for funeral plants France, ****-****, in millions of euros Source: ****

The graph above shows us the explosion in demand between **** and ****, with sums spent rising from **.* million to **.* million euros, representing a ***.**% increase in sums spent . the year **** saw a substantial decline compared to ****, but remains at a much higher level than ****.

The Meilleures Pompes Funèbres(***) website has studied the behavior of Internet users when they go online to search for information on mourning flowers. Here are the top ** topics most sought after by Internet users:

The meaning of mourning flower colors The budget for mourning flowers Online flower stores The best place to deliver mourning flowers How to choose the right funeral flowers Carnations Chrysanthemums Roses White lilies ...

3.1 Market forces and players

To get an overall idea of the forces at work in the mourning flowers market, we'll use NAF code **.**Z, which covers "Retail sale of flowers, plants, seeds, fertilizers, pets and pet food in specialized stores". This aggregate covers the following activities:

Retail sale of flowers, potted or cut flowers and floral arrangements, plants and seeds Retail sale of plants, trees and shrubs Retail sale of fertilizers and phytosanitary products Retail sale of pets, pet food and pet supplies

change in number of employees in the flowers, plants, seeds, fertilizers, pets and pet food retail market France, ****-**** Source: ****

The graph above shows a downward trend in the number of employees in the flower, plant, seed, fertilizer, pet and pet food retail market in specialized stores between **** and ****. **** marks a recovery that continues into **** and ****.

change in the number of companies in the flowers, plants, seeds, fertilizers, pets and pet food retail sector France, ****-****, in units Source: ****

The number of companies in the sector has undergone exactly the same phenomenon as the number of employees: a downward trend between **** and ****, before picking up again in **** and the following two years.

Source: ****

The majority of companies in the sector are located ...

3.2 Market distribution channels

Main distribution channels for cemetery plants

Market share of cemetery plants by volume France, ****, in Source: ****

In terms of volume, supermarkets dominate the distribution of plants for cemeteries. Florists only come third. However, it is in terms of value that florists stand out, with **% of distribution. Supermarkets replace them in third place, with **% of the market value for this type of plant. In both cases, garden centers are in second place.

Market share of cemetery plants by value France, ****, in Source : FranceAgrimer Main distribution channels for funeral plants

Market share of funeral plants by volume Source : Florists are the undisputed masters of the funeral plant market. In terms of both value and volume, florists account for **% of the market. What's interesting about the funeral plant market is the emergence of remote ordering services, which account for *% of the market by volume but **% by value. This clearly shows the advent of this means of purchasing mourning plants, which was boosted by the global pandemic in ****. Market share of funeral plants by value France, ****, in Source: ****

3.3 Focus on florists

A report by the French Federation of Florist Craftsmen (***) in **** provides information on the characteristics of the sector. Even if florists are not the only players in the mourning flowers market, they remain a benchmark that can give us an idea of the forces at work in the market.

For example, the FFAF report indicates that there were *,*** florists with at least one employee in ****, and **,*** if businesses without employees are taken into account. number of florist businesses France, ****-****, in units Source: French Federation of Artisan Florists (***) The graph above shows a downward trend in the number of employees in the florist market. In seven years, the number of salaried employees has fallen from **,*** in **** to **,*** in ****, a drop of around **.*%. Breakdown of **,*** employees by company size France, ****, in % and units Source: FFAF The market trend seems to be towards smaller companies, with fewer employees. **.*% of employees in the florist market work for companies with one or two employees. **% are in companies with between * and * employees, and **.*% work in companies with more than * employees. Breakdown of employees by gender France, ****, in Source : FFAF The majority of employees in the florist market are women. This proportion reaches **% for companies with * or ...

4.1 The main players and distribution channels

There is an abundance of mourning flowers on offer, the price of which depends on several factors such as the quantity requested, the type of flowers, etc. Depending on the religion of the deceased, flowers may be more or less present at the various ceremonies following his or her death. Costs can therefore vary according to the type of service requested, which is often linked to different religious rites.

Source: ****

4.2 Flowers and their meanings

All types of flowers have a specific meaning. This significance may seem all the more important in the context of bereavement. So, the gift of mourning flowers could be conditioned by their meaning. Below, we present the meanings of various flowers.

Their meanings according to the type of flowers

Source: ****

As you can see from the chart above, some flowers have similar meanings, while others are perhaps less suited to a mourning situation. However, it is possible to add meaning to a flower using its color.

Their meanings by color

Source: ****

4.3 The online offer, a precious help for consumers

The online flower market has been growing steadily for several years, helped by the health crisis and the various confinements. Bereavement flowers in particular have benefited from this new purchasing channel, especially when it comes to sending flowers for funerals.

Number of items sold by the main players in the online flower market France, ****, in units Source: ****

The most diversified player in terms of the type of flowers offered is Agitateur Floral, with *** references sold on its website. In view of the different meanings of each flower and the interest consumers may have in buying them at the time of a bereavement, a wide choice may be advisable.

Top prices offered by different types of players, by flower category France, ****, in euros Source : MPF The chart above gives an overview of the range available on the websites of the main players in online flower sales. Prices range from €** at Aquarelle for Coussins to €*** at Interflora for a wreath.

When it comes to mourning flowers, online flower sales sites offer a number of advantages over traditional offerings:

Customer feedback Possibility of classifying flowers by product type and price order Condolence ribbon option Condolence word suggestion tools Advice tab for choosing mourning flowers Loyalty ...

5.1 Regulations

There are no specific regulations governing the distribution or production of mourning flowers, so they are subject to the same regulations as flowers in general.

The florist's trade

Marketing plants and flowers requires specialized technical, commercial and administrative training. The florist's CAP is supplemented by additional 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 business

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 ...

6.1 Segmentation

• Agora
• DEXX
• ROSEDOR
• France Fleurs
• Emova Groupe - Monceau Fleur
• Florajet
• Interflora France
• Aquarelle Fleurs
• Flora Nova
• Funécap groupe
• Le choix Funéraire
• Sérenium (OGF)