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Summary of our market study
The French mourning flower market is estimated at between 650 and 700 million euros
The global market for mourning flowers, though difficult to single out, is in line with the broader cut flower market, which is worth over 40 billion and growing at an average annual rate of 5%.
In Europe, the Netherlands dominates both production and distribution, managing 60% of the global market as a major hub.
The French funeral and mourning flower market
Over 85% of flowers sold in France are imported. France imports over 300 million euros worth of cut flowers every year.
France is a major player, with an 11% share of the area devoted to ornamental plants and 13% of the value of European production.
Initially, the pandemic led to a significant increase in funeral business due to a sharp rise in mortality rates. In France, during the first few months of the pandemic, deaths rose by around 20-30% compared with the corresponding period the previous year, with the Île-de-France and Grand Est regions seeing their mortality rates increase by around 50% and 90% respectively.
Demographic trends play a key role in the French funeral flowers market. The record number of deaths in 2020 was over 650,000. Forecasts suggest that by 2050, the annual number of deaths could approach 770,000.
The convenience of remote ordering combined with personalization options and expedited delivery services has boosted online sales of mourning flowers.
Market players
- Agitateur Floral stands out in the competitive online flower market thanks to its extensive catalog. Specializing in flowers for all occasions, including mourning.
- Aquarelle, a major player in the online floral scene.
- Interflora, a heavyweight in the florist industry, offers a complete selection of flowers, including those for condolences and funerals.
- FranceAgrimer provides a wealth of information on the florist market.
- Fédération française des artisans fleuristes (FFAF), the French federation of florists.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
The mourning flower market covers all flowers purchased in connection with the death of an individual. They are often intended for the deceased's relatives, the funeral or the cemetery in which he or she is buried. This market brings together a number of players, including producers, wholesalers, specialist stores and funeral services.
The European market for flowers and ornamental plants accounts for a large proportion of global consumption. The Netherlands, the United Kingdom and Denmark are the biggest consumers, relative to the number of inhabitants. In the floriculture market, the cut flower segment is predominant, followed by the live plant segment.
Emerging countries are playing an increasingly important role in cut flower production, thanks to favourable climatic conditions, aggressive pricing policies and progress in terms of transport (particularly by sea). In addition, the geographical expansion of production and the development of logistics solutions, in particular long-distance transport capacities, are the main factors driving the flower market.
The majority of French cut flower imports come from the Netherlands, even if their production may have taken place in another country (Africa, South America).
Although the primary market for mourning flowers is that for flowers and plants themselves, it is also linked to the funeral services market. The funeral services market provides the link between the deceased's loved ones and the services required for the funeral (florist, mayor, place of worship, marble maker, etc.).
Given today's demographic trends in France, the market for funeral services, and therefore for mourning flowers, is very dynamic and is set to flourish in the years to come .
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: ...
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 ...
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 ...
2 Demand analysis
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 ...
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 ...
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. ...
3 Market structure
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 ...
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 ...
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, ...
4 Offer analysis
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 ...
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 ...
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 ...
5 Regulations
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 ...
6 Positioning the players
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)
List of charts presented in this market study
- Deaths in France from January 1 to April 30
- Number of deaths
- Cyclicality of deaths in France
- Number of deaths by sex and age category
- Change in the number of employees in the flower, plant, seed, fertilizer, pet and pet food retail market
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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.
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.
Emova's partnership with Uber Eats goes well - 10/02/2022
- Specialist in flower distribution through its Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs banners
- 130 million euros in sales by 2020-2021
- During the year, more than 10,000 bouquets of flowers were sold via the app, according to Uber Eats
- Two major order peaks: Mother's Day and Valentine's Day
- The service is available throughout the Ile-de-France region and in 13 other cities in France
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The mourning flower market | France
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