Age and gender playing big role in buying habits for plants, Dutch study shows

Royal FloraHolland's Consumer Tracker research into how Dutch consumers buy flowers and plants has found an increasing number of consumers buy products on the Internet, with age and gender appearing to make significant differences when making purchases.

Market researchers examined the differences in (online) purchasing behaviour between men and women, and between various age groups, according to data pertaining to 2016.

Findings:

Women bought flowers and plants slightly more often than men in 2016.

In-store plant and flower purchases:

  • 94% women
  • 82% men 

Houseplant purchases:

  • Women: 4%
  • Men: 20%

Online/email flower and plant purchases:

  • 3% of women
  • 10% of men

Telephone purchases:

  • 4% men
  • 1% women

Subscription purchases:

  • 2% men
  • 0% women

One explanation could be that men prefer the convenience of remote buying or that women experience more pleasure from physically buying flowers and plants in a store.

The preference for the type of store also appears to differ.

Supermarket flower and plant purchases:

  • 27% women
  • 18% men

Garden centre plant and flower purchases:

  • 35% women
  • 25% men

Age group flower and plant purchases:

  • 18-29 yrs - 17%

Age group: store or kiosk flower and plant purchases:

  • 18-29 year olds - 68%
  • 30s - 80%
  • 40s - 90%

Age group: online purchases of flowers and plants:

  • 18-29 year olds - 20%
  • 30s - 11%
  • 40s - 1%


Online purchases of houseplants:

  • 18-29 year olds - 26%
  • Average rate - 12%

Sales channel preference appears to depend on the reasons why someone is buying flowers or plants.

  • Personal gift, then 90% of Dutch consumers go to a store, 5% online
  • Personal use: 92% buy in store, 4% online
  • Funeral/graveside flowers: 24% online

"It seems likely that we can conclude that for personal gifts, consumers still prefer physical stores where you can actually see, feel and smell what you will be giving. The option of having the gift beautifully wrapped may also play a role in this case," the researchers find.

They added: "The online channel for flowers and plants is still in its infancy, but is expected to grow. Young people in particular will play an important role here and men also see the convenience of making purchases online."

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