Lithuania exhibited the strongest growth, but countries like Latvia, Rumania, Bulgaria and Estonia also showed an evident upward trend. Other countries showing positive growth included Turkey, Malta and Poland. Germany posted growth of 5.5% last year. Sweden and Ireland returned to growth in 2016.
As a result of the difficult economic situation, there were negative outliers such as Greece, where consumption dropped by 16%. In Russia, with the poorly performing rouble, almost 13% fewer flowers and plants were sold. Italy also had a tough time in 2016. Other countries experiencing negative growth included Slovenia and Belgium.
The share of wallet that consumers are willing to spend on flowers and houseplants only decreased in the UK among the core countries. The more expensive euro compared to the pound is the most important factor in this. In Germany in particular, the willingness to buy flowers and plants increased strongly in 2016 after its earlier dip.
Growth is especially evident in online purchases. FloraHolland identified Bloomon, 123fleurs.com, eflorist.co.uk, Bol.com, Amazon, Ebay, Interflora/Fleurop, Blume2000, Aquarelle and deBloemist.nl as growth companies. In Germany the growth was 12.5%, in France 14.6% and in the UK 16% compared with 2015.
In 2016 Royal FloraHolland conducted the first study of the market for outdoor plants. The consumption of outdoor plants in the European region amounted in 2016 to €12.6 billion. The largest share of consumption, about 20%, was noted in Germany, followed by the UK and France. Netherlands' share was less than 3%.