German flowers and plant market analysed

Analysis from German trade show Floradecora found the market for flowers and ornamental plants remained stable in 2015 but that they were increasingly purchased at discount stores.

The study also revealed a trend towards convenience products with a growing demand for straightforward and effective floral arrangements that customers can simply pop into their shopping carts.

Exhibitors at Floradecora (Frankfurt 27-30 January 2017), which runs at the same time as festive trade fare Christmasworld, will sell fresh products include roses, gerberas, lilies, lisianthuses, tulips, chrysanthemums, orchids, poinsettias and Christmas trees, as well as bamboo, cacti and succulents.

German statistical office Agrarmarkt Informations-Gesellschaft mbH (AMI) found in 2015, Germans spent €8.52 billion on decorative plants. The most important products in percentage terms are cut flowers with 35 per cent of consumer expenditures, bedding and balcony plants with 21 per cent, woody plants with 16 per cent and flowering indoor plants with 13 per cent. Excluding cut flowers, the market is also split into garden and pot plants: 48 per cent of the plants mentioned count as garden plants, 46 per cent as pot plants. In 2015, the Germans spent €104 per capita on flowers and plants; €37 on cut flowers and €18 on indoor plants.

In 2015, florists accounted for 47 per cent of expenditures on cut flowers. In the same year, 15 per cent of the money spent on cut flowers went to discount stores, an increase of two percentage points over 2013. Nurseries accounted for another 10 per cent of total expenditure while eight per cent were spent in retail food trade outlets (excluding discount stores). Expenditures at farmers’ markets and garden centres represent another 12 per cent, six per cent in each case. The share of DIY markets is relatively low at just two per cent.

Florists account for 20 per cent of all indoor plants purchased by German consumers, with 22 per cent of sales now made by discount stores, such as Aldi and Lidl, compared to 17 per cent in 2013. Another 16 per cent of total expenditure on indoor plants came from the food retail trade, excluding discount stores, and 13 per cent from DIY markets.

On average, consumers still pay more for a green than a flowering indoor plant, a result of the longer durability of green plants and, in many cases, the bigger pots. In 2014, the average retail price for green plants was €4.24, an increase of 16 per cent over the previous year. In the case of bedding and balcony plants, too, sales of plants in bowls were more dynamic than individual plants.

The Netherlands is one of the most important exporters of cut flowers to Germany. In 2015, flowers worth a total of €906 million were transported from Holland to Germany. In second place comes Kenya with exports worth €46 million. It is followed by Italy with €17 million, Ecuador with €14 million and Turkey with €7 million. However, Germany is also an exporter of cut flowers sending goods worth €30 million to the Netherlands, €16 million to the United Kingdom, €10 million to Switzerland, €6 million to Austria and €5 million to Belgium.

The Netherlands is also one of the most important suppliers in the field of pot plants with goods of €742 million in this category being exported to Germany in 2015. Other major suppliers are Denmark, Italy, Belgium and Spain with exports worth €50 million, €48 million, €14 million and €10 million respectively. Pot plants exported from Germany to the Netherlands were worth a total of €90 million. The value of pot plants exported to Austria amounted to €59 million, to France, €39 million, to Switzerland, €34 million, and to Denmark €21 million.

The rose is particularly popular in Germany. Also in the cut-flower top 10: chrysanthemums, tulips, gerbera, sun flowers, lilies, amaryllis, orchids, peonies, freesias and carnations. In 2014, consumers paid an average of €3.39 for a mono rose spray. In the florists’ trade, they paid €6.37. In the system trade, i.e., the food retail trade and discount stores, a spray of this kind cost €2.45. Also popular are chrysanthemums and tulips. Their share rose to around 11 per cent.

The pot orchid has 36 per cent of the flowering indoor plant market. Then come poinsettias with 10 per cent, cyclamen with nine per cent, kalanchoes with eight per cent and pot roses with seven per cent. Hydrangea, amaryllis, azalea, daffodil and hyacinth are next.

Among the companies presenting fresh flowers and plants at Floradecora in Hall 11.1 of Frankfurt Fair and Exhibition Centre from 27 to 30 January 2017 will be Arbodania A/S, Barendsen B.V., Dümmen Orange, Edelcactus BV, FleuraMetz, Heemblomex Deco B.V., PT-Creations, Royal Flora Holland, Smithers-Oasis, Van der Lugt Lisianthus, Vreeken Bouvardia B.V. and Your Lily.

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