Poinsettias - not just for Xmas - study concludes

Poinsettia growers heard what consumers really feel about the plants they produce at an HDC meeting at Warwick HRI last week.

Consumer research consultant Margaret Everitt was reporting on project PC288, which tested 12 varieties of poinsettias, both via a panel of growers, breeders and researchers and in sessions attended by 128 consumers.

"Key drivers" or factors by which consumers chose one variety over another were revealed to be a wide rather than narrow bract width, as well as the overall uniformity of leaf size.

Consumers most disliked plants with a "bare ankle", Everitt found.

Margaret Everitt concluded that ‘Infinity', ‘Champion Red' and ‘Flame Improved' appeared to offer the best combination of attributes to maximise current sales.

Everitt said that the research had revealed opportunities for new marketing strategies. The project identified that consumers do not believe poinsettias are just for Christmas, therefore they could be promoted at different times of the year. Everitt also said young women were frequent purchasers and that group could be targeted and expanded.

A full report will be published by the HDC in June.

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