Abstract
The economic downturn presents the flower and houseplant market (valued at £2.2 billion in 2008) with challenges and opportunities.
Against the backdrop of an impending recession, occasional spending markets are likely to suffer as consumers brace themselves for more difficult times ahead.
In this report Mintel looks at how the industry has fared so far and what it can do to encourage higher purchasing levels of cut flowers and houseplants.
Key report themes:
- It looks as though the credit crunch is negatively impacting cut flower-purchasing levels but other gift purchases (eg boxed chocolates) have not been as badly affected. Why?
- The view of flowers in the home as bright and cheerful has been intensified by the backdrop of economic doom and gloom. Cue growth?
- The flower and plant trade is moving towards an ethical positioning. Will it gather further momentum?
- The grocery multiples dominate distribution, but are they doing enough to fuel growth?
Table of Contents
- Issues in the MarketKey themes
- Definition
- Abbreviations
- Market in Brief
- Sales trends
- Market conditions
- Buyer profile
- Distribution
- The future of the market
- Internal Market Environment
- Key points
- Imports v home production
- Outdoor production in the UK
- Figure 1: Outdoor production of plants and flowers in the UK, 2003-07
- Stagnation in outdoor production
- Glasshouse production in the UK
- Figure 2: Glasshouse* production of pot plants in the UK, 2003-07
- UK pot plant production wilts
- Glasshouse production also in decline
- Total cut flower and houseplant imports
- Figure 3: Total cut flower and houseplant imports, 2003-08
- Steady increase in imports
- Cut flowers
- Cut flower imports
- Figure 4: Cut flower imports, 2003-08
- Dependence on cut flower imports
- Cut flower imports by country of origin
- Figure 5: Cut flower imports, by major country of origin, 2003-08
- Kenya and Colombia raise their profile
- Cut flower imports by type
- Figure 6: Cut flower imports, by type, 2005-08
- Roses rise to number one slot
- Foliage
- Foliage imports
- Figure 7: Foliage imports, 2003-08
- Foliage finds favour
- Foliage imports by type
- Figure 8: Foliage imports, by type, 2005-08
- Foliage trends change
- Houseplants
- Houseplant imports
- Figure 9: Houseplant imports, 2003-08
- Steady growth in imported houseplants
- Houseplant imports by type
- Figure 10: Houseplant imports, by type, 2005-08
- Boom in indoor bulb displays
- Other factors
- Climate change influences plant choice
- Fair trade begins to flourish
- Fair flowers fair plants
- Local sourcing preferred
- Carbon-neutral aims
- Flowers in the community
- ' Nurse-friendly' flowers
- Broader Market Environment
- Key points
- PDI and consumer expenditure
- Figure 11: PDI and consumer expenditure, at current and constant 2003
prices, 2003-13
- PDI -- supporting growth
- Cheering up the housing market
- Population by age group
- Figure 12: The female population, by age group, 2003-13
- Figure 13: The male population, by age group, 2003-13
- An ageing population
- Younger generations influence purchasing habits
- Population by socio-economic group
- Figure 14: UK population, by socio-economic group, 2003-13
- Importance of getting through to the C1s
- The future for the ABs
- Competitive Context
- Key points
- Lifestyle choices
- Retail sales of home and garden products
- Figure 15: Retail sales of home and garden products, by value, 2003-07
- Waning enthusiasm for garden products
- No domestic help but more flowers
- Flowers for atmosphere
- Retail sales of gifting products
- Figure 16: Retail sales of gifting products, by value, 2003-07
- Decision, decisions
- Boxed chocolates -- an occasional treat
- A present ' for me'
- Say it with flowers (not a DVD)
- Synergies for book and flower lovers
- Future outlook
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Retail sales of cut flowers and houseplants
- Figure 17: UK retail sales of cut flowers and houseplants, 2003-13
- Not a very rosy picture
- Retail sales by sector
- Figure 18: UK retail sales and forecast of houseplants and cut flowers,
by sector, at current and constant 2008 prices, 2003-13
- The future for flowers and plants
- Tough times ahead
- The future for flowers and plants
- Factors used in the forecast
- Segment Performance
- Key points
- Retail sales of cut flowers
- Figure 19: UK retail sales of cut flowers, 2003-08
- Flower sales wither as economy falls
- Grocery multiples underpin sales
- Top ten flower varieties
- Figure 20: Top ten cut flower varieties, by sales value in supermarkets,
2005 and 2007
- Roses reign
- Retail sales of houseplants
- Figure 21: UK retail sales of houseplants, 2003-08
- Innovation encourages growth in houseplant sales
- Flowering bulbs shoot up
- Companies and Products
- Key points
- Flamingo Holdings
- Sunflora
- Winchester Growers
- World Flowers
- Intergreen
- Trade associations
- Channels to Market
- Key points
- Retail distribution of flowers
- Sales of cut flowers by retail outlet type
- Figure 22: Value sales of cut flowers, by retail outlet type, 2005-08
- Grocery multiples drive the market
- Florists flounder
- Market stalls
- Garden centres
- Mail order/online
- Other channels
- Retail distribution of houseplants
- Sales of houseplants by retail outlet type
- Figure 23: Value sales of houseplants, by retail outlet type, 2005-08
- Grocery multiples get innovative
- Garden centres missing out
- Dynamic DIY stores
- Florists failing with houseplants
- Garage forecourts, market stalls and greengrocers
- Mail order and internet
- Major retailer profiles
- John Lewis/Waitrose build trust
- Marks & Spencer -- the Best of British
- Morrisons moves upmarket
- Other
- Leading relay organisations
- Interflora
- Teleflorist
- Flowergram
- flowersdirect
- Brand Communication and Promotion
- Key points
- Advertising expenditure on cut flowers and houseplants
- Figure 24: Main monitored media advertising expenditure on cut flowers
and houseplants, 2004-07
- Rise in advertising on flowers and houseplants
- Grocery multiples -- mixed bunch
- Flower power
- The Consumer -- Who' s Buying and How Often?
- Key points
- Frequency of purchase of cut flowers
- Figure 25: Frequency of purchase of fresh cut flowers, 2006 and 2008
- Buyers wilt under pressure
- Pensioners can' t afford flowers
- Fair trade for frequent purchasers
- Special men for special occasions
- Appendix -- Who' s Buying and How Often?
- Figure 31: Frequency of purchase of fresh cut flowers, by demographic
sub-group, September 2008
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