The dried flower market - France

The dried flower market has seen a revival in recent years, particularly in Europe where the Netherlands dominates despite being a transit country. French consumers have shown increased interest, driven by aesthetics on social media and a push for sustainable consumption. The European flower market was valued at $30.7 billion in 2020, with expected growth of 5.2% CAGR, reaching over $43.8 billion by 2027. In France, the broader market for flowers, plants, seeds, and related products in specialized stores grew significantly by 18.19% in 2021 compared to 2020.

The industry mainly sells through florists, garden centers, and supermarkets, with florists leading in volume but garden centers dominating in value. The Netherlands remains France's main import and export partner for dried flowers and related products. Dried flowers present an eco-friendly alternative to fresh flowers, particularly in light of concerns such as water conservation and carbon footprint from transportation of imported flowers. Online sales and delivery have further propelled the dried flower market, benefiting from consumer preference for quality, freshness, and diversity, as well as responsiveness to internet marketing strategies.

Revival and Transformation in the French Dried Flower Market

The French dried flower market has witnessed a notable resurgence in recent years, leaving behind its outdated image and blossoming into a vibrant trend buoyed by modern aesthetics and a push for more sustainable consumer habits. This revival is linked to both the growing desire for sustainable consumption and the strategic use of social media by influencers and brands. In terms of market size, the flower market in France has seen steady growth.

Dried flowers, following this trend, are likely to see a similar trajectory, although concrete figures for this specific segment are scarce. Prices for dried flowers vary widely, as they are influenced by bouquet size, flower type, and level of sophistication. For instance, a Pampa flower stalk, a popular dried flower, ranges in price from about 5 to 10 euros. The value proposition of dried flowers is significant as they tend to last far longer than their fresh counterparts, presenting a cost-effective alternative over time.

When examining European market dynamics, the Netherlands emerges as a formidable hub, controlling about 60% of the global market, despite much of the world's production transiting through the country. France, trailing behind, occupies about 11% of the land dedicated to ornamental plants in Europe and holds a significant portion of the European production value.

Regarding foreign trade, the French dried flower market has experienced fluctuations. Recent years have shown a consistent decline in import value, diminishing by over 40% between 2015 and 2020. It's also noteworthy that the Netherlands is France's chief partner in both imports and exports of dried flowers.

The environmental concerns of the French, particularly the impact of climate change on water resources, have influenced demand in the flower market, and dried flowers benefit from this shift as they require no watering and have a longer lifespan than fresh flowers. Moreover, the French are increasingly attuned to the environmental footprint of their purchases, favoring locally produced alternatives to reduce emissions associated with transport.

Distribution channels for dried flowers in France are led by florists in terms of volume, followed by garden centers and supermarkets. Despite florists leading in volume, garden centers top the list in value, suggesting a significant price differential between these channels. A deep dive into the French flower-buying habits reveals that birthdays account as the primary occasion for buying flowers, followed by Mother's Day and condolences.

Key Players in the Transformative Dried Flower Market

The dried flower market has seen a significant resurgence, and its landscape comprises various players who have managed to cater to the shifting consumer demands.

• Companies like Monceau Fleurs, a part of the Emova Group, have established themselves as a robust wholesale entity, offering a rich assortment of flowers that cater to the modern consumer. While sales figures are not the focus here, their market presence is substantial, and they are known for their quality and breadth.

• ROSEDOR stands out as another cornerstone in the wholesaler space, bringing to the market a diverse range of flowers, and known for their commitment to freshness and variety which is crucial in the dried flower segment. France Fleurs, although smaller when compared to giants like ROSEDOR, has made its mark by offering a curated selection of flowers that appeal to discerning customers who value artisanal quality and a more personalized touch. Retail networks are not to be overshadowed in this blooming market.

• Emova Groupe, although not exclusively focused on dried flowers, hosts a network of shops that provide easy access to an array of flower choices, including the sought-after dried varieties. Their retail prowess signifies the importance of having a tangible presence in a market that highly values the sensory experience of flower selection.

• When it comes to flower transmission services, names like Interflora, Aquarelle, and Florajet emerge as significant facilitators that bridge the gap between the flowers and the customers. These services are crucial in modern times when convenience and speed are of the essence. Interflora's vast network enables a swift delivery of not just fresh blossoms but also artfully crafted dried flower arrangements. Aquarelle and Florajet, likewise, are critical players that contribute to the flourishing online marketplace, enabling customers to send and receive beautifully preserved flowers with the click of a button.

• Flora Nova and L'Agitateur floral are additional names that deserve a mention. Although their footprint might be smaller, their contribution to the variety and richness of the market cannot be understated. They bring uniqueness to the table, ensuring that the market for dried flowers continues to be dynamic and innovative.

All these players, with their individual strengths, have been instrumental in catapulting dried flowers back into vogue. Their combined efforts have ensured that what was once considered passé is now a modern-day marvel, gracing homes and events with its timeless beauty and sustainable charm.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 29/09/2022

Summary and extracts

List of charts

• Flower market value
• Distribution of area under flowers and ornamental plants in the EU 27
• Breakdown of flower production value
• Sales trends in the retail market for flowers, plants, seeds, fertilizers, pets and pet food in specialized stores
• Evolution of the volume of exports of cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, bleached, impregnated or otherwise prepared
• Change in value of exports of cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, bleached, impregnated or otherwise prepared
• Main destinations for French exports of this type of flower
• Main flower suppliers
• French imports by value
• Breakdown of plant purchases (ornamental + vegetable garden) by channel in volume
• Breakdown of plant purchases (ornamental + vegetable garden) by channel in value
• Why do you buy flowers?
• How the French buy flowers
• Number of florist employees
• Breakdown of 12,662 employees by company size
• Breakdown of employees by gender
• Evolution of search interest for the term "dried flowers" on Google
• Regions where the term "dried flowers" is most searched for on Google