The flower and florist market in Italy

The florist's job is to make floral creations, and it requires a great deal of knowledge of botany and horticulture. In fact, a florist is a craftsman who specializes in selling flowers and making floral arrangements. For this study, we will consider the demand for two types of products that affect all florists:

Cut flowers: we will include bouquets in this category.

Ornamental plants: these are plants that are not intended for either agriculture or forestry, and are used almost exclusively to beautify a space

Also, in terms of market players, a distinction must be made:

The horticulturist or wholesaler who cuts the flowers and then sells them to the various networks of outlets that distribute them to the end customer (individuals or professionals);

The specialty store chains; and

Independent stores and florists;

Large-scale retail leaders (including supermarkets and hypermarkets).

The size of the cut flower market is expected to grow from $36,835.42 million in 2022 to $53,191.13 million in 2030. The plants grown vary according to climate, culture, and local wealth levels. Most plants are grown specifically for this purpose under field or greenhouse conditions. The five main types of cut flowers available are rose, carnation, lily, chrysanthemum and gerbera.

In Italy this market is registered under Ateco code 47.76.10, which identifies the retail trade in flowers and plants. The national market is highly fractionated, with a large prevalence of small local operators with fewer than 5 employees. In addition, recent years have seen the growth of online-only operators, such as Bloovery and Colvin, which pose a strong threat to traditional market players.