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MARKET OVERVIEW

1.1 Definition and scope of study

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

  • Cut flowers: in this category we will include bouquets of flowers.
  • Ornamental plants: these are plants that are not intended for either agriculture or forestry, which are used almost exclusively to beautify a space

Furthermore, 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 chains of specialty stores
  • independent stores and florists;
  • the leaders in mass distribution (including supermarkets and hypermarkets).

The global flower and florist market has grown in recent years and pre-Covid forecasts indicated that it would continue to grow at a rate of 3.9% through 2027. Plants grown vary by 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 of flowers and plants. The national market is highly fractionated, with a large prevalence of small local operators employing less than 5 employees. In addition, recent years have seen the growth of online-only operators, such as Bloovery and Colvin, which pose a major threat to traditional market players.

The emergence of Covid-19 has put various events on hold, such as weddings, birthday parties, design industry events, and photo shoots. This sudden cessation of activity caused a sharp decrease in demand for flowers. However, the difficulties associated with the pandemic led small independent florists to reinvent themselves, resorting to online booking and delivery.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

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Maelle V.

Project Finance Analyst, Consulting

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Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

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Imane E.

EDHEC

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Vincent D.

Auditeur

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Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

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Cantiane G.

Market Research Analyst @Businesscoot

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Jules D.

Consultant

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Alexia V.

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Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.