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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.

1.2 The Growing Global market

The global floriculture market stood at USD **.* billion in **** and is expected to grow at a strong pace over the next few years: the market is expected to grow at a CAGR of +*.*% over the period ****-****, reaching over USD ** billion by ****. The additional value created by this market over the ...

1.3 The Italian Market

The leading Italian flowers production is based in Sanremo, Liguria and it is focused on buttercups, whereas carnations are widely cultivated in the South in Campania and Calabria. The sector represents in Italy *% of the total agricultural production and covers an area of almost ** thousand hectares, counting ** thousand companies (***), of which ...

1.4 Imports and Exports

In order to analyze the international trade of Italian flowers, we took into consideration the products under the HS commodity code ****: Cut flowers and flower buds of a kind suitable for bouquets or for ornamental purposes, fresh, dried, dyed, bleached, impregnated or otherwise prepared.

Imports, Exports and Coverage rate for HS ...

1.5 COVID-19 Impact

The national floricultural sector has been hit by a *.* billion crack in the last year due to the consequences of the COVID-** emergency that has put at risk a sector in which ** thousand companies operate with about *** thousand jobs in the supply chain. This is what Coldiretti reported to Adnkronos. An ...

DEMAND ANALYSIS

2.1 Demand Characteristics

As the following map and the annexed table illustrats, more than half of Italian flowers buyes live in southern regions. Of the two Islands, the second most important pole for flowers buyers, Sicily presents a higher percentage than Sardenia, even though this does not show in the map. The regions in ...

2.2 A Young Consumer Profile: Millennials and Flowers

A survey conducted by Colvin and Gimmelike  (***) revealed the main characteristics and habits of the typical italian flower consumers, among the younger portion of the population.

Gender

In Italy, it is mainly women who buy flowers and plants (***).

Breakdown of flowers buyers, by gender Italy, ****, in % Source: ****

 Regions of Provenance, ...

2.3 Demand Drivers

Festivities

We have mentioned that the main way in which COVID-** has hit the cut flowers and florists sector in Italy is through the elimination of gatherings and get together occasions, even during Christmas and Easter festivities. This gives us an idea of how important of a demand driver these occasions ...

2.4 New Trends in Demand

Flower Deliveries

During the COVID-** emergency, having suffered the experience of being housebound and not being able to be in the midst of nature, flower deliveries have allowed nature to come into our homes: nowadays even flowers and plants are indeed delivered to our homes, thanks to e-commerce and specialty stores ...

MARKET STRUCTURE

3.1 Market Structure and Dynamics

The floriculture sector in Italy, for more than two thirds of production in value, is composed of potted plants and garden centers (***) - the rest is made up of fresh cut flowers and fresh cut foliage. For what concerns florists, the market can be divided between:

Flowers Shops Equipped Street Kiosk Garden ...

3.2 Supply Chain and Value Chain

The world’s trade for flowers involves an intricate and delicately balanced supply chain of workers, farmers, wholesalers, airlines, cargo ships, traders, florists and supermarkets. Getting something as delicate as a bunch of flowers from one continent to another without damaging them is a hard task which has to be carries ...

3.3 Distribution Channels

 As mentioned in the previouse paragraph, cut flowers are generally sold through different outlets which in Italy, most of the time are referred to with the term florists (***). The graph below breakes down the sales of these flowers, dividing them for the main distribution channels we have mentioned. 

Breakdown of cut ...

3.4 Revenues of the Main Players

In order to compare the revenues of the main players of the market, we need to focus on large flower companies which offer delivery services and have an online shop as it would be impossible to track down the turnover of small florists and street kiosks which, however, are still the ...

ANALYSIS OF THE OFFER

4.1 Typology of the Offer

We can distinguish different types of products adapted to different events.

Green or indoor plants

Orchids Orange trees Succulent Olive trees Bonsai Oils and flowering plants

Accessories and other complementary products

Chocolates Champagne Plush toys Candles Candy candies Vase Wellness gift boxes

Bunches of flowers purchased according to events

Birthdays and ...

4.2 Pricing

As the price of flowers is not fixed by regulation, many criteria are taken into account: the size of the bouquet, the type of flowers, the sophistication of the bouquet... The prices can also vary according to the geographical location and the type of event for which the creation is sold ...

4.3 Three Startups which Invest in the Flowers Market

Colvin, Bloovery and My Over Rose are three innovative companies that have developed business models for the sale and distribution of flowers and plants [***].

Colvin: Founded in November **** in Barcelona by Sergi Bastardas, Andrés Cester and Marc Olmedillo Diaz, this startup offers an online platform for flower delivery within ** hours ...

REGULATION

5.1 Rules and Regulations

References to legislation on quality standards to which flowers products must be subject in order to be marketed are:

*. EEC Regulation n. ***/** concerning the determination of quality standards for flowering bulbs, tubers and rhizomes (***)

*. EEC Regulation n. ***/** concerning the determination of quality standards for fresh cut flowers and fresh ...

5.2 What You Need to Do to Open a Flowers Shop in Italy

From the bureaucratic point of view, it will be necessary to comply with the rules and requirements in order to manage and open a store for the sale of flowers, observing all industry regulations.

This kind of store is indexed in the category "production and trade of plants", so for the ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Interflora
  • Faxiflora
  • Frida's
  • Colvin
  • Bloovery
  • My Over Rose
  • Leroy Merlin Italia
  • Bricocenter Italia
  • Euroflora Srl
  • Gambin Fiori

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Analysts

Hugo Schott

chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin Charbonnier

PhD Industrial transformations

Robin Charbonnier

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane Essadiq

EDHEC

Imane Essadiq

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules Decour

Consultant

Jules Decour

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.