Content of the study:
The flower and florist market - Italy

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1.1 Definition and scope of the study

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.

1.2 The global market

Floriculture production is divided into different types with different characters and markets: cut flowers and ornamental foliage, indoor potted plants, balcony plants, outdoor plants, bulb crops, and nursery plants; The sector, despite the global financial crisis, is still dynamic and involves more than fifty countries at the production level. The environment ...

1.3 The Italian market

In ****, the Italian floriculture sector recorded a significant increase in the value of production, exceeding *.* billion euros. This represents a considerable increase from the *.** billion euros in ****, demonstrating a strong recovery and growth from previous years. The distribution of this growth sees *.*** billion euros attributed to flowers and potted plants, which ...

1.4 Imports and exports

To find out the value of the foreign market, consider the value of products belonging to HS Code ****: "cut flowers and flower buds, for bouquets or ornamental purposes, fresh, dried, dyed, bleached, impregnated or otherwise prepared." It can be seen that the value of imports was significantly lower than that of ...


2.1 Demand characteristics

The analysis of the average monthly spending item on flowers and plants reveals interesting trends on consumer purchasing behavior and market evolution over the period from **** to ****.the **.* percent decline recorded in the value of spending on flowers and plants from **** to **** could be attributed to several factors, such as: economic ...

2.2 Demand drivers

Annual holidays and festivities play a crucial role in shaping consumption trends in the flower and plant market, greatly influencing demand at certain times of the year. Using Google Trends as a tool to analyze user interest over time provides clear insight into how specific events, such as Valentine's Day in ...

2.3 Geographical distribution of demand

Regarding the geographic distribution of consumption in plants, seeds and flowers, it can be seen that the highest value is concentrated innorthern Italy(***). As can be seen from the value of spending, products from this economic segment are in high demand and popular among Italian households.

2.4 New trends in demand

Stabilized flowers

Stabilized flowers are an innovative and sustainable solution in the flower market, providing an environmentally friendly alternative to traditional fresh flowers. These flowers and plants are treated with a special process that replaces the natural sap with a glycerin-based solution, making them long-lasting without the need for water or ...


3.1 Market structure and dynamics

In the flower industry, enterprises are mainly distinguished between those engaged in wholesale and those in the retail trade of flowers and plants. Wholesale enterprises are engaged in the distribution of large quantities of flowers and plants to retailers, florists, and other commercial intermediaries. They play a crucial role in the ...

3.2 Value Chain

The value chain of the flower market includes several stages:

Cultivation and production Production: the first stage of the value chain begins with flower cultivation; this can take place either in the open field or in controlled greenhouses, depending on the flower species and climatic conditions. Production includes variety selection, planting, ...

3.3 Main wholesalers and florists




4.1 Type of the offer

Flowers have a seasonality, so the supply can change significantly depending on the time of purchase of the product.


Even during the winter period, it is possible to find a varied and colorful supply of flowers. In fact, there are plants that, by nature, can withstand low temperatures very well ...

4.2 Prices

nb: average prices change significantly depending on the period under analysis, as many product types have a seasonality that determines their consumption.


4.3 Colvin: the e-commerce of flowers

Colvin is a company founded in **** in Barcelona that has revolutionized the online flower and plant retail industry by creating the first network without intermediaries. Colvin's goal is to build a new digistal ecosystem that connects growers, wholesalers, florists and end customers through technology. The group consists of tea, over *** people, ...


5.1 Rules and regulations

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

EU Regulation ****/****: known as the "EU Plant Health Regulation," aims to protect the European Union from the introduction and spread of plant pests. It requires phytosanitary controls for the import and export ...


6.1 Segmentation

  • Viridea
  • Flover
  • Nuovo Centro Giardinaggio
  • Bia Fratelli
  • Fratelli Barile

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Reviews (1)

Reviews (1)

The flower and florist market - Italy

Publicado en 01/06/2022 by Maria Celeste

An excellent study. Some areas, especially competition, could be more precise.

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