Content of the study:
The Flowers and Florists Market - France

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1.1 Introduction and definition of the flower market

The cut flower market is made up of several players, including growers, wholesalers and specialty stores. Most bouquets of cut flowers, picked up or given as gifts, keep for about a week, although some varieties can be kept for up to 15 days. Cut flowers are most often used for interior decoration, as ornaments at funerals and in cemeteries .

The European market for flowers and ornamental plants accounts for a large proportion of worldwide consumption. The Netherlands, the United Kingdom and Denmark are the biggest consumers, relative to the number of inhabitants. In the floriculture market, the cut flower segment is predominant, followed by the live plant segment.

Emerging countries are playing an increasingly important role in cut flower production, thanks to favourable climatic conditions, aggressive pricing policies and progress in terms of transport (particularly by sea). Moreover, the geographical expansion of production and the development of logistics solutions, particularly long-distance transport capacities, are the main factors driving the cut flower market.

The majority of French cut flower imports come from the Netherlands, even though they may have been produced in another country (Africa, South America). Only 8% of flowers purchased in France come from local growers.

The French market is stimulated by the development of new online distribution methods, such as subscriptions, "boxes" or "clicks & collect" mechanisms where, once the bouquet has been ordered online, the customer can then collect it in-store.

Last but not least, the French market can draw on the growing sensitivity of some consumers to the consumption of local products, and in this case cut flowers produced in France. Indeed, the "Fleurs de France" label has been set up to promote "made in France", the use of short circuits and seasonal production. However, many consumers, faced with the price argument, will prefer to buy imported foreign produce at a much lower cost.

1.2 Global market growth

The global cut flowers market stood at $**.* 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 $**.* billion in ****.

Flower market value World, ****-****, in billions of dollars CAGR: ...

1.3 The French flower market

Key figures for the national market

Figures on the size of the flower market itself are not abundant. Nevertheless, the site toutelafranchise informs us that in ****, its level was estimated at around * billion euros, down *% on ****. Given the trends in the plant market, we can imagine that the flower market recorded ...

1.4 Foreign trade in flowers

In order to establish the level of France's foreign trade in flowers, we used the UN Comtrade website under the heading "cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, blanched, impregnated or otherwise prepared".es, flowers and flower buds of species used for bouquets ...


2.1 Flower consumption patterns in France

In ****, **% of French households bought plants, i.e. ** million households. That's ***,*** fewer than in ****. In terms of individuals, **.* million French people over the age of ** bought plants, i.e. **% of the total population. [***]

evolution of the average quantity of plants purchased per household France, ****-****, in units Source: ****

The graph above ...

2.2 Consumer profile

Plant buyers by gender France, ****, % of total Source: ****

The graph above informs us that **% of indoor plant buyers in France in **** were women. In addition, the graph below shows that a majority of plant buyers are over ** (***).

Breakdown of plant buyers by age France, ****, in Source: ****

The graph below shows the ...

2.3 Seasonality of demand

The graph below shows the proportion of searches for a given keyword in a given region and for a specific period, compared with the time when the keyword's usage rate was highest (***).Thus, a value of ** means that the keyword was used less often in the region concerned, and a value ...

2.4 What the French think of different florist brands

What the French think of different florist chains France, ****, in Source: ****

NB: the Interflora and Aquarelle brands only offer their arrangements online; the others have physical outlets.

The graph reveals one particular feature of the French public's view of florists: with the exception of Interflora, most survey respondents are unaware of ...


3.1 Production and key industry players

A fragmented value chain

The value chain in the cut flower market is highly complex and variable. It may involve a consumer buying directly from a local producer, although this is very rare, or a fragmented chain involving different countries. The example below looks at the distribution of the final price ...

3.2 Market distribution channels

The main players in the sector

There are many different players in the French flower market. The main ones include

Florists (***) E-florists (***) Remote flower and plant ordering services (***) Specialized garden centers (***) Agricultural cooperatives, self-service on the farm (***) Mail order (***) Hypermarkets, supermarkets and mini-markets, as well as hypermarket garden centers (***) DIY and ...

3.3 Financial situation of companies in the sector

Economic and financial situation of horticultural companies France, ****, in Source: ****

The graph above shows that over a quarter of horticultural companies are in a fragile economic and financial situation. This high proportion may be explained by the impact of the health crisis on companies in the sector. In addition to the ...

3.4 Focus on florists

A report by the French Federation of Florist Craftsmen (***) in **** provides information on the characteristics of the sector. Even if florists are not the only players in the flower market, they remain a benchmark that can give us an idea of the forces at work in the market.

For example, the ...


4.1 Sales prices and purchase costs

As the price of flowers is not fixed by regulations, many criteria are taken into account: the size of the bouquet, the type of flowers, the sophistication of the bouquet: the size of the bouquet, the type of flowers, the sophistication of the bouquet... Prices can also vary according to geographical ...

4.2 Price trends

change in the consumer price index for plants and flowers France, ****-****, index base *** in **** Source: ****

The graph above clearly shows a steady rise in prices for the consumption of plants and flowers. The last four years have all seen sharp price rises. Inflation exacerbated in ****, with prices gaining almost six ...

4.3 Focus on delivery and online shopping

Internet purchases and deliveries, a factor affecting the flower market in general

Flower delivery is on a roll. A study by Aquarelle, a pure player in online flower sales, relayed by LSA Conso, informs us that **% of French people have already bought flowers online, with this proportion rising to **% in the ...

4.4 The Fleurs de France label

As mentioned above, this trend is promoting a return to local consumption, favoring French or even regional production over imported flowers (***). However, supply is struggling to meet this new demand, with French flower production now accounting for only**% of quantities purchasedwell behind the Netherlands. According to FranceAgrimer, the number of growers ...

4.5 Other market trends

A return to the colors of the **s

Although some florists have already adopted this trend in ****, its success is set to continue in the years to come. This trend is inspired by the iconic colors of the ****s, when stylists and designers drew inspiration from the "Flower Power" decade. This ...


5.1 Support for horticultural activities and European regulations

The florist profession

Marketing plants and flowers requires specialized technical, commercial and administrative training. The florist's CAP is complemented by further training, such as the Brevet de Maîtrise. A florist needs a broad knowledge of horticulture, plant design, sales and marketing. In networks, franchisors offer in-depth training to their franchisees. ...

5.2 World Customs Nomenclature and Harmonized System

Chapter ** of the "Live plants and floricultural products" customs nomenclature provides data on plants, including chicory seedlings, plants and roots, cuttings and vines, pineapple seedlings, mushroom spawn, vegetable or strawberry plants, trees, shrubs, edible fruit bushes, seedlings and planting material.e, vine cuttings and seedlings, pineapple seedlings, mushroom spawn, vegetable and ...


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Publicado en 31/01/2022 by Thibaut Reinhard - Biocanna Technologies SRL

We got the numbers we needed. Excellent study

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Publicado en 09/01/2022 by Hugo Schott - Businesscoot

Note the recent but steady take-off of organic feed for farm animals, which is leading to a renewal of research and development in the sector

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Publicado en 06/01/2022 by Amaury Wernert

The work of collection, data processing and the method to estimate the market still poorly known are very relevant. Interview with the market specialist on the impact of the Covid crisis very interesting

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Publicado en 26/11/2020 by Lucie Piette - Cooperl

Good synthesis of the market with interesting figures

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