The flowers and florists market - France

from 2020 onwards, the global cut flower market has shown strong momentum, with increased diversification of production towards emerging countries due to favorable weather conditions, aggressive pricing policies and advances in long-distance transport, particularly by sea. The European market, in particular the Netherlands, the United Kingdom and Denmark, remains a major consumer of cut flowers, accounting for around 50% of worldwide consumption. The French market, valued at around 682.72 million euros, reflects the general trend, with the interior decoration segment the dominant consumer of cut flowers, followed by cemetery and funeral plants. Despite a significant import value of 293.1 million euros, mainly from the Netherlands, which acts as a commercial hub, the French market is undergoing an evolution with a growing consumer preference for local "fleurs de France" and the rise of "slow flower" movements encouraging seasonal and local production.

Challenges include the decline of the younger generation of buyers, with the under-35s accounting for just 10% of the amount spent, and the strong seasonality of buying habits. Regulatory support for investment in horticultural greenhouses and the promotion of sustainable, ecologically responsible production are shaping the current market landscape, as are innovations in distribution methods and online sales.

Trends and key figures for the French cut flower market

The French cut flower market is characterized by a complex ecosystem that extends from interior decoration to use in cemeteries and funeral homes. While a significant proportion of the market is destined for interior decoration, consumption for cemeteries and funerals also accounts for a substantial share. The majority of French cut flower imports come from the Netherlands, the redistribution center for flowers produced in Africa and South America.

Houseplants account for between 450 and 500 million euros, while plants for cemeteries and funerals represent around 160 and 25 million euros respectively. Although 92% of the French population buys flowers every year, the budget allocated to cut flowers is showing a downward trend. Average spending on bouquets given as gifts is between 20 and 30 euros, while spending on flowers for personal use drops to between 10 and 20 euros.

Demand is cyclical, with major peaks on key occasions such as Mother's Day (with spending of around 70 million euros), Labor Day (with spending of around27 million euros, mainly on May 1st) and Valentine's Day, which accounts for up to 5% of florists' annual sales, with roses making up 58% of bouquets sold. An emerging trend in the French market is the "slow flower" movement, which encourages local consumption. Despite this trend, French flower production accounts for only 15% of quantities purchased, with a notable decline in producers over the last decade. Looking at the structure of the market, France is home to a large number of flower farms, 40% of which are located in the PACA region. However, in the space of ten years, national cut flower production has been halved, resulting in the region specializing in certain flowers. Regulatory frameworks supporting the cut flower market include investment aid for horticultural greenhouses, facilitated by FranceAgriMer, which offers subsidies ranging from 15% to 20% of eligible costs, with potential additional benefits for young farmers and new entrants.

Key players in the cut flowers market

In the dynamic landscape of the cut flower market, several remarkable players bring color and life to the industry and to our homes. From the wholesalers who form the backbone of the supply chain to the innovative start-ups who are changing the traditional boundaries of flower sales, these companies contribute to the energetic dance of flowers that adorn occasions and environments.

Wholesalers Wholesalers play a crucial role in ensuring a steady supply of fresh cut flowers to the various retailers.

• Agora, with its extensive network, ensures that florists are well supplied with a variety of flowers to meet consumer demand.
• DEXX, ROSEDOR and Trastour offer a wide selection of flowers, facilitating the transition from grower to market. These wholesalers play an essential role in maintaining the cycle of supply and demand, enabling the cut flower industry to continue to prosper.
• Monceau Fleurs: A retail powerhouse: With a strong presence in the retail trade, Monceau Fleurs has secured a place of choice throughout France. Renowned for the diversity of its cut flower assortment, this chain of flower stores caters to customers seeking quality and aesthetic excellence.

Boomingonline platforms The digital age has given rise to e-florists and flower subscription services, which have rapidly gained in popularity.

• Fleurs Fleurs.com is an example of a platform that harnesses the power of the Internet to reach an ever-widening customer base, putting convenience and choice first.

Retail sales

• The Emova Group, a fast-growing leader. The Emova Group is a leader in the flower retail network. Known for its innovation and impressive market presence, Emova Group continues to influence the consumer landscape with its bouquet of brands.

Floral transmission services

• Florajet and Interflora have transformed the way we think about giving flowers. These floral transmission services have made it possible to convey emotions and messages through bouquets, even over long distances, connecting people all over the world.

Startups shaping the future of flowers Startups are breathing new life into the market with innovative business models and sustainable practices.

• Watercolour stands out for its creative approach to floral arrangements,
• Flora Nova innovates with technological investments that simplify the buying process for consumers.

In conclusion, from traditional wholesalers to innovative disruptors, the cut flower market thrives thanks to the diverse and dynamic nature of these key players. Each contributes to the sector in its own unique way,

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 15/02/2024

Summary and extracts

List of charts

• Flower market value
• Distribution of area under flowers and ornamental plants in the EU 27
• Breakdown of flower production value
• Five largest exporters of cut flowers
• The value of spending on plants
• Market weight (plants + Christmas trees) by value
• Why do you buy flowers?
• Change in the average quantity of plants purchased per household
• Change in average budget per plant-buying household
• Average amounts spent per buyer household by channel
• Indoor plant buyers by gender
• Breakdown of indoor plant buyers by age
• Plant buyers by region of residence
• Breakdown of households by quantity of plants purchased
• Evolution of interest in the "Flowers" search on Google
• Consumer price index for garden, plant and flower products
• Economic and financial situation of horticultural companies
• Economic and financial situation of the cut flower sector
• Change in value of exports of cut flowers, flowers and flower buds of species used for bouquets or ornaments, dried, dead, bleached, impregnated or otherwise prepared
• Main destinations for French exports of this type of flower
• Main flower suppliers
• French imports by value
• Change in the consumer price index for plants and flowers
• Breakdown of plant purchases by channel in value
• Breakdown of plant purchases by channel in volume
• Number of florist employees
• Breakdown of 12,662 employees by company size
• Breakdown of employees by gender
• Breakdown of independent florists' sales by activity family
• Number of items sold by the main players in the online flower market
• Top prices offered by different types of players, by flower category
• What the French think of different florist brands
• What the French think of Interflora according to age
• How the French describe the Interflora brand