Summary of our market study

The French market is estimated at around 680 million euros

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 680 million euros, reflects the general trend, with the interior decoration segment the dominant consumer of cut flowers, followed by cemetery and funeral plants.

Despite imports 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 in 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 ranges from interior decoration to use in cemeteries and funeral parlors. While a significant proportion of the market is 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, 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.

France is home to a large number of flower farms, 40% of which are located in the PACA region. However, in ten years, national cut flower production has been halved.

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 flower market

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.

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

  • Fleurs, online sales platform

Retail sales

  • The Emova franchising group is a leader in the flower retail network thanks to its bouquet of brands, including Monceau Fleurs
  • Monceau Fleurs: With a strong retail presence

Floral transmission services

  • Florajet and Interflora flower transmission services, even over long distances.

Startups shaping the future of flowers

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

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Summary and extracts

1 Market overview

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 Demand analysis

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 Market structure

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 Offer analysis

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 Regulations

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 ...

6 Positioning the players

6.1 Segmentation

  • Agora
  • DEXX
  • France Fleurs
  • Emova Groupe - Monceau Fleur
  • Florajet
  • Interflora France
  • Aquarelle Fleurs
  • L'agitateur floral
  • Fleurs ô Naturel
  • Greenyard
  • Renaud Distribution Horticash
  • Hectar
  • Ernest Turc
  • Clayrton's

List of charts presented in this market study

  • 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
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Latest news

Valentine's Day: the cut flower market faces up to environmental challenges - 14/02/2024
  • There are between 12,000 and 13,000 florists in France.
  • Between 80% and 85% of cut flowers sold in France come from abroad.
  • More than 20 million bouquets of roses are sold each year in France.
  • Emova Group, a floral company, generated sales of 127.4 million euros in its last financial year
  • Flower sales account for three-quarters of the Group's business.
  • Currently, French flowers account for 7% of Emova Group's purchases, the rest of Europe for 53% (including 85% from the Netherlands), and major imports for 40%.
  • Emova Group aims to have 20% French flowers in its network by 2025.
  • The "Fleurs de France" label was created in 2015 to promote French flowers.
Yvelines: the Hectar agricultural campus launches its floriculture training course - 23/01/2024
  • In just over two years, Hectar has helped 115 farmers set up a farming project.
  • Hectar offers 60 places over two years to train future flower growers, thanks to a partnership with Christian Dior.
  • Hectar grows flowers on 5 hectares of its 600-hectare farm.
  • There are only 20 cut flower growers in the Ile-de-France region.
  • France imported 300 million euros worth of flowers in 2022.
Florist accessories: Horticash taken over by Renaud Distribution - 21/11/2023
  • Horticash was founded in 1954 in the Angers region of Maine-et-Loire.
  • Horticash distributes 20,000 product references via a network of 8 stores.
  • Horticash has forecast sales of 25 million euros in 2022.
  • Renaud Distribution is a Horticash competitor based in Nantes.
  • Renaud Distribution sells around 31,000 items via its website and 24 points of sale.
  • Renaud Distribution has a 35% market share in France.
  • Following the acquisition of Horticash, Renaud Distribution is expected to have a 50% market share.
  • The new Renaud Distribution and Horticash group employs 260 people and generates sales of almost 60 million euros.
Monceau Fleurs opens its first travel-retail store in St Lazare - 08/10/2023
  • Monceau Fleurs opened its first store in 1965 on boulevard Malesherbes.
  • The Emova group, to which Monceau Fleurs belongs, is France's leading retailer of plants and flowers.
  • Monceau Fleurs has a multi-format brand roll-out plan, from corners to stores of over 200m².
  • Emova Group owns four brand names: Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs.
  • Emova Group operates both through directly-owned branches and via a network of entrepreneurial franchisees.
  • By the end of September 2022, e-commerce accounted for almost 7% of Emova Group's sales.
  • At September 30, 2022, Emova Group had 334 stores, including 286 in France.
Greenyard strengthens its market position despite falling fruit and vegetable consumption - 16/06/2023
  • Reduction in overall fruit and vegetable consumption: -10%
  • Decrease in Greenyard volumes: -0.8
  • Price increase: 8.5
  • Increase in annual sales: 7.9
  • Greenyard annual sales: 4.638 billion euros
  • Previous year's profit: 16.9 million euros
  • Net income for the year: 9.3 million euros
Interflora France continues its international conquest - 03/06/2023
  • 15% of Interflora's annual sales in France are generated during the Mother's Day period.
  • MyFlower, owner of Interflora in France, has extended its activities to several European countries
  • France accounts for 40% of MyFlower sales.
  • The number of florists listed with Interflora in France has fallen from 5,700 in 2015 to 4,000
  • 85% of MyFlower sales are online
  • Interflora's delivery market share averages over 60% in each of the countries where MyFlower is active
  • MyFlower forecasts sales of 300 million euros for 2023, an increase of 74% on 2019.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

France Fleurs
Emova Groupe - Monceau Fleur
Interflora France
Aquarelle Fleurs
L'agitateur floral
Fleurs ô Naturel
Renaud Distribution Horticash

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