The Flowers and Florists Market in France

Giving flowers has never been a trivial gesture. They are often used to express deep feelings, sometimes for comfort, or to celebrate important events.

As far back asantiquity, flowers were used as a religious and aesthetic symbol, and during the Renaissance, the flower market saw the emergence of a form of passion for botany.in the 17ᵉ century,"tulipomania" in the Netherlands highlighted the economic importance of flowers.

So, by the 19ᵉ century, the flower market was becoming professionalized with the creation of specialized florists. In the 20ᵉ century, the market became globalized, with floral auctions and, more recently, the development of online sales.

The world market in terms of exports and imports is largely dominated by the Netherlands, which has an ancestral tradition of flowers, and the European consumer market for flowers and ornamental plants accounts for a large proportion of worldwide consumption.

It is also worth noting theemerging countries play an increasingly important role in cut flower productiondue to favourable climatic conditions, aggressive pricing policies and progress in terms of transport (notably 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.

For example, 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.

Today, nearly 21 million households in France buy flowers every year, either for their own homes or as gifts, for an average annual budget of almost €115. The flower market in France is highly seasonal. It peaks at key times of the year, such as Valentine's Day, May 1ᵉʳ, All Saints' Day and the end-of-year festivities, when flowers play a traditional role and are deeply rooted in French habits.

The cut flower market brings together several players, including growers, wholesalers and specialist stores. Most bouquets of cut flowers, whether picked up or given as gifts, can be kept for around 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 French flower market is witnessing the emergence of several trends, including the development of new distribution methods such as online sales and floral boxes, as well as a desire to raise consumer awareness of the products they consume. This can be expressed through floral creation workshops that promote know-how, or through the "Fleurs de France" label, which is increasingly present on the market. However, many consumers, faced with the price argument, prefer to buy imported foreign products at a much lower cost.