The houseplant market - France

The global houseplant market has experienced significant growth, with a cumulative annual growth rate estimated at 10.24% from 2022 to 2027, and is projected to exceed US$ 7.7 billion by 2027. Despite the impact of the Covid-19 crisis, which saw a 19% decline in sales of indoor plants in France in the first half of 2020, the industry has shown resilience. French consumers' interest in houseplants has grown, with millennials driving demand due to their quest for well-being and connection with nature, and social media platforms, particularly Instagram, influencing purchasing decisions. The French market recorded an estimated sales volume of 1000 million euros in 2021, recovering from a dip in 2020 sales at 855.54 million euros. Florists maintain a significant share of the market, with a 52% penetration rate, while the advent of e-commerce and pure players like Bergamotte is reshaping the market landscape. Sustainability trends are also evident, with a push towards local and Made in France products. Despite these positive trends, the French horticultural sector faces challenges, with foreign competition contributing to a trade deficit in the houseplant sector.

Flourishing Demand for Indoor Greenery in the French Market

The French market has observed a burgeoning interest in houseplants, with households increasingly gravitating towards integrating greenery into their living spaces. This trend reflects a wider global movement, with the houseplant market enjoying a robust compound annual growth rate of about 10.24% between the years 2022 and 2027. Specifically, in France, the allure of houseplants is evident, with a penetration rate of approximately 53% in 2021, signaling that more than half of French households have embraced the purchase of these indoor plants for decoration and well-being. This has also resulted in a rising average shopping basket size, both in terms of the number of plants bought and the monetary value, indicating a burgeoning market.

The French market is characterized by diverse players ranging from traditional gardeners and wholesalers to major retail chains and innovative start-ups, with notable entities such as Interflora and the Emova Group vying for a share of the market. The latter also includes digital-savvy up-and-comers like Bergamotte. The demographic profile of houseplant buyers encompasses a spectrum from retirees to young professionals, with women representing around two-thirds of the consumer base and retired individuals constituting almost half of all buyers. In terms of distribution, florists lead the emporium with significant market penetration. Still, garden centers, supermarkets, and online platforms are also notable points of purchase, each appealing to consumers through their unique advantages such as expertise or competitive pricing.

On a regional scale, the Île-de-France stands out with the highest expenditure on houseplants, suggesting regional market opportunities within the country. Expanding beyond borders, French imports and exports of houseplants reflect a noteworthy deficit, with considerably higher import values compared to exports. The Netherlands emerges as a predominant trading partner, supplying a significant portion of these imported plants, while French exports find their way primarily to neighboring Switzerland.

The price trajectory for plants and flowers has seen an uptrend, with consumer prices rising by about 3.7% between 2021 and 2022. Several factors are likely at play, including heightened consumer demand, increased production costs, variations in world market prices, and the logistical aspects tied to the transport and distribution of plants. Regulatory frameworks, spearheaded by agencies like FranceAgriMer, govern the sector's activities, with specific attention to training, subsidies, and market organization standards aimed at fostering a sustainable and competitive horticultural environment. 

The Luminaries of France's Flourishing Houseplant Market

Within the verdant realm of the French houseplant market, several key players have blossomed, carving out their own niches with distinct strategies and offerings.

Interflora stands as an unrivaled titan in the floral transmission domain, wielding an extensive network that makes the gifting of flora as convenient as it is delightful. Their reputation is further bolstered by the longevity and trust they've built within the industry, ensuring that blooms reach their destination with both elegance and punctuality.

• At the crossroads of traditional charm and cooperative efficiency, we find the Réseau Fleuri. Their collective prowess in floral distribution underscores the synergy of interconnected florists, facilitating a shared prosperity among local artisans.
• Branching out into the florist network category, the Emova Group emerges as a multi-brand titan, with a bouquet of names like Monceau Fleurs under its petals. Their diverse approach allows them to cater to a wide array of preferences, all the while emphasizing quality and design.
• Alongside them, Flora Nova thrives with its bouquet of retail concepts, each meticulously pruned to offer consumers both variety and vibrancy within the floriculture landscape. Their strategic positioning combines the tactile allure of physical stores with the convenience of digital accessibility.
• On the digital horizon, Aquarelle distinguishes itself as a Pure Player, harnessing the power of the internet to bring convenience and a spectrum of choices to the fingertips of plant and flower enthusiasts across France. Their online presence serves as a testament to the evolving consumer trends toward e-commerce in plant purchasing.
• Jardiland and Truffaut reign as the verdant vanguards among garden centers, providing sanctuary for a plethora of plants and horticultural expertise. Their retail spaces are more than just stores; they're experiences that immerse customers in the joys of gardening and interior greening. Amidst the rooted giants, innovative saplings like
• Bergamotte spring forth, infusing the start-up spirit into the fertile soil of the houseplant market. With a focus on modern aesthetics and customer experience, they represent the budding trends that appeal to the environmentally conscious and design-savvy demographic.

In summary, the French houseplant market is a dynamic ecosystem nurtured by a diverse array of participants. From established networks to burgeoning start-ups, these players collectively seed growth, foster innovation, and cultivate a deep-rooted connection between people and plants.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 19/06/2023

Summary and extracts

List of charts

• Houseplant market sales
• Evolution of the average basket per household buying houseplants
• Where to buy
• Retail sale of flowers, plants and shrubs
• Breakdown of houseplant sales
• Breakdown of plant sales in value by type
• Estimated sales value of indoor plants
• Male-female breakdown of indoor plant buyers
• Socio-professional category of houseplant buyers
• Age of indoor plant buyers
• Breakdown of spending by housing type
• Plant and flower growers
• Importance of French origin for plants purchased
• Foreign trade value of houseplants
• The main destinations for French houseplant exports
• Main countries of origin of French houseplant imports
• Consumer price index for plants and flowers
• Breakdown of spending by type of indoor plant
• Breakdown of purchases of green plants, succulents and cacti
• Growth in sales value of green plants, succulents and cacti
• Reasons for buying indoor plants
• For what occasions do the French give house plants?