The houseplant market - 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.in the Renaissance, the flower market saw the emergence of a form of passion for botany, and in the 17ᵉ century,"tulipomania" in the Netherlands highlighted the economic importance of flowers. So, from the 19ᵉ century onwards, the flower market becomes professionalized with the creation of specialized florists. The 20ᵉ century saw the globalization of the market, with floral auctions and, later still, the development of online sales. Today, we no longer limit ourselves to giving plants, but the fashion is to give plants to loved ones. In fact, indoor plants help almost 50% of French people toimprove their well-being and purifytheir indoor air.and purify their indoor air, while inviting them to escape and reflect, as shown by the OpinionWay 2021 survey. Strictly speaking, houseplants or apartment plants are plants grown in pots for use in homes, offices, businesses, exhibition halls and so on. These plants belong to a wide variety of botanical families, chosen for their decorative interest, ease of cultivation and maintenance, and ability to adapt to indoor environments (often insufficiently lit, sometimes overheated and dry). In the broadest sense of the term, indoor plants also include fresh cut flowers. In the wake of the pandemic, there has been a real desire to bring flowers into homes and apartments, as a way of reconnecting with nature. So, since 2020, the outdoor plant market has been booming, with a high global growth rate. However, while the penetration rate of individuals in terms of indoor plant buyers continues to rise, the rate of per however, while the penetration rate of individuals buying indoor plants continues to rise, the penetration rate of households is starting to stagnate, as is the average budget allocated to this expenditure, which is expected to be around €63 per year per household in 2023.

As a result, the outdoor plant market faces challenges such as continuing to attract new consumers and retaining old ones, for example by offering promotions to counter the rise in consumption indices for plants and flowers in general. Pure players and florists are reorganizing to attract customers by makingtheir products moreaccessible, as with the development ofe-commerce, while encouraging sustainable, made-in-France consumption.