1.1 Definition and scope of the study
The mourning flower market covers all flowers purchased in connection with the death of an individual. They are often intended for the deceased's relatives, the funeral or the cemetery in which he or she is buried. This market brings together a number of players, including producers, wholesalers, specialist stores and funeral services.
The European market for flowers and ornamental plants accounts for a large proportion of global 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). In addition, the geographical expansion of production and the development of logistics solutions, in particular long-distance transport capacities, are the main factors driving the flower market.
The majority of French cut flower imports come from the Netherlands, even if their production may have taken place in another country (Africa, South America).
Although the primary market for mourning flowers is that for flowers and plants themselves, it is also linked to the funeral services market. The funeral services market provides the link between the deceased's loved ones and the services required for the funeral (florist, mayor, place of worship, marble maker, etc.).
Given today's demographic trends in France, the market for funeral services, and therefore for mourning flowers, is very dynamic and is set to flourish in the years to come .
1.2 The global market
It's difficult to talk about a global mourning flower market. To get a global vision of what this market could be, we'll take a look at the flower market. For example, the global cut flower market was worth $**.* billion in ****, and is set to grow strongly over the next few years: ...
1.3 The domestic market
The French mourning flower market is in good shape. After an epidemic episode that benefited the funeral flower market but detracted from the cemetery flower market, the market has rebalanced on both sides. the market for cemetery flowers, the market has rebalanced on both sides. With an ageing population, French demographics ...
1.4 The effects of the COVID-19 crisis
The COVID-** crisis was a springboard for the funeral market and, to a lesser extent, for the mourning flower market. The number of deaths in France in **** was directly affected by the COVID-** pandemic. Indeed, this virus led to a **% rise in the number of deaths in March-April **** compared with the ...
2.1 Trends in French demand for mourning flowers
A **** France Agrimer report provides figures on the consumption of mourning plants. The report divides plants purchased following a death into two categories:
Funeral plants, which will account for **% of the mourning plant market in ****. Cemetery plants, which will account for **% of the mourning plant market in ****.
The table below shows ...
2.2 A structural demographic trend that favors market development
Number of deaths France, ****-****, in units Source: ****
This statistic shows the number of deaths in France from **** to ****. The lowest level of deaths in France was reached in ****, when around ***,*** deaths were recorded. In contrast, the highest number of deaths was observed in ****, with approximately ***,*** deaths, according to the Institut ...
2.3 Growing online demand
Demand for online flowers continues to grow with the development of ever more services available to consumers. In the case of bereavement flowers, online demand was boosted by the pandemic, particularly for funeral flowers . Because of health restrictions, some people were not allowed to attend the funerals of their loved ones. ...
3.1 Market forces and players
To get an overall idea of the forces at work in the mourning flowers market, we'll use NAF code **.**Z, which covers "Retail sale of flowers, plants, seeds, fertilizers, pets and pet food in specialized stores". This aggregate covers the following activities:
Retail sale of flowers, potted or cut flowers and ...
3.2 Market distribution channels
Main distribution channels for cemetery plants
Market share of cemetery plants by volume France, ****, in Source: ****
In terms of volume, supermarkets dominate the distribution of plants for cemeteries. Florists only come third. However, it is in terms of value that florists stand out, with **% of distribution. Supermarkets replace them in third ...
3.3 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 mourning flowers market, they remain a benchmark that can give us an idea of the forces at work in the market.
For example, ...
4.1 The main players and distribution channels
There is an abundance of mourning flowers on offer, the price of which depends on several factors such as the quantity requested, the type of flowers, etc. Depending on the religion of the deceased, flowers may be more or less present at the various ceremonies following his or her death. Costs ...
4.2 Flowers and their meanings
All types of flowers have a specific meaning. This significance may seem all the more important in the context of bereavement. So, the gift of mourning flowers could be conditioned by their meaning. Below, we present the meanings of various flowers.
Their meanings according to the type of flowers
4.3 The online offer, a precious help for consumers
The online flower market has been growing steadily for several years, helped by the health crisis and the various confinements. Bereavement flowers in particular have benefited from this new purchasing channel, especially when it comes to sending flowers for funerals.
Number of items sold by the main players in the online ...
There are no specific regulations governing the distribution or production of mourning flowers, so they are subject to the same regulations as flowers in general.
The florist's trade
Marketing plants and flowers requires specialized technical, commercial and administrative training. The florist's CAP is supplemented by additional training, such as the Brevet ...
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