The mourning flower market - France

The global mourning flower market, while difficult to single out, is aligned with the broader cut flower market, which was valued at $30.7 billion in 2020. It is expected to grow at a compound annual growth rate (CAGR) of +5.2%, reaching $43.8 billion by 2027. Key growth drivers include the rise of online flower sales, driven by increased smartphone and internet penetration, as well as the implementation of biotechnology to improve plant resistance and enable new flower colorations. In Europe, the Netherlands dominates both production and distribution, managing 60% of the world market as a major hub.

France follows as a major player, with an 11% share of the area devoted to ornamental plants and 13% of the value of European production in 2020. The COVID-19 pandemic has had an impact on market dynamics, with a 26% increase in deaths in France in March-April 2020 compared with the previous year, boosting demand for funeral and cemetery plants. In 2021, the French mourning plant market rebounded, exceeding 2019 levels and pointing to a robust future given demographic trends towards an aging population.

Evolving trends in the French funeral and mourning flowers market

As France grapples with the various impacts of the COVID-19 pandemic, the funeral and mourning flowers market has seen some notable changes. The pandemic, characterized by periods of confinement and social restrictions, has certainly left its mark on demand and consumption patterns in this particular sector.

Initially, the pandemic led to a significant increase in funeral business due to a sharp rise in mortality rates. In France, during the first few months of the pandemic, deaths rose by around 20-30% compared with the corresponding period of the previous year. This increase reflects not only direct deaths due to the virus, but also the indirect consequences of facility closures, such as delayed care for other conditions and reduced exposure to the risks of viral diseases and common accidents. In addition, distinct regions such as Île-de-France and Grand Est saw their mortality rates increase by around 50-90%, underlining the localized effects of the pandemic.

The funeral market therefore experienced a temporary upturn, not least because people turned to flowers to express their condolences when it became impossible to attend ceremonies in person. However, factors such as the impossibility of visiting cemeteries during closed periods led to a drop in purchases for these commemorations, before rising again and even exceeding previous levels when restrictions were relaxed.

In a broader context, ever-changing demographic trends play a key role in the French funeral flowers market. The record number of deaths reached in 2020 is over 650,000, representing growth of over 20% in the space of a decade. Forecasts suggest that by 2050, the number of deaths could approach 770,000 a year, further boosting demand.

The importance of flowers in the mourning process cannot be overstated, and there is a strong cultural penchant for specific types and colors of flowers, each symbolizing various feelings related to grief, remembrance and consolation. This symbolism extends not only to types but also to shades - white is often chosen for children to symbolize purity and innocence - illustrating the nuanced demand of the market.

Given the structure and trends of the market, online demand for mourning flowers has increased significantly. The convenience of remote ordering coupled with customization options and expedited delivery services spurred by pandemic conditions has generated a surge in online spending, which has seen a dramatic increase of over 150% from 2019 to 2020. Despite a reduction after the peak of the pandemic, the online market still attracts a considerable portion of consumers, in search of mourning flowers.

An in-depth look at the pillars of the industry

• Agitateur Floral Agitateur Floral stands out in the competitive online flower market for its vast catalog, offering a varied range of 161 references available on its website. Specializing in providing flowers for all occasions, including bereavement, Agitateur Floral focuses on consumer choice, ensuring that customers can find an appropriate tribute, whatever the specific meaning they seek to convey with their floral arrangements.
• Aquarelle A major player in the online floral scene, Aquarelle presents a wide range of floral arrangements, including options specially designed for funerals. With competitive pricing strategies and an intuitive online platform, Aquarelle ensures accessibility and ease for customers looking to express their condolences through flowers, with offerings that start at an affordable price point.
• Interflora A heavyweight in the florist industry, Interflora offers a comprehensive selection of flowers, including those for condolences and funerals. With prices that reflect the upscale nature of its arrangements, Interflora is particularly well known for its exquisite wreaths, which can represent a larger financial investment, symbolizing deep respect and honor for the deceased.
• FranceAgrimer and Fédération française des artisans fleuristes (FFAF) Although not direct market players, these organizations offer considerable insight into the dynamics of the florist market. FranceAgrimer provides valuable data on distribution channels and market shares for funeral and cemetery plants, helping industry players to understand consumer behavior.

The Fédération française des artisans fleuristes (FFAF), meanwhile, looks at the specific features of floristry businesses in France, highlighting employment trends and the composition of the workforce within the sector. Together, these entities contribute to a better understanding of the mourning flower market, its trends, challenges and opportunities.

The major players continue to change and adapt, responding to the changing needs of consumers who seek comfort in the timeless tradition of floral tributes.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 29/09/2022

Summary and extracts

List of charts

• Deaths in France from January 1 to April 30
• Number of deaths
• Cyclicality of deaths in France
• Number of deaths by sex and age category
• Change in the number of employees in the flower, plant, seed, fertilizer, pet and pet food retail market
• Growth in the number of companies involved in retailing flowers, plants, seeds, fertilizers, pets and pet food
• Share of different distribution channels in sales of plants for cemeteries by volume
• Share of different distribution channels in sales of funeral plants by volume
• Share of different distribution channels in funeral plant sales by value
• Share of different distribution channels in cemetery plant sales by value
• Number of florist employees
• Breakdown of 12,662 employees by company size
• Breakdown of employees by gender
• Number of items sold by the main players in the online flower market
• Top prices offered by different types of players, by flower category
• Trend in amounts spent on remote ordering of funeral plants
• Flower market value
• Distribution of area under flowers and ornamental plants in the EU 27
• Breakdown of flower production value
• Changes in the size of the cemetery and funeral plant market