Summary of our market study

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.

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Summary and extracts

1 Market overview

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 Demand analysis

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 Market structure

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 Offer analysis

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

Source: ****

As ...

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 ...

5 Regulations

5.1 Regulations

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 ...

6 Positioning the players

6.1 Segmentation

  • Agora
  • DEXX
  • France Fleurs
  • Emova Groupe - Monceau Fleur
  • Florajet
  • Interflora France
  • Aquarelle Fleurs
  • Flora Nova
  • Funécap groupe
  • Le choix Funéraire
  • Sérenium (OGF)

List of charts presented in this market study

  • 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
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Latest news

Valentine's Day: the cut flower market faces up to environmental challenges - 14/02/2024
  • There are between 12,000 and 13,000 florists in France.
  • Between 80% and 85% of cut flowers sold in France come from abroad.
  • More than 20 million bouquets of roses are sold each year in France.
  • Emova Group, a floral company, generated sales of 127.4 million euros in its last financial year
  • Flower sales account for three-quarters of the Group's business.
  • Currently, French flowers account for 7% of Emova Group's purchases, the rest of Europe for 53% (including 85% from the Netherlands), and major imports for 40%.
  • Emova Group aims to have 20% French flowers in its network by 2025.
  • The "Fleurs de France" label was created in 2015 to promote French flowers.
Monceau Fleurs opens its first travel-retail store in St Lazare - 08/10/2023
  • Monceau Fleurs opened its first store in 1965 on boulevard Malesherbes.
  • The Emova group, to which Monceau Fleurs belongs, is France's leading retailer of plants and flowers.
  • Monceau Fleurs has a multi-format brand roll-out plan, from corners to stores of over 200m².
  • Emova Group owns four brand names: Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs.
  • Emova Group operates both through directly-owned branches and via a network of entrepreneurial franchisees.
  • By the end of September 2022, e-commerce accounted for almost 7% of Emova Group's sales.
  • At September 30, 2022, Emova Group had 334 stores, including 286 in France.
Interflora France continues its international conquest - 03/06/2023
  • 15% of Interflora's annual sales in France are generated during the Mother's Day period.
  • MyFlower, owner of Interflora in France, has extended its activities to several European countries
  • France accounts for 40% of MyFlower sales.
  • The number of florists listed with Interflora in France has fallen from 5,700 in 2015 to 4,000
  • 85% of MyFlower sales are online
  • Interflora's delivery market share averages over 60% in each of the countries where MyFlower is active
  • MyFlower forecasts sales of 300 million euros for 2023, an increase of 74% on 2019.
Emova's partnership with Uber Eats goes well - 10/02/2022
  • Specialist in flower distribution through its Monceau Fleurs, Au Nom de la Rose, Happy and Cœur de Fleurs banners
  • 130 million euros in sales by 2020-2021
  • During the year, more than 10,000 bouquets of flowers were sold via the app, according to Uber Eats
  • Two major order peaks: Mother's Day and Valentine's Day
  • The service is available throughout the Ile-de-France region and in 13 other cities in France

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

France Fleurs
Emova Groupe - Monceau Fleur
Interflora France
Aquarelle Fleurs
Flora Nova
Funécap groupe
Le choix Funéraire
Sérenium (OGF)

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