The flower and florist market - Italy

The global market for floriculture, specifically focusing on the Italian sector, has shown substantial growth post-2020, with a notable increase in value in 2022 reaching over 3.1 billion euros, an uptick from 2.78 billion euros in 2021. Cut flowers and ornamental plants stand at the core of this market with roses, carnations, lilies, chrysanthemums, and gerberas leading as the primary types of cut flowers available. However, the market landscape is shifting notably due to the influx of digital players such as Colvin, which acquired Bloovery, enhancing their direct-from-grower model to streamline the floristry supply chain. While the demand for flowers and plants saw a 19.2 percent decrease in average household spending from 2018 to 2022, likely influenced by the pandemic and economic shifts, certain events such as Valentine's Day have created peaks in interest and potentially in sales. Geographically, the highest demand in Italy comes from the northern regions. Innovations like stabilized flowers and an increased focus on sustainability are emerging trends. On the supply side, seasonality plays a vital role, and as of December 2023, prices for various floristry products ranged, for instance, Alstroemeria at 0.55 euros per stem and Amaryllis at 0.80 euros per stem. The market is adapting to new consumption patterns while also embracing technological advancements and sustainability.

Evolving Floral Preferences in Italy's Blooming Market

Italy's floriculture market is witnessing a transformative phase, with a prominent shift in consumer behaviors and flourishing demand trends. The traditional craft of floristry, deeply rooted in the Italian culture, is undergoing a renaissance as it embraces digitization and sustainability. The market for cut flowers and ornamental plants, intertwined with a rich diversity of blooms and greenery catering to aesthetic enhancements and social customs, is projected to expand from an impressive €36,835.42 million to a vibrant €53,191.13 million by 2030. This growth trajectory reflects consumers' enduring love for floral products but also highlights the rising challenge from online entities like Colvin and Bloovery, reshaping the market dynamics.  The sector's upswing can be credited to the production valued at roughly between €1.4 and €1.5 billion attributed to flowers, plants, and nursery activities. In terms of geographical distribution, the Italian floriculture landscape is diverse, with regions such as Liguria, Tuscany, Lombardy, Sicily, and Campania specializing in various segments including outdoor flower cultivation and nursery activities. The Italian market, while fractionated and dominated by small operators, is also witnessing an upward trend in online ventures that challenge the status quo. Import and export activities are integral to the market's ecosystem.

However, 2022 saw a decrease in imports by approximately 15.3 percent and exports by 10.2 percent. With a coverage rate of 86 in 2022, it indicates that exports struggled to completely offset imports, leading to a trade deficit. Nevertheless, the country's main trade partnerships flourish, with significant export relationships with the Netherlands, Germany, France, Switzerland, and the United States. Imports, largely dominated by the Netherlands, followed distantly by Thailand, also define the interconnected nature of the global floriculture trade. One of the most innovative trends is the increasing interest in stabilized flowers. With their long-lasting qualities due to a special treatment process and the adoption of sustainable practices, these blooms are seen as both a practical and eco-friendly option. Their popularity may be attributed to several advantages, including no maintenance requirements, a wide array of colors, and biodegradable attributes. Moreover, companies like Mirai Flowers are setting benchmarks for ecological and socially responsible production, align.

Key Players in the Flourishing Italian Floriculture Market

The Italian floriculture market is vibrant and diverse, featuring several key players that span from traditional brick-and-mortar florist shops to innovative online platforms revolutionizing the way flowers and plants are bought and sold. Here we take a closer look at some of the main market participants contributing to this blooming sector.

• Horticulturists and Wholesalers: These are the foundations of the floral market, providing a crucial link between growers and retailers. Horticulturists cultivate a wide variety of plants and flowers, adapting their offerings to the changing seasons and market demands, while wholesalers serve as the distributors, ensuring that retailers are stocked with fresh and diverse floral products.
• Specialty Store Chains: These retailers have a significant presence in the market and usually offer a broad range of floral and plant products to consumers. Their large-scale operations allow them to offer competitive prices, and often these chains have the resources to implement extensive marketing campaigns to attract a broad customer base.
• Independent Stores and Florists: Small and family-run florist shops are an indispensable part of the Italian floriculture landscape, known for their personal touch, artisanal expertise, and the unique customer service they provide. Many of these operators have less than five employees and place a strong emphasis on local traditions and quality.
• Large-scale Retail Leaders: Supermarkets and hypermarkets have increasingly incorporated floriculture into their product offerings. This development has provided consumers with convenient access to flowers and plants at competitive prices, though typically with a narrower assortment compared to specialty stores.
• Innovative E-commerce Platforms – Colvin and Bloovery: Colvin, a Barcelona-founded company, has disrupted the traditional floral market by creating a streamlined, intermediary-free network. Their digital platform seamlessly connects growers, wholesalers, florists, and customers, benefiting from technological advancements to optimize the entire supply chain. Their recent acquisition of Milan-based startup Bloovery, Italy's leading digital wholesaler of flowers and plants, exemplifies Colvin's commitment to digital innovation and market expansion. Bloovery was initially an online flower delivery service but pivoted to become the first fully digital flower wholesaler in Europe. It offers florists an extensive catalog of over 15,000 products, providing them with the convenience of ordering online and receiving deliveries directly to their stores within 36 hours. 

Informazioni

• Pagine : 30 pags
• Formato : Versione PDF e digitale
• Ultimo aggiornamento : 07/02/2024

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