Consumer panel in Germany: what we have learned about consumer behaviour
In 2024, we commissioned a study based on consumer panel data, in order to learn more about how consumers buy flowers and plants. The study yielded valuable insights that help us to develop targeted campaigns and promotions. Here you can read about the results from Q1 and Q2 of 2024.
Initial results: spring brings German gardens to life
We offer an insight into the results of the ongoing study every quarter. What did we learn during the first two quarters of 2024?
Market value increase by 32.1%
The German market for flowers and plants increased in value by 32.1% from Q1 to Q2. This growth was primarily driven by an increase in the number of sold garden plants and a higher price per consumer. The total number of consumers who bought flowers and plants remained stable compared to Q1, while the number of house plants and cut flowers dropped slightly.
More shop visits and higher average purchase value
In the springtime, consumers shop more often for plants, resulting in more products per purchase than in Q1.
Supermarket is most important sales channel
Supermarkets continue to be the most important sales channel for flower and plants, and accounted for 45% of volume and 28% of sales in Q2. Other important channels in terms of volume are garden centres and home improvement centres, together accounting for 23% of volume. In terms of turnover, supermarkets are followed by florists (18%) and garden centres (14%) in second and third place, respectively. Online sales form a very small percentage of total sales. Only 1% of consumers in the panel buy flowers online. Interestingly, the average value per purchase is slightly higher (€30) than in supermarkets (€4.29).
Insights per age category
The data reveals interesting differences in buying behaviour between the different age groups. In Q2, consumers in all age categories bought more garden plants than in Q1, with older consumers (ages 35-49 without children, 50+ without children and single 50+) buying the most. These groups also buy flowers and plants more often than other groups, but the number of times they bought flowers decreased slightly in Q2. Nevertheless, older consumers continue to buy flowers more often than younger consumers and families.
What do we do with these insights?
This type of research is extremely valuable because we also examine the underlying causes of changes in factors such as sales figures, average purchase price and buying frequency. This helps us to better understand shopper behaviour and the motivations of consumers; information that can ultimately benefit growers and traders.
About the consumer panel
In Germany, the Consumer Panel CP+ 2.0 Plants consists of a sample of 25.000 individuals (gross) who continuously report their private purchases of flowers and plants. From this sample the data is weighted & extrapolated to represent the total private consumption in the German Market. This yields detailed information about:
- Buying frequency: the number of times they buy flowers and/or plants
- Sales channels: which physical and online shops they buy from
- Differences and/or similarities between age categories and types of households;
- And how this buying behaviour develops over time.
Questions about the study?
Feel free to contact Constant Berkhout, Acting Research Manager, at cberkhout@bloemenbureauholland.nl.
Read other studies?
Source: Europanel - CPS-GfK/YouGov Germany, ConsumerPanel CP+ 2.0 Plants
Disclaimer: For use only in the context provided, for any questions, please contact Flower Council of Holland.
