Greater insight into the shopping behaviour of flower and plant buyers: Flower Council of Holland present Shopper Study results
In 2024, we commissioned an extensive study into the attitudes and buying behaviour of flower and plant buyers in the Netherlands, Germany, France and the United Kingdom. The study, which was conducted by Haystack Consulting, yielded valuable insights into the product categories of cut flowers, house plants and outdoor plants, and will enable growers and traders to fine-tune their sales strategy. Approximately 2,000 buyers in each country participated in the online survey. In-store interviews were also conducted and eye-tracking research was carried out in various shopping channels. We presented the main findings to sector professionals during a well-attended Knowledge Session on 4 March at the World Horti Center.
Customer journey
The study took an in-depth look at the customer journey. When it comes to flowers, price, freshness and visual appeal play the most important role in the buying decision, while easy care, sustainability and eco-friendliness are considered most important when it comes to plants. Around 60% of purchases are pre-planned with both flowers and plants. These include purchases for special occasions, with birthdays being the most cited reason.
Preferred channels differ per country
The favourite points of sale for flowers and plants differ in each country. In the United Kingdom, supermarkets are the most important channel for flowers, while shoppers in the Netherlands, Germany and France prefer florists. In terms of plants, garden centres play a key role virtually everywhere, but the second choice differs considerably: in the Netherlands, consumers often buy plants at supermarkets, followed by florists, while florists are more popular than supermarkets in Germany and France. The preferred channel is influenced by a number of factors: service offered by florists (NL), plant presentation at garden centres (DE), flower presentation at florists (FR) and convenience of supermarkets, where flowers can be combined with grocery shopping (UK).
Dashboard with valuable data
We have developed an interactive dashboard to make the study results easily available to everyone. During a workshop this spring, we will be offering growers and traders clarification and instructions so that they can effectively use the gained insights for data-driven decisions.
Why is this information important?
Growers and traders can use insights from the dashboard to optimise their product ranges. For instance, by adding more sustainable options for environmentally aware buyers. It also offers opportunities in terms of shop presentation, i.e. by taking a smarter approach to display design and showing product information that is relevant for a specific segment. Finally, it enables growers and traders to use targeted recommendations or advertisements for a more personalised customer approach. These strategic adaptations make it easier to fine-tune retail strategies and develop loyalty programmes.
Further research
After conducting this in-depth study in the Netherlands, Germany, France and the United Kingdom, we are now expanding it to other countries. During the second quarter of 2025, we will be focusing on Poland, Italy, Norway and Sweden. More information to follow.
The study was carried out in three phases. Want to learn more about the different phases?
Read the articles in our Knowledge Centre: phase I, phase II and phase III.
For details or to get access to the dashboard, contact us at info@bloemenbureauholland.nl
