Results of study into attitudes and buying behaviour of consumers in the several countries
In 2024, we commissioned an in-depth study into the attitudes and buying behaviour of plant and flower buyers in the Netherlands, France, the United Kingdom and Germany. The study consists of three phases: a survey among around 4,000 shoppers, questions while shopping and eye tracking in various shopping channels, as well as a second questionnaire. We have presented the results of the survey in this article.
Main results of phase 1
The most notable and valuable results from the first phase of the study were as follows:
- Shopper segments
The study identified six shopper segments: Sophisticated buyers (15%), Functionality buyers (29%), Visual quality buyers (17%), Low-price buyers (19%), Eco devotees (7%) and Eco pragmatists (14%). Each segment is characterised by specific factors that relate to buying behaviour, such as how much the price of a plant or flower or the level of sustainability influences the buying decision. By dividing consumers into segments, we can better tailor our communications to the specific characteristics of each segment. This in turn better aligns our messages and campaigns with the needs of consumers and enables us to have a bigger impact.
- Shopping locations and buying motives
In all countries, garden centres, supermarkets and florists are the main locations for buying flowers and plants. Interestingly, supermarkets are the most popular location for these purchases among British consumers. In terms of motives, quality is important for nearly everyone, but shoppers differ when it comes to the financial aspect: many consumers buy flowers and plants with the lowest price. Discounts are another reason to buy flowers and plants. We also see that purchases often tend to be spontaneous.
- Important buying factors
Value for money, special offers and the chance to see the flowers and plants in real life are important considerations for consumers. Other factors, such as easy parking, friendly staff, sustainable options and the possibility to earn points, also play a role.
- Attitudes towards cut flowers, house plants and outdoor plants
Many consumers consider flowers to be a nice gift and appreciate the joy that they bring. But 50% of respondents say that they have stopped buying flowers to some degree. The main reason for this is price.
Outdoor plants are viewed as important for the ecosystem. The majority of respondents consider attracting insects, butterflies and birds to be the most important reason to buy outdoor plants and flowers. They also enjoy being surrounded by plants.
Objective and research methodology
The primary goal of this study was to obtain an insight into the attitudes of consumers towards flowers and plants and their motives for buying these products. We also wanted to establish which factors influence their buying decision, such as shop characteristics, price/quality ratio or delivery options.
The first phase of the study focused on:
- Locations where consumers buy flowers and plants (garden centre, supermarket, florist, plant shop, home interior shop, online, etc.)
- Reasons to buy flowers and plants (impulsive reasons and conscious reasons)
- Role played by price of plants and flowers, characteristics of the sales location (such as inventory, shop presentation, wide selection) and convenience when buying flowers and plants (such as the location of the shop, parking and opening hours)
- Creating segments (target groups), where consumers are grouped according to certain similarities in buying behaviour or personal traits
- Establishing the demographic characteristics of respondents (such as age, residential area, family situation and financial situation)
How we incorporate the insights into our communications
The findings of this study offer valuable insights that can help us and the sector to improve our communication strategy in various ways:
Targeted marketing
An insight into the preferences and motives of the various types of consumers helps us to develop targeted campaigns that align with the preferences and needs of these consumers.
Optimisation of sales opportunities
Insights concerning where and why consumers buy flowers help us to identify the right sales opportunities and respond to them with campaigns.
Emphasising sustainability
Because one in five consumers mentions the importance of sustainability, it is relevant to communicate transparently about the efforts made by the sector in terms of environmental impact. Read more about past sustainability results at the Knowledge Centre on our website.
Want to find out more about the study into consumer behaviour and attitudes?
Feel free to contact Constant Berkhout, Acting Research Manager, at cberkhout@bloemenbureauholland.nl.
