Flower Council Holland Presents Shopper Research Results

In 2024, Flower Council Holland commissioned an extensive shopper survey in the Netherlands, Germany, France, and the United Kingdom. The study, conducted by Haystack Consulting, provides valuable insights into consumer purchase motivations and shopping preferences.

Article

Flower Council Holland

Netherlands

Plants & Flowers Foundation Holland

Key findings

Planned versus impulse: 60% of flower and plant purchases are planned in advance, often for special occasions.
Purchasing criteria: Price, freshness, and appearance are decisive for flowers; ease of maintenance and durability are paramount for plants.
Preferred channels: Supermarkets dominate flower sales in the UK, while florists are more popular in the Netherlands, Germany and France. Plants are most often purchased in garden centers.

Practical applications
The results help growers and traders to refine their strategy, for example by adding sustainable options, optimising store presentations and applying targeted marketing.

Interactive dashboard & follow-up research
Flower Council Holland has developed an interactive dashboard that makes the data practically applicable. A workshop for the sector will follow this spring. In 2025, the research will be extended to Poland, Italy, Norway and Sweden.

More information can be found at www.bloe menbureauholland.nl.