Flower Council Holland presents results shopper survey

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 with flowers; with plants, ease of maintenance and durability count most.
• Preferred channels: Supermarkets dominate flower sales in the UK, while florists in the Netherlands, Germany and France are more popular. Plants are most often bought in garden centers

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

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

More information can be found atwww.bloemenbureauholland.nl.