The research was conducted in the Netherlands, Germany, France and the United Kingdom. The results show that the positive sentiment about the sustainable efforts of the sector has been declining since the second quarter of 2024. The strongest decline is visible in the Netherlands. In Germany and the UK, the picture remains stable.
Young people and ‘heavy buyers’ more positive
Within the Netherlands, younger consumers and city dwellers are more positive about the sector than older people and rural residents. Higher educated people are more often critical. Consumers who frequently buy flowers or plants – so-called ‘heavy buyers’ – generally have a more positive image of the sector.
Concerns vary by country
The sustainability themes that concern consumers differ per country. In the Netherlands, it mainly concerns crop protection products, CO₂ emissions, and nitrogen. German and French consumers are mainly concerned about water consumption, while in the UK the use of peat is an important theme. It is remarkable that in France the concerns are decreasing – in contrast to the other countries.
Expectation: visible steps
Consumers expect the sector to take responsibility on themes that concern them. In the Netherlands, plastic packaging, chemical agents, emissions, and working conditions are high on the agenda. The latter are also mentioned in Germany and the UK.
Although biodiversity is a topical subject within the sector, this theme is hardly alive among consumers. Only 16% are concerned about this. Awareness is slightly greater in Germany and France, especially in rural areas.
Consumer wants convenience and sustainability
One in four consumers say they buy fewer flowers and plants due to concerns about crop protection products. They advocate stricter rules and more transparency. At the same time, the choice continues to depend primarily on price and quality. The sector must therefore make it as easy as possible for consumers to make a sustainable choice, without them having to actively search for it.
Trust requires transparency
The pressure on the sector is increasing. Media, NGOs, and social discussions influence the perception of consumers. The call is clear: work on trust, be transparent, and show what steps are being taken. Only then will the consumer remain willing to continue buying flowers and plants – with a good feeling.
