Consumer expects concrete action from ornamental plant industry on sustainability

The survey was conducted in the Netherlands, Germany, France and the United Kingdom. The results show that positive sentiment about the industry's sustainable commitment has been declining since the second quarter of 2024. The sharpest decline is visible in the Netherlands. In Germany and the UK, the picture remains stable.

Younger and "heavy buyers" more positive
Within the Netherlands, younger consumers and city dwellers are more positive about the sector than older and rural residents. Higher educated people are more often critical. Consumers who buy flowers or plants frequently - so-called "heavy buyers" - tend to have a more positive view of the sector.

Concerns vary by country
The sustainability issues that concern consumers vary by country. In the Netherlands, the main issues are plant 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 issue. Interestingly, in France, concerns are actually decreasing - unlike the other countries.

Expectation: visible steps
Consumers expect the industry to take responsibility on issues that concern them. In the Netherlands, plastic packaging, chemicals, emissions and working conditions are high on the agenda. The latter are also mentioned in Germany and the UK.

Although biodiversity is a hot topic within the industry, the issue is still barely alive among consumers. Only 16% are concerned about it. Awareness is slightly higher in Germany and France, especially in rural areas.

Consumers want convenience and sustainability
One in four consumers say they are buying fewer flowers and plants out of concern about plant protection products. They call for stricter rules and more transparency. At the same time, the choice depends mainly 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 themselves.

Trust requires transparency
The pressure on the industry is increasing. Media, NGOs and social discussions are influencing consumers' perceptions. The call is clear: work on trust, be transparent and show what steps are being taken. Only then will consumers remain willing to continue buying flowers and plants - with a good feeling.