The Flower Not Necessarily the Focus for the Consumer

As growers we tend to think in terms of 'the crop' we are growing beit roses, lilies, or any one of the vast array of gorgeous cut flowers available on the market. Recently however, Teun van Turenhout – Market Manager Bouquets at Dutch flower auction cooperative FloraHolland reported some surprising findings on what consumers actually use as their buying criteria when selecting a bouquet.

The questions he asked were   “When does a consumer decide to buy a bouquet? and  What is it he or she buys and why?”.

In the EU prime actors in order of importance are: 1.) price,  2.) shape and color, and 3.) the composition (types of flowers used. Those are important conclusions for a business which generally takes the product as its starting point! FloraHolland is currently developing campaigns based on those insights. According to Teun approximately 66-70% of all cut flowers sold in holland are sold as part of a bouquet.

Exerpt from PMAC weekly update 18-25th November.