Floriculture Product Market Trends

As an exporter of cut flowers or foliage you are always looking for new buyers. It takes more than growing an attractive flower to acquire the ideal portfolio of customers for your business. Here are 10 tips to help you find the buyers you are targeting in Europe.

Competition on the European market is strong. The market power of suppliers is generally low and competition from developing countries is increasing. However, the demand for cut flowers and foliage is increasing in most European markets and prices were generally good in 2016. Adherence to quality and sustainable production standards, plant health requirements and other buyer requirements are important factors for being and remaining competitive.

France is an important European market for cut roses. Imports of cut roses in France grew from €112 million in 2011 to €135 million in 2015. Specialised flower shops and kiosks are the dominant market channel. At the same time, large French hypermarkets and supermarkets sell quality flowers at lower prices. Further development of the supermarket channel in France may be an opportunity for exporters from developing countries. Working together with Dutch wholesalers/exporters is a good way to enter the French market.

The United Kingdom, Germany and France are main markets for cut chrysanthemums. The Netherlands and to a lesser extent Italy are large producers and dominate the European market. Chrysanthemums are popular flowers in mixed bouquets and as mono-bunches in supermarkets. After a period of slight decline, it seems that the market for chrysanthemums – helped by promotion campaigns and novel varieties – is on the rise again. This situation offers opportunities for exporters from developing countries.