The Fresh Floral Consumer - US - May 2012


May 1, 2012
105 Pages - SKU: GN3918357
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SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Fan chart forecast of total retail sales of flowers/plants, 2006-16
Market factors
Consumer confidence may impact spending on flowers and plants
Figure 2: University of Michigan’s index of consumer sentiment, March 2007-March 2012
Shifts in traditional weddings can effect demand for flowers
Increased distribution of flowers and plants can help drive growth in the market
Figure 3: Number of operating farmers markets, 1994-2011
Retail channels
Few specialty florists dominate the market
The consumer
Floral buyers slightly more likely to buy for themselves over others
Figure 4: Fresh flowers and indoor plants purchased, and who were they bought for, January 2011
Birthdays and Mother’s Day are top occasions for giving flowers to others
Figure 5: Reasons/occasions for purchasing fresh flowers for someone else, January 2011
Most buy flowers just because or to treat themselves
Figure 6: Reasons for purchasing fresh flowers for self, January 2011
People enjoy having flowers and plants in their homes
Figure 7: Attitudes toward fresh flowers and plants, January 2011
What we think
ISSUES IN THE MARKET
What is the retail landscape for fresh flowers and plants?
What are the primary reasons people buy flowers?
How do consumers feel about having fresh flowers and plants in their homes?
How will shifts in weddings impact the floral market?
INSIGHTS AND OPPORTUNITIES
Promote indoor gardening to drive floral sales
Figure 8: Terrain’s Terrarium Succulent Garden
Using fresh flowers as home décor
Figure 9: Using flowers as décor, march 2012
INSPIRE INSIGHTS
Inspire Trend: Survival Skills
Inspire Trend: A Simple Balance for Health
MARKET SIZE AND FORECAST
Key points
A rebound from the recession creates a rosy picture for the floral market
Figure 10: Total retail sales and forecast of flowers/plants at current prices, 2006-16
Figure 11: Total retail sales and forecast of flowers/plants at inflation adjusted prices, 2006-16
Fan chart forecast
Figure 12: Fan chart forecast of total U.S. retail sales of flowers/plants, 2006-16
MARKET DRIVERS
Key points
Consumer confidence linked to purchases of flowers and plants
Figure 13: University of Michigan’s index of consumer sentiment, January 2007-March 2012
Shifts in traditional marriages may impact floral market
Figure 14: Estimated median age at first marriage, by gender, 1950-2010
Figure 15: Annual number of weddings, 1950-2009
Figure 16: Percent of population 15+ who are married, 1960-2010
Increased distribution may bode well for floral market
Figure 17: Number of operating farmers markets, 1994-2011
RETAILER OVERVIEW
SPECIALTY FLORAL RETAILERS
FTD
1-800-Flowers.com
Teleflora
KaBloom
ProFlowers
INNOVATIONS AND INNOVATORS
Twig’s terrariums help consumers add some green to their homes
H. Bloom sells flowers by subscription
Branded floral collections differentiate FTD
MARKETING STRATEGIES
Key points
Television advertising
FTD
Figure 18: FTD TV ad, “Flowers for Mom,” April 2011
1-800-Flowers
Figure 19: 1-800-Flowers TV ad, “Instant Smile,” April 2011
Teleflora
Figure 20: Teleflora TV ad, “Simple Gifting,” February 2012
Social media
Figure 21: Specialist flower retailers social media reach, April 4, 2012
Other marketing activity
FRESH FLOWER/PLANT PURCHASES
Key points
Consumers more likely to buy flowers/plants for themselves over others
Figure 22: Fresh flowers and indoor plants purchased, and who they were bought for, January 2011
Men likely to buy flowers for spouses/partners, women buy for self
Figure 23: Fresh flowers purchased, and who they were bought for, by gender, January 2011
Younger consumers likely to buy for spouse/partners
Figure 24: Fresh flowers purchased, and who they were bought for, by age, January 2011
Lower-income households less likely to purchase fresh flowers
Figure 25: Fresh flowers purchased, and who they were bought for, by household income, January 2011
Men buy for spouse/partners, women buy plants for self
Figure 26: Indoor plants purchased, and who they were bought for, by gender, January 2011
Regardless of age, most consumers buy plants for themselves
Figure 27: Indoor plants purchased, and who they were bought for, by age, January 2011
Higher-income households more likely to purchase plants
Figure 28: Indoor plants purchased, and who they were bought for, by household income, January 2011
FRESH FLOWER PURCHASES FOR OTHERS
Key points
Most consumers buy flowers for specific occasions
Figure 29: What triggers buying fresh flower purchases for others? January 2011
Men more likely to buy flowers on impulse
Figure 30: What triggers buying fresh flower purchases for others? by gender, January 2011
Young adults most likely to buy flowers for special occasions
Figure 31: What triggers buying fresh flower purchases for others? by age, January 2011
Lower-income shoppers most likely to buy flowers for special occasions
Figure 32: What triggers buying fresh flower purchases for others? by household income, January 2011
REASONS FOR PURCHASING FRESH FLOWERS FOR OTHERS
Key points
Birthdays and Mother’s Day are top occasions for giving flowers
Figure 33: Reasons/occasions for purchasing fresh flowers for someone else, January 2011
Men buy flowers for traditional occasions, women buy for many reasons
Figure 34: Reasons/occasions for purchasing fresh flowers for someone else, by gender, January 2011
Young adults buy flowers for Mother’s Day and to apologize
Figure 35: Reasons/occasions for purchasing fresh flowers for someone else, by age, January 2011
Higher-income shoppers likely to buy flowers for no specific reason
Figure 36: Reasons/occasions for purchasing fresh flowers for someone else, by household income, January
2011
REASONS FOR PURCHASING FRESH FLOWERS FOR SELF
Key points
Most buy flowers simply because they want them or treat themselves
Figure 37: Reasons for purchasing fresh flowers for self, January 2011
Women treat themselves, men buy flowers to use as décor
Figure 38: Reasons for purchasing fresh flowers for self, by gender, January 2011
55+ buy flowers just because
Figure 39: Reasons for purchasing fresh flowers for self, by age, January 2011
Higher-income households likely to buy flowers for a variety of reasons
Figure 40: Reasons for purchasing fresh flowers for self, by household income, January 2011
RETAILERS SHOPPED FOR FRESH FLOWERS/PLANTS
Key points
Most shoppers buy flowers at grocery stores
Figure 41: Retailers shopped for fresh flowers/plants, in-store vs. online for self and others, January 2011
Men prefer specialty flower shops, women opt for grocery stores
Figure 42: Retailers shopped when buying fresh flowers/plants, for self, in-store, by gender, January 2011
Men more likely than women to buy flowers/plants for themselves online
Figure 43: Retailers shopped when buying fresh flowers/plants, for self, online, by gender, January 2011
Younger shoppers prefer local florists, drug stores
Figure 44: Retailers shopped when buying fresh flowers/plants, for self, in-store by age, January 2011
Under 34s purchase flowers for self at a variety of online stores
Figure 45: Retailers shopped when buying fresh flowers/plants, for self, online by age, January 2011
Higher-income households shop for flowers at warehouse clubs
Figure 46: Retailers shopped when buying fresh flowers/plants, for self, in-store, by household income,
January 2011
Lower-income shoppers buying flowers/plants online
Figure 47: Retailers shopped when buying fresh flowers/plants, for self, online by household income, January
2011
PURCHASE FREQUENCY
Key points
Flowers and plants purchased for self more often than others
Figure 48: Purchase frequency of flowers and plants, January 2011
Flowers are purchased an average of 5 times per year
Figure 49: Average purchase frequency of fresh flowers, January 2011
Plants purchased fewer than 5 times per year
Figure 50: Average purchase frequency of plants, January 2011
AMOUNT SPENT ON FLOWERS AND PLANTS
Key points
Average amount spent on flowers higher than plants
Figure 51: Amount spent on fresh flowers and plants, January 2011
Men spend more than women on flowers
Figure 52: Amount spent on fresh flowers, by gender, January 2011
Younger adults spending less on flowers than those who are 55+
Figure 53: Amount spent on fresh flowers, by age, January 2011
Amount spent on flowers mirrors household income levels
Figure 54: Amount spent on fresh flowers, by household income, January 2011
ATTITUDES TOWARD FRESH FLOWERS AND PLANTS
Key points
Flowers, plants enjoyed in the home
Figure 55: Attitudes toward fresh flowers and plants, January 2011
Women more likely than men to enjoy having plants, flowers in their homes
Figure 56: Attitudes toward fresh flowers and plants, by gender, January 2011
Younger adults less likely than older age groups to enjoy having flowers and plants in their
homes
Figure 57: Attitudes toward fresh flowers and plants, by age, January 2011
Higher-income households most likely to enjoy having plants, flowers in homes
Figure 58: Attitudes toward fresh flowers and plants, by household income, January 2011
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Blacks less likely than other groups to purchase fresh flowers
Figure 59: Fresh flowers purchased, and who they were bought for, by race/Hispanic origin, January 2011
Hispanics more likely than non-Hispanics to purchase plants for spouse/partner
Figure 60: Indoor plants purchased, and who they were bought for, by race/Hispanic origin, January 2011
Hispanics more likely than non-Hispanics to buy flowers for others for specific occasions
Figure 61: What triggers buying fresh flower purchases for others?, by race/Hispanic origin, January 2011
Hispanics, whites more likely than blacks to buy flowers for birthdays
Figure 62: Reasons/occasions for purchasing fresh flowers for someone else, by race/Hispanic origin,
January 2011
Regardless of race/ethnicity, flowers are bought just because and as a treat
Figure 63: Reasons for purchasing fresh flowers for self, by race/Hispanic origin, January 2011
Shoppers in all race/ethnic groups buy flowers/plants at grocery stores
Figure 64: Retailers shopped when buying fresh flowers/plants, for self, in-store by race/Hispanic origin,
January 2011
Figure 65: Retailers shopped when buying fresh flowers/plants, for self, online, by race/Hispanic origin,
January 2011
On average, whites spend the most on flowers compared to other groups
Figure 66: Amount spent on fresh flowers, by race/Hispanic origin, January 2011
Whites spend the most on plants
Figure 67: Amount spent on plants, by race/Hispanic origin, January 2011
All race/ethnic enjoy having flowers/plants in their homes
Figure 68: Any agree, by race/Hispanic origin, January 2011
APPENDIX—OTHER USEFUL CONSUMER TABLES
Fresh flower/plant purchases
Figure 69: Fresh flowers purchased, by marital/relationship status, January 2011
Figure 70: Indoor plants purchased, by marital/relationship status, January 2011
Fresh flower purchases for others
Figure 71: Fresh flower purchases for others, by marital status, January 2011
Figure 72: Fresh flower purchases for others, by marital status, January 2011
Fresh flower/plant purchases for self
Figure 73: Reasons for purchasing fresh flowers for self, by marital status, January 2011
Retailers shopped for fresh flowers/plants
Figure 74: Retailers shopped for fresh flowers/plants, by marital status, January 2011
Figure 75: Retailers shopped for fresh flowers/plants for someone else, by gender, January 2011
Figure 76: Retailers shopped for fresh flowers/plants for someone else, by age, January 2011
Figure 77: Retailers shopped for fresh flowers/plants for someone else by household income, January 2011
Figure 78: Retailers shopped for fresh flowers/plants for someone else, by marital/relationship status, January
2011
Amount spent on flowers and plants
Figure 79: Amount spent on fresh flowers, by marital/relationship status, January 2011
Figure 80: Amount spent on plants, by gender, January 2011
Figure 81: Amount spent on plants, by age, January 2011
Figure 82: Amount spent on plants, by household income, January 2011
Figure 83: Amount spent on plants, by martial/relationship status, January 2011
Attitudes toward fresh flowers and plants
Figure 84: Any agree, by marital/relationship status, January 2011
APPENDIX—TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
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