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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2006 - 81 Pages
Table of Contents
- INTRODUCTION
- Definition
- ABBREVIATIONS
- MARKET IN BRIEF
- Rosy outlook for flowers
- Cut flowers
- Houseplants
- Distribution - gifts to go
- Growth stems from availability
- Future
- INTERNAL MARKET ENVIRONMENT
- Throwaway culture favours flowers over plants
- Designer flowers
- Quest for quality of life
- Flower miles as well as food miles
- Wilting ethical reputation?
- Accreditation schemes
- For weddings and a funeral?
- BROADER MARKET ENVIRONMENT
- Women are the natural targets
- Women are most likely to buy garden products and to enjoy gardening
- Women much more active gift purchasers than men
- Flowers become more affordable for working women
- Age is a factor
- Economic confidence boosts discretional spend
- Shrinking households pose a challenge
- UK flower power lags behind mainland Europe
- Figure 1: European consumption of flowers and plants, 2003 and 2004
- Need to boost per capita spending
- COMPETITIVE CONTEXT
- Early days for ethical flower market
- Figure 2: Worldwide Fairtrade sales volumes for flowers, 2004-05
- The ultimate competitor; the garden
- Are people still saying it with flowers?
- Figure 3: Items given as birthday presents in the last 12 months, April 2005
- Flowers more an everyday buy
- STRENGTHS AND WEAKNESSES
- Strengths
- Weaknesses
- MARKET VALUE AND FORECAST
- Figure 4: UK retail sales of cut flowers and houseplants, 2001-11
- Strong growth continues
- Cut flowers thriving
- Figure 5: UK retail sales of houseplants and cut flowers, by sector, 2001-05
- Future trends and forecast
- MARKET SEGMENTATION
- CUT FLOWERS
- Figure 6: UK retail sales of cut flowers, 2001-06
- Point-of-sale initiatives
- Trading on impulse
- Roses and mixed bunches most popular choice
- Figure 7: Top ten cut flower varieties, by sales value in supermarkets, 2003 and 2005
- Florists excel at bouquets
- HOUSEPLANTS
- Figure 8: Indexed UK retail sales of cut flowers and houseplants, 2001-06
- Strong sales growth as choice expands
- Figure 9: UK retail sales of houseplants, 2001-06
- IMPORTS AND EXPORTS
- Market still import-driven
- Cut flowers
- Figure 10: Home production and foreign trade in cut flowers, at msp, 2000-05
- Sources of imports
- Houseplants
- Figure 11: Home production and foreign trade in houseplants, at msp, 2000-05
- MAJOR PLAYERS
- Branding - what branding?
- Florist organisations and networks
- Growers, packers and wholesalers
- Flamingo Holdings Ltd
- Florimex International
- Sunflora
- Winchester Growers
- World Flowers
- Trade associations
- BRAND COMMUNICATION AND PROMOTION
- Figure 12: Main monitored media advertising expenditure on houseplants and cut flowers, 2001-06
- Why wait?
- CHANNELS TO MARKET
- Flowers now part of the weekly shopping
- Figure 13: Value sales of cut flowers, by retail outlet type, 2003-06
- Grocery multiples tighten their grip
- Florists still key for special occasions
- Houseplants
- Figure 14: Value sales of houseplants, by retail outlet type, 2003-06
- Multiples again dominate
- Garden centres and florists lose out
- THE CONSUMER - WHO’S BUYING AND HOW OFTEN?
- Opportunities for growth
- Frequency of purchase
- Figure 15: Frequency of purchase of fresh cut flowers, June 2006
- Men still need a reason or special occasion to buy
- Figure 16: Frequency of purchase of fresh cut flowers, by gender compared to average, June 2006
- Older consumers buy most often
- Figure 17: Frequency of purchase of fresh cut flowers, by age group compared to average, June 2006
- Single lifestyle not conducive to flower sales
- Figure 18: Frequency of purchase of fresh cut flowers, by lifestage compared to average, June 2006
- Flowers still an upmarket purchase
- THE CONSUMER - INCENTIVES TO BUY CUT FLOWERS
- Attitudes towards buying cut flowers
- Figure 19: Reasons why you buy fresh cut flowers, June 2006
- But romance isn’t dead yet
- Injection of vitality
- Because I’m worth it?
- Figure 20: Reasons why you buy fresh cut flowers, by gender compared to average, June 2006
- Repertoire Analysis
- Figure 21: Positive repertoire of reasons why buy cut flowers, June 2006
- Figure 22: Positive repertoire of incentives, by age group compared to average, June 2006
- APPENDIX
- Introduction
- Consumer research
- ACORN
- Advertising data
- Internal market environment
- Figure 23: Adults who have a garden or allotment, 2001-05
- Figure 24: What they have in their garden/allotment, 2001-05
- Figure 25: Marriage and divorce trends in the UK, 1996-2004
- Broader market environment
- Figure 26: PDI and consumer expenditure, at current and constant prices, 2001-11
- Figure 27: Trends in population, by age, 2001-11
- Figure 28: Working population, by gender, 2001-11
- Competitive context
- Figure 29: Purchasing of gifts and greetings cards in the last 12 months, by occasion, 2005
- Figure 30: Attitudes towards gift buying, April 2005
- Figure 31: Relationship to those purchasing birthday presents in the last 12 months, April 2005
- Figure 32: Most popular items given as birthday presents in the last 12 months, by gender, age and socioeconomic group, April 2005
- Market Size
- Figure 33: UK retail sales of houseplants and cut flowers, by sector, 2006-11
- Factors incorporated in the forecast
- Segment performance
- Imports and exports
- Consumer 1 - Detailed demographics
- Figure 34: Time and care personally devoted to plants/flowers at home, 2001-05
- Figure 35: Time and care personally devoted to plants/flowers at home, by gender, age, social-grade, lifestage, Mintel’s Special Groups presence of children, marital status, employment status, household size, region, 2005
- Figure 36: Frequency of purchase of fresh cut flowers, by gender, age, social grade, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, June 2006
- Consumer 2 - Detailed demographics
- Figure 37: CHAID analysis, June 2006
- Reasons why buy fresh cut flowers
- Figure 38: Reasons why you buy fresh cut flowers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, June 2006
- Figure 39: Reasons why you buy fresh cut flowers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, June 2006
- Repertoire analysis
- Figure 40: Positive repertoire of reasons why you buy cut flowers, June 2006
- Figure 41: Repertoire of reasons why you buy fresh cut flowers, by gender, age, social grade, marital status, lifestage, employment status, tenure, ACORN group, commercial TV viewing, June 2006
- APPENDIX: RESEARCH METHODOLOGY
AbstractMintel previously reported on the houseplants and cut flowers market in Market Intelligence, September 2004, and the strong growth in the market described in this report has continued, with houseplant sales growth now outstripping that of cut flowers. In this report the key drivers for such growth are analysed, while limiting factors and potential barriers to growth are also identified. Mintel proposes the hypothesis that:
“There is a need to continue to engender a year-round feel good factor to encourage regular purchasing of cut flowers without consumers feeling they need a special occasion to buy. With long hot summers more common, putting pressure on water resources leading to hosepipe bans in many areas, this is affecting sales of some garden plants. As such, suppliers of houseplants will benefit by encouraging consumers to ‘bring the garden indoors’ with houseplants requiring less water and general maintenance than bedding plants, for example.”
Also analysed are consumer attitudes towards the purchase of cut flowers and houseplants, both positive and negative. Competition for consumer spending and personal taste emerge as key reasons for non-purchase, as well as a preference for home-grown flowers from the garden.
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