Supermarket floral buyers are looking to take advantage of the growth opportunities within the floral department. Most identify adding qualified personnel to offer full-service to customers, upgrading product with quality flowers and unique designs, and offering customers the convenience of e-commerce as the immediate opportunities.
Floral Economics in Supermarket Retail
According to PMA and FMI’s research, supermarket floral sales on a per-store basis averaged approximately $225,000 in 2015. Sales growth was modest yet health, as respondents reported year-over-year sales growth of 5.6% on average. The average value of a floral transaction was $12.55, and the average footprint of a floral operation was nearly 580 feet. On average, the supermarket floral operation generates 1.5% of total store sales.
Supermarket Flora Product Mix
All unarranged cut flowers comprised about three-fourths of total floral sales in 2015, up about 20 percentage points from 2003 according to PMA and FMI’s research. There is strong sales growth and dominance in floral bouquets, roses and consumer bunches over the past decade.
Consumer Demands from Floral
The supermarket quest for freshness and quality from suppliers in order to increase shelf life mirrors what is important to consumers. Consumer demands fall into three main areas: product attributes, store presentation and the perception of value.