Increasing Floral Sales in Supermarkets

In post-pandemic times, the floral industry is struggling to keep the unit sales gains that it achieved during the pandemic. To help the industry better understand their customers’ purchasing journey, IFPA worked with Kantar to survey floral consumers that span all generations.  We offer this insight and information to help the floral community increase unit sales of flowers and plants in supermarkets, better meet the needs of current customers and appeal to new ones.

Research highlights

Reason for purchase:

  • Floral brings joy to all
  • Flora is a great gift for all occasions


  • Purchased every 2 - 7 weeks
  • Often the main reason for shopping

Information source:

  • Shoppers turn to digital sources for information

How they decided:

  • Color & quality have major impacts on final decision
  • Purchase decision made in 2 minutes or less

Price perception:

  • 82% believe floral is priced fairly
  • When purchasing for others, consumers are willing to spend more


  • Supermarket is preferred channel for purchase

The Study


20-minute online survey

Past 3 months purchase of floral at grocery

Brick and Mortar and Online shoppers

Ages 18-65

Mix of gender, income, household

Floral attitudes, usage and purchase behaviors

Preferences for specific products and services

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