Floral
Supermarket Floral Consumer Sentiment
Germany
Floral products are on the shopping list, yet there is opportunity for supermarkets to capitalize on weddings and funerals by further promoting quality of products.
of overall floral purchases are planned
Of those who made a floral purchase in the last year:
92%
purchased flowers
75%
purchased plants
14%
always have floral products on their shopping list
53%
motivated by in-store displays
Top locations for purchasing
|
Consumer bunch Florist |
Seeds Home improvement |
|
Bunch of roses Florist |
Bulbs Home improvement |
|
Bouquet Florist |
Outside plants Home improvement |
|
Arrangement Florist |
House plants Home improvement |
Top reasons for purchasing
- Would look good in my house
- Caught my eye in the store
- I bought them as a gift
Drivers to increase purchases
| In Person | Online |
|
|
Special Occasion Market Share
| Wedding | Funeral | Special Gift | Get Well | Just Because | Home Décor | |
|---|---|---|---|---|---|---|
| Supermarket | 6% | 5% | 10% | 24% | 49% | 31% |
| Mass merchandiser | 5% | 5% | 9% | 14% | 27% | 19% |
| Online grocery | 3% | 4% | 7% | 5% | 9% | 8% |
| Online flower market | 9% | 8% | 16% | 12% | 11% | 12% |
% of consumers who believe the following channels are equal or better than florists:
| Supermarket | Mass merchandiser | Online grocery service | Online flower market | |
|---|---|---|---|---|
| Quality | 47% | 46% | 51% | 52% |
| Selection | 46% | 45% | 49% | 53% |
| Price | 63% | 66% | 69% | 69% |
| Shelf life | 51% | 50% | 52% | 55% |
Recognizing the importance of consumer loyalty and product perception to the growth of the supermarket floral department the International Fresh Produce Association fielded research to 2,500 consumers in the U.S., U.K., Germany, China and Brazil to better understand attitudes and purchasing behaviors.