Supermarket Floral Consumer Sentiment

United Kingdom

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:


purchased flowers


purchased plants


always have floral products on their shopping list


motivated by in-store displays

Top locations for purchasing

Consumer bunch



Garden supply

Bunch of roses



Garden supply



Outside plants

Garden supply



House plants

Garden supply

Top reasons for purchasing

  1. Caught my eye in the store
  2. I bought them as a gift
  3. Would look good in my house

Drivers to increase purchases

In Person Online
  1. Discounts
  2. Larger displays
  3. Instructions for longevity
  4. More options
  1. Discounts
  2. Better images
  3. Information about plant
  4. Instructions for longevity

Special Occasion Market Share

  Wedding Funeral Special Gift Get Well Just Because Home Décor
Supermarket 13% 11% 26% 40% 49% 43%
Mass merchandiser 7% 6% 13% 17% 19% 17%
Online grocery 8% 7% 11% 10% 7% 9%
Online flower market 17% 15% 23% 18% 12% 12%

% of consumers who believe the following channels are equal or better than florists:

  Supermarket Mass merchandiser Online grocery service Online flower market
Quality 44% 46% 50% 48%
Selection 43% 46% 46% 47%
Price 57% 59% 64% 62%
Shelf life 50% 51% 54% 52%

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.

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