Floriculture Market Overview, 2024-29

In a world filled with nature's brilliant tapestry, the global floriculture sector exemplifies humanity's continuous fascination with flowers and decorative plants. Floriculture spans borders, cultures, and climates, enhancing lives and landscapes with its kaleidoscope of colors and fragrances. At the core of this vibrant industry is a delicate mix of creativity and agriculture, innovation and tradition, as farmers, dealers, and aficionados come together to cultivate, trade, and enjoy the beauty of flowers. The global floriculture industry is a dynamic and varied sector that includes production, trading, retail, and consumer operations across multiple continents and cultures.

With an ever-expanding global population and rising urbanization, the demand for flowers and ornamental plants continues to rise, driven by a myriad of factors, including cultural traditions, social customs, and economic prosperity. From weddings and festivals to everyday celebrations and expressions of love, flowers play a central role in human expression, symbolizing emotions, conveying messages, and enhancing environments with their beauty and fragrance. While the fascination with flowers transcends borders, each region of the world contributes its own flair and specialization to the global floriculture industry. The Netherlands is known as the "flower capital" of the world, with huge fields of tulips, daffodils, and hyacinths, as well as sophisticated greenhouse complexes and novel growing procedures. Kenya and Ethiopia, for example, have emerged as key players in the cut flower trade in East Africa, taking advantage of their good climates and rich resources to produce high-quality blooms for international export. Thailand, India, and China are examples of Asian countries with rich floral traditions and various botanical landscapes, each contributing to the global floral tapestry with their distinct types and cultural influences.

According to the report “Global Floriculture Market Outlook, 2029”, the market is anticipated to cross USD 90 Billion by 2029, increasing from USD 63.87 Billion in 2023. The market is expected to grow with 7.33% CAGR by 2024-29. The global floriculture industry provides a wide range of products, such as cut flowers, potted plants, bedding plants, bulbs, and foliage. From conventional roses and lilies to exotic orchids and tropical blooms, shoppers can find floral arrangements to fit any occasion, choice, and budget. Seasonal festivals and holidays cause a huge increase in global demand for flowers and decorative plants.

Traditional holidays such as Valentine's Day, Mother's Day, and Christmas are peak times for flower sales, as people buy bouquets and arrangements to convey love, thanks, and festive happiness. The global floriculture sector is strongly reliant on international trade, with flowers and decorative plants transported across continents and oceans to reach consumer markets across the world. Key exporting countries, such as the Netherlands, Colombia, Kenya, and Ecuador, supply flowers to major importing regions, including Europe, North America, and Asia. Sustainability is gaining traction in the global floriculture business, with players embracing eco-friendly methods and certifications to reduce environmental effects. From organic cultivation and water conservation practices to biodegradable packaging and fair trade certification, floriculture companies are embracing sustainability and social responsibility in order to meet consumer demand for ethically sourced and ecologically sensitive products. The floriculture sector in emerging economies such as China, India, and Brazil is expanding rapidly owing to increased disposable incomes, urbanization, and shifting consumer preferences. These countries are emerging as major participants in both local and international flower markets, boosting demand for a diverse range of floral products while also driving industry innovation and investment.

Market Drivers

• Consumer demand and preferences: Consumer demand for flowers and decorative plants is a key driver in the worldwide floriculture market. Flowers are commonly used for a variety of occasions and events, including weddings, birthdays, funerals, and holidays, as well as for house decor and gift-giving. Consumer preferences for specific flower varieties, colors, and arrangements affect purchasing decisions and fuel demand for a wide range of floral items.
• Urbanization and lifestyle changes: Global urbanization trends and shifts in lifestyle preferences all help to drive the floriculture market forward. As urban populations rise and lifestyles become more hectic, there is a greater desire for green spaces, indoor plants, and flower arrangements to improve living conditions, promote well-being, and add aesthetic appeal to urban homes, offices, and public areas.

Market Challenges

• Water scarcity: Water scarcity is a major concern for the floriculture sector, particularly in arid or semi-arid countries. Flower farming takes a large amount of water for irrigation, and competition for water resources from other industries exacerbates the situation. Limited access to freshwater sources, along with inadequate irrigation techniques and obsolete infrastructure, impedes water availability and management, creating a barrier to sustainable production.
• Logistical constraints: The global nature of the floriculture sector creates complicated logistical issues for fresh flower shipping, storage, and distribution. Long distances between production hubs and consumer markets, insufficient transportation infrastructure, and bureaucratic impediments can cause delays, spoilage, and increased prices across the supply chain, reducing farmers' profitability and customers' access to fresh, high-quality flowers.

Market Trends

• Rise in demand for sustainable and eco-friendly products: Consumers are increasingly conscious and demand responsibly sourced and environmentally friendly flower goods. Consumers are becoming more concerned about environmental sustainability, ethical sourcing, and social responsibility. As a result, there is a growing demand for flowers grown with organic agricultural methods, fair trade certification, and environmentally friendly packaging materials. Floriculture companies are responding to this trend by using more sustainable production methods, minimizing chemical inputs, and introducing environmentally friendly activities across the supply chain.
• Expansion of online and Direct-to-Consumer sales channels: The digitalization of commerce has transformed the way flowers are purchased and sold, resulting in the rapid expansion of online and direct-to-consumer sales channels in the floriculture industry. E-commerce platforms, online florists, and subscription-based flower delivery services have grown in popularity, providing consumers with ease, variety, and flexibility when ordering flowers. This development has allowed floriculture enterprises to reach a larger audience, target specialized markets, and differentiate their services by providing personalized experiences and customization possibilities.

COVID-19 Impacts

The lockdowns, travel restrictions, and social distancing measures implemented to curb the spread of the virus hindered the transportation of flowers and ornamental plants, leading to delays in shipments and a decrease in the overall availability of floral products. This not only affected international trade but also impacted local markets as growers struggled to distribute their products efficiently. Furthermore, the closure of retail outlets, event cancellations, and a decline in consumer spending on non-essential items during the pandemic resulted in a sharp decrease in demand for flowers.

With weddings postponed, social events canceled, and retail businesses shuttered, florists and growers experienced a sudden and substantial drop in sales. Many flower farms faced the challenge of disposing of excess inventory due to the perishable nature of their products, leading to financial losses for businesses across the industry. The pandemic also had profound implications for the labor-intensive nature of floriculture. Many flower farms rely on seasonal migrant labor for planting, harvesting, and processing flowers. However, travel restrictions and lockdowns disrupted the movement of labor, creating labor shortages and logistical challenges. Additionally, the need for social distancing measures within cultivation and processing facilities further slowed down production, affecting the overall efficiency of the industry. The pandemic has accelerated certain trends within the floriculture industry. The shift towards e-commerce and online retail, already underway before the pandemic, gained momentum as consumers sought alternative ways to purchase flowers amid lockdowns and social distancing measures. Online flower delivery services became increasingly popular, providing a lifeline for some businesses in the industry and fostering new opportunities for digital marketing and sales strategies.

Based on product segment market is divided into cut flowers, potted plants, bedding plants and others. Potted plants segment is expected to play key role in global floriculture market.

Potted plants are extremely versatile and adaptable, making them ideal for a variety of indoor and outdoor settings, such as homes, workplaces, hotels, restaurants, and public spaces. They are available in a broad range of sizes, shapes, colors, and species, allowing customers to select plants that fit their interior décor, personal tastes, and lifestyle. Potted plants, which range from flowering and foliage plants to succulents and cacti, provide a limitless number of possibilities for bringing greenery and beauty to any environment, regardless of size or design. Potted plants are typically easier to care for and maintain than regular garden plants.

Many potted plants require little watering, pruning, or fertilizer, making them suitable for people with hectic schedules or limited gardening knowledge. Furthermore, developments in plant breeding and cultivation technologies have led to the development of low-maintenance and disease-resistant varieties of potted plants, further simplifying the care and upkeep process for consumers. Potted plants provide long-lasting beauty and value for money, allowing for continued enjoyment and aesthetic appeal over time. Unlike cut flowers, which have a limited lifespan, potted plants can flourish and expand over time with proper care, making them a more sustainable and cost-effective option for customers. Many potted plants, including succulents, herbs, and tropical foliage, can be propagated or repotted to produce new plants, allowing customers to reap the rewards of their purchase for many years. Potted plants make great gifts for a variety of events, including birthdays, housewarmings, weddings, and holidays. They represent growth, vigor, and longevity, making them valuable and long-lasting gifts that express feelings of love, friendship, and best wishes. Potted plants provide a unique and intimate approach to conveying emotions and celebrating special moments, allowing gift-givers to create lasting memories and connections with recipients.

Based on application segment market is divided into gift, decorations, perfume, personal use and others. Decoration application is expected to grow at significant pace in Global floriculture market. Based on sales channel segment market includes direct sales, specialty stores, franchises, florists and kiosks, online retailers and other sales channel. Online retailer’s sales channel is expected to grow at fastest rate in Global floriculture market.

Flowers and ornamental plants are extensively employed as decorative elements to improve the aesthetic appeal of indoor and outdoor settings. Floral decorations, whether utilized in homes, businesses, hotels, event venues, or public areas, bring color, texture, and visual interest to environments, resulting in inviting and visually appealing settings that engage and inspire. Decorative arrangements, bouquets, and installations act as focal points, accents, or finishing touches, elevating the mood and ambiance of any area, making them crucial components of interior and exterior design.

Floral decorations are essential for honouring significant occasions and events, including weddings, birthdays, anniversaries, graduations, and religious celebrations. Flowers are symbols of love, joy, celebration, and spirituality, making them an essential part of traditional and cultural ceremonies around the world. Decorative flower arrangements, centrepieces, arches, and bouquets are used to adorn venues, tables, altars, and ceremonial spaces, creating memorable experiences and enhancing the significance of these milestone moments in people's lives. Online shops provide exceptional ease and accessibility when purchasing floral products. Customers can browse a large selection of flowers, plants, and floral arrangements from the convenience of their own homes or mobile devices, eliminating the need to visit physical locations. This convenience is especially appealing to busy customers, working professionals, and people with limited mobility who appreciate time-saving solutions and hassle-free shopping experiences. Online stores offer doorstep delivery, allowing shoppers to easily send flowers and presents to recipients' homes, workplaces, or event venues. This convenience is especially important for special events like birthdays, anniversaries, and holidays, when prompt delivery of fresh flowers is critical to creating unforgettable experiences. Customers don't have to personally deliver flowers using doorstep delivery or arrange for transportation, making gift-giving effortless and stress-free.

Based on report market includes five major regions North America, Europe, Asia-Pacific, South America and Middle East & Africa. Asia-Pacific region is expected to grow at fastest rate in global floriculture market.

The Asia-Pacific region is seeing substantial population growth, particularly in China, India, and Southeast Asian states. As urbanization accelerates and disposable incomes rise, there is a growing demand for flowers and decorative plants for a variety of applications, including house decorating, gifts, celebrations, and religious rites. The growing middle class in emerging nations is shifting purchase habits toward lifestyle products like flowers, resulting in an increase in demand for floral products. The Asia-Pacific region's growing middle class is driving shifts in consumer preferences and purchasing behavior, including an increased interest in luxury items, lifestyle products, and experiences.

Flowers are increasingly considered a statement of riches, position, and aesthetic appreciation, leading to an increase in demand for premium and exotic floral products. Moreover, as consumers become more health-conscious and environmentally aware, there is a growing preference for sustainably sourced and locally grown flowers, driving opportunities for domestic floriculture industries to flourish. The Asia-Pacific region has a vast range of climates and habitats, from tropical rainforests to temperate highlands, making it excellent for growing a variety of flowers and decorative plants. Thailand, Vietnam, and Sri Lanka are well-known for their tropical floral diversity, whereas Japan and South Korea focus on temperate flowers like cherry blossoms and chrysanthemums. This rich floral legacy and biodiversity establish the region as a global hub for floral cultivation, trade, and tourism, attracting visitors and consumers from all over the world.

The reports cover key developments in the floriculture market as organic and inorganic growth strategies. Various companies are focusing on organic growth strategies such as product launches, product approvals and others such as patents and events. Inorganic growth strategies activities witnessed in the market were acquisitions, and partnership & collaborations. These activities have paved way for the expansion of business and customer base of market players. The market payers from floriculture market are anticipated to lucrative growth opportunities in the future with the rising demand for floriculture in the global market.

Creating consumer awareness through aggressive marketing strategies and greater visibility of products across retail space are other steps taken by market participants to generate demand. Intense rivalry among top players in the market has started fierce competition at various levels such as driving aggressive marketing strategies and competitive pricing. In addition, manufacturing companies can focus on improving the quality of floriculture products by improving the infrastructure for storage and transportation thus creating potential opportunities for new as well as existing players operating in the floriculture market.

• In June 2023, Floranow, the online floral marketplace in the MENA region, announced its recent acquisition of Bloomax, the largest wholesale distributor of fresh-cut flowers in KSA. This strategic deal expands Floranow's operational footprint in KSA and establishes a direct presence in nine cities, serving over 1500 companies that actively purchase on the platform. These strategic moves have contributed to organic growth and a fully digitized revenue stream for the company.
• In May 2023, Danziger introduced its innovative Garden to Vase concept, providing a wide selection of high-quality cut flowers suitable for home cultivation. The program offers a range of varieties, including Festival Pink Lady Gypsophila, Focal Scoop Dark Purple Scabiosa, Solar Glory Solidago, and Skyler Blue Veronica. Danziger's Garden to Vase initiative creates value throughout the supply chain, benefiting producers, retailers, and end users.
• In January 2023, OptiBoost, a brand owned by Swedish food and plant tech company OptiCept Technologies, has established a partnership agreement with Dutch floral wholesale giant One Flora Group. This collaboration aims to enhance the vase life of cut flowers by testing the OptiBoost technology in Aalsmeer, the global flower trade hub. To facilitate this, OptiBoost opened a new testing facility adjacent to One Flora Group's Aalsmeer branch.
• In November 2022, Marginpar BV completed the establishment of its new headquarters in the Netherlands and will relocate to 'Aalsmeer-Oost' by the end of 2022. This location will assist the company in developing a new product street in the area while utilizing Royal FloraHolland's logistical advantage.
• In January 2020, Oserian, Kenya based producer of cut flowers, was awarded as top producer of cut flowers at International Grower of the Year Awards held in Germany. The event was organized by International Association of Horticulture Producers.
• In May 2020, Selecta One, one of leading company in breeding, producing, and marketing of vegetatively propagated ornamental plants, acquired La Villetta s.r.l (Italy-based producer of carnation flowers). This acquisition will help Selecta One to expand its product portfolio in cut carnation category and also strengthen its market presence in the category.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Floriculture market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Cut Flowers
• Potted Plants
• Bedding Plants
• Others

By Application

• Gift
• Decorations
• Perfume
• Personal use
• Others(Conference and Activities, Pharmaceuticals)

By Sales channel

• Direct Sales
• Specialty Stores
• Franchises
• Florists & Kiosks
• Online Retailers
• Other Sales Channel(Supermarkets/Hypermarkets, Independent Small Stores)

By Flower Type

• Rose
• Chrysanthemum
• Tulip
• Lily
• Gerbera
• Carnations
• Texas Blueball
• Freesia
• Hydrangea
• Others

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases.

After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Floriculture industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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