Last year, Poland was the country where the level of import stayed on the same level as in 2021. The export numbers for 2023 show that Poland remains the 5th export destination for ornamentals from the Netherlands with a difference to Italy (4th place) of only 10 mln euro.
The increase is especially visible as in the last year only two countries increased their imports: Poland and Belgium. And all other countries of top 10 flower destinations noted a decrees.
High inflation didn't stop Poles from buying flowers
It is a remarkable achievement considering the fact that in the last two years, Poland has suffered from a high inflation rate that has reached the level of 40%, and everyone knows that ornamentals aren't essential goods.
Therefore, it is not a surprise that Poland remains an interesting market for Dutch flower producers and exporters. It is visible as every year, several incoming missions of Dutch growers are visiting Poland. But it is probably the retail that will secure further growth of this sector in Poland.
Retail- new sales channel
The first flowers in Polish retail chains were noticed even 8 years ago and were of rather poor quality. But the attractive price and easy access to flowers took care of the development of this segment in the Polish grocery stores.
Polish consumers have learned that many good floral opportunities are to find in retail, especially if connected to special occasions like Easter or Women's Day, and the offer of Polish retailers has improved over time.
But as in the (recent) past, mainly mono bunches in plastic sleeves were available, as from this year, something has changed.
Flowers b(l)ooming in retail
One of the biggest Dutch associations Just Chrysantemum, that is executing a multiannual promotional campaign in Poland is now looking in the direction of in-buyers of fresh products in Polish retail chains. Next to regular promotional activities, Just Chrys decided to participate in the training devoted to flower quality and present their colorful assortment to the audience- in-buyers.
Next to that, Hoorn Bloom Masters is also sending their flower mixes to Poland, where they can be found as a test- in one of the supermarkets in Warsaw. With Valentine's Day behind us and Women's Day approaching, the chances for success are rising. The chain will then obviously increase the order and send flowers also to other stores in other cities.
The difference in this approach lies mainly in the look of the product. Until now, the assortment presented in the retail was rather symbolic but also relatively cheap- flowers to buy for one's own pleasure and home. The new wave of products are colorful flower mixes nicely wrapped and ready to be offered as a gift that is offered against a higher price than a Polish customer is used to, but still cheaper compared to the same bunch of flowers in a flower shop.
This new step excludes traditional flower shops as a selling point for flowers. Firstly, a customer has to have a need to visit a flower shop. Secondly, flowers are very often displayed right at the entrance to a grocery store- therefore also, an emotional purchase can still take place, and with good quality and presence of flowers offered in retail, the need of the customer to visit a flower shop will be solved with the purchase of the newly available assortment in a grocery store.
Is it a threat to flower shops in Poland? For those who see themselves as flower selling points- yes. At the moment, there are actually too many flower shops in Poland. Therefore, good-quality flowers in retail chains will influence the number of flower selling points. But the general export numbers will probably still go up, as clients who love flowers will shift to grocery stores for their purchases, and new clients will see the nice new arrangements and buy them spontaneously.
And this all even with a very limited support of the Flower Council in Poland.
Source: agroberichtenbuitenland.nl