During a webinar on March 19th, the Flower Council of Holland will showcase how consumer sentiment towards flowers and plants is evolving. Since April 2023, consumer perceptions in the Netherlands, Germany, France, and the United Kingdom regarding the impact of flowers and plants and the industry's sustainability have been measured monthly. In all four countries, consumer sentiment towards flowers has become more positive since the end of 2023, while the perception of plants has remained generally stable.
How do consumers view the sustainability of flowers and plants? This was the central question of the studies conducted in 2022 and 2023 across the four European countries. A tracker study was initiated to track sentiment development over an extended period. Monthly, consumers in the four countries are surveyed. What trends are observable in the overall perception of the floriculture sector? Are there differences between young and old, and how do even non-buyers of flowers and plants view the products and the sector? These and other questions will be answered during the online event. Growers, traders, and other interested parties can register here and will then receive an invitation with a link to participate in the online meeting.
Positive trend
Feelings and opinions about sustainability concerning flowers and plants are shifting, more so in some countries than others. After the summer of 2023, Dutch and German consumers had a more nuanced view of sustainability regarding flowers and plants. The trend reversed between November 2023 and January 2024, resulting in a more positive image. In the United Kingdom, positive sentiment increased, while in France, consumer perception remained stable.
Regarding the sector's overall image, the group of consumers with a neutral perception remains the largest in the Netherlands and Germany. In France and the United Kingdom, the group with a positive perception is the largest.
Youth
Looking at age groups, it is noticeable that young people are relatively more positive about the sector than older individuals and have become even more positive since April. Consumers remain concerned about packaging, water use, and pesticides. Notably, the use of peat, especially in the United Kingdom and the Netherlands, has garnered more consumer attention. Sustainability labels are increasingly being noticed by consumers, on average across the four countries from 52 to 66 percent. The increase in the United Kingdom is the most significant (from 57 to 78 percent).
Registration for the webinar is available here.