Germany is an important market for flowers and plants – and sustainability is playing an increasingly significant role in it. But how do German consumers interpret sustainability? What concerns and expectations do they have? And how does this influence their purchasing behaviour? In this knowledge session, you will gain up-to-date insights from our quantitative consumer research conducted in collaboration with research agency Kantar. The results will encourage you to see sustainability not just as a challenge, but as a growth opportunity!
What to expect?
In one hour, we will take you through the key findings from the ongoing sustainability tracker by Kantar in Germany. This tracker has been running since April 2023 and collects monthly insights from consumers who buy flowers and/or plants. The sample is nationally representative (age 18–70), and includes around 5,000 respondents.
During this session we will cover, among other things:
- How German consumers view the ornamental horticulture sector
- Which sustainability concerns and expectations influence purchasing decisions
- The level of consumer knowledge and where the biggest misunderstandings lie
- Differences between consumer segments (mindsets) and what this means for your strategy
- Practical tools to translate sustainability credibly into product, story and retail context
Registration
Would you like to better understand what sustainability means for German consumers — and how to respond effectively?
Exclusive to growers and traders who financially contribute to the activities of PFFH. It is particularly interesting for growers and traders active in, or seeking opportunities in, the German market.
The live session will be in Dutch.
