Wellbeing
Flowers and plants do not only have a decorative value, they also impact our emotions. But how exactly do they affect our well-being? More and more studies are examining how greenery affects us – physically, mentally and emotionally. Together with research firm CloudArmy and others, we studied the positive effects of flowers. The initial results show that flowers do more than just look pretty. They have demonstrable direct and indirect effects on our well-being.
Sustainability
Consumers are increasingly critical and their sentiment towards sustainability continues to evolve. What does this mean for the horticulture sector? The call for sustainability is becoming increasingly louder, both in the Netherlands and elsewhere. To properly understand consumer expectations, we have continuous studies conducted in four countries: the Netherlands, Germany, United Kingdom and France. The resulting insights enable us to develop targeted solutions and better tailor our communications to what consumers find important. This in turn helps us to create a futureproof and more sustainable sector.
Shopper
Why do consumers choose a specific flower or plant? And what drives that purchase decision? To effectively respond to changing consumer preferences and needs, insight into their buying behaviour is essential. That is why we have extensive studies carried out into how consumers buy flowers and plants, as well as the considerations that play a role when doing so. We carry out comprehensive studies in the Netherlands, France and United Kingdom. During the second quarter of 2025, our focus is on Poland, Italy, Norway and Sweden.
Want to find out more about our research?
Contact Yvonne Marquenie, Research Manager at ymarquenie@plantsandflowersfoundationholland.org.