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For consumers
For consumers

Sector & market developments

The horticulture sector is continuously evolving and changing. Developments in society, the economy, technology and consumer behaviour all affect how the sector is perceived and the challenges and opportunities that lie ahead. To effectively respond to these changes and make the right choices for the future, up-to-date and reliable knowledge is essential. This page shares the full scope of this knowledge.

Image horticulture sector

Plants & Flowers Foundation Holland asked research firm Motivaction to study how consumers perceive the horticulture sector. The results show that consumers’ image of the sector and the three product categories – flowers, house-plants and outdoor plants – has remained largely the same over the past two years. Dutch consumers give the sector an average score of 3.4 on a scale of 1 to 5. Only 8 percent of respondents have a negative view, while 42 percent have a neutral view, with an average score of 3.3.

Main results of image-related research

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Image survey

Want to find out more about our research?

Contact Yvonne Marquenie, Research Manager at ymarquenie@plantsandflowersfoundationholland.org.