Greater insight into the shopping behaviour of flower and plant buyers

In 2024, we commissioned an extensive study into the attitudes and buying behaviour of flower and plant buyers in the Netherlands, Germany, France and the United Kingdom. The study, which was conducted by Haystack Consulting, yielded valuable insights into the product categories of cut flowers, house plants and outdoor plants, and will enable growers and traders to fine-tune their sales strategy. Approximately 2,000 buyers in each country participated in the online survey. In-store interviews were also conducted and eye-tracking research was carried out in various shopping channels. We presented the main findings to sector professionals during a well-attended Knowledge Session on 4 March at the World Horti Center.