Written by
Sanne Sips
Our Knowledge Centre has been expanded with new research findings. The publication “Highlights wellbeing insights cut flowers 2025” has been enriched with insights from four additional markets. As a result, the summary now includes research findings from eight countries: the Netherlands, the United Kingdom, France, Germany, Austria, Italy, Sweden and Poland.
Emotional value of flowers
The research shows which emotional values consumers associate with flowers, how these perceptions differ by country, and at which moments flowers most strongly enhance wellbeing. The study confirms that flowers are primarily associated with happiness and a sense of “home,” while the emphasis varies by market — from homeliness in the Netherlands to gratitude in Germany and caring in the United Kingdom.
Conclusions
The insights provide concrete guidance for communication and campaigns, both internationally and at country level. Curious about the key conclusions? View the summary in the Knowledge Centre.
