The German market for horticultural products is a stable market with an annual turnover of around €8.5 billion. There are a few clear trends that characterise the German market at the moment. This week, we’ll discuss one of those trends each day. Trend number 4: German consumers spend less on flowers and indoor plants
The Royal FloraHolland consumer tracker study, a weekly online survey among 700 German consumers, shows that the amount that consumers spend on flowers and indoor plants in Germany has gone down from €7.3 billion (in 2009) to €6.8 billion in 2015. „Most German consumers have been paying more attention to price when they buy plants or flowers. The total amount spent has become lower because retailers’ prices have gone down,” says market specialist Bettina Denker-Gosch.
In the same period, the average wage went up in Germany. According to the consumer tracker calculations, the share of wallet (SoW), i.e. the part of people’s disposable income spent on flowers and indoor plants, decreased. Germans spent on average 0.6% of their income on flowers and indoor plants in 2009 – by 2015 this had gone down to 0.48%. The German SoW is still higher than that of the Netherlands, the United Kingdom and of France.
In absolute numbers, the average German person spent €7,- less on flowers and indoor plants in 2015 than in 2010 (€75,- compared to €82,-). The average German person spent €44,- on cut flowers. That’s €2,- less than five years earlier. And they spent a total of €31,- on average on indoor plants in 2015. That’s €5,- less than five years earlier.