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 3: more and more flowers are purchased through retailers.
Traditionally, most flowers in Germany are bought through florists. And that’s still the case. However, florists’ sales volumes have gone down from 47% to 44%.
In a survey by Royal FloraHolland, 34% of the consumers indicated that they buy most of their flowers at retailers. That’s a 3% increase over a 5-year period. Flowers bought at the supermarket are often impulse purchases for personal use, while consumers still go to the florist when they’re looking for something specific or for better quality. With a 3% share, the internet is still a small, but upcoming, market.
With regards to indoor plants, FloraHolland’s study shows a different picture. For this segment, distribution through florists increased by 4%, reaching a total share of 27%, over a 5-year period.
“Perhaps because people are looking for better quality and professional advice”, says Bettina Denker-Gosch. “The study showed that the supermarket has become less popular for plant sales the last couple of years. Indoor plant sales through supermarkets went down by 2%. And sales through DIY stores decreased by 5% over a 5-year period.” The internet is still playing only a marginal role as a distribution channel for plants and flowers.
According to FloraHolland’s consumer tracker, out of all retailers selling plants and flowers, Kaufland had the biggest share with 17%. They were followed by Aldi (15.9%), Edeka (13%), Lidl (12.5%), REWE (8%), Netto (7.3%), Real (6%), Penny (3.8%), Globus Supermarkt (2.5%) and Norma (2.2%). For cut flowers, Aldi is the leader with a market share of 23%, followed by Edeka (14%), Lidl (13%), Kaufland (11%), Rewe (11%), Netto (7%), Real (5%), Penny (4%), Norma (2%) and Globus Spermarkt (2%).
Looking at indoor plant sales through DIY stores, Obi is the largest, with a market share of 42.3% in 2015. Other sellers in this segment include Bauhaus (14.7%), Hagebau (10.6%), Toom (10.5%) and Hornbach (9.6%).