Abstract
The economic downturn presents the flower and houseplant market (valued at £2.2 billion in 2008) with challenges and opportunities.
Against the backdrop of an impending recession, occasional spending markets are likely to suffer as consumers brace themselves for more difficult times ahead.
In this report Mintel looks at how the industry has fared so far and what it can do to encourage higher purchasing levels of cut flowers and houseplants.
Key report themes:
- It looks as though the credit crunch is negatively impacting cut flower-purchasing levels but other gift purchases (eg boxed chocolates) have not been as badly affected. Why?
- The view of flowers in the home as bright and cheerful has been intensified by the backdrop of economic doom and gloom. Cue growth?
- The flower and plant trade is moving towards an ethical positioning. Will it gather further momentum?
- The grocery multiples dominate distribution, but are they doing enough to fuel growth?
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