Abstract
Mintel previously reported on the houseplants and cut flowers market in Market Intelligence, September 2004, and the strong growth in the market described in this report has continued, with houseplant sales growth now outstripping that of cut flowers. In this report the key drivers for such growth are analysed, while limiting factors and potential barriers to growth are also identified. Mintel proposes the hypothesis that:
"There is a need to continue to engender a year-round feel good factor to encourage regular purchasing of cut flowers without consumers feeling they need a special occasion to buy. With long hot summers more common, putting pressure on water resources leading to hosepipe bans in many areas, this is affecting sales of some garden plants. As such, suppliers of houseplants will benefit by encouraging consumers to 'bring the garden indoors' with houseplants requiring less water and general maintenance than bedding plants, for example."
Also analysed are consumer attitudes towards the purchase of cut flowers and houseplants, both positive and negative. Competition for consumer spending and personal taste emerge as key reasons for non-purchase, as well as a preference for home-grown flowers from the garden.
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