Floral
Supermarket Floral Consumer Sentiment
United Kingdom
Floral products are on the shopping list, yet there is opportunity for supermarkets to capitalize on weddings and funerals by further promoting quality of products.
of overall floral purchases are planned
Of those who made a floral purchase in the last year:
90%
purchased flowers
74%
purchased plants
22%
always have floral products on their shopping list
48%
motivated by in-store displays
Top locations for purchasing
|
Consumer bunch Supermarket |
Seeds Garden supply |
|
Bunch of roses Supermarket |
Bulbs Garden supply |
|
Bouquet Supermarket |
Outside plants Garden supply |
|
Arrangement Florist |
House plants Garden supply |
Top reasons for purchasing
- Caught my eye in the store
- I bought them as a gift
- Would look good in my house
Drivers to increase purchases
| In Person | Online |
|
|
Special Occasion Market Share
| Wedding | Funeral | Special Gift | Get Well | Just Because | Home Décor | |
|---|---|---|---|---|---|---|
| Supermarket | 13% | 11% | 26% | 40% | 49% | 43% |
| Mass merchandiser | 7% | 6% | 13% | 17% | 19% | 17% |
| Online grocery | 8% | 7% | 11% | 10% | 7% | 9% |
| Online flower market | 17% | 15% | 23% | 18% | 12% | 12% |
% of consumers who believe the following channels are equal or better than florists:
| Supermarket | Mass merchandiser | Online grocery service | Online flower market | |
|---|---|---|---|---|
| Quality | 44% | 46% | 50% | 48% |
| Selection | 43% | 46% | 46% | 47% |
| Price | 57% | 59% | 64% | 62% |
| Shelf life | 50% | 51% | 54% | 52% |
Recognizing the importance of consumer loyalty and product perception to the growth of the supermarket floral department the International Fresh Produce Association fielded research to 2,500 consumers in the U.S., U.K., Germany, China and Brazil to better understand attitudes and purchasing behaviors.