Articles
Ornamental horticulture: challenges and opportunities
Article number
1461_19
Pages
171 – 176
Language
English
Abstract
Ornamental horticulture encompasses the cultivation and trade of decorative plants, flowers and trees, all of which play a crucial role beyond aesthetic value since they all contribute to the economy, environmental sustainability, and overall well-being of individuals and communities.
The total production value of the ornamental industry is approximately EUR 65 billion, with half attributed to cut flowers and potted plants.
The ornamental plant market continues to grow as consumer interest in gardening, landscaping and the cultivation of indoor plants increases.
Rising urbanization and the trend towards green living spaces have further driven demand, resulting in increased sales and the proliferation of garden-related products and services.
Although the sector faces significant challenges, new opportunities to support and invest in its development are arising.
This paper will examine global flower and plant production and trade, categorizing countries into four groups based on their supply and demand for flowers and plants.
Recent changes in flower consumption are influenced by heightened environmental consciousness, technological advancements and global economic factors.
These shifts could reshape floriculture and require industry to address issues such as the diverse consumer preferences linked to demographics, lifestyle and usage variations.
By embracing sustainability, leveraging technology, valorising research and adopting innovative marketing strategies, the ornamental industry will continue to thrive.
The total production value of the ornamental industry is approximately EUR 65 billion, with half attributed to cut flowers and potted plants.
The ornamental plant market continues to grow as consumer interest in gardening, landscaping and the cultivation of indoor plants increases.
Rising urbanization and the trend towards green living spaces have further driven demand, resulting in increased sales and the proliferation of garden-related products and services.
Although the sector faces significant challenges, new opportunities to support and invest in its development are arising.
This paper will examine global flower and plant production and trade, categorizing countries into four groups based on their supply and demand for flowers and plants.
Recent changes in flower consumption are influenced by heightened environmental consciousness, technological advancements and global economic factors.
These shifts could reshape floriculture and require industry to address issues such as the diverse consumer preferences linked to demographics, lifestyle and usage variations.
By embracing sustainability, leveraging technology, valorising research and adopting innovative marketing strategies, the ornamental industry will continue to thrive.
Authors
M. Beruto
Keywords
cut flowers, potted plants, environmentally friendly, innovation, production, marketing, supply chain
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