Articles
Factors influencing the demand for cut flowers and potted plants
Article number
1461_20
Pages
177 – 186
Language
English
Abstract
The demand for cut flowers and potted plants is anticipated to remain strong.
Increasing urbanisation and hectic lifestyles are driving consumers to seek connections with nature, not only in their homes but also in their workplaces.
However, this desire does not inherently translate into a preference for more sustainable products.
While the world faces challenges such as climate change, resource scarcity, and food insecurity, the production and distribution of ornamental plants present their own difficulties.
Given that much production occurs in transitional economies, coupled with the perishability of the product and long distances to market, the associated carbon footprint is high.
Furthermore, as discretionary items, ornamental plants often mean that consumers prioritise saving money over saving the planet within their household budgets.
The market is dynamic and influenced by fashion trends, with consumption shifting from occasion-based purchases towards self-reward and gratification.
While quality and convenience remain paramount, value and functionality become more significant as household budgets face increasing pressure.
Emerging sentiments of anti-globalisation and a desire to support local producers may foster a preference for local, seasonal flowers.
Nevertheless, the consumerRSQUOs desire to express individuality and creativity is expected to sustain demand for unique and exotic flowers and potted plants.
Increasing urbanisation and hectic lifestyles are driving consumers to seek connections with nature, not only in their homes but also in their workplaces.
However, this desire does not inherently translate into a preference for more sustainable products.
While the world faces challenges such as climate change, resource scarcity, and food insecurity, the production and distribution of ornamental plants present their own difficulties.
Given that much production occurs in transitional economies, coupled with the perishability of the product and long distances to market, the associated carbon footprint is high.
Furthermore, as discretionary items, ornamental plants often mean that consumers prioritise saving money over saving the planet within their household budgets.
The market is dynamic and influenced by fashion trends, with consumption shifting from occasion-based purchases towards self-reward and gratification.
While quality and convenience remain paramount, value and functionality become more significant as household budgets face increasing pressure.
Emerging sentiments of anti-globalisation and a desire to support local producers may foster a preference for local, seasonal flowers.
Nevertheless, the consumerRSQUOs desire to express individuality and creativity is expected to sustain demand for unique and exotic flowers and potted plants.
Authors
P.J. Batt
Keywords
marketing, ornamentals, sustainability, trends
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