中国云南农事达

Overview of the Italian Flower Consumption Market

The sales channels of Italian floral products can be divided into flower shops, flower booths on sidewalks, nurseries, garden centers, comprehensive markets and regularly held markets, large compound supermarkets (Supermarkets/Iper markets) DIY large stores, as well as non physical sales channels (including mail orders and online ordering of flowers).
According to a report released by the Italian ISMEA professional market research agency in October 2004, the country’s largest sales channels are flower shops, nurseries, and horticultural centers, based on the total revenue of Italian flower products. If counted based on the number of times consumers visit the store, the highest foot traffic is in the comprehensive market and regularly held markets and flower booths. Except for special festivals that promote a rapid increase in sales of flower bouquets, the sales of potted plants generally exceed the sales of fresh flowers.
Generally speaking, flower consumers are more female, with an average proportion of about 59% for females and 41% for males. If it is a special festival, such as Women’s Festival/Festa della donna on March 8th each year, the gender ratio of consumers is male (52.2%), surpassing female (47.8%). The gender ratio for purchasing fresh flowers and potted plants is 50.3% for males and 49.7% for females; Potted plants account for 31% of males and 59% of females. The report analyzes that the majority of consumers are over 55 years old, with middle to high incomes and retirees, followed by office workers. The geographical environment of Italy is narrow from north to south, and regional differences are caused by cultural and economic backgrounds. Consumer behavior varies slightly in different regions. The above report points out that the proportion of flower consumption in Italy is as follows: 31.6% in southern Italy (including Sicily), 26.9% in northwestern Italy, 22.4% in central Italy (including Sardinia), and 19.1% in northeastern Italy (including Emilia Romagna).
Italian flower shops can package bouquets or potted plants at different prices according to customer needs. Some shops also retail products such as seedlings, plant seeds, flower vessels, cultivation soil, insecticides, and fertilizers that can be planted in garden gardens. The sales locations are mostly located in the city center, and the product prices are relatively high. Large supermarkets located in suburban areas generally have flower sections that sell flower bouquets, potted plants, and related horticultural products. The Horticultural Center, due to its complete product line, superior flower quality, a wide variety of options and affordable prices, has attracted a large number of Italian consumers to specifically visit such locations to purchase the necessary items.
Italians, who are naturally romantic and attach great importance to life, not only give bouquets as gifts on Valentine’s Day, but also give flowers as small gifts to family and friends on commemorative or important holidays, which is also one of the local cultural characteristics of Italy. Various bright and green potted plants are favored by consumers due to their long flowering period and durability compared to fresh flowers, especially some potted plants, which are cheaper than fresh flowers. After being packaged in flower shops, they become exquisite gifts or gift baskets, making them an excellent choice for people to give gifts on special holidays such as Christmas and Easter every year.
Italian shops are accustomed to using seasonal flowers to decorate their entrance storefronts, while the public tends to plant green plants or small potted plants indoors. It is also common for households to decorate their home environment with various types of potted plants or flowers. The main sales channels for Italian floral products include flower shops in large cities and towns, supermarkets, large DIY centers, horticultural centers, and nurseries located in suburban areas. These places are the best places for people to purchase flower seedlings or potted plants. According to statistics from the Italian National Bureau of Statistics (ISTAT), the total amount of various flowers imported from abroad by Italy in 2004 was 55.76 million euros. At the same time, the total amount of flower products produced by Italy for export also reached 564.49 million euros.

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