This year, March was a good month for flower and plant sales, which in total increased by over 20%. The price was the most decisive factor for the cut flowers' success.
The average price of house and garden plants lagged behind slightly due to an increase in supply. Flowers benefited from the weather and the dates of the many special days during the period. Mothering Sunday in the UK was on the same day as International Women's Day and the run-up to Easter followed in quick succession, while last year, Easter was three weeks later. In addition, the weather was too wet and cold for garden plants, so the supply was low and consumers were not yet interested in the products.
Flower sales at a good level
This year, cut flowers saw a 30.7% increase in sales compared to March 2014. The supply increased by 8.4% and the average price rose by €0.04.
Tulips were the largest product this month; in terms of both supply and sales. For tulips, the average price was €0.03 higher than last year, and 38% more units were supplied. The cool weather and favorable dates of International Women's Day, Mothering Sunday and Easter kept the price on the level. Over the next few weeks, however, the tulip supply will fall sharply. The last few weeks were characterized by good weather for sales of cut flowers, in particular. This was clearly the case for Roses. Rose sales increased by 23% this year, and 3.7% more units were supplied in comparison to March 2014. This year, the average price was up by €0.03. All of the top 15 cut flowers achieved a higher average price this year than last year. In short, March 2015 was, in general, a great month for the flower trade.
More units of house plants; price still under pressure
In total, house plant sales increased by 12.9% this month, which was largely due to the drop in supply of more than 21% compared to March 2014. Looking at pricing, we see that many products in the top 15 have a slightly lower average price than last year. The Campanula and Primula are exceptions, and their average price was up on last March, despite greater supply. Easter will have been a contributing factor in this regard, too. The average price was down slightly for the green house plants in the top 15: Dracaena and Ficus Green plants in Easter arrangements and greenery for plant dishes are becoming more popular among our customers and consumers every year. The largest house plant, Phalaenopsis, saw am 18.5% increase in units supplied in March with the average price down by €0.19 compared to March 2014. Last year, Easter was in week 17, so the trade for Easter flowed directly into the run-up to Mothering Sunday.
Garden plants waiting for better weather
The cold weather meant that once again flowering plants had to struggle. This year, just under 10% fewer units were supplied than in March last year. Sales were also less favorable, dropping by 9.2%. The average price is at the same level as last year. Last year, the weather was much milder and the season took off as early as in week 11. While the supply of Violets is falling, products that arrive on the shelves later, may well be disadvantaged by the Violets still for sale at that point. Now it's a case of waiting for lovely spring weather to attract the crowds to the garden centers again.
Source: FloraHolland