survey covered florists in Germany, France, the UK and The Netherlands
Simple and easy Kalanchoe a regular at the florist
A simple and uncomplicated appearance is also mentioned by virtually every florist and consumer that the survey polled. The style they associate with the plant is therefore an everyday, rural and/or classical one. There is nothing trendy or modern about the Kalanchoe, everybody agrees. A fair majority considers it an appealing plant nonetheless, florists a little more so than buyers.
66% of flower shops always stock the plant, with another 25% doing so regularly. The double flowered variant is preferred in those cases: 97% of florists sell it. The single-flowered Kalanchoe is sold by 80%. Asked to assess the plant’s popularity, most florists feel the share of the plant in flower shop sales has been increasing by a little bit.
While consumers mainly enjoy red and purple variations, florists unfortunately state a preference for white, white/green and pink variants. Lots and lots of consumers also remain unaware of the plant’s ability to survive outside. Both facts call for action on the part of the florist if sales are to be optimized.
The Product Board for Horticulture study aims to aid marketing and sales efforts by providing insight into image, buying behavior, preferences and experiences of florists with the Kalanchoe plant. Comparative differences between countries were also analyzed.
The survey covered florists in Germany, France, the UK and The Netherlands who are part of the Product Board for Horticulture’s online ‘Florist Panel’.
Source: Dutcj Product Board for Horticulture
