Belgium: Floriculture sales on the rise

Consumers in Belgium have spent 4% more on flora in 2012, compared to the prior year. That fact becomes evident from the statistics which VLAM, the Flanders' Agricultural Marketing Board, has just published. 395 million Euro is the total amount which the Belgians spent on floriculture products in 2012, which represents a good four percent increase over 2011. Nearly two-thirds of those purchases are for personal consumption. Only 36% is intended as a gift instead.

Spending on flowers and plants is very low among the younger generation of Belgians. The older age groups are responsible for the vast majority of spending, as it is in most countries. While the total amount of flora consumers in the European country saw a decrease, spending as well as the number of purchasing moments increased.

Florists remain the primary purchasing channel, with 35% of the market, but garden centers are encroaching and now claim a share of 22.4%. Plants and trees also increased their market share, while cut flowers became less popular.

Source: Vlam - VvdB - Florint.org

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