Period 10: growth due to better prices cut flowers12 October 2017
In period 10, from 11 September to 6 October 2017, the picture was dominated primarily by the cut flowers. There was clearly more demand for cut flowers than in previous years, leading to an increase in the average price of flowers.
Period 10 is generally a quiet period for the sales of flowers and plants. There are few specific holidays to stimulate the consumption of flowers. Grandparents' day at the beginning of October is still too new but may produce a stimulus in the future. On the other hand, there are many weddings in this period. Ultimately, the period concluded with a growth of 2.4%. The cumulative growth in turnover from January 1 amounts to 1.4%.
The shift of sales from the clock to direct flows continues at a steady rate. It is striking that the increase is stronger with plants, where the share of direct flows is already high, than with cut flowers. For cut flowers the share of direct flows increased by 1%-point to 31.2%.
For houseplants the share of direct flows increased by 2.4%-point to 79.2%. For outdoor plants the share increased by 5.2%-point to 64.3%. If we look at the product level, for cut flowers the same products like Gerbera and lily are responsible for more than 50% of sales via the direct flows. For products like roses and chrysanthemums, the share of direct flows is 1/3 of the total turnover.
The export figures from Floridata for August are the most recent ones published. In August the export grew by 2%, and in cumulative terms, the growth of export is almost 6%. The cut flowers did better in August than the plants. On the national level, it was primarily the Eastern European countries that did well. The export to the UK remains under pressure; in August, the export decreased by 4%. The export to the USA also came under pressure in August with a drop of 15%. The growth in export and the growth of Royal FloraHolland are at the same level because the plant turnover at Royal FloraHolland is expanding more strongly than the export.
For cut flowers the turnover increased by 3%. The supply declined slightly, by 2%, and the average price level rose by 5%. This allowed the lilies, hortensia and freesia to realise a clearly higher average price than last year, while spray chrysanthemum and gerbera traded below the average of last year.
For houseplants the turnover remained practically unchanged. The supply and the average price level turned out also to be basically unchanged. At the product level there were differences from last year. The supply of Phalaenopsis and pot roses was clearly lower than last year, with better price-setting, while the supply of Kalanchoe and Anthurium was considerably greater than last year, but with no change in the price-setting.
For outdoor plants the turnover was 6% higher than last year. The supply remained basically unchanged, while the average price rose by 6%. The violets and the Ericas were mostly responsible for this positive push.
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