Thanks to houseplants, record high average sales price01 June 2016
Period 5 is the most important period of the year for sales. It is the period in which Mother's Day falls. Even though there was one less auction day than this period last year, the revenue at Royal FloraHolland rose 4.4% in this period in 2016 compared with 2015.
The supply increased by 2%, and the average price rose by over 2.5%. This led to the average price of all products reaching a record high of 44.5 cents. That is about the highest average price ever achieved in one period (each period lasts four weeks). The high price can be attributed primarily to the favourable price for houseplants. With an average price of €2.03, houseplants achieved a new record.
The greatest demand for flowers and plants in this period came from countries in which Mother's Day is celebrated on the second Sunday in May. All in all, a period we can look back on with satisfaction!
In cumulative terms, we now have a growth in sales of 3.9%. Taking into account all corrections due to more or fewer auction days at the beginning and end of the season, we are now slightly in the black.
The share of direct trade has increased further in all product groups. Among cut flowers the share of direct trade inched up by just 0.2 percentage point to 30.4%. Gerbera is leading the pack with a share of 61%. Lilies and Cymbidium are close behind with 50%. Rose and chrysanthemum are about average, and Hydrangea's share is 14.7%, an increase of 2.4 percentage point.
Among houseplants, the share of direct trade increased by 2.8
percentage points to 78.6%. Phalaenopsis and Zantedeschia are
around 85%, most other products achieve a share ranging between 70%
and 80%. Of the top 20 products, none are falling behind.
Among garden plants, the share of direct trade rose by 2.7 percentage points to 71.7%. A product like lavender was around 80% and buxus about 50%.
Export figures for the Netherlands
The Dutch export figures for April 2016 are the most recently available figures. Export grew in April by 4%. The plants did especially well, with an increase of 11%. The export of flowers declined by 1.2%. It is striking that the export of cut flowers to Germany and the US rose (by 14% and 11%, respectively). In most other countries, the export of cut flowers dropped: the UK by 15%, Italy by 11% and France by 8%.
Among plants, practically every country scored well. Germany again stood out with an increase of 12%, despite the decline in the export of plants to Germany noted in the past few months. There was also striking growth in the plant export to Austria (+60%), Italy (+33%) and Poland (+20%).
The cumulative export growth over the first 4 months of this year was thus 1.4%. Flower exports grew by 0.6% and plant exports by 3%.
The growth of Royal FloraHolland in March lagged behind that for the Dutch export growth. The difference in the growth figures was around 5% in April, the same as in March, to Royal FloraHolland's disadvantage.
Great difference in cut flowers
Among cut flowers, sales rose by 3% in period 5. The number of items increased by 2.4%, and the average price by 0.6%. As usual, there were large differences compared with last year. The supply of lilies increased by 14%, that of peonies by 24% and that of Lisianthus by 14%.
Roses remained at the same level, as did the spray chrysanthemums and tulips. Comparison of their prices revealed large variations. The average price of Gerbera declined by 15%, that of lilies by 11%, while spray chrysanthemums cost 11% more. Roses remained at the same price level as last year.
Record figures for houseplants
Among houseplants, sales increased by 6%. The supply declined by 1%, but the average price rose by 7% to a new record high of €2.03. The supply of Phalaenopsis remained the same, while that of Kalanchoë and Hydrangea dropped between 5% and 8%. The supply of Zantedeschia, Campanula and Dracaena rose by 15%.
Among garden plants, an almost 6% increase in revenue was noted. The quantities remained the same, but the average price rose by 6%. This was primarily due to a greater supply of larger products. The weather always has a major effect on the sales of this product group. With a few cold weeks in period 5, the sales of garden plants fluctuated.
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