The rose: colour and size are most important for consumers20 July 2016
How satisfied are consumers with roses? For which occasions are roses bought, and are people willing to pay more? FPC Rose is working on a promotion plan to stimulate consumers to buy more roses.
Cut flowers are often spontaneous buy
A survey was conducted at the end of 2015 among consumers in the Netherlands, Germany, France and the UK to explore the image of roses and consumers' purchasing behaviour. A total of 4740 consumers participated in it, with at least 1100 per country. In the survey a number of statements about cut flowers in general were presented.
Many consumers agreed with the statement that cut flowers are often a spontaneous buy, especially in the Netherlands and Germany (approx. 70% agreed). Almost all consumers (65% to 80% per country) agreed with the statement that they are fascinated with how flowers change and develop; there is always something different to discover. In three of the four countries, the participants indicated that they respond to special offers (approx. 50%); this is less evident in France.
Germans less satisfied
In the survey, the satisfaction and loyalty involved in purchasing roses was also measured. In answer to the question of general satisfaction with the most recent purchase of roses, Germans were the least satisfied. Only 49% of the Germans expressed being satisfied or very satisfied. In other countries, about three-quarters is satisfied or very satisfied with their last purchase.
The Net Promotor Score (NPS) is an instrument to chart loyalty by measuring the intention to recommend. People who easily recommend products are called promoters. People who do not easily recommend products are called detractors. By subtracting the share of detractors from the promoters, you obtain the NPS score. This is a bit lower in Germany than in the other countries. We still do not have an explanation for this. Further research is required.
Roses are a suitable present to symbolise love
Roses are a lovely present that suits many people and meets the expectations of taste of the recipient. You give roses to women, it is a less suitable present for men. And roses are a suitable present for all ages, except for young people under 30. The older the recipient, the more suitable roses are as a present.
Reasons for not buying roses for oneself include too expensive and/or not having any money. Or they feel that the vase life is too short (especially in Germany and France). Most consumers remember the last time that they bought flowers from a florist. They prefer going to a florist because the quality is better and the florist is a trained specialist. To save money and for ease of purchase, they go to the supermarket.
When consumers buy roses, colour, price, maturity and size of the flower are the most important aspects. The rose is an especially suitable gift for occasions associated with love and relationships, such as weddings, anniversaries, Valentine's Day and Mother's Day.
Roses stay lovely for at most 7 days
Rose buyers are less well informed about the care of roses. They are not familiar with several tips for extending the vase life of roses:
- Trim the bottom of the stem off after several days,
- Keep at least 5 cm of water in the vase,
- Use the flower food,
- Cut off the leaves, but leave the thorns
These and several other aspects about the care of roses were tested among consumers. German and French buyers are less aware that flower food extends the vase life (at most 50% knows this versus 70% and 80% in the UK and NL).
In the Netherlands and the UK, consumers are less aware that rose stems should be trimmed after a few days to increase vase life. In Germany and France, approx. 70% did that. In all four countries, the majority assumed that roses remain lovely at best for 7 days in a vase at home.
Would you like to know more about consumers who buy roses? The detailed report costs €500 and can be ordered from Customer Services. For rose suppliers who are members of Royal FloraHolland, the report is free of charge.
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