Positive purchasing behaviour around French All Saints' Day improved04 November 2016
All Saints' Day, ‘Toussaint’ in French, is an important holiday for the Dutch horticultural sector. But every year it is a matter of waiting to see how big the stimulus will be from the French market. This is linked to various boundary conditions. Read here about the important aspects and this year's final figures.
This year, market specialist Erwin Sneiders from Royal FloraHolland organised a study trip with suppliers to visit the Lille region and Paris to ascertain how the wholesale and retail trade evaluate the purchasing behaviour of French consumers in this period. Their conclusion: All Saints' Day (Tuesday, November 1) fell this year in the middle of the two-week-long autumn vacation for the French, so many consumers preferred to go on holiday rather than visit the graveyard.
Increased revenue for All Saints' Day
Nevertheless, Royal FloraHolland observed an increase, compared with the same period last year, in the revenue from houseplants and cut flowers of 9% and 12%, respectively, in weeks 42 and 43. The houseplants category realised a 9% higher price for the same number of items. In the cut flowers category, we saw an increase in the number of items of almost 1% associated with a price rise of 11%. These growth figures match the increasing price development we had noted in the preceding period. This is a trend in which the increase in revenue is primarily driven by a favourable price development and less by the number of products traded.
Large supply caused drop in price
The top 3 products that the French buy for All Saints' Day are:
- Pot chrysanthemum
The supply of chrysanthemums was much higher in the past two weeks compared with last year (+ 28%), which led to a drop in the price of almost 1%. Their revenue increased by 27%. The revenue from cyclamen decreased by almost 2%. A slight decrease in the supply (- 0.5%) did not ultimately lead to an increase in the price; instead, it declined by 1%. Calluna was responsible in this period for the second largest rise in revenue in the houseplants category. The strikingly larger supply (+58%) led to a drop in the price (- 3%).
Florists suffering from lots of competition
The French florist experienced severe competition with the supermarkets again this year. Almost all retailers put on an additional supply of attractively priced pot chrysanthemums. Street traders also took advantage of sales during this period, which florists considered unfair competition. In general, however, the consumers' declining interest forms by far the greatest threat to horticultural revenue at this time. General societal trends are also having an effect, like the growing popularity of cremation.
More related news
- 24 May 2017
- 31 March 2017
- 02 March 2017
- 17 February 2017
- 16 December 2016
Subscribe to our newsletter and receive each week:
- current and relevant news
- based on your own profile
Do not display againSubscribe