About two-thirds of cut flowers ultimately end up being used in bouquets, reports Teun van Turenhout – Market Manager Bouquets at Dutch flower auction cooperative FloraHolland. He extensively studied the bouquet market, as part of his mission at FloraHolland to get into the mind of the consumer, and many of his findings are highly relevant.
To be exact about the importance of bouquets for the cut flower market; the consumptive value of flower bouquets amounts to two-thirds of the total consumptive value of cut flowers, van Turenhout clarifies. In some countries it even approaches seventy percent, in fact.
“When does a consumer decide to buy a bouquet? What is it he or she buys and why?”. The answers to those questions offer valuable insights to us at FloraHolland. We would like to see flower bouquets play a larger role in the gift market, and that requires us to know what the European consumer desires and considers important.
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