Generic promotion of flowers and plants leads to substantial boost in sales
Findings of independent consumer survey
Prompted by the discussion regarding the levy for generic promotion should still be collected by Royal FloraHolland, the Flower Council of Holland has decided to carry out consumer research in order to demonstrate the effect of generic promotion. This has also identified the risk that could result from ending generic promotion for flowers and plants. The research was carried out by independent international market research agency Motivaction.
Facts and figures
The two campaigns and the research were carried out internationally. The ‘We Need More Flowers’ campaign and the ‘Trend Collection’ campaigns both took place in Germany, France, the United Kingdom and the Netherlands. “The results were exceptionally positive. If we restrict ourselves to the overall findings, we can see that it has been shown for the two measured campaigns that substantially more sales have been achieved as a result of people seeing these campaigns. In total across the four countries where the campaigns took place, 8.5 million consumers bought extra flowers, 6.6 million consumers bought more houseplants, and 5.7 million consumers bought more garden plants,” says Ruurd Hielkema, senior research consultant at research agency Motivaction. Dennis van der Lubbe adds: “If we apply average retail prices, that gives additional retail sales of around 300 million euro. The total investment for these two campaigns was around 3.5 million euro.”
The competitive position of flowers and plants
“As a sector, we should not forget that we constantly compete with other categories for the consumer’s spend”, says van der Lubbe. “If we look at flowers, for example, we know that luxury chocolates and perfume are competing gift items. These categories spend a media budget in the Netherlands which is 8 to 12 times greater respectively than we can deploy (Source: Nielsen 2016-2020). With the potential rduction of the generic promotion campaigns, we run the risk that flowers will be bought less as a gift item.”
Not previously researched
To find out more about this study
Full details of the research and the methodology can be obtained from the Flower Council of Holland. Please contact Managing Director Dennis van der Lubbe at email@example.com.