Market Information: cut flower turnover on the rise

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In the past period from November to December 1, turnover increased by around 5% according to Royal FloraHolland. This was primarily due to a lower supply of sweetheart roses from Africa. This led to a demand for other cut flowers, which stimulated the price-setting.

Previously, the difference in turnover between the clock and the direct flows has stabilised. There was a slight decrease in the share of products sold via the direct flows. For cut flowers, this was 0.1% and for houseplants, 0.5%. Only the sales of outdoor plants in the direct flows grew by 1.8%. This was due to the fact that outdoor plants form a relatively low share in the direct flows compared with the houseplants. Outdoor plants are busy catching up, however.

Export figures from Floridata reveal that exports in October grew by 2%. The export to Russia increased explosively with growth of 40%. This is because the rouble has increased in value, making flowers from the Netherlands affordable again. In addition, the demand from Russia for our flowers and plants was increasing anyway and more flowers and plants are going to Poland and the Czech Republic, where the economy is improving. The export to Germany is disappointing, with a drop of almost 4%, because the demand for flowers is decreasing. In October, the export to the UK remained stable compared with 2016. Cheaper flowers and plants were exported to the UK because of Brexit.

The cut flowers were responsible for the largest growth in turnover in this period. It increased by almost 10%. The supply remained at the same level as a year ago, except for roses and gerberas, which were supplied in much smaller quantities. The average price of all flowers rose by 10% but increased even more for roses and gerberas. The price-setting for lilies lagged considerably behind the level last year, due to less demand from the UK.

Among houseplants the turnover declined by 1%. Orchids are going through a difficult period as even though the supply of Phalaenopsis rose by 4%, the average price dropped by 14%; a striking decline not often seen with this product. The consumer is less interested in orchids, according to the statistics.

Among the outdoor plants, the supply improved by 7%. The average price declined by 2%, leading to a rise in turnover of 5%. Helleborus is the most important product group at this moment. There was a slight decrease in the share of products sold via the direct flows. For cut flowers, this was 0.1%-point and for houseplants, 0.5%-point. Only the sales of outdoor plants in the direct flows grew by 1.8%-point.  This was due to the fact that outdoor plants form a relatively low share in the direct flows compared with the houseplants. However, outdoor plants are becoming increasingly popular.

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