Americans & the Floral Industry

The Challenge:

Consumers have a favorable impression of the floral industry, but they don’t see it moving having a positive momentum. Even where the category delivers on what matters; affordability, trust, transparency, health, and uniqueness, these proof points aren’t always obvious at the shelf. Closing this perception gap is essential to convert goodwill into momentum.

The International Fresh Produce Association surveyed 754 U.S. consumers to understand how Americans view the floral industry, overall favorability and momentum, whether the category delivers on what matters (affordable options, trust, transparent production, health, uniqueness), and how social-responsibility cues and category personality shape expectations.

Industry Standing

55% favorable impression of the floral industry and 32% of consumers perceive positive momentum.

A wicker basket filled with colorful primroses, including magenta, purple, pink, red and white, white, and yellow, placed on a gray slatted surface.

Opportunity: Pair core category strengths with visible “what’s new” stories (innovation, assortments, formats) to lift momentum perceptions.

Meeting What Matters

The floral industry broadly delivers on priorities consumers deem important (affordability, trust, transparency, health, uniqueness).

Opportunity: Make these proof points explicit on-pack and in-store (badges for “affordable options,” “transparent production,” etc.).

Bunches of colorful tulips wrapped in white paper with a chalkboard sign displaying price.

Category Personality

The U.S. floral industry’s personality remains friendly, fun, and classic.

A woman holding an orange tablet among colorful flowers in a shop.

Opportunity: Lean into this tone in retail theater and digital creative, while adding cues of modernity to reinforce “momentum.”

Quick Wins for Floral Marketers

Number 1

Show momentum:
seasonal limited runs, “new this month” endcaps, and innovation callouts.

Number 2

Prove priorities:
concise shelf tags linking to affordability, transparency, and health benefits.

Number 3

Brand voice:
keep “friendly, fun, classic” while layering in modern design to signal progress.

Download the report

Questions?

Colleen Fagundus

Director of Floral

+1 3026072159 Email Colleen Fagundus

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson