U.S. Supermarket Floral Consumer Sentiment

of overall floral purchases are planned

Of those who made a floral purchase in the last year:

83%

purchased flowers

74%

purchased plants

29%

always have floral products on their shopping list

58%

motivated by in-store displays

Top locations for purchasing

Consumer Bunch

Supermarket

Seeds

Home improvement

Bunch of Roses

Supermarket

Bulbs

Garden supply

Bouquet

Supermarket

Outside plants

Home improvement

Arrangement

Florist

House plants

Home improvement

Top reasons for purchasing

Caught my eye in the store
Would look good in my house
They would be cheerful

Drivers to increase purchases

In Person	Online
Discounts More options Products at check out Larger displays	Discounts Sustainable features Better images More options

Special Occasion Market Share

	Wedding	Funeral	Special Gift	Get Well	Just Because	Home Décor
Supermarket	13%	10%	26%	31%	42%	27%
Mass merchandiser	15%	13%	21%	24%	31%	34%
Online grocery	7%	7%	9%	9%	10%	7%
Online flower market	18%	29%	28%	27%	16%	14%

% of Consumers who believe the following channels are equal or better than florists:

	Supermarket	Mass merchandiser	Online grocery service	Online flower market
Quality	41%	44%	46%	58%
Selection	46%	42%	41%	39%
Price	52%	51%	58%	56%
Shelf life	48%	50%	50%	48%

Recognizing the importance of consumer loyalty and product perception to the growth of the supermarket floral department the International Fresh Produce Association fielded research to 2,500 consumers in the U.S., U.K., Germany, China and Brazil to better understand attitudes and purchasing behaviors.

Supermarket Floral Consumer Sentiment

United States

Of those who made a floral purchase in the last year:

Top locations for purchasing

Special Occasion Market Share

% of Consumers who believe the following channels are equal or better than florists:

Related Resources