Europe: 'Broad range of chrysanthemums boosts demand'

The market for chrysanthemums is very different across the globe. When just looking within Europe one can notice clear differences, not only regarding the production areas, but regarding the end consumer's preferences too. In order to meet these different preferences breeders are continuously working on new varieties to expand their range. And this expansion seems to have a positive effect on the chrysanthemum market. According to Jürgen von den Driesch, Sales Manager at the German breeding and young plants company Brandkamp, it boosted the demand for chrysanthemums over the last years.

Jürgen von den Driesch, Hubert Brandkamp, Silvia Brandkamp, Dipl. Ing. Christiane Appl

Production area chrysanthemums
Cut, pot and garden chrysanthemums are produced in different areas across Europe and most products are centered in a certain part of Europe. According to von den Driesch, cut chrysanthemums will increasingly only be produced in the Netherlands, the Southern European countries and Balkan countries. "The Dutch production is mostly for export and that in the other countries are mostly for the domestic market." The pot chrysanthemums production, on the other hand, is big, but mainly in the Western and Northern part of Europe and not so much in the South. "A large part of the production is supplied to supermarkets for special sale actions", he says. The garden mums (multiflora Chrysanthemums) are, according to von den Driesch more or less popular in all European countries and the production is increasing. "The Multiflora Chrysanthemums has become a fashionable product in European countries."

Consumer preferences
Next to the production areas, the preferences of the end consumer are quite different too. "In the more modern countries like Netherlands, France, Germany and the Scandinavian countries, multiflora and pot chrysanthemums mix pots with three or more colors are very popular. In the more traditional countries, like Poland and the Balkan countries, less mixed pots are demanded and produced."

Keeping up with the demand
As there are so many differences in demand, a large range of products is necessary and breeders like Brandkamp are continuously investing in developing new varieties. "As a breeder, we must breed in the complete range of colors and flower forms, because the needed colors and products are very different between the different markets. For mix pots, for example, it is important to breed families with different colors but the same grow circumstances and shape." And this approach seems to pay off. The demand for chrysanthemums in general increased over the last years. According to von den Driesch, an important reason for the growing demand is the wide range of colors, flower forms and shapes available. "However, it is essential that characteristics need to be combined with a good performance at the end consumer."

IPM Essen
Brandkamp will exhibit at the IPM Essen, that will be held from January 23-26, 2017. Visit them in hall 2, booth number 2C31.

For more information
Brandkamp
Jürgen von den Driesch
Email: v.d.driesch@brandkamp.de
Phone: +49 (0) 228/33 08 75
Fax: +49 (0) 228/33 47 00
Mobile: +49 (0) 171/4 13 55 91
www.brandkamp.de