Royal FloraHolland:

Sales increasing after the summer holidays

Turnover increased by 4% after the summer holidays, Royal FloraHolland reports. This is a little more than the summer of 2016. Both the supply and the demand for flowers increased slightly. This caused the average price level to rise by nearly 3%.

The holidays start winding down between 14 August and 8 September (period 9). At the same time, the sales chain is again filled with products that are more heavily in demand after a quiet period.

The turnover between 1 January 2017 and period 9 grew by 1.3%. Given that there are no public holidays in the next few weeks, the expectation is that the supply and the pricing will continue to grow at the level of period 9.



Direct flows
The share of direct flows has further increased both for cut flowers and plants. For:
  • cut flowers, the share increased by 1.4% points to 32%;
  • indoor plants, the share increased by 1.6% points to 79.3%;
  • garden plants, the share of the direct flows increased by 4.3% to 64.2%.
At product level, the share of the direct flows for all products is becoming increasingly more important, and the share of the direct flows is also increasing in relatively quiet sales periods.

Export
No update has yet been received on Floridata's export figures.

Cut flowers
The turnover of cut flowers increased by nearly 5%. The supply grew by 1% and the average pricing by 4%. Lilies, hortensias and gerberas in particular were paid better than one year ago. The pricing of spray chrysanthemums was comparable to last year. The pricing of roses was slighter lower than in 2016.

Indoor plants
The turnover of indoor plants increased by 2% as the supply increased by 2%. The average pricing thus remained unchanged. The differences per product were negligible. Pot chrysanthemums and kalanchoe were slightly cheaper and moth orchids were slightly more expensive.

Garden plants
The turnover of garden plants increased by 8%. This was due to the equal division of 4% more supply and an average pricing of 4% higher than in 2016. The supply of seasonal products such as heather and gaultheria in particular increased and the supply of violets once again increased. The pricing of these seasonal products is positive.

Source: Royal FloraHolland

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