"Plenty of opportunities to flourish in Dutch floriculture"

How does the Dutch floriculture sector look like in 2027? In this publication you will read what the expectations for entrepreneurs are in terms of consumer behavior, changes in the world market and developments in the supply chain. This will help you to recognize the opportunities for a flourishing future for your business.

Flexible needs
The consumer has become less predictable. One moment, the consumer wants a very luxurious bouquet or an exclusive plant, another moment he buys a special offer at a discount formula (Aldi, Lidl) or supermarket or hardware store (AH, Jumbo, Praxis). The same person wants to be served at different times with products of different quality. We call this buyer the hybrid consumer. Companies throughout the ornamentals chain should wonder how they can anticipate the variable buying behavior of these customers.

Rising international demand for flowers and plants
There is a strong relationship between growth of purchasing power and growth in spending in flowers and plants. Based on expected economic growth and current consumer value, Rabobank expects the global consumer value of flowers and plants to grow by almost 50% worldwide over the next 10 years.

Read the entire report on the Rabobank website (in Dutch).

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