Royal FloraHolland

Netherlands: Cut flower turnover rising

In the past period from November to December 1, turnover increased by around 5% at Royal FloraHolland. This was primarily due to a lower supply of sweetheart roses from Africa. This led to a demand for other cut flowers, which stimulated the price-setting.

In the past period, the difference in turnover between the clock and the direct flows stabilised.

Why did this happen?
  • There was a slight decrease in the share of products sold via the direct flows.
  • For cut flowers, this was 0.1%-point and for houseplants, 0.5%-point. Only the sales of outdoor plants in the direct flows grew by 1.8%-point. This was due to the fact that outdoor plants form a relatively low share in the direct flows compared with the houseplants. Outdoor plants are busy catching up, however.


Export to Russia growing
Export figures from Floridata reveal that exports in October grew by 2%. The export to Russia increased explosively with growth of 40%.

The causes
  • The rouble has increased in value, making flowers from the Netherlands affordable again.
  • In addition, the demand from Russia for our flowers and plants was increasing anyway.
More flowers and plants going to Poland and Czech Republic
More flowers and plants are going to Poland and the Czech Republic, where the economy is improving. The export to Germany is disappointing, with a drop of almost 4% because the demand for flowers is decreasing. In October the export to the UK remained stable compared with 2016. Cheaper flowers and plants were exported to the UK because of Brexit.



Fewer roses and gerberas supplied
The cut flowers were responsible for the largest growth in turnover in this period. It increased by almost 10%. The supply remained at the same level as a year ago, except for roses and gerberas, which were supplied in much smaller quantities. The average price of all flowers rose by 10%. It increased even more for roses and gerberas. The price-setting for lilies lagged considerably behind the level last year, due to less demand from the UK.

Difficult period for orchids
Among houseplants the turnover declined by 1%. Orchids are going through a difficult period. The supply of Phalaenopsis rose by 4%. The average price dropped by 14%; a striking decline not often seen with this product. The consumer is less interested in orchids, according to the statistics.

Helleborus
Among the outdoor plants, the supply improved by 7%. The average price declined by 2%, leading to a rise in turnover of 5%. Helleborus is the most important product group at this moment.
  • There was a slight decrease in the share of products sold via the direct flows.
  • For cut flowers, this was 0.1%-point and for houseplants, 0.5%-point. Only the sales of outdoor plants in the direct flows grew by 1.8%-point. This was due to the fact that outdoor plants form a relatively low share in the direct flows compared with the houseplants. Outdoor plants are busy catching up, however.
Source: Royal FloraHolland

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