The course of the weather characterised the happenings on the flower and ornamental plant markets in 2018 too. Above all, the persistent heat and drought in the summer months must thus have spoilt the desire of quite a lot of garden and flower friends to buy plants. The watering confronted not only garden owners but also production gardeners with great challenges. Nevertheless, the market will grow slightly. This is shown by the latest figures which the Agricultural Market Information Company (AMI) calculates every year on behalf of the Central Horticultural Association (ZVG).
On the basis of the first three quarters, there are expectations of a turnover plus of around 0.5 percent compared with the previous year and of a market volume of Euro 8.7 billion (at retail trade prices). The result will probably lag a little behind the good result from 2016 but should thus remain the second-best year in the consideration of the market development since 2010.
The per-capita expenditure on flowers and ornamental plants also rose in comparison with the previous year. This probably amounted to a figure of nearly Euro 105 for 2018. The expenditure on bedding and balcony plants rose to around Euro 22, followed by that on woody plants which is remaining stable at all of Euro 17. Flowering house plants accounted for Euro 13 and green plants for all of Euro 5 per inhabitant. Shrubs were once more able to gain ground and the Euro 6 mark was exceeded here for the first time. Flower bulbs and herbs each accounted for around Euro 3 of the per-capita expenditure. Considered according to segments, exclusively cut flowers lagged behind the previous year with regard not only to the market volume but also to the per-capita expenditure. However, they continued to remain the most significant single segment on the market with expenditure of around Euro 35 per capita.
Therefore, the expected plus of 0.5 percent on the overall market was clearly driven from the pot and garden plant segments. The minus in the case of cut flowers is being compensated for by the good developments in these fields. With a minus of 1.5 percent, the market volume will be just under Euro 3 billion (at retail trade prices). Precisely the cut flower market had to suffer from the extreme weather conditions in 2018. In addition to the imports, blooming sets from domestic production simultaneously forced their way on to the market in the really hot period and led to an enormous oversupply for a short time. Meanwhile, the consumers exercised purchasing restraint. In the case of pot plants, it was primarily the small segments which were able to score points in 2018. With a growth rate of 7.5 percent, shrubs topped the developments of all the other market segments and reached a volume of all of Euro 0.5 billion. Flower bulbs grew by 5.7 percent to nearly Euro 0.3 billion. Greenhouse plants also developed strongly with a plus of 3.7 percent and thus increased their market volume to all of Euro 0.4 billion. Herbs continued to grow moderately by 1 percent while bedding and balcony plants exhibited a plus of 0.8 percent and thus performed better than feared in the months of the heat. Therefore, herbs reached a volume of all of Euro 0.2 billion and bedding and balcony plants around Euro 1.8 billion. With a rate of increase of 0.4 percent, flowering house plants lagged behind the average growth on the overall market and reached a volume of nearly Euro 1.1 billion. Woody plants were able to keep their result stable at all of Euro 1.4 billion. Here, market stimuli which may be attributed to necessary replacement planting operations are expected for 2019.
Best year yet for Veiling Rhein-Maas
Veiling Rhein-Maas can look back on a good financial year. Despite the difficult weather conditions - the winter weather in February and March and the long hot period in the summer – the auction house closed 2018 with an increase in product turnover of 1.1%. With more than 348 million euros, it was the highest product turnover since the establishment of the company in 2010.
Clock presale still popular
The physical auction remains the most important sales channel at the market in Straelen-Herongen. The product turnover at the auction clock showed a slight increase of 0.3% compared to the previous year. “Remote purchases” (KOA) accounted for 28.2% of auction sales in 2018, a slight increase compared to the previous year. Auction clock presale is becoming increasingly popular among the customers of the auction. The planned sales target for clock presale for 2018 was exceeded. The digital sales channel generated a product turnover of 10.5 million euros, an increase of 67.5% compared to the previous year. Clock auction at Veiling Rhein-Maas also closed the year positively with an increase in product turnover of 4.1%.
Measures to optimize the distribution of cut flowers
Last year Veiling Rhein-Maas already took several measures to optimize the distribution process for cut flowers so that customers received their products faster. This led to positive results this year.
Strong demand for high-quality products
Plant arrangements and high-quality products are still very popular. In addition, the demand for cut flowers was particularly strong for lisianthus and hydrangea. Due to the positive experiences with the introduction of “Premium Quality” products at Veiling Rhein-Maas, Gypsophila, Ilex and Alstroemeria were successfully introduced in 2018.
Event highlights of 2018
The first highlight of the year was the 2018 client and supplier day, themed 'Future opportunities for digitization in the green sector', which was attended by about 440 guests. In April, the Fachverband Deutscher Floristen (FDF) and Veiling Rhein-Maas opened the fourth edition of the trend presentation 'Rhein-Maas Next' - this time with Mother's Day as theme - in the foyer of the auction. In August,Veiling Rhein-Maas presented itself at the Rozenfestival in Lottum (NL), which attracted about 45,000 visitors this year. Veiling Rhein-Maas is delighted that so many visitors have expressed themselves positively about the pavilion of the 'World of Roses' auction. The beautiful products of the suppliers of the auction were presented in a striking way at many events and exhibitions of Veiling Rhein-Maas.
For more information:
Zentralverband Gartenbau
www.g-net.de
Veiling Rhein-Maas
info@veilingrheinmaas.com
www.veilingrheinmaas.com