Despite the pandemic, the German market for flowers and ornamental plants grew in 2020. According to estimates of the Agrarmarkt Informations-Gesellschaft (AMI) based on the first nine months of 2020, the market volume grew by 5.2% to €9.4 billion (based on retail prices). This was presented in the BGI-Magazin.
The market has benefited from increased consumer spending across all product areas. One effect, in particular, is assumed to have contributed to this result: the Germans have been staying at home much more often. Holidays were cancelled or postponed and, hence, many consumers spent their money on plants. The great weather in the spring certainly played a role as well. Moreover, many first-time buyers appeared to be purchasing plants in the shops.
In 2020, the figures for garden plants and cut flowers were 6.6% and 2.8% higher respectively compared to the previous year’s result.
It was a very strong year for garden plants. Anything that was able to find its way into a balcony flower box or the garden was gratefully accepted. The strongest rise was seen among herbs, with double-digit growth – a 10.5% increase is a powerful statement. However, perennials (+11.6%) as well as trees and shrubs (+6.5%) also achieved very good results.
After the overall market had already grown by 3.1% in the previous year, this year‘s market volume increased by a further 5.2%. This year’s increase was achieved through consistent growth across all segments. Also, the strongest pro rata submarket, i.e. bedding and balcony plants (+5.4%), is indicative of this development. The increase in growth came from both the specialist trade and large-scale retailers.
The cut flower market is difficult to evaluate in 2020. On the consumer side it was possible in most cases to sell the items for a good price if they were available. The lack of events and private functions had an impact in much the same way as the shortage of (imported) items. Nevertheless, the cut flower market, driven by high demand from the "stay-at-homes,“ achieved a growth level of 2.8% and reached around €3.2 billion.
Some figures are highlighted:
- Perennials +11.6%
- Green indoor plants +10.9%
- Bedding plants +5.4%
- Flowering indoor plants +3.8%
- Cut flowers +2.8%
- Flower bulbs +1,5%
The market growth for flowers & ornamental plants in Germany in 2020 is also reflected in the higher per capita spending. At just under €114 per inhabitant, this value has risen significantly compared to the previous years, while the size of the population has remained constant.