While December was a good month for floriculture, the year has started with a decline in turnover for Royal FloraHolland. The monthly figures show that the average turnover of cut flowers and houseplants in January 2026 decreased compared with January 2025. Garden plants were the only group to achieve a slight increase in turnover. The number of auction days was lower than last year (21 compared with 22).
Cut flowers
Total turnover of cut flowers fell by 17.4% in January. The number of units sold decreased by 4.2%. The average price was 13.8% lower than a year earlier.
Within cut flowers, all major product groups recorded a decline in turnover. Roses showed the largest absolute drop, with turnover down 23.3%, caused by both lower volumes and lower prices. Chrysanthemums also showed a clear decline. Spray chrysanthemums were down 21.3%, while large-flowered chrysanthemums declined by 10.2%.
More tulips were sold (+9.8%), but due to a decrease in the average price (-21.4%), turnover lagged by 13.8%. Gypsophila, Limonium, Alstroemeria and Freesia also ended the month with double-digit turnover declines. Hyacinths experienced the sharpest drop within cut flowers (-35.8%).
Houseplants
Turnover of houseplants declined by 10.5% in January. The number of units sold fell by 6.5%. The average price was 4.3% lower than last year.
Phalaenopsis remained the largest product group but recorded a turnover decline of 13.6%. Anthurium, arrangements and Kalanchoe also posted lower turnovers. For Ficus and Spathiphyllum, the decline in volumes was partly offset by higher average prices.
Monstera was the only product within the top 15 to achieve a slight increase in turnover (+0.3%), despite a decrease in the number of units sold. Other cacti/succulents saw a sharp drop in volumes (-24.5%).
Garden plants
Total turnover of garden plants increased by 3.0% in January. The number of units sold was 5.2% lower, while the average price rose by 8.6%.
Within garden plants, the strongest increases in turnover were seen for Skimmia (+112.1%) and Citrus (+80.9%). Arrangements (+52.8%) and Paeonia (+39.0%) also ended the month clearly higher than a year earlier.
Negative outliers were Primula (-29.1%), Ranunculus (-35.0%) and Helleborus (-45.5%). For Helleborus, a sharp decline in the number of units sold (-56.7%) led to a clear drop in turnover, despite higher prices.
