PMA ’s consumer sentiment research aims to provide insight into how COVID 19 pandemic is bear on consumer shopping trends for floral . This is directional information that can aid head PMA and its members with their messaging to consumer during this uncertainty .
In the US and UK , about 65 % of previous floral vendee say they have purchased flowered section products since the COVID 19 outbreak while in Germany over 75 % buy floral products since the irruption showing that the floral diligence fall back approximately 25 -35 % of its loyal buyer during the pandemic .
More than half of floral purchasers in the US and UK say they have bought less flowers / house plants / balloons since the COVID 19 outbreak ( 54 % and 57 % , respectively ) . But in Germany , only 36 % say they are buy less with the plurality ( 47 % ) saying they are buy the same amount . flowered product are a discretionary income purchase which historically are regard during a recession or in times when incomes decline .
Most respondent in the US , UK and Germany are buy their flowered mathematical product in supermarkets and slew merchandisers , although florist shop and family advance stores are significant outlets in Germany for flowered purchases .
There is some consistency about the cause for purchasing less across all 3 markets : 1 . grass less oftentimes , 2 . Not top - of - mind / a priority now , and 3 . I normally buy them as gifts for special occasions or holiday and it is hard to celebrate those these Clarence Day . Although , there is a outstanding percent of respondent concerned about safety and cleanliness in the US .
Among those who are buy more , the primary reasons are also consistent : 1 . They make me felicitous , 2 . firm plant give me something to do , and 3 . I am drop more prison term at household to want to spruce up my surroundings . The joy of flowered products continues to be a great merchandising message for the industry to taunt behind .
About twenty - five percent of consumers across the 3 markets say they will buy less floral product from supermarkets and thirty percent say they will buy less flowered product from mass merchandisers in the future . Online is also expected to be down with about 35 % of respondent expecting to purchase less floral product from this channel .
methodological analysis : Source : moving ridge 1 data was call for on May 4 in the US , UK and Germany . IPSOS N = 500 in each state . Research behave among 500 respondents in each res publica , historic period 18 + who purchase floral product prior to the COVID 19 crisis .
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