02 segmentos de mercado y canales en europa sector flores y follajes tropicales

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02 segmentos de mercado y canales en europa sector flores y follajes tropicales

  1. 1. Centre for the Promotion of Imports from developing countries Market channels and segments in European market of cut flowers and foliage Arno van der Maden June 2014
  2. 2. Contents Market channels • Key characteristics and dynamics Segments • Specialized • Unspecialized June 20141 Centre for the Promotion of Imports from developing countries
  3. 3. Market channels June 20142 Centre for the Promotion of Imports from developing countries
  4. 4. Market channels • The Netherlands is centre for flower trade – 50% Netherlands – Dutch traders – 16% Belgium – Dutch traders • Direct trade is growing – Demanding product requirements – Payment risk • Tow market segments – Specialized: › Flowers are dominant product › E.g. florist, market/street stalls, garden centre, etc. – Unspecialized: › Flowers are secondary product › E.g. supermarket retails, DIY stores and gas stations June 20143 Centre for the Promotion of Imports from developing countries
  5. 5. Market channels • Focus is the key word – Focus on specialized – Focus on unspecialized June 20144 Centre for the Promotion of Imports from developing countries
  6. 6. Market channels - geographically Market geographically divided – North and Western Europe: › Large and mature market › Switzerland, Germany, the Netherlands, Belgium and France large consumption per capita › Growth is slow (economic crisis) › Florist and supermarkets (both specialized and unspecialized), difference between countries (e.g. UK) › Bouquets and mono bunch June 20145 Centre for the Promotion of Imports from developing countries
  7. 7. Market channels - geographically Market geographically divided – Southern Europe: › Consumption is decreasing › Florist and supermarkets (both specialized and unspecialized) – Eastern Europe: › Consumption is increasing › Florist and garden centers (specialized more dominant) › Single flowers June 20146 Centre for the Promotion of Imports from developing countries
  8. 8. Market segments Specialized • Dutch flower auction dominant role – Wide range – One logistic center for Wholesale • More diversified range than supermarkets: – Specialty products – High quality June 20147 Centre for the Promotion of Imports from developing countries
  9. 9. Market segments - specialized • Southern and Eastern Europe florists are dominant (60-85%) • In Southern and Eastern Europe flowers are sold as single stem • Remote buying creates transparency • Liquidity problems of florist (economic crisis) June 20148 Centre for the Promotion of Imports from developing countries
  10. 10. Centre for the Promotion of Imports from developing countries9 June 2014 Market segments - specialized
  11. 11. Market segments Unspecialized • Sales through supermarket retails, DIY stores and gas stations – Not primary product – Consumer buys flowers by impulse June 201410 Centre for the Promotion of Imports from developing countries
  12. 12. Market segments - unspecialized • Highly concentrated market (few dominant players) • Unspecialized market has shown growth (UK, NL, D, Scandinavia) • Sale of flowers is small part of total sales • Certification is important (sustainability , CSR) • Wholesale traders and buyers make planning and (direct) agreements in advance (volume, price, time of delivery, etc.) • Large uniform volume and large part of imported flowers June 201411 Centre for the Promotion of Imports from developing countries
  13. 13. Centre for the Promotion of Imports from developing countries12 June 2014 Market segments - unspecialized

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