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Hydrangea symposium 2012

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Evolution and outlook for Hydrangea markets

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Hydrangea symposium 2012

  1. 1. Hydrangea Symposium 2012EVOLUTION AND OUTLOOKFOR HYDRANGEA MARKETS
  2. 2. All over the world ! "Hydrangeas have so many winning attributes, its hard to imagine an easier group of plants to grow, or any other flowering shrubs capable of providing so vibrant colour for so long a season »Glyn Church - Woodleigh Nursery in New Zealand, where he grows an extensive range of hydrangeas. Corinne Mallet – Hydrangea – portraits of hydrangeas
  3. 3. Past1.Hydrangeas have been present in different geographical areas for centuries. 1. Historical background and map conquest 3.Specificities according to production areas 5.Stagnation and revival 7. Indoor – Outdoor uses
  4. 4. Revival at the turn of the century The hydrangea has been valued for centuries as a decorative plant, it is part of the culture of all continents. As such, it is bound to remain active in all markets. The last two decades of the 20th century have noticed a slight decrease in demand. But the new varieties have aroused the interest of consumers. The characteristics promoted by marketing operations concerted between the main producing actors will certainly give these plants a prominent place in all markets.
  5. 5. Since the last two decades in USA Hydrangeas, particularly H. macrophylla, have gained in popularity and number. In the US, the Endless Summer® variety injected excitement and hope into the genus. Since 2000, numerous varieties are being patented, among them a majority of European and Asian pot-plant cultivars. Interest has also grown over the native American species : Arborescens and Quercifolia. New forms of these types are being created each year.
  6. 6. Indoor/outdoor trends since 2000 Indoor/Outdoor Trend : the art of putting the garden inside the home, or the living room in the garden.  Hydrangeas have a lot of winning attributes that allow them to follow this trend The trends are oriented towards natural materials for indoor space and gardens. Decorators like to play with colours.  And for this aspect as well is the hydrangea in its element. All forms of hydrangea are suitable for current trends.
  7. 7. PresentThe current market of hydrangeasProduction of pot plants worldwideTrade flows between the different areas of productionParticularities related to production areas(investigation between January and June with producers)
  8. 8. 115 Million a year worldwide 63 Million26 Million 3 Million 17 Million 1,5 Million 1,5 Million 2 Million
  9. 9. Pot plants production in Europe
  10. 10. Europe :63 Million 4M Macrophylla 65 % 6% 2M 3% 18,8 M 0,6M 30% 1% 3M 16,5 M Paniculata 15 % 5% 26% 2M 9,5 M 3% 15% 4,3 M Arborescens 5 % 8% 1M 2%
  11. 11. Hydrangeas enjoytraveling all overEurope Photo Didier Boos
  12. 12. Particularities of the European market The different actors of production and breeding in Europe are increasingly compelled to work together. However, the level of interdependence is not the same across countries. The pooling of resources is in progress in Northern Europe, less marked in Southern Europe (Promotion organization) To overcome the current economic difficulties, three main strategic actions are essential :  Marketing survey of consumer expectations  Varietal innovation and diversification to answer these expectations  Different promotional activities adapted to the targeted market
  13. 13. Evolution of the European production The industrialization process of production is increasing in Northern Europe. This is what causes the pressure on prices : the demand is increasing more slowly than the supply There will continue to be corporate mergers
  14. 14. The American market : 40 M. Since the release of The Endless Summer Collection in 2004, the sales of hydrangeas have increased. Thanks to marketing actions, the sale of macrophylla and paniculata have improved, with a breakthrough of arborescens. Hydrangeas are one of the few genus that can grow in the various environments of the USA (zone 3 to 9) Hydrangeas are raised in various forms : pot plants, garden shrubs, fresh and dried flowers
  15. 15. The conquest of the American sole
  16. 16. Evolution in Asia : 22 Million There are few figures available for Asian countries. The estimated production amounted to 17 million, most of them from China and South Korea. Their productions are growing rapidly in quantity and range. Japan is the only country to have published figures, 3 million pot plants a year. Growers in Australia and New Zealand (2 M.) distinguish themselves by a wide range of different species.
  17. 17. FutureWhat are the expected changes ?ConsumersDistributorsGrowersBreedersExpected evolution of the Hydrangea market
  18. 18. The different uses of hydrangeas The separation between the uses of different species is not easy. Many forms, many colours are now available, and they can be used for several purposes. The challenge is to help consumers and professionals understand the different options. Uses :  Houseplant  Cut flowers, dried flowers  Celebration decor (weddings, events)  Floral patio, balcony, terrace  Flowering gardens and public green spaces
  19. 19. From tradition to innovation Indoor InnovationTradition Outdoor
  20. 20. Back in fashion ! Hydrangeas are back in fashion after being ignored for decades. From formal shrub in courtyards to visual highlight of woodlands. You can enjoy hydrangeas in a big pot on the terrace or in a very little size on your dining table. Few plants are so diverse in range and colour, and have such a long shelf life.
  21. 21. What consumers expecto Seductive colours, originality, trendyo Sustainable Development-adequate, proof of origino Identifiable price/quality ratioo Weather resistance : cold / heat, lack or excess of watero A long shelf lifeo Multi-functional products (interior decoration, terrace, balcony, cut flowers, dried flowers, garden)o Simplicity of implementation and maintenance
  22. 22. Multiple functions 30/06/12
  23. 23. What landscape workers expecto Adaptability to multiple constraints of plantation,o Resistance to cold weather / heat,o Easy to plant and maintain, labour saving,o Less water, less fertilizer and fewer pesticides,o Availability of advice and training.
  24. 24. What distributors expecto Seductive colours, originality, differentiation,o A wide range of product,o Easy maintenance,o Resistance to storage and shelving conditions,o Additional services, advice, marketing suggestions, a story to tell,o Price/quality level in accordance with his market segment.
  25. 25. What growers expecto Labour saving,o Little or no growth regulator, and no sticks,o Less energy, less water, less fertilizer and fewer pesticides,o Resistance to cold weather / heat,o A plant that can be used in different packagings and forms,o Resistance to logistical conditions.
  26. 26. It’s a real challenge for breeders !o Breeders have done a remarkable job over the last twenty yearso They have to consider more and more what the users needo Breeders must share the resources, in order to enjoy all the biological progress and technological innovations.
  27. 27. The evolution of the Hydrangea market The prospect for Hydrangeas markets are positive. The current recessionary period will only have a minute influence on the overall development in progress since 2000. A growth of 2 to 3% per annum can reasonably be expected. This will represent an average of 25% over 10 years.
  28. 28. Conclusion The growth of the hydrangea variety makes the best case for a good exploitation of a promising potential. This was made possible thanks to :  the communication between all the actors  the sharing of knowledge, and soon of means  your enthusiasm and passion for this plant
  29. 29. Acknowledgment and references Company :  MAFFUCCI PIANTE AGRIOM  MALINGE HORTICULTURE BAILEY NURSERIES  MINIER PELLENS BOOS  PEPINIERE DE LA THYLE CHAUVIN DIFFUSION  PEPINIERES RENAULT DE EEUWIGE LENTE  SENTIER DE STADSWEIDEN  SICAMUS PRODUCTION ENDLESS SUMMER  SONNEVELD HYDRANGEA FA GCA VAN SANTEN  SONNEVILLE Guido FOREVE & EVER  STEINIGER HORTENSIEN HBA HEUGER BLUMEN  VAN DE SANDE HORTENSIA BV HORTENSIA FRANCE PRODUCTION  VAN DIJK HORTEVE BREEDING  VAN KLAVEREN PLANT HOVARIA – HOFSTEDE  VAN SCHIE Sjaak HYDRANGEA WORLD  VOLLERING CV KERISNEL (plusieurs producteur)  VON DEM BROCKE KLOEVER  L de VOS KOLSTER BV  YOU AND ME KÖTTERHEINRICH TAKAMATSU & Co http://www.hydrangeaworld.com http:// www.floradania.dk http///www.hortensias.orgBelgische Hydrangeaverening (Hydrangeum) vzw http://www.kolster.nl/University of Tennessee – Hydrangea Production http://www.flowercouncil.org http://www.floraholland.comPortraits of hydrangea – Corinne Mallet – Edition Ulmer http://www.hydrangeabreeders.nl/avance.htmComplete Hydrangeas – Glyn Church – Firefly Books http://www.americanhydrangeasociety.org
  30. 30. Thank you for your attention Brand WAGENAAR medioflor@wanadoo.fr http://www.medioflor.com

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