30/06/12 Welcome Ladies and Gentlemen This afternoon I will talk to you about the evolution of hydrangea markets. Today I have been working on this presentation for so long, that my brain look like a hydrangea mop head now.
30/06/12 This remark comes from the other side of our planet, where Glyn Church grows hydrangeas.
30/06/12 We will first take a look on the past.
30/06/12 Hydrangeas have been cultivated in western gardens since the first American species were brought to England in the 1730s. Hydrangea macrophylla, the common, big-leaf hydrangea has been known by gardeners from its native land of Japan for hundreds of years and grown in many forms. In Western Europe, the large-leaved Hydrangea macrophylla intrigued the French plant breeders at the turn of the last century. A few growers, like Lemoine, Mouillère, and Cayeux began raising new seedlings and charming the consumers with the beauty of pot plants in full bloom, in France it was a symbol of « religious day and Mother's Day. » In the late twentieth century came a renewed interest in lacecap forms of Hydrangea macrophylla, and European breeders produced an exceptional range of colors in this wild floral form. Interest has also grown over the native American species Arborescens and Quercifolia and new forms of these types are being born in the hands of collectors and breeders each year.
30/06/12 Indoor/ Outdoor : to live in harmony with Nature, to live at home as if we were in a garden. there are plants, leaves, wood or dried flowers around and in the house, variations of green, copper, brown and golden, romantic colors or hard colors.
30/06/12 This is the result of an investigation that took place between January and June with producers.
30/06/12 As a result of our research, we found that the worldwide production amounted to 128 million a year (more or less). It is difficult to have an exact number because in most of the countries, there are no figures available .
30/06/12 Here you have the figures for the European production. The three top countries produce more than 70% of the total amount.
30/06/12 In France, most of the production is concentrated in this same region of Angers where you are now.
30/06/12 As cuttings, dormant plants and of course as finished products. The form depends on the agreement between the actors.
30/06/12 The implementation of these stratégies requires important financial means. Even the Dutch production may not be able to reach the desired level of performance although it represents one third of the European production. Nevertheless European countries will have to cooperate for basic research and generic promotion, this will significantly increase the demand. There is a commission for promoting the hydrangea in Holland for 10 years now, since 3 years German producers Belgian and French joined the commission, which greatly increases its effectiveness.
30/06/12 Macrophylla - Since 2004 The Endless Summer Collection - All Summer Beauty – Nikko – BlueCityline - Let’s Dance – Mystical - Hovaria Kaleidoscpe – Everlasting - For Ever & Ever - Glowing Embers – Pia Paniculata : Limelight - Pink Diamond – Grandiflora - Little Lime - Little Lamb - Vanilla Strawberry - White Diamonds - Tickled Pink - Bobo Quick Fire – Tardiva Arborescens – Annabelle – Incrediball - BountyBella - Anna (pink) – Invincibelle - Spirit (pink)
30/06/12 extensive range of hydrangeas. Gardeners in colder regions, who could not grow these brilliant bloomers, now have many choices available. Today there are new super-hardy, dwarf and compact varieties; new colors; and new forms of these satisfying plants. In the previous slide, I talk about zones. With the new species, hydrangeas conquer more and more of the blue and yellow zones.
30/06/12 Japan. The average pot size is 15 cm and producers generally plant 2 cuttings per pot.
30/06/12 Hydrangeas are moving from tradition to innovation. The last speaker of this afternoon will elaborate on this subject.
30/06/12 The colours represented in this selection reflect the new trends for the upcoming Spring/Summer season : A few raw and bright colours, soft and romantic colours, mixed colours with a touch of green It is also possible to play whith the seasonal changes in colour of the stem en leaves
30/06/12 Automatisation, no sticks (the ability to branch),
30/06/12 All this expectations constitut
Hydrangea symposium 2012
Hydrangea Symposium 2012EVOLUTION AND OUTLOOKFOR HYDRANGEA MARKETS
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
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
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.
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.
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.
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)
115 Million a year worldwide 63 Million26 Million 3 Million 17 Million 1,5 Million 1,5 Million 2 Million
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%
Hydrangeas enjoytraveling all overEurope Photo Didier Boos
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
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
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
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.
FutureWhat are the expected changes ?ConsumersDistributorsGrowersBreedersExpected evolution of the Hydrangea market
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
From tradition to innovation Indoor InnovationTradition Outdoor
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.
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
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.
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.
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.
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.
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.
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
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
Thank you for your attention Brand WAGENAAR firstname.lastname@example.org http://www.medioflor.com