Relevant trends in retail
1
Different trends • • • • •
Social trends • 10 – 30 years Consumer trends • 5 – 10 years Market trends • 3 – 5 years Technologische trends • 1 tot 3 years Product en styling trends • 1 Month - 2 years 2
Important trends in retail: Increasing urbanisation § By 2050, around two-thirds of the world's population will live in urban regions. § Cities will become bigger and more important. § In rural areas, shops will disappear more and more
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Important trends in retail: e-Commerce § Consumers can make purchases all over the world. § Online sales have exploded since Corona and continue to grow. 5
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Relevant trends in retail § Internet and online is the future § Mobility more easy then ever § Internet of Things: – everything “speaks with each other”
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Important trends in retail § Instore experience is more important than ever. § The importance of freshness is increasing: fresh (prepared), Inspiration is top priority. § Online retail is increasing: – direct from ground to mouth – Home delivery or pick up points. – Responding to convenience, time savings, inspiration, variation.
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Important trends in retail § Flowers & plants are increasingly being used to decorate (and sell) at other shops: also known as blurring. § Quality and reliability at an affordable price are more important than ever.
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Important trends in retail § Local for local: – is still gaining in popularity,
§ As well as: – knowing what you eat and – eating healthily is becoming increasingly important.
§ Good, fair and clean: – Consumers want to know where the product comes from, who made it and why.
§ Reduce, re-use, recycle
15
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17
20
21
22
Trends in Floristry
Kwaliteit kamerplanten
Lucas Jansen
24
Trends in the flower business § § § §
More expertise and craftmanship Consumer experiences Knowledge of consumers Online is the future: – purchase and sales (webshops)
§ Easy buy, easy get § Retail (supermarkets) coming up. § Branding of …..
25
Trends in the flower business Development floriculture exports, 2001-2015 20
Finland
800
World Floriculture Map
USD billion
Cut flower trade by sea container (excl. cut foliage)
Netherlands EU 300 France Spain
US
40
40
Intra-EU Intra-EUtrade trade Flowers and other living plants trade
Global nursery production estimate: USD 35bn on approximately 900,000 ha
Cut flowers
20
Cut flowers trade (USD 150 million)
150
Cut foliage trade (USD 150 million)
150
Flower bulbs trade (USD 150 million)
150
Other living plants trade (USD 150 million)
30
Israel
80
400
Vietnam
Cut flowers and cut foliage
Propagation materials (Incl. bulbs)
to Japan
Colombia
from Colombia
Kenya
69
29
Latvia Denmark area (ha)
North
Covered Cut flowers
Sea
Ireland
6
Baltic
Denmark
96
70
Sea
44
97
Neth. area (ha)
10
Estonia
Sweden
71
The minimum requirement for drawing a trade line for cut flowers and other living plants is USD 40 million. The minimum requirement for drawing a tradeline for cut foliage and flower bulbs is USD 20 million.
15
Rabobank Food & Agribusiness Research and Advisory
Finland
150
Living plants
Japan
70
75
10
Global floriculture production estimate: USD 55bn on approximately 650,000 ha
Flower bulbs Cut foliage
UK
80 20
Diversity and value of global ornamental plant production
25
Covered 1,690 Open 2,690 Cut flowers
37
Poland area (ha)
Ecuador
Total 5,449 Cut flowers
790
Rabobank Group is a Netherlands-based international financial services provider focused on F&A, with operations in 42 countries. Visit far.rabobank.com to learn more about our knowledge and services in the various F&A sectors.
from Colombia
Australia
South Africa
200
to Australia
Chile
1,2
Bedding plants: annual and perennial garden plants
22 82 151
Belgium
Colombia - EU
Colombia - US
269
Hungary
Covered 280 Open 680 Cut flowers and potted plants
Romania
France area (ha)
Croatia 158
Bulgaria
159
Total 749 Cut flowers Spain area (ha)
199
Greenland (Den.)
45
Portugal
113
Spain
Italy area (ha)
Italy
Total 1,442 Cut flowers
Mediterranean
Total 6,000 Cut flowers
Sea
Greece
52
Russia
37
Rose
10,000
United States of America
US area (ha)
259
6000
France
Atlantic
Covered 7,124 Open 16,204 Cut flowers, potted and bedding plants
60 Colombia
743
Ethiopia
Roses
0
2015
2015
Gulf of Mexico
80 60
Ecuador
Guatemala Honduras
Italy
ROW
El Salvador
China
Costa Rica area (ha)
Ecuador
Total 850 Cut flowers and potted plants
Spain
40
Malaysia Netherlands
0
Trinidad and Tobago
Costa Rica Panama
Colombia 2010
Sierra Leone
Venezuela
Liberia
French Guyana Guyana Suriname
Burkina Faso
Guinea Côte d’Ivoire
Nigeria
Central African Rep.
Ghana
Cameroon
Total 6,867 Cut flowers
Ocean
Congo (Dem. Rep.)
Brazil
Ocean
Zambia Zambia area (ha) Total Cut flowers
Bolivia
195
Zimbabwe
Netherlands 43%
Namibia
Botswana
Total Cut flowers
0
Netherlands 50%
Colombia
Equator
Seychelles
Papua New Guinea
Indonesia
200
US 17%
ROW 23%
Solomon Islands
East Timor
Comoros
biq
Switzerland 2% Italy 2%
ue
Germany 15%
France 5% Madagascar
Réunion (Fr.)
UK 14%
Russia 7%
Mauritius
Indian
300
Vanuatu
Netherlands 11%
Australia
Ocean
Lesotho
Legend
Australia area (ha) Total Cut flowers
4,470
Tropic of Ca
Chile
pricorn
The data in the map refers to 2015, unless stated otherwise. The minimum requirement for drawing a trade line for cut flowers and other live plants and trees is USD 40 million. The minimum requirement for drawing a tradeline for cut foliage and flower bulbs is USD 20 million. Trade lines on the map refer neither to the actual trade route nor to the exact point of origin or arrival. Flowers and other living plants trade
Ta s m a n Sea
Comparison of cut rose-producing regions and nations
Country data
150
Cut flowers trade (USD 150 million)
150
Cut foliage trade (USD 150 million)
150
Flower bulbs trade (USD 150 million)
150
Other living plants trade (USD 150 million)
US Country area (ha) Covered 5,000 4,186 Open 17,458 5,000 Total 10,000 21,644
State boundary EU boundary
New Zealand Production 15,000 ha Trend + Main markets China, Thailand, Singapore
North and Central America
Floriculture purchases by occasion, 2015
Asia
2,024 ha
Middle East
Production 2,000 ha Trend -/+ Main markets Mexico, US
Production 2,600 ha Trend + Main markets US, Russia, Canada
Russia UK
Production 2,900 ha Trend + Main markets Netherlands, UK, Norway
% 0
Production 1,200 ha Trend + Main markets Netherlands, SaudiArabia, Norway, UAE
10
20
30
40
50
60
70
80
90
100
Indoor potted plants Germany Oceania 10 ha
Total US floriculture and nursery consumer expenditure, 2005-2015 Indoor potted plants
% 100
% 100
80
80
60
60
Retail channel with highest growth in last five years Retail channel with highest decline in last five years
France
Netherlands
Ethiopia Kenya
6,150 ha
Production 31,000 ha Trend -/+ Main markets India, UK, Australia
4,490 ha
Colombia
Cut flowers
UK
France India
Retail shares cut flower and indoor potted plants sales, 2015 Germany
Germany
235 ha
Africa
European floriculture expenditure, 2015
Cut flowers
48,690 ha
Mexico
Italy Germany 21%
Russia
Russia
Poland UK 17%
Belgium
40
10
20
Personal use
30 Gift
40
50 Funeral
60
70
80
90
100
European cut flower and indoor potted plants market value: EUR 32.5bn
40
20
20
0
0
Garden centre (incl. grower) Supermarket Kiosk and street
10
20
30
40
50
60
70
80
90
UK
Russia
Netherlands France
Germany
26
15
DIY
Austria Other Europe EUR /capita 0
Business market
20 Internet
Sweden Norway
UK
30
Other
Switzerland Turkey
France 12%
35
25
Netherlands
Russia 6% Italy 9%
Cut flowers Indoor potted plants
Spain
Spain 5%
France Netherlands
% 0
Austria 2% Other Europe 10% Sweden 2% Norway 2% Turkey 2% Belgium 2% Switzerland 3% Poland 3% Netherlands 4%
USD billion
Europe 1,704 ha
South America
Cut flower production area
China
Production 238 ha Trend Main markets Germany, France, UK
Ecuador
2015
Japan 4% m
44%
Netherlands
2010
2015
Singapore
Colombia 15%
25%
Malaysia 2005
Total 4,100 Cut flowers
Argentina
Kenya 11%
China
0
2015
Brunei l a y s M a i a
Total 2,000 Cut flowers
Covered 300 Open 700 Cut flowers
Uruguay
2010
Malaysia area (ha)
Maldives
South Africa S. Africa area (ha)
Ocean Ecuador 9%
Vietnam
Ecuador 2005
Philippines
Swaziland
Ecuador 6%
Thailand
20
Kenya area (ha)
Zimbabwe area (ha)
Atlantic Paraguay
ROW 40
Kenya
20
Netherlands
Tanzania area (ha)
Angola
60
Colombia
South Thailand China Vietnam S e a Thailand area (ha) Total 12,324 Cambodia
Sri Lanka Somalia
Total Cut flowers
Total 6,324 Cut flowers
Ethiopia 9%
Kenya 5%
Gulf of Bengal
240
Kenya
80
Italy
World’s largest cut flower import countries, 2015
Tanzania
Brazil area (ha)
Peru
ROW 8%
Total Cut flowers
2015
ROW
Total 27,300 Cut flowers
Cut flowers
Uganda area (ha)
Rwanda Burundi
Malawi
Germany 1% Belgium 1% Italy 1% China 1% Malaysia 1%
ROW 14%
South Sudan
2010
% 100
40
Vietnam area (ha)
Laos
Arabian Sea
Djibouti
Uganda
2015
Israel 1% Costa Rica 1% Denmark 2% Belgium 2% US 2% Italy 3%
Myanmar
Congo Gabon
2005
Japan
60
Taiwan
Bangladesh
Ethiopia
S. Tomé and Principe Eq. Guinea
Ecuador area (ha)
World’s largest cut flower export countries, 2005 vs. 2015
Total 248,510 Cut flowers
Yemen
Total 1,650 Cut flowers
Kenya
0
2015
80 ancer Tropic of C
Bhutan
India area (ha)
Ethiopia area (ha)
Total 7,068 Cut flowers
Ecuador
2015
2005
Chad
Colombia area (ha)
Galapagos Isl. (Ec.)
India
UAE
Sudan
Senegal
Gambia Guinea Bissau
2010
% 100
Pacific
China
Bahrain Qatar
Eritrea
Ethiopia Ecuador
Colombia 2005
Russia
77
Total 64,782 Cut flowers
Nepal
Pakistan
Kuwait
Egypt
Niger
Mali
Cape Verde
Sea
0
Total 15,770 Cut flowers
China area (ha)
Jordan
Saudi Arabia
73
Total 1,726 Cut flowers
Afghanistan Iran
Iraq
Israel Covered 1,748 Open 1,000 Cut flowers
Mauritania
Puerto Rico (US)
Colombia
Netherlands
2015
Caribbean
Turkey
20
Colombia
Haiti
S. Korea area (ha)
79
Syria
Lebanon Israel area (ha)
Libya
Tajikistan
Turkmenistan
Japan
20
Ecuador
39
South Korea
Oman
Pacific
China
Lithuania
Nicaragua
Germany Kenya
South Africa
Jamaica
Belize
Dom. Republic
Kyrgyzstan
Turkey
W. Sahara
Cuba
ROW Morocco
80
Turkey area (ha)
Algeria
Total 165 Cut flowers
Bahamas
Total 13,418 Cut flowers
% 100
Armenia Azerbaijan
Tunisia
Mexico
Carnation
% 100
Uzbekistan Georgia
Colombia
Netherlands
20
47
Japan area (ha)
Covered 1,326 Cut flowers
Morocco area (ha)
Canary Islands (Sp.)
Mexico area (ha)
Chrysanthemum
Romania
Greece
Sea of Japan
North Korea
Croatia Bosnia Herz. Serbia Italy Mon. Kos. Bulgaria Mac. Albania
Morocco 23 43
Netherlands 2010
Slov.
Israel
40
Canada
Kazakhstan
Moldova
Ocean
Hawaii
Ecuador
Switzerland
Portugal
32
Kenya 20
Chrysanthemum
Austria Hungary
ROW
Mexico
40 Mongolia Ukraine
Czech Rep. 74 Slovakia 111 20 75
Spain
ROW 40 Other Carnation
543
L. 78
80
8000
Belgium
79
76
60 ROW
Belarus
Poland
268 119
% 100
60
Latvia Lithuania
Denmark Netherlands Germany 51
74
43
Togo Benin
12,000
64
80
Estonia
Mo za
Total cut flowers
Ireland 25
% 100
80
41
62
37
United Kingdom
75
44
EU
% 100
Sweden
38
859
US
Sea of Okhotsk
Norway
38
235
Cut flower imports by origin, 2005-2015
55
44
Iceland
Hudson Bay
147
Production 2,750 ha Trend -/+ Main markets US, Russia, Netherlands
Slovakia
Austria area (ha) Covered 211 Open 202 Cut flowers and potted plants
Portugal area (ha)
Baffin Bay
Global cut flower exports by flower type, 2010 vs. 2015 million USD
Czech Republic
92
Austria
Total 3,765 Cut flowers
55
Canada area (ha)
Colombia 14%
97
71
Covered Cut flowers
2010
94
52
43
0
Total 612 Cut flowers and potted plants
Slovenia
32
20
55 45
109
France
Canada
40
81
Total 542 Cut flowers
Ocean
310
Finland
60
901
91
Visit www.royalfloraholland.com to learn more about our knowledge and services of the horticultural sector.
2010
Chech R. area (ha)
176
24
Belgium area (ha)
Tree nursery: trees, shrubs, vines and other perennial woody plants
The minimum requirement for drawing a trade line is 10 sea containers.
Royal FloraHolland has access to a wealth of market information from the horticultural sector. This World Floriculture map is drawn up in cooperation with Rabobank and Business & Market Intelligence of Royal FloraHolland. By combining many (international) sources with our own statistical information from our clocks and intermediary, we can create analyses you won’t find anywhere else. Make use of our knowledge to improve your sales. After all, marketing begins with numbers!
0
65
Germany
44
Number of sea containers
Flowering the World Together, Planting Seeds of Opportunity for our Members. In this mission we state what our cooperative is all about and tells the way in which we will realize our dream.
2000
44
Poland
Hungary area (ha)
80
Sea freight
4000
177
70
61
27
1
Air freight Kenya - EU
Potted plants: flowering and foliage potted plants
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
91 996
235
Netherlands
93
Atlantic 0
2,3 1,9 1,2
54 41
308
Covered 554 Open 5,342 Cut flowers, potted and bedding plants
30
Transportation costs (USD/kg)
far.rabobank.com
United Kingdom
UK area (ha)
5
Lithuania
Florist UK
Russia
Netherlands France
Germany
10 5 0
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
Published
Availability
Cartography
Printing
Cover Photo
Sources
Copyright
Disclaimer
Utrecht, November 2016
This map is published in line with Rabobank’s long-term commitment to international food and agribusiness. It is one of the products undertaken by the Food & Agribusiness Research and Advisory department of Rabobank. Clients of Rabobank can obtain a copy of this map from their Relationship Manager.
Kaartbeeld, Scherpenzeel, the Netherlands & DeVink MapDesign, Westcliff-on-Sea, United Kingdom
De Groot Drukkerij bv, Goudriaan, the Netherlands
RoyalFloraHolland
UN Comtrade, Royal FloraHolland, Rabobank analysis, U.S. Bureau of Economic Analysis
© Rabobank 2016. No reproduction of this map or any part thereof is permitted without prior consent of the copyright owners. The international and other boundaries in this map are taken from authoritative sources and are believed to be accurate as of the date of publication of this map.
The information on this map is based upon or drawn from various authoritative sources and whilst all reasonable care has been taken in the preparation of this map no warranties can be given as to its accuracy and/or no reliance should be placed upon the same without further detailed inspection and survey. Therefore, the publishers cannot accept any liability or responsibility for any loss or damage and indeed would be grateful to receive notification of any errors or inconsistencies.
Rabokaart Floriculture Map 2016.indd 1
23-10-16 21:50
Economy of a country
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Specialist florist: Experience + service + information
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Flower Council of Holland
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Trends in consumers § Explanation: – People are willing to change things: environment, consume less, get rid of racism, get rid of plastic, CO2 impact, stereotyping. – The world stood still for a moment, creating connection and cooperation: collective culture shock.
§ Phases: – The home hub: making home cosy – Local is back: support the locals – Maintaining contact with customers, online but also with action such as yoga classes or a gym linked to a clothing brand. – Digital acceleration: everything goes faster online, more contact with branches-direct shopping. More data driven. – More demand for flexibility: upscaling and downscaling. 38
Value trends 2021 § Keep it mankind (human) – Importance of security – Traditional – Afraid of climate – Technology, data – Unexpected changes. – Attention to old-fashioned, hobbies, gardening, flower arranging 39
Trends in the horticulture
Spon o ed b
40
Trends Green Connector
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01 | TRENDS 2022
TRENDS 2O22 02 | TRENDS 2022
Value trend 4 LIFE VITAMINS
Style trend 3 TRADITIONAL SENTIMENT
Value trend 3 BOND OF TRUST
Style trend 2 BRIGHT AND BREEZY
Value trend 2 COMMON GROUND
Style trend 1 FRESH START
Value trend 1 WINDOW OF OPPORTUNITY
2022 zeitgeist CALIBRATE
INTRODUCTION
46
44
34
32
22
20
10
08
06
04
CONTENTS
Style trend 4 WELLNESS BUBBLE
TRENDS 2022 | 03
INTRODUCTION The zeitgeist creates a bridge between what has been and what is to come. In the period following the pandemic, we are looking for ways to give form to the new world. This is also resulting in new wishes and needs amongst consumers. But what does this mean for the horticulture sector? And how can the sector respond to this? That is what this booklet will show. We have identified the new consumer needs based on four value trends. We have then translated these into style trends in relation to flowers and plants. These style trends have been elaborated on in a practical form in moodboards, colour palettes and examples of materials, for both interior and the garden.
WHAT CAN WE EXPECT IN 2022? The new world is filled with unpredictability and volatility. We are trying to adapt to this new reality, but we are not all doing this in the same way. Whilst one group sees the zeitgeist as an impetus for positive change, it fills others with fear and stress. Emotions which cause polarisation, which are also reinforced by our separate information bubbles. This is causing a mutual failure to understand one another, and the lack of a uniform direction. Flexibility and continuing to adapt to the changing reality therefore appear enormously important during this period.
COLLABORATION The 2022 Horticulture Sector Trends have been developed by the Flower Council of Holland in collaboration with iBulb, INretail, Tuinbranche Nederland and Bureau Nijman + Van Haaster. The combined knowledge and experience from these organisations enable us to inspire and motivate our customers and stakeholders. We would like to transport you to 2022 in the pages that follow.
04 | TRENDS 2022
TRENDS 2022 | 05
2022 ZEITGEIST
We are living in unpredictable times. Circumstances that are constantly in flux are
significant challenge for the coming period.
a new equilibrium. Continuing to respond flexibly to big changes will be the most
CALIBRATE causing volatility. This volatility will continue for a while. For now, and in the near future
Calibrate therefore means: keep adapting to the changing reality. The following four
this volatility will lead to new ideas around hygiene, digitisation, working from home, travel and globalisation. We are adapting and trying to find a new, personal way to deal
value trends are shaping this zeitgeist:
TRENDS 2022 | 07
with those changes. That is easier for some people than for others. During this period full of change we will see a further acceleration in the digitisation of society. We remain in touch digitally, work online, and manage all sorts of things through different devices. At the same time, this digitisation also has fewer positive sides. The quest for individualised paths is increasingly leading to information bubbles online. Social media then serves as our personal version of the truth. As a result, there is no shared reality anymore and fake news is thriving.
KEEP ADAPTING TO THE CHANGING REALITY” This is creating large groups below the radar who think differently from one another. Groups that are not always clearly visible, but that do have a lot of influence. It started with the voting behaviour around Brexit, followed by the underestimated support for Donald Trump. We are understanding one another less and less and polarising more and more. This led to the storming of the Capital, which shook the world’s largest democracy. And we are not just seeing this volatility in the area of politics, culture and the social domain. Nature is also behaving unpredictably. Think of COVID-19, the increased number of natural disasters and global warming. All this intangibility causes confusion, fear and stress. In other words, we need to keep probing and constantly adapt in the quest for
06 | TRENDS 2022
VALUE TREND 1
WINDOW OF OPPORTUNITY The world has been permanently changed by COVID-19. As a result, it feels like we are being given a second chance, and we are embracing that with a sense of shame, but also with ambition and optimism. International research amongst 400 companies shows that 78% see the coronavirus as an opportunity to improve. Because of their sustainability principles, a growing number of companies are no longer participating in Black Friday and are closing their stores and even their websites on that day. And it’s not just companies - consumers are also taking responsibility for the new world. We are making a fresh start under our own steam, whereby the focus is on sustainability, climate solutions and decluttering. One example of this is the Climars app, with which we can make our lifestyle more sustainable. The expectation is that more people will be working from home more often. This is the reason why our home is being transformed into a Home Hub: a flexible base which will continue to exist after the pandemic. The furnishing of our interior and outdoor spaces therefore becomes more important. This green new world offers many opportunities for the horticulture sector. Think of (more) climate-friendly production, making the garden greener for biodiversity, restoring balance in nature, and water management in the garden.
THE FOCUS IS ON SUSTAINABILITY, CLIMATE SOLUTIONS AND DECLUTTERING” Carbon-neutral shipping or packaging flowers and plants in natural materials will become commonplace. Companies can also take responsibility at a more meta level. For example, by shrinking their range with improved value for money. The requirement that has been in force since 2020 to provide insight into a product’s carbon footprint will ultimately offer consumers transparency and the opportunity to make choices. The way in which we use flowers and plants in the flexible Home Hub: how do you ensure that flowers and plants can adapt flexibly alongside the changing space? And how can greenery help to create a WFH workspace that is both healthy and flexible?
08 | TRENDS 2022
STYLE TREND
FRESH START
TRENDS 2022 | 09
STYLE TREND 1
Compact
FRESH START INDOOR Flexible layout
Plants as an essential part of a good workspace
10 | TRENDS 2022
Peace and simplicity
Fresh look
TRENDS 2022 | 11
STYLE TREND 1
FRESH START INDOOR In many regards we will view 2022 as a fresh start. An opportunity to break old habits, to tidy up and to adopt a path to a more sustainable world. In the interior this requires bright, tidy spaces, with lots of white and the occasional fresh accent in pale blue and yellow. We will also be using our home more flexibly. The indoor space must be easy to transform for other uses like working from home, exercise, relaxation or welcoming visitors.
AN OPPORTUNITY TO ADOPT A PATH TO A MORE SUSTAINABLE WORLD” Room dividers and multifunctional walls made of natural materials are very useful dividers which
incorporate
for this transformation. Examples are room flowers and plants. There is a lot of interest in variegated foliage plants within this trend. The use of plants undoubtedly remains essential for creating a healthy indoor space. But it is important that the plants are easy to move so that they can always surround the inhabitants of the flexible Home Hub wherever they may be.
12 | TRENDS 2022
Fresh colour accents
Variegated foliage for a fresh look
Uncomplicated brig ht bouquets
Air-purifying
TRENDS 2022 | 13
STYLE TREND 1
FRESH START OUTDOOR
Easily movable dividers
14 | TRENDS 2022
Semi-paved
Flexible
Simple practical solutions
Biodiversity
TRENDS 2022 | 15
STYLE TREND 1
FRESH START OUTDOOR For the garden, the style trend means a clear layout with lots of white accessories and plants that produce white flowers. This symbolises a new, fresh look to the future. The emphasis on the environment means less paving and more biodiversity; thinking about plants, insects, birds and small mammals. The environment is also considered in the use of materials. The terms ‘circular’ and ‘nature-inclusive’ will become more a prerequisite than an exception.
Use of grasses for a fresh, natural look
EMPHASIS ON THE ENVIRONMENT MEANS LESS PAVING AND MORE BIODIVERSITY” There is interest in multifunctionality in the garden, now that the home is acquiring more functions than previously as a Home Hub. We want to include the garden in this in order to create extra living space. Fresh bright colour accents bring energy to the garden alongside the use of lots of white. The accent colours sometimes also indicate a multifunctionality of a product, such as a coloured component that can be pulled out.
16 | TRENDS 2022
Practical solutions for partial paving to provide drainage
Brig ht use of colour, whereby white and green predominate
TRENDS 2022 | 17
STYLE TREND 1
The shapes are consciously simple and sleek, the products are multifunctional. There is
SHAPES
and mycelium (a self-growing fungus). The materials sometimes have an extremely
such as leather, cotton and cork, but also new materials such as plastic based on algae
The materials used are circular, recycled or recyclable. This applies to familiar products
MATERIALS
FRESH START PRODUCT INGREDIENTS a lot of interest in products relating to the home office. Room dividers also play an eye-
7451 C
2369 C
products.
catching role. It is important that flowers and plants occupy a clear, pre-considered
2316 C
7741 C
Multifunctionality, planter and table
fresh and hygienic look. They are also practical and enable the multifunctionality of the
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2266 C
Practical solutions, connectable
TRENDS 2022 | 19
Recycled material
Powerful, clear shapes
place within these new products.
COLOURS The basis for the colour chart in this style trend is white combined with various natural tones. Accent colours are used with restraint and are particularly used to reinforce the
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3556 C
338 C
fresh look of the white. The accent colours recur in flowers and plants and highlight the multifunctionality of furniture.
wit
1565 C
Colour chart
106 C
PATTERNS Patterns are subordinate in this trend. Patterns are usually based on natural structures, such as marble patterns.
18 | TRENDS 2022
VALUE TREND 2
COMMON GROUND A more abrasive society full of misinformation and polarisation combined with an uncertain future mean that some groups do not feel heard. There is need for connection, equality and a shared reality. Altruism plays an important role in this trend, as does inclusivity. We need responsible behaviour that connects people. ICU doctor Diederik Gommers, who provides unprejudiced explanations to Famke Louise (a Dutch influencer with 1 million followers on Instagram), is an excellent example of this. This tendency is combined with fresh interest in the success of feminine leadership, because connection and thinking about more than just yourself play such a major role in this. Think of the New Zealand Prime Minister Jacinda Ardern. It’s as if she is playing a mothering role for her country. This feminine approach to leadership creates connection, but also relieves us of worries and stress. If something or someone takes on this role, it gives us the opportunity for worry-free enjoyment and celebration; something for which there is a great need after a stressful period. For companies there is an opportunity to provide this mothering role as well.
MAKING CONNECTIONS AND THINKING ABOUT MORE THAN JUST YOURSELF” Let nature play a connecting role, and highlight the healthy and relaxing effect of trees, shrubs, plants, flowers and bulbs. Address the challenge jointly as a sector, develop new products and campaigns together. So, promote the entire sector instead of just your own company or product. At a more detailed level, you can also translate the caring aspect of this trend into caring for flowers and plants. By presenting them more as characters, you humanise the products and therefore make the care very personal.
20 | TRENDS 2022
STYLE TREND
BRIGHT AND BREEZY
TRENDS 2022 | 21
STYLE TREND 2
BRIGHT AND BREEZY INDOOR
Uncomplicatedly colourful
Cheerful use of colour
22 | TRENDS 2022
Fresh and everyday
TRENDS 2022 | 23
STYLE TREND 2
BRIGHT AND BREEZY INDOOR We live in an era of polarisation and groups that are diametrically opposed to one another. Add in the stressful period caused by COVID-19, and it’s no surprise that there’s a need for connection and celebration. This is done in an atmosphere of worryfree enjoyment. Cheerful use of colour in the interior is the obvious option for this. The focus is also on uncomplicated patterns with checks and stripes, or with images of fruit. The use of materials is varied and can be natural, artisan or practical.
Cheerful and worry-free
THERE IS A LOT OF INTEREST IN FLOWERS, AND PARTICULARLY ALSO IN FLOWERING PLANTS”
Green joy is at the heart of this interior designed for worry-free enjoyment. There is a lot of interest in flowers, and particularly also in flowering plants. Small groups of colourful flowering plants bring a positive energy to the interior.
24 | TRENDS 2022
Variegated foliage
Optimistic look
Vivid use of colour for flowers and plants
More interest in flowering houseplants
Interest in the theme of love and happiness
TRENDS 2022 | 25
STYLE TREND 2
Playful
A staycation in your own garden
BRIGHT AND BREEZY OUTDOOR
Flower-filled
26 | TRENDS 2022
Colourful borders
Feestelijk
Practical and healthy
Relaxed enjoyment
TRENDS 2022 | 27
STYLE TREND 2
BRIGHT AND BREEZY OUTDOOR The outdoor space is also cheerful and colourful. As if you’re having a staycation in your own garden every day. It’s a festive place to enjoy and relax amongst flowers and greenery. With this garden there’s nowhere you need to go. Nor do you have to work too hard at it, because it is
flowers
where
floral
Floral extravagance to make your heart sing
not a beautifully tended garden. A bit of wildness is no problem, providing that it doesn’t take over.
AS IF YOU’RE HAVING A STAYCATION IN YOUR OWN GARDEN EVERY DAY” Cheerful colourful borders, coloured parasols and eye-catching festive accessories make picked
the garden the place to be. Gardens for gathering borders set the tone are the latest version of the kitchen garden.
28 | TRENDS 2022
Cheerful flower meadow
All the seasons blooming colourfully
Fresh variegated foliage
TRENDS 2022 | 29
STYLE TREND 2
SHAPES
The materials used are easy and practical to use, and have a matter of fact and friendly
MATERIALS
BRIGHT AND BREEZY PRODUCT INGREDIENTS The shapes used are cheerful, festive and sometimes a touch idiosyncratic. They are
look. Ceramics, coloured glass, practical plastics, textiles, raffia and granite are all
Fruit patterns
perfect examples.
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Cheerful shapes
TRENDS 2022 | 31
Cheerful, with attention to detail
often also very matter of fact and every day. There is interest in festive decoration, like
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Crafts work
cheerful lights and colourful comical garden torches.
COLOURS The colour chart consists of cheerful and strong pastel shades interspersed with more vivid accents. Coral red plays a fresh and softening role and is important for both flowers
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and plants. White is less important in this colour chart.
wit
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Colour chart
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PATTERNS The patterns used are simple and have an optimistic look: checks, stripes, simple embroidery effects and fruit patterns. The checks and stripes in particular often appear hand-made, preserving the style trend’s nonchalant look.
30 | TRENDS 2022
VALUE TREND 3
BOND OF TRUST The changes taking place in the world are not being welcomed by every group. Consumers who would like everything to remain the same seek security in conservative behaviour, control and traditions. They are turning away from the mainstream media and feel that they are being overlooked. The documentary The Social Dilemma shows just how algorithms push us into a particular pattern of thinking. This reinforces these people’s ever-present distrust. Distrust of the unknown and the new, so that this group resists other opinions and outside forces. This group quickly feels that they are unable and unwilling to participate in the journey.
PAY ATTENTION TO FAMILIAR RITUALS AND OLD VARIETIES OF FLOWERS AND PLANTS”
Restore trust, make sure that the familiar is also given a place in this change-filled world. Cherish the local. Appeal to familiar shared rituals. Old shapes can also be given a new look, provided they remain recognisable to the target group. Share traditional tips with this consumer. Pay attention to old varieties of flowers and plants that are in danger of being lost or have a special story. Be transparent and honest and listen carefully to this consumer.
32 | TRENDS 2022
STYLE TREND
TRADITIONAL SENTIMENT
TRENDS 2022 | 33
STYLE TREND 3
Flowering plants with ‘1950s look’
Interest in collections
TRADITIONAL SENTIMENT INDOOR
Eye for detail
34 | TRENDS 2022
Retro with a new look
New check patterns
Retro shapes
TRENDS 2022 | 35
STYLE TREND 3
TRADITIONAL SENTIMENT INDOOR Rapid changes and misinformation have diminished confidence in the future. We gain confidence from a longing for nostalgia. Familiar products and rituals are being revived and give us a sense of security. Hobbies become important, particularly if they are based on old knowledge. Within this trend, interiors are warm, rich in colour and provide a feast of recognition. Small changes lend a new look to familiar checks. Vintage and old combinations produce a new image.
Interest in collections
PRODUCTS ARE VALUED AND CHERISHED HERE, WITH FRESH INTEREST IN FORGOTTEN FLOWERING PLANTS” Products are valued and cherished here, with fresh interest in ‘old-fashioned’ flowering plants. Plant collections are also important, such as a whole series of different cultivars of one species put together. Bouquets are given a new definition and particularly consist of subtly styled arrangements, where each individual product is given lots of attention and appreciation.
36 | TRENDS 2022
Arrangement with lots of appreciation for different shapes and structures
Reappreciation of forgotten plants
Flowering plants
1950s influence in floral work
Dry and fresh combined
TRENDS 2022 | 37
STYLE TREND 3
TRADITIONAL SENTIMENT OUTDOOR
Interest in kitchen gardens
Living room look
Love and attention for the product
38 | TRENDS 2022
Renewed interest in roses
Growing unusual types of vegetables and flowers
TRENDS 2022 | 39
STYLE TREND 3
TRADITIONAL SENTIMENT OUTDOOR In this style trend the garden provides warmth and security, and almost looks like a living room. Plants, bushes and trees are draped around the cosy seating in a warm and loving way.
Interest in climbing roses
Special plants are given a special standout spot. There is also interest in eye-catching kitchen gardens.
SPECIAL PLANTS ARE GIVEN A SPECIAL STANDOUT SPOT” Special varieties of fruit and vegetables are grown here with lots of love, care and appreciation for traditional knowledge. Here too it almost feels like a collection. Roses - and climbing roses in particular find a new place in this garden and are combined harmoniously with low-growing fruit trees.
40 | TRENDS 2022
Dark red foliage lends depth to the border
Multicoloured flowers in faded pastels give a vintage look
TRENDS 2022 | 41
STYLE TREND 3
SHAPES
with attractive glazes, coloured cut glass, velvet, wool, cane webbing, dark woods,
The materials are high quality, with a recognisable and reassuring vibe. Think of ceramics
MATERIALS
TRADITIONAL SENTIMENT PRODUCT INGREDIENTS Traditional shapes are designed afresh, made sleeker or enlarged. This results in new
natural stone and marble.
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TRENDS 2022 | 43
Interest in detailing
Familiar shapes with a new look
Patterns and furniture inspired by the 1950s
design, such as the extensive use of jugs in a modern shape. There are also combinations
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Classic shapes
of new designs with unusual vintage products.
COLOURS The colour chart consists of soft faded pastels, but also darker reassuring colours. The
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combination of the two creates a rich palette full of familiar and innovative elements.
726
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Colour chart
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PATTERNS The patterns used are particularly recognisable variants of checks, but with a new look. Block checks catch the eye immediately. There is also interest in marble imitations.
42 | TRENDS 2022
VALUE TREND 4
LIFE VITAMINS In worrying times, enjoying life is an essential strategy to keep our spirits up. There is a need for creativity and humour to put reality’s hopelessness into perspective. Good examples are the cans of seawater that Unox produced to replace the New Year’s Day dip in the sea: chill it, and empty it over someone. The need for light-heartedness is particularly strong amongst young people, a group who have been hit hard by the pandemic. Working and studying from home and less social activity has persuaded us that we do not need to look perfect. We would rather invest energy in our inner self. How do we remain positive and mentally strong? We take everything less seriously and devote a lot of time to hobbies and amusements. We also relax in our brilliant, trendy, utopian world of wellness from where we view the world through rose-tinted glasses.
PARTICULARLY MARKET PRODUCTS WITH A TWIST” Life Vitamins also offers opportunities for the horticulture sector. Bouquets can thus be creative and colourful, and the shapes do not need to be sleek and regular. Surprise rather than perfection is viewed as a particular benefit here. So particularly market products with a twist. Or offer surprising craft projects with which consumers of greenery can develop new, relaxing hobbies. Because flowers, plants, and being creative combined together make you happy.
44 | TRENDS 2022
STYLE TREND
WELLNESS BUBBLE
TRENDS 2022 | 45
STYLE TREND 4
Transparency
WELLNESS BUBBLE INDOOR Watery pastels
46 | TRENDS 2022
Curves and circles
Utopian relaxation
Brig ht, energetic colour combinations
TRENDS 2022 | 47
STYLE TREND 4
WELLNESS BUBBLE INDOOR After all the stress of the recent period, there is a strong need for relaxation and recuperation. But in a special way, whereby both the body and the mind are given a boost. As a result, we long for a utopian, super-deluxe spa in the interior. This space is made up of exciting, distinctive pastels supplemented with pastel-coloured neon accents. The combination of soft tones with transparent materials and round shapes offers an abundance of relaxation. With its clear, relaxing and purifying characteristics, water is an important source of inspiration.
Colourful, variegated foliage plants
THE COMBINATION OF SOFT TONES WITH TRANSPARENT MATERIALS AND ROUND SHAPES OFFERS AN ABUNDANCE OF RELAXATION” The flowers and plants used in this trend, such as the foliage of an Aloe Vera, have a fresh and juicy look. Painted leaves, plumes and grasses also play an important role. Dried flowers are combined with fresh cut flowers. There is a lot of interest in new painting techniques, whereby the colours create a dégradé effect on the flowers.
48 | TRENDS 2022
Energetic
Powerful and fresh
Colour transition
Transparent bouquets
TRENDS 2022 | 49
STYLE TREND 4
Exotic planting
WELLNESS BUBBLE OUTDOOR
Relaxed wellness
50 | TRENDS 2022
Transparent borders
Vivid pastels
Transparency throug h perforation
TRENDS 2022 | 51
STYLE TREND 4
WELLNESS BUBBLE OUTDOOR The garden is all about relaxation and de-stressing. An update on the familiar hot tub is the bath or pond in which you relax amidst exotic flowers and plants. When it comes to garden furniture, recliner sofas and chairs dominate. Despite the fact that a lot of garden furniture has sleek shapes, organic and rounded shapes gradually predominate.
Exotic wellness pond or pool
ORGANIC AND ROUND SHAPES GRADUALLY PREDOMINATE”
The garden planting features an unorthodox mix of exotic plants and transparent flowering borders. The colours for hardware and planting are derived from the colour display of a fabulous sunset. This creates a sense of well-being and the ultimate escape from the hectic period we have just been through. Your garden thus gives you an extra vitamin boost.
52 | TRENDS 2022
Vivid pastels
Planting with an exotic look
TRENDS 2022 | 53
STYLE TREND 4
WELLNESS BUBBLE PRODUCT INGREDIENTS SHAPES In this style trend, the focus is mainly on round and rounded shapes, often derived from full circles or semi-circles, alongside a few sleek shapes.
COLOURS The colour chart consists of vivid pastels and pastel neon shades. White is subordinate here, and particularly ensures the transparency of the overall look. The colours are often
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used on transparent or semi-transparent surfaces, creating a watery effect.
wit
neon 911 C
Colour chart
neon 912 C
PATTERNS The patterns used such as faint merging stripes and wave patterns are particularly based on spot and water patterns. There is also scope for faded tropical patterns in vivid colours.
54 | TRENDS 2022
MATERIALS
Semi-transparent plastic
TRENDS 2022 | 55
Neon pastel accents
Curves, circles and bubbles
The most common materials are: coloured glass, high gloss ceramics, reflective materials,
transparency in non-transparent materials.
Gloss effects
Transparent coloured g lass
Niets van deze uitgave mag worden verveelvoudigd of openbaar gemaakt. De inhoud mag Vanuit de style trends worden rechtenvrije beelden ontwikkeld toegepast op de groenbranche. Deze beelden komen beschikbaar via de samenwerkende organisaties.
56 | TRENDS 2022
Facts & figures 2020
Profile Board:
Flower and plant varieties traded
Steven van Schilfgaarde (CEO)
Transactions per day
Members
3,763
96,432 22,863
Suppliers
5,267
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
David van Mechelen (CFO)
Customers
2,421
1
Key financial figures
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
Revenue (in millions of €)
2020 20$9 Profit/loss after tax (in millions of €)
2020 20$9
–2.9%
3.2 3.3
–3.6%
-5.8 5.6
<-100%
4,654 4,79$
Commission to cover costs (net as a %)
2020 20$9
–7.4%
34*.3 368.5
Operating income (in millions of €)
2020 20$9
–2.3%
–16.6%
346.3 354.4
Operating expenses (in millions of €)
2020 20$9
Investments
55.9 67.$
(tangible fixed assets and software) (in millions of €)
2020 20$9
Total assets
(in millions of €)
2020
20$9
–6.8%
63.0 60.3
Risk-bearing +4.5%
29.8 28.8
+3.3%
728.6 78$.9
Solvency ratio
(as a %)
2020
20$9
capital
(as a %)
2020
20$9
2
Human Resources key figures
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
2,092 2,002
Total number of FTEs
2020 20$9
4.5%
49.6 49.6
4*.7% 44.$%
Working hours (Fulltime)
2020 20$9
Average age 2020 20$9
2,725 2,543
49 42
260 $96
7.2%
Total number of employees
2020 20$9
New hires (FTEs)
2020 20$9
Different nationalities 2020 20$9
Sex ratio
Male
Female
27.5%
72.5%
72.5% 27.5%
*76 289
7.3% 4.6%
Left employment
(FTEs)
2020
20$9
Sick leave
2020
20$9
3
Sustainability Key figures FSI
2019
2020
2019
2020
2019
2020
Revenue
Units
62%
82% 71%
51%
53%
64%
54%
84%
74%
41%
55%
68%
FSI-certified products traded through Royal FloraHolland as a percentage of the total number of units traded and as a percentage of revenue. These percentages were measured on a weekly basis. The average percentages for 2019 and 2020 are shown in the dashboard below.
Total
Flowers
Plants
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
CO2
CO2 emissions*
CO2 emissions associated with the energy consumed (tons)
2019
2020
84,633
18,684
Water consumption
(m3)*
Gas consumption
(MWh)
Electricity consumption
2019
2020
2019
2020
2019
2020
385,290 47.1%
203,991
10,760,916 8.1%
9,885,569
116,137 6.1%
109,908
* This relates to the CO2 emissions associated with the energy consumed by Royal FloraHolland, including resale to third parties/tenants. The emissions were calculated using the CO2 calculator provided by Klimaatplein. Our carbon emissions were significantly lower than in 2019, because we have switched from grey to green electricity.
(m3)
* Including resale to third parties/tenants.
4
Main export destinations Netherlands (in millions of €)
Source: Floridata
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
Denmark
Sweden
Russia
Switserland
Italy
Belgium
Poland
France
United Kingdom
136.8
151.7
175.6
178.5
187.9
264.2
265.2
283.6
756.6
879.9
2.1%
2.3%
2.5%
2.9%
3.0%
3.1%
4.4%
4.4%
4.7%
12.7%
14.7%
102.6
120.9
145.7
129.8
171.4
226.9
192.8
301.5
266.7
274.2
813.4
854.8
26.8% 1,666.3
1.7%
1.6%
1.9%
2.3%
2.1%
2.7%
3.6%
3.1%
4.8%
4.3%
4.4%
13.0%
13.7%
26.7%
Share in total exports
Austria
126.4
1.6%
108.3
1.1%
Export value 2019
Czech Republic
96.8
1.3%
69.1
1.2%
Share in total exports
Spain
80.3
1.3%
72.3
Export value 2020
United States
75.5
1.2%
1,602.8
Finland
74.3
11.5%
Germany
Norway
718.8
6,235.5
10.7%
5,974.6
638.5 Other countries Total
5
Top 10 import countries International (in millions of €)
Bron: Floridata
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
Other countries
France
Denmark
Zimbabwe
Italy
Spain
Germany
Belgium
Israel
Ethiopia
Kenia
769.4
47.4
10.5
11.0
14.0
29.5
31.3
39.1
44.7
47.3
187.1
307.5
Turnover 2020
832.9
48.8
7.2
12.6
13.7
30.0
34.1
36.8
43.4
58.3
187.5
360.5
Turnover 2019
7.6%
2.9%
45.1%
12.5%
2.4%
1.6%
8.2%
6.3%
3.0%
18.8%
0.2%
14.7%
Turnover change
Total
6
Top 10 Import products
Hypericum
22
23
412
Turnover 2020
15
24
24
461
Turnover 2019
16.0%
11.6%
8.0%
3.7%
10.6%
Turnover Change
Calluna
Paeonia
Rhododendron
Eryngium
Chamelaucium
8
9
9
11
15
Turnover 2020
7
15
10
11
16
Turnover 2019
12.3%
37.1%
1.3%
0.7%
5.0%
Turnover Change
(in millions of €)
Gypsophila
16
18
Rosa
Limonium
15
7
Dianthus
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
Top 5 Sold cut flowers
Rosa
1.754
313 1.165
634 2.814
4.2%
14.8%
4.6%
8.9%
(*in millions of € **in million)
Chrysanthemum (Ind Grp) T
243
273
12.0%
Turnover change
Tulipa
150
1.070
Units**
Lilium
130
Turnover*
Gerbera
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
8
Top 5 Sold house plants
Anthurium
Arrangementen
61
62
63
422
Turnover*
47
85
21
17
117
Units**
0.6%
5.5%
2.8%
4.4%
8.1%
Turnover change
(*in millions of € **in million)
Kalanchoe
58
Phalaenopsis
Rosa
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
9
Top 5 Sold garden plants
Other bedding plants
Hydrangea
Helleborus
Lavandula
19
20
23
24
24
Turnover*
3
20
5
9
15
Units**
29.9%
25.2%
14.0%
11.7%
18.8%
Turnover change
(*in millions of € **in million)
Other trees/shrubs/tub
ROYAL FLORAHOLLAND FACTS AND FIGURES 2020
10
Contact and information Spokesperson: michelvanschie@royalfloraholland.com Questions: pers@royalfloraholland.com Financial: marcelsmit@royalfloraholland.com Sustainability: maartenbanki@royalfloraholland.com
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