Floriculture includes the following crops: fresh cut flowers, cut cultivated greens, potted flowering plants, foliage plants and bedding/garden plants. Click here for the Top 10 Frequently Asked Questions about the floriculture industry Size of the Floriculture Industry: Total Floriculture Item Sales (flowers, plants and related goods) at All Floral Outlets (retail florists, mass marketers, other outlets): (2007 Estimated) more than $20.1 billion
Source: U.S. Dept. Of Commerce/Bureau of Economic Analysis, 2008
Personnel in the Floriculture Industry:Estimate: 489,000 in 2007 Legend: m = million; b = billion GROWERS & PRODUCTION Source: 2007 annual USDA/NASS Floriculture Crops Summary published in April 2008 (unless noted)
Note: Survey based on top 15 states: data are from calendar year 2007
Growers of floriculture crops in 15 states with sales of $10,000+ : 6,140 Expanded Wholesale Value Sales: $4.10 b Growers of floriculture crops in top 15 states with sales of $100,000+: 2,863 Expanded Wholesale Value Sales: $3.94 b These larger growers accounted for 96% of total sales while comprising only 47% of total number of growers. Floriculture, Nursery, Greenhouse & Sod: $14.7 b gross market value; the 5th largest segment of agriculture (3rd largest crop of agriculture) (U.S. Census of Agriculture)
Top Floriculture Production States: CA, FL, MI, TX, NY Top Grower States for Domestic Production by Floral Segment ..of fresh cut flowers (based on wholesale value of sales): California 77%
..of potted flowering plants:
...of foliage plants: ...of bedding/garden plants: California 18% Michigan 15
...of cut cultivated greens: ...of propagative material: Florida 25% California 18
Growers' Industry Segment Sales The plant segment of the floral industry is usually divided into Potted Houseplants (Flowering and Green) and Bedding/Garden Plants. The latter makes up the largest part of the domestic production pie – about 33% of the $4 billion wholesale value or $1.28 billion. The complete breakdown is shown below: Plant Category | Percent | Value | Annual Bedding/Garden Plants | | | Herbaceous Perennial Plants | | | | | | Foliage Plants for Indoor/Patio Use | | | | | | | | | Propagative Floriculture Materials | | | | | |
Source: USDA/NASS Floriculture Crops 2007 Summary, April 2008
FRESH CUT FLOWERS Top-Selling by Stem (based on sum of domestic production + imports) Rose Carnation (Std.) Chrysanthemum Lilies Alstroemeria Tulip Gerbera Aster Gladioli Orchids Iris Delphinium & Larkspar Mini-carnations Mum Gypsophilia
Domestic cut flower production currently focuses on miscellaneous flowers. Upwards of 85% and as high as 98% of the most common fresh cut flowers: roses, carnations, chrysanthemums, etc., are imported, mostly from South America. Cut flower imports accounted for $831 million in 2007. See below.
IMPORTSMajor sources of imported cut flowers by value 2006 Colombia (61%) Ecuador (17) The Netherlands (8) Costa Rica (4) Mexico (3) Canada (2) Other (5)
Value of imported fresh cut flowers 2000 $610 million 2001 $565 m 2002 $542 m 2003 $611 m 2004 $706 m 2005 $709 m 2006 $768 m 2007 $831 m
USDA, Economic Research Service, FATUS, 2008 Imports thru Miami: Handles 85% of the 165,000 tons of fresh flowers imported every year: Miami International Airport Information, 2004
BEDDING/GARDEN PLANTS Market Share: based on production value
| Bedding Plant Breakdown | 2007 | | Percent | | | | | | | | Flats | | Value in $1,000s | Percent | 40.4 | | | Begonia | 36,783 | 2.9 | | | | Geraniums from cuttings | 5,572 | 0.4 | | | | Geraniums from seeds | 4,036 | 0.3 | | | | Impatiens | 71,481 | 5.7 | | | | New Guinea Impatiens | 2,695 | 0.2 | | | | Marigolds | 31,718 | 2.5 | | | | Pansies/Violas | 68,602 | 5.4 | | | | Petunias | 58,112 | 4.6 | | | | Other | 194,499 | 15.4 | | | | Vegetable type | 36,412 | 2.9 | | | Hanging Baskets | | | 15.3 | | | Begonias | 15,438 | 1.2 | | | | Geraniums from cuttings | 22,326 | 1.8 | | | | Geraniums from seeds | 1,678 | 0.1 | | | | Impatiens | 13,815 | 1.1 | | | | New Guinea Impatiens | 21,019 | 1.7 | | | | Marigolds | 1,115 | 0.1 | | | | Pansies/Violas | 3,318 | 0.3 | | | | Petunias | 21,938 | 1.7 | | | | Other | 91,788 | 7.3 | | | Potted | | | | 44.3 | | | Begonias | 22,906 | 1.8 | | | | Geraniums from cuttings | 75,246 | 6.0 | | | | Geraniums from seeds | 25,412 | 2.0 | | | | Impatiens | 23,491 | 1.9 | | | | New Guinea Impatiens | 30,448 | 2.4 | | | | Marigolds | 8,362 | 0.7 | | | | Pansies/Violas | 32,823 | 2.6 | | | | Petunias | 31,627 | 2.5 | | | | Other | 278,943 | 22.1 | | | | Vegetable type | 29,982 | 2.4 | | | | | | | | | | | 1,261,585 | 100.0 | 100 |
Floriculture Crops 2007 Summary, USDA/NASS
Gardening: 93 million American households participated in 1 or >1 indoor and outdoor lawn and gardening activities in 2005. Up 11% from 2004.
National Gardening Association, 2006
POTTED FLOWERING PLANTSTop Selling based on domestic production value:
Poinsettias Orchids Spring flowering bulbs Chrysanthemums Florist Azaleas Easter Lilies Florist roses African Violets Poinsettias sold at Christmas 60-70 million Wholesale Poinsettia sales $181 million Retail Poinsettia sales $350 million
FLORAL WHOLESALERSWholesalers: Approx. 900 (based on WF&FSA definition) Wholesale Florists & Florists Suppliers Association, 2007 Flowers, Nursery Stock and Florists' Supplies (Merchant) Wholesalers Establishments: 4,806 Sales: $9.8 b (2002)
2002 Economic Census, Wholesale Trade, Industry Series
US Bureau of the Census
Establishments: 21,135 in 2005 U.S. Census Bureau, County Business Patterns, 2008
2002 U.S. Economic Census, Retail Trade, Industry Series
US Bureau of the Census Weddings: approximately 10% of retail floral business. Sympathy: approximately 22% of retail floral business.
MASS MARKETERS Supermarkets + Groceries + Discount/Chain Stores + Home Improvement/Hardware Centers + Department/Variety Stores + Drug Stores - approx. 60,000 outlets selling floral items 1997 Economic Census, Retail Trade,
US Bureau of the Census
SUPERMARKETSEstablishments Selling Flowers: 23,000 in 2005 Almost 16% of households purchased flowers at a supermarket in 2005
Produce Marketing Association/Floral Marketing Association Supermarkets chains with at least 1 floral/plant department: 79%
Food Marketing Institute, 2004 Supermarkets and other mass-market floral outlets capture more than 7 billion (38 percent) of the 19 billion floriculture market.
Superfloral Retaling Web Site, 2007
HOLIDAY SALES(Fresh cut flowers & plants) The top five floral buying holidays, based on number of purchases are: Christmas/Hanukkah Mother's Day Valentine's Day Easter/Passover Thanksgiving
"No special occasion" accounts for majority of purchases - more than 30 percent of floral purchases year-round. Source: Ipsos/AFE Consumer Tracking Study, 2005
INTERNET SALES OF FLOWERS $1.75 billion in 2008 (projected) - About 1.2% of total online sales of $207.2 b is on flowers.
Flowers, cards & gifts: 2007 $3.0 billion (projected) 2008 $3.7 billion (projected) Annual rate of growth: about 30 percent Source: Forrester Research, 2007 The Internet accounted for 2.4% of all flower and plant purchases and 7.7% of spending in 2005. Internet transactions made up 9.1% of purchases and 12.3% of spending on floral arrangements. Source: Ipsos/ AFE Consumer Tracking Study, 2005
CONSUMER DEMOGRAPHICS The typical fresh cut flower purchaser is female. She is most often between the ages of 45 and 54 (26%), college educated (30%), employed full time (43%) and earning over $75,000 (33%) (Other profiles available upon request.) Ipsos/AFE Consumer Tracking Study, 2005 Percent of households purchasing floral products in 2005:
Fresh Cut Flowers 28.3%
Flowering Plants 17.4
Green Plants 9.6
Outdoor Bedding/Garden Plants 31.6
Ipsos/AFE Consumer Tracking Study, 2005 |
