IPM Essen 2024 already showed some optimism within the "green sector". This was primarily fueled by the expectation that consumers across Europe would rather save than spend large budgets on expensive purchases or travel due to the current conditions. The expectation was therefore that an increased "cocooning effect" would set in during the spring and summer of 2024, which could have a positive impact on our industry.
The sales season for bedding and balcony plants has now been underway for several weeks and we can see that this expectation has been confirmed. Consumers in nurseries, garden centres, DIY stores and wholesalers are not showing any reluctance to buy plants. The plant producers we are talking to are very satisfied with the sales figures and are expecting an overall increase in turnover compared to the previous year.
Let's take a closer look! What trends are continuing? What is particularly striking this spring season?
The proportion of higher-priced "large plants" is growing
There is obviously a willingness to buy plants between 20.00 and 50.00 EUR if they have something special to offer. The following pictures show some examples:
- Solitary hydrangeas of various brands
- Fuchsias that were previously only offered in hanging baskets or 12 cm containers are now available in 19 cm containers
- We have seen mixed plantings for years - the trend is obviously increasing again
- Solitary plants such as Diplandenia or Bougainvillea are in high demand
Influence of packaging on the sales result
Obviously, it is particularly successful when plants are offered in large-format "potcovers". The sales figures are demonstrably higher. For herbs, which are still "booming", product packaging (sleeves) made of paper are used almost exclusively.
Efforts towards sustainability
The large quantities of transport trays are causing the "mountain of used plastic" to grow. More and more producers and wholesalers are turning to trays made from recycled paper. Our pictures show some examples at the point of sale.
Trend towards "edibles" continues unabated
Both seedlings and products that are almost fully cultivated are very popular and are important sales drivers. These include cherry tomatoes with a heavy crop of fruit, microgreens that we otherwise only know from seed bags and BLU brand products.
Product innovations that are gradually attracting more attention
After years of "box tree borer-related" reductions in sales volumes, we are once again seeing more boxwood at the point of sale. However, this also includes plants such as the garden gerbera 'Garvinea' or the garland hydrangea 'Runaway Bride'.
The teams at Media Concept Switzerland and Gregg Marketing wish you a good sales season and we look forward to continuing our dialog with you.