Consumers Want Fragrance, Vibrant Colors In Floral Purchases

cut rose1The American Floral Endowment (AFE) and researchers from the University of Florida (UF) present compelling evidence about just how enticing and alluring flower fragrance is to consumers, among other scintillating findings, in three new consumer preference studies.

In Identifying Consumer Preferences for Essential Elements of a Flower Product, researchers aim for a better understanding of what flower buyers really want — color, shape, size, fragrance, etc.— to better meet consumer demands and increase sales, and the results show that consumers overwhelmingly desire fragrance.

“This study allows the industry to gain a better understanding of what consumers value in a floral product and thereby provides the tools necessary to effectively target consumer demands,” says David Clark, professor of environmental horticulture and director of the plant innovation program at UF. “The industry needs to offer a product consumers want to increase consumer purchases and sales.”

The researchers examined two study groups: a group of 295 subjects of mixed genders and four ethnicities, most age 40 or older, and a UF undergraduate introduction to plants class with 336 students, the majority of whom were white females, ages 18 to 24.

Both groups agreed they find fragrance of top importance when purchasing flowers. However, the first group was most specifically interested in “the subtle fragrance of a traditional rose,” while the student group preferred flowers that smell “fresh with a hint of citrus.”

Flower color was second most important to both groups, and both preferred “explosive, vibrant red petals” and showed the least interest in pastels.

Both expressed overall low interest about where they specifically purchased flowers, with the exception of the student group, who gave a high ranking to flowers “picked fresh from a local garden.”

Clark says he believes input from consumers is vital if the industry is to stay abreast of an ever-changing consumer base. He proposes that marketing a new “fragrant flower line” may attract more customers and be the key for increasing sales and profit.

Read the detailed full report here, along with the two additional AFE-funded postproduction research reports from UF:

Consumer Analysis of Mixed Containers for Indoor Use

Identifying Consumer Preferences for Cut Rose Fragrances

To learn more about AFE visit www.endowment.org or www.fb.com/americanfloralendowment.

Leave a Reply

More From Management...

July 22, 2017

Craig Regelbrugge: Proposed Budget Cuts Could Eliminate Key Horticulture Programs

President Trump’s proposed budget for the 2018 fiscal year includes significant cuts to the Agricultural Research Service, which supports the Floriculture and Nursery Research Initiative.

Read More
Luxfloraflowerrun17

July 20, 2017

Luxflora Attracted Even More Participation to its Second 5k Flower Run

More than 170 runners kicked off Cultivate'16 on Sunday, July 16, with Luxflora's second annual 5k race. It was a great way to start the week, participants said.

Read More
Florida Nursery Economic Impact

July 18, 2017

Florida’s Nursery and Greenhouse Industry Has a Huge Effect on the State’s Economy

A new economic impact study from the University of Florida says the green industry contributes more than $21 billion in sales and 230,000 jobs to the Sunshine State’s economy.

Read More
Latest Stories

July 22, 2017

Craig Regelbrugge: Proposed Budget Cuts Could Eliminate…

President Trump’s proposed budget for the 2018 fiscal year includes significant cuts to the Agricultural Research Service, which supports the Floriculture and Nursery Research Initiative.

Read More
Luxfloraflowerrun17

July 20, 2017

Luxflora Attracted Even More Participation to its Secon…

More than 170 runners kicked off Cultivate'16 on Sunday, July 16, with Luxflora's second annual 5k race. It was a great way to start the week, participants said.

Read More
Florida Nursery Economic Impact

July 18, 2017

Florida’s Nursery and Greenhouse Industry Has a Huge Ef…

A new economic impact study from the University of Florida says the green industry contributes more than $21 billion in sales and 230,000 jobs to the Sunshine State’s economy.

Read More
Danziger Hosts Indian Prime Minister

July 14, 2017

Danziger Hosts Indian Prime Minister, Demonstrates Inno…

When Indian Prime Minister Narendra Modi landed in Israel July 4 with his delegation to explore possible cooperation with Israel, the group’s first stop was the Danziger facility at Mishmar Hashiva’a.

Read More
Ball ColorLink logo

July 11, 2017

Get Guidance on Running Your Business from Ball ColorLi…

Representatives from Ball ColorLink will be on-hand at Cultivate’17 to answer questions and present business-building tools and industry insights to growers.

Read More
Nathan Lamkey, McHutchison

July 10, 2017

Former Terra Nova Sales and Marketing Director Hired at…

Nathan Lamkey will be responsible for developing and executing sales strategies at McHutchison, a leading North American plant broker.

Read More
Lean Consortium in Washington

July 10, 2017

Washington Growers Join New Horticulture Lean Consortiu…

The group of growers has committed to learning and applying the principles of Lean, a method for eliminating waste that results in more value to customers delivered at a lower cost, in a shorter time, with fewer defects and less human effort.

Read More
North Creek Nurseries Head Grower and Owner

July 9, 2017

How to Empower Your Future Managers

If you’re looking to retain employees and develop effective managers, provide them with the skills they need to realize their highest potential.

Read More
Hort Couture Farm to Table Display

July 7, 2017

New Marketing and Retail Display Ideas to Boost Your P…

Innovative marketing displays and retail concepts at California Spring Trials 2017, inspired by popular consumer trends and the need to encourage consumer success, overflowed with exciting new ways to promote plants.

Read More
griffin-expo

July 6, 2017

Griffin’s 2017 Expos to Focus on Pest Management, New V…

The schedule for the Expos, which take place in Massachusetts and Pennsylvania, includes two seminars in which attendees can qualify for pesticide recertification credits.

Read More
cut flower arrangement

July 5, 2017

Congress Designates July as American Grown Flowers Mont…

Last week, Congressman Salud Carbajal (CA-24) introduced a bipartisan resolution designating July as “American Grown Flowers Month.” Co-sponsored by Rep. Jamie Herrera Beutler (WA-03), Rep. Jimmy Panetta (CA-20), Rep. Duncan Hunter (CA-50), Rep. Chellie Pingree (ME-01), Rep. Don Young (AK-1), Rep. Jared Huffman (CA-02), and Rep. Darrell Issa (CA-49), House Resolution 413 declares July as the month to celebrate the economic and cultural impact of America’s cut flower and greens farmers and demonstrate Congress’ commitment to support America’s flower farming families. Congressman Carbajal spoke from the House Floor, introducing the legislation and encouraging fellow members of Congress to support American Grown Flowers Month. “I have seen firsthand the value the grown flower industry adds to our economy and communities during my visits with our Central Coast growers,” said Rep. Carbajal. “California produces three quarters of all cut flowers grown in the United States. I am committed to recognizing their contribution […]

Read More
Jan Gulley, Gulley Greenhouse

July 4, 2017

Jan Gulley is a Finalist for the 2017 Head Grower of th…

Winner of the Excellence in Education Award, Jan Gulley is dedicated to educating not just herself, but her team of growers, as well as young horticulture students, about plant production.

Read More
Micandy Gardens Team Photo

July 3, 2017

Micandy Gardens Greenhouses is a Finalist for the 2017 …

Winner of the Excellence in Team Empowerment Award, Micandy believes in its people and allows them to make decisions for the betterment of the company.

Read More
PlantHaven Team 2017

July 2, 2017

PlantHaven Wins Medal of Excellence Award for Marketing

After 20 years of making the world a more vibrant, colorful place, PlantHaven wins Greenhouse Grower’s Medal of Excellence Award for Marketing for its groundbreaking ability to connect breeders, growers, and consumers through personable advertising campaigns.

Read More
Mark Adams Greenhouses

July 1, 2017

Mark Adams Greenhouses is a Finalist for the 2017 Opera…

Winner of the Excellence in Community Service Award, Mark and Sue Adams have made it their mission to make sure that their customers — both on the store level and the consumer level — stay up to speed on horticulture.

Read More
Zinnia ‘Profusion Red’ (Sakata Ornamentals)

June 29, 2017

Sakata, American Floral Endowment Partner on 40 Days of…

From July 10 to Aug. 18, contributions made to AFE will be matched dollar-for-dollar by Sakata (which is celebrating its 40th anniversary in North America) up to $10,000.

Read More
Aron Hoff, Meyers Fruit Farms and Greenhouses

June 29, 2017

Aron Hoff is a Finalist for the 2017 Head Grower of the…

Winner of the Excellence in Leadership Award, Aron Hoff says being a good leader means listening to your team, leading by example, and honing your own skills.

Read More
Cannabis Structure

June 28, 2017

How Will Potential Cannabis Legalization Affect You? Co…

The Canadian government released a report late last year that highlights what cannabis legalization might mean for producers.

Read More