The Netherlands floriculture market is projected to register a CAGR of 4.7% during the forecast period (2021-2026). Floriculture is one of the lucrative industry in Netherlands. Spring is usually the busiest time of year at the Aalsmeer Flower Auction in the Netherlands, the world's blossom trade capital. The COVID-19 pandemic has plunged the world’s largest flower auction on the outskirts of Amsterdam into chaos. The cut flower sales volume in auction has been decreased to 595, 064 thousands and 557,436 thousands in March, and April 2020 respectively than 762,513 thousands and 695,516 thousands in 2019 of the same period respectively.
Among the cut flowers, rose accounted for a significant share of the market followed by Chrysanthemum. The largest segment in Netherland is Rosa. This is due to the increased demand from peak days and the adoption of new technologies, the roses production in the country is increasing which is anticipated to boost the growth of the floriculture market during the forecast period.
Between 2006 and 2016, approximately 320 bulb plant and flower growing companies were shut down in the Netherlands, which affected the development of healthy competition in the market. Additionally, the rise of developing nations as major flower growers become a significant challenge for the Netherlands flower growers in both domestic and international flower markets.
Key Market Trends
Growing Export Potential for Cut Flowers
The Netherlands is the largest exporter of cut flowers around the world. The flower market in the Netherlands is a dynamic, fast-growing global industry, defined by three major components, growers, wholesalers, and retailers. The Dutch flower auction, i.e., Royal FloraHolland, is the main marketplace for cut flowers in Europe. Flowers worldwide find their buyers through this auction and the Dutch network of flower traders. It serves as an important trade platform for traders from developing countries.
The Netherlands is the largest producer for cut flowers, as well as a critical importer from developing countries. Apart from being one of the market leaders for cut flowers, the Netherlands is also the central trade hub, especially in the area of Aalsmeer. The major importers of cut flowers from the Netherlands are Germany, the United Kingdom, France, and the Russian Federation.
The main export markets of floriculture are Germany, followed by the United Kingdom, France, and Russian Federation.According to the ITC trade map, in 2019, Netherlands exported 566,917 metric ton of cut flowers valued at USD 4,343,029 thousand. Thus, the increased demand for cut flowers globally is driving the export market in the Netherlands.
Rosa segment Dominate the Market
Roses is among the popular flowers in the country. The demand for roses peaks in important days in each year, such as Mother’s Day and Valentine’s Day. Several supermarkets and florists run special promotional campaigns on days, such as Mother’s Day and offer special Valentine’s Day bouquets to increase their sale volume.
Marjoland and Arend Roses are among the largest rose growers in the Netherlands. The roses are widely grown in the greenhouses with LED lighting to produce top quality roses with improved yield. The sustainable and organic production is a key focus point of growers as it is highly preferred by the consumers.
Out of several rose varieties grown in the country, Red Naomi, Red Eagle, Pink Avalanche, and Avalanche+ are the some of the most common varieties. Area for rose production in the Netherlands drastically reduced from about 850 ha in 2004 to 238 ha in 2016. This can be attributed to the high energy costs, legislation, and the low prices for imported roses into the country. Additionally, many growers in the country have switched to the other more profitable ornamental crops over the past few years.
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