D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
The flower market is a dynamic, fast-growing global industry, defined by three major components: growers, wholesalers, and retailers. The Netherlands is an important producer of cut flowers, as well as a key importer from developing countries. Besides being one of the market leaders for cut flowers, the Netherlands is also a main trade hub, especially in the area of Aalsmeer. The country's logistic position within Europe, as well as established international trade ties within the flower industry, make the Netherlands Europe's core for the flower market.
The leading export markets for Dutch floriculture are European, with Germany, UK, and France being the top countries importing flowers from the Netherlands. The value of live trees, plants, and flowers exported from the Netherlands has nearly doubled since 2010.
The rise of developing countries as flower growers and the shift of wholesalers towards these countries is a challenge for the flower growing market in the Netherlands as well as the local economy. However, developments in e-commerce could result in a positive impact on the Dutch flower growing market, with the opportunity to complete direct sales with the consumer instead of using intermediaries such as wholesalers.
The Dutch flower industry
During the last decade, the number of flower growing companies in the Netherlands decreased. Back in 2007, there were still more than 2,000 growers in the country, compared to approximately 900 in 2022. That said, the total number of companies was at its lowest point in 2018, and a slow but steady increase has been recorded annually since. A similar development can also be seen among bulb growing companies. The Netherlands had to contend with a loss of approximately 350 bulb growing companies between 2007 and 2022.Import and export
A decrease in the number of growing companies in the country reflected the development of competition in the form of other emerging markets. Countries like Ecuador, Colombia, Kenya, and Ethiopia are making their mark on growing flowers, and are seen as big players in the market. In fact, they are among the leading live tree, plant, and flower suppliers to the Netherlands, Kenya being the number one import country with an import value of over 360 million euros in 2022.The leading export markets for Dutch floriculture are European, with Germany, UK, and France being the top countries importing flowers from the Netherlands. The value of live trees, plants, and flowers exported from the Netherlands has nearly doubled since 2010.
The rise of developing countries as flower growers and the shift of wholesalers towards these countries is a challenge for the flower growing market in the Netherlands as well as the local economy. However, developments in e-commerce could result in a positive impact on the Dutch flower growing market, with the opportunity to complete direct sales with the consumer instead of using intermediaries such as wholesalers.
