Floral Marketing Fund Releases Consumer Houseplant Purchasing Study

Dec 20, 2021
Floral Marketing Fund Releases Consumer Houseplant Purchasing Study

The Floral Marketing Fund (FMF), along with co-sponsors Altman Plants, Costa Farms, Green Circle Growers, Hortica and Metrolina Greenhouses, have released the results of a consumer preferences study about houseplants conducted during the COVID-19 pandemic.

The results address trends in houseplant purchasing, which have grown throughout the pandemic, exploring underlying motivations, documenting emerging trends, and allowing the industry to fully capture the opportunity that this increased interest affords.

The study was conducted by researchers Melinda Knuth, NC State University,  Hayk Khachatryan, Mid-Florida Research, and Education Center, UF/IFAS, and  Charlie Hall, Texas A&M University. The researchers presented the results to the industry first through a webinar. Both the webinar recording and the full report are now available to the industry.

To better understand the rising popularity of houseplants over the last decade, this study addresses the gaps in information that speak to the main drivers of consumer usage. Most recently, due in part to COVID-19, sales have seen further growth because people spend more time at home and engage in more plant-related activities.

The results of this study help to gain a more comprehensive understanding of motivations for plant purchasing during COVID-19 and determine how the industry can sustain this positive growth as consumers return to their “normal” life and work activities.

The Consumer Houseplant Purchasing Study focuses on houseplants specifically.

The study answers questions like:

  • What type of outlets do different consumers prefer to shop for houseplants?
  • Why do older consumers have a lower affinity to buy houseplants?
  • Which houseplant categories are best liked?
  • To what extent do value-added attributes like decorative pots increase the probability of purchase?

The study collected data through an online survey providing a national sample. All six industry supporters provided input on the survey questions and layout. This collaborative effort between the researchers and sponsors led to more impactful data for the industry. In the core section of the survey, subjects observed a subset of houseplant images and rated their likelihood to purchase, acceptable price range for the houseplant, and stated their perceptions of the level of care they associate with the plant. The survey could then show comparisons between 2021 and the results of the past pre-COVID survey in 2019.

The study results, along with the webinar recording, can be accessed free of charge at https://floralmarketingfund.org/research/.