Evolving Consumption Trends, Marketing Strategies, and Governance Settings in Ornamental Horticulture: A Grey Literature Review

Abstract

Ornamentals are the most diversified products and fast-changing industry of horticulture. A new flower and ornamental plant market scenario is developing: remarkable opportunities are emerging, but more efforts are required by both public and private stakeholders to seize them and assure a high-value positioning. Our paper aims at filling the gap in the availability of integrated data sources and structured theoretically sound studies on new consumption trends, marketing strategies, and governance settings. Specific objectives are: identifying an innovative ornamental horticulture market data framework; evidencing evolving dynamics of competition in Europe and necessary adaptions of public and private action; defining a new action-research agenda, capable of stimulating the interest of businesses, researchers, and institutions. In terms of methodology, we carry out an innovative integrative review analysis of the wide and most reliable grey literature and statistics, using a comprehensive approach. Results show the emerging consumption dynamics and high-value consumer profiles characterizing the European market, expected to significantly expand and transform, according to the impact of globalization, climate change, urbanization, digitalization, and the affirmation of neo-luxury and sustainability-oriented consumption patterns. The evolution of marketing strategies and governance settings is also highlighted, together with the necessity of developing and integrating public and private initiatives for realizing high-value sustainable and transparent production systems and supply chains. Accordingly, relevant action-research directions are described. These findings are expected to improve the current debate on the competitiveness of the European ornamental industry and contribute to taking a step towards a synergic combination of new differential advantages and wider sustainability goals.

The impact of Covid-19 pandemic on Aglaonema farming income: a comparison between the height and the post trend

“…The Covid-19 pandemic has stimulated consumer interest in various ornamental plant varieties, which cause an increase in total sales volume. Gabellini and Scaramuzzi, (2022) explained that the influencing factors could be 1) consumers' willingness to buy luxury products, under the assurance of quality and scarcity values, 2) consumers' awareness of the socio-ecological benefits and emotional therapy of ornamental plants (Bulgari et al, 2021), 3) consumers' optimistic assessment of the development of local ornamental plants, and 4) consumers' access to social media and online sales platforms have made it easier to purchase ornamental plants (Anacleto et al, 2021). Due to the lack of outdoor activities, the allocation of household expenditure during the pandemic Covid-19 tended to be low.…”

“…An expanding production trend in ornamental plant cultivation characterizes the development of ornamental plant agribusiness (Bulgari et al, 2021). The global demand for ornamental plants tends to increase by 3.9% annually (Gabellini and Scaramuzzi, 2022). Principal consumers of ornamental plants include the United States and Europe, which import them on average from Southeast Asia (Tag and Nangkar, 2018).…”

Cryopreservation of Endangered Ornamental Plants and Fruit Crops from Tropical and Subtropical Regions

“…The ornamental plants sector is developing at the global level, in both production and trade [ 23 ]. In 2019, the value of the floricultural market on the largest global flower exchange, Royal FloraHolland, reached EUR 4.8 billion.…”

Automated Systems as a Factor Affecting on Flowers Plant Harvesting

“…Global ornamental plant exports have grown steadily over the past five years, at a compound annual growth rate of 3.9 %. All subcategories (cut flowers, potted plants, bedding/patio plants, bulbs, perennials, shrubs, and trees) experienced growth (Gabellini and Scaramuzzi, 2022). In order of production output, Netherland, Germany, France, Greece, Spain , Italy and United kingdom are the next highest producers (Adebayo et al, 2020).…”