e report divided the genre of
houseplants into the following
10 categories:
• Flowering
• Narrow-leaf Foliage
• Broad-leaf Foliage
• Ferns
• Indoor Palms
• Trailing/Climbing
• Succulents
• Bromeliads
• Air Plants/Tillandsia
• Cacti
e crux of the report was to
determine if COVID-19 aff ected
customers' plant attitudes,
perceptions and purchasing
behaviors in 2021—the answers
for which will, hopefully, provide
you with insight on how you
can proceed with planning and
budgeting for your business.
FR presents the second in our exclusive three-part
series examining the Floral Marketing Fund's
"Consumer Houseplant Purchasing Report 2021."
By Andrew Joseph
Florists' Review has examined the 291-page "Consumer
Houseplant Purchasing Report 2021," and, in a three-part series
(May, June and August 2022 issues) will provide an overview of
the report's fi ndings.
To be transparent, a total of 1,700
U.S. individuals passed a screening
process—a.k.a. "Purchasers." Of those
who did not pass the initial screen
(Non-Purchasers), 300 were invited
to complete a survey regarding
their non-purchasing behaviors
and attitudes.
In Part 1 of this series of articles
(FR May), we examined the
purchasing habits of the 1,700
Purchasers. In Part 3, which will
appear in our August issue, we will
compare data from FMF's 2019 survey
with the data from this 2021 survey.
In this article, Part 2 of 3, we
look at the habits exhibited by
Non-Purchasers to determine if
there is a possibility of turning
them into houseplant buyers in
the future. We also examine how
retailers can make happen.
For the sake of brevity, we are
presenting only a few of the data
points—those we feel are most
likely to help you gain new
houseplant customers.
Growing the Houseplant
Market: Part 2
Business
58
June | 2022
