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What’s influencing consumer behavior in 2019? According to market researcher Euromonitor International, primary drivers include pursuit of well-being, a new take on value and a desire to have a lower impact on the environment.

“Megatrends and other influences shape global strategies for
Floral and other industries.”

Below are five megatrends Euromonitor recently identified that cut-flower and plant breeders, retailers and others across the mass-market floral supply chain can use to collaborate and co-create with growers from Colombia and elsewhere.

Consumers will spend more on what matters to them while cutting back on what doesn’t. In today’s world of premiumization, consumers are investing in themselves and their homes to feel healthier, content and more relaxed.

Consumers today are more inward focused, demonstrating a holistic approach to wellness that encompasses spiritual, mental and physical well-being.

In early December, the Pantone Color Institute unveiled the nature-inspired “Living Coral” as its “Color of the Year” for 2019. The color brings comfort and familiarity to uplift us and make us feel good.

To capitalize on this healthy-living trend and need for nourishment, consider exploring creative and engaging ways to emphasize the benefits of plants and flowers beyond their aesthetic or aromatic value.

Look for more color inspiration from Pantone during the Produce Marketing Association (PMA)’s free hourlong webinar on March 28. Pantone will share their newest color palette and other insights. Visit pma.com/events/webinars to register.

Are now paying more attention to ethics and moral values of companies. This includes concerns about the environment, sustainability, production, labor practices and community outreach, according to Euromonitor.

Research conducted by PMA indicates the floral industry will continue to seek efficiencies within the supply chain, as consumers are concerned about environmental issues and ethical sourcing.

Euromonitor asserts that while the middle class will boom in Asia, in developed markets like the United States and European Union, they will struggle to maintain their economic position.

The middle class is described as celebrating how little something costs. To win the middle class in developed countries, the floral industry should emphasize quality and look for a new take on value.

To ensure growth, the floral and plant industry must adapt to changing demographics, economics and technologies bringing new markets to the spotlight. Also, as some geographic regions reach their maximum potential, others will gain prominence for their unexploited potential.

In addition to consumer megatrends, tech megatrends will also influence the mass-market floral industry. We will continue seeing more selling via social media and messaging, internet-enabled subscriptions and other innovative methods.

While megatrend and other research provide valuable insight about market opportunities, PMA is partnering with the Floral Marketing Research Fund (FMRF) to find out more about which elements of floral design drive consumer purchasing behavior.

Researchers at Texas A&M University, in College Station, are scheduled to conduct an eyetracking study this spring to determine how and/or if consumers place value on color harmonies, design, symmetry, flower axis forms and other elements.

Eye tracking enables researchers to determine the “shopper’s eye view” of the retail environment. PMA anticipates having study results by summer to share with the floral community.

Asocolflores, the Association of Colombian Flower Exporters, invited PMA to meet with growers and other supply-chain partners in October 2017. We shared U.S. consumer and design trends with members, and toured Hydrangea, cut flower and rose farms.

The trip was insightful and inspiring, and PMA plans to return to Colombia, as well as Ecuador, in the future to share new insights and foster additional collaboration. We’ll also be exploring these concepts and more at PMA’s Fresh Connections: Floral Miami (pma.com/events) scheduled for May 15-16.