In the period of December 4 - 31, the turnover amounted to almost €303 million. The average price in the run up to Christmas was comparable to last year's. The supply was down by 5%, however. That's why the turnover declined by 5%.
In this period we experienced the onset of wintry conditions in the Netherlands and large parts of Europe, which interrupted the supply. Luckily, that change was only temporary, and the sales in the run up to Christmas could continue without interruption.
In cumulative terms the growth in turnover in the past year amounted to just 1%. The supply declined by 2% and the average price rose by 3%.
Direct flows: the figures
The share of direct flows continued to increase in this period 13.
- Cut flowers: increase of 1.8%-point to 36.1%
- Houseplants: increase of 1.8%-point to 81.2%.
- Outdoor plants: increase of 4.6%-point to 71.9%.
Over the whole of 2017 the share of direct flowers was 53.5% compared with 51.4% in 2016.
Export grew by 4%
The most recent export figures are from November 2017 (Floridata). We can see that the growth in export and the growth in Royal FloraHolland are slowly coming closer together on a monthly basis.
- Cut flowers: increased by 7%
- Plants: remained the same
From 1 January 2018 the growth in turnover is 5%, with the export value of cut flowers increasing 6% and of plants, 3%.
Strong increase in export to Russia
The export to Russia continues to increase strongly with a growth of 55% in November 2017. The export to the Czech Republic and Norway is also rising sharply. The export to the UK remained the same. Has the bottom been reached or will the export continue to decline in the near future? That remains unknown for now. Research has shown that consumer confidence in the UK is still declining.
8% lower supply of roses
The cut flower turnover decreased by almost 6% as the supply was down by 5% and the average price lost 1%. There were 8% fewer roses supplied. The wintry weather in Africa created stagnation in the supply. In addition, amaryllis suffered a decline in price-setting.
Price-setting of Phalaenopsis difficult
The houseplant turnover declined by 5% as the supply was down by 4% and the average price decreased by 1%. The supply of products like hyacinth, cyclamen and pot roses lagged behind. In terms of price-setting, Phalaenopsis experienced difficulty.
Helleborus: most important product
Among the outdoor plants a rise in turnover of 4% was realised. The supply dropped by 6%, but the average price rose by over 10%. Helleborus was the most important product, with a 35% share in the total supply of outdoor plants.