Horticultural sector records solid growth: exports rise by 4%, and auction turnover of cut flowers increases further |
10/01/2025 |
The Dutch horticultural sector continues to show growth despite challenges. In the first eleven months of 2024, flower and plant exports rose by nearly 4%, driven primarily by cut flowers. Auction turnover for cut flowers increased by over 11%, while turnover for houseplants and garden plants saw slight declines due to lower volumes and price pressure.
Flower and plant exports
The Dutch horticultural sector remains resilient, achieving nearly 4% export growth in the first eleven months of 2024. Export value reached approximately €6.6 billion, fueled by strong demand during holidays such as All Saints' Day and All Souls' Day. Flowers performed significantly better than plants, with cut flowers seeing a cumulative growth of nearly 7% over the first eleven months, while plant exports fell slightly below last year's levels (-0.2%). Despite the introduction of border controls by the United Kingdom, exports to this market remained stable, supported by favourable exchange rate conditions.
Cut flower auctions
Auction turnover for Dutch-grown cut flowers via Royal FloraHolland rose by over 11% in the first eleven months of 2024, reaching approximately €1.9 million. This increase was mainly driven by higher prices, with an average price increase of 14% compared to last year. Although volumes declined slightly (-2%), demand for Dutch products remained robust. During the last few months, products such as spray chrysanthemums, roses, and lilies significantly contributed to turnover growth. Christmas items like ilex and hippeastrum also experienced rising demand and prices.
Houseplant auctions
Cumulative auction turnover for houseplants decreased slightly by 0.9% after eleven months, despite a slight price increase (+0.5%). The volume sold declined by 1.4%, putting pressure on overall turnover. November saw a modest recovery in turnover (+0.2%), but results remained mixed.
Phalaenopsis, one of the most important houseplants, experienced a 4% decline in turnover due to lower volumes. In contrast, potted roses performed well, with turnover growth of nearly 20%, driven by higher prices and increased supply.
Garden plant auctions
Turnover for garden plants was 1.6% lower in the first eleven months compared to last year. Although sales volumes increased slightly (+1.8%), average prices fell by 3.3%. Fluctuations in turnover were strongly influenced by weather conditions and holidays.
Products such as helleborus (+28%) and alternative Christmas trees like picea (+31%) and chamaecyparis (+21%) performed well. In November, these products contributed to a 5% increase in turnover compared to the same month last year, despite one fewer auction day.
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