Horticultural sector ends 2024 with growth and starts 2025 strong |
06/03/2025 |
The Dutch horticultural sector grew by 4% in export value in 2024, driven by strong demand for cut flowers. Auction turnover for cut flowers increased by nearly 11%, while houseplants and garden plants lagged slightly due to price pressure and lower volumes. Growth continued in January 2025, with exports rising by 7%, driven by the run-up to Valentine’s Day and a limited supply of certain flowers, such as tulips.
Flower and plant exports
The Dutch horticultural sector achieved 4% export growth in 2024, marking a recovery after a period of decline. The total export value reached €7.1 billion, with cut flowers as the primary driver. This growth continued into January 2025, with a 7% increase in exports, benefiting both cut flowers and potted plants. The lead-up to Valentine’s Day created favourable market dynamics, further strengthened by a limited supply of flowers such as tulips, which drove up prices.
Cut flower auctions
Auction turnover for Dutch-grown cut flowers at Royal FloraHolland increased by nearly 11% in 2024, exceeding €2 billion. While sales volumes declined by 2%, an average price increase of 13.5% fueled overall turnover growth. In January 2025, turnover rose by 16% despite a 9% lower supply. Tulips, chrysanthemums, and gerberas benefited from the shortage, and demand leading up to Valentine’s Day is expected to remain strong.
Houseplant auctions
Houseplant turnover in 2024 remained just below the previous year’s level, with a 1.5% drop in volume and a slight price increase. Total turnover for Dutch-grown houseplants reached €1.7 billion. January 2025 started strong, with turnover increasing by 6%, mainly due to a 6.6% rise in prices. Phalaenopsis, Anthurium, and green plants such as Monstera and Sansevieria performed well.
Garden plant auctions
Garden plant turnover declined by 1.5% in 2024 as lower prices offset modest volume growth. December saw a modest increase (+1%), mainly due to higher demand for Helleborus and alternative Christmas trees such as Chamaecyparis. In January 2025, turnover increased by nearly 3%, driven by higher sales volumes, while the average price fell by 1.5%. |