IFPA’s Consumer Tracker highlights floral opportunities

The International Fresh Produce Association is placing greater emphasis on the floral industry’s consumer-facing potential through the launch of its first annual Consumer Tracker. Powered by IFPA’s Global Intelligence, the Consumer Tracker is a research initiative designed to provide actionable insights into purchasing behaviors, perceived value, and opportunities for growth. According to Colleen Fagundus, IFPA’s director of floral, the findings from this inaugural study shed light on both persistent challenges and untapped areas of opportunity across floral at retail.

“What continues to stand out to me from the research is the continued opportunity our industry has to consistently communicate the value of having flowers in everyday spaces – it's a simple, affordable way to bring beauty and joy into people’s lives,” said Fagundus. In March, for example, consumers reported spending an average of $9 on floral items, which typically last around two weeks. Framing that spend in terms of emotional impact and longevity could be key to shifting perceptions and driving frequency of purchase.

Affordability continues to be a central concern, with 55 percent of respondents saying they believe flowers are priced too high. However, Fagundus noted that value can still be communicated effectively. “The industry offers a wide range of floral items at different price points, allowing consumers to find their best option for their wallet,” she said. Consumer bunches and bouquets built with more affordable blooms are commonly available, offering flexibility and accessibility without compromising freshness or appeal.

Perishability, often cited as a barrier to purchase, is another issue that may benefit from reframing rather than purely logistical solutions. “It is about teaching consumers that it is okay to spend $9 for two weeks of joy,” Fagundus said. While consumers are generally comfortable spending that or more on short-term consumables like beverages, they often apply a different value metric to flowers. With modern floral quality and handling, a two-week vase life is increasingly standard and should be part of consumer education.

One striking insight from the Tracker is that only 16% of shoppers always have flowers on their grocery lists, highlighting a missed opportunity for repeat, intentional purchasing. Fagundus sees potential in rebranding floral as an affordable tool for emotional wellness. “Linking flowers to an affordable way to add joy and mental well-being to their busy lives may help get flowers on the shopping list each week,” she said.

Impulse also remains a powerful driver, particularly at the point of sale. “Merchandising is critical for impulse purchases,” Fagundus said. “Having beautiful, quality, fresh flower displays that invite consumers to experience the world of floral allows them to shop with all their senses.”

The report also highlighted differences in how various generations view floral. Gen Z and Millennial consumers, for instance, are more likely to perceive flowers as a meaningful gift option. Fagundus believes this demographic’s price sensitivity can actually be an asset.

“Flowers allow them to show appreciation and love at an affordable price point,” she said. With the right messaging, particularly around affordability and self-care, this group could be nudged into more frequent purchases—especially Millennials who are now establishing homes and routines of their own.

While the Consumer Tracker offers a national perspective, IFPA recognizes the value in regional and demographic nuance. “We invest in annual consumer research and have the ability to ask consumers questions throughout the year,” said Fagundus. “Often we find little difference in our data, but where there are differences, we highlight them so the industry can capitalize on it.”

Retailers also face the challenge of balancing two major use cases for flowers: self-purchase and gifting. Fagundus recommends assortment as the bridge. “Variety! Whether they are buying for themselves or as a gift, consumers need the opportunity to see multiple options and price points to satisfy their needs.”

Ultimately, IFPA hopes its Consumer Tracker will not only inform but inspire the floral industry to rethink how it communicates value, reaches new audiences and expands floral’s place in the weekly shopping routine.