In a session recently presented at the Produce Marketing Association Fresh Summit, I reviewed the results of research our company conducted on how the three generations in prime time today -- millennials, Gen X and baby boomers -- view and purchase floral products. As we consider the future of the floral category, a look at how each of these generations approaches floral provides interesting insights.

The 2015 Retail Feedback Group Generations Floral Shopping Study included 333 shoppers who had purchased fresh flowers in the last three months. Slightly more than half were female and there was a fairly equal balance of millennials, Gen X and boomers.

Overall, 37 percent of those in the study purchased floral products mostly at the supermarket, followed by 17 percent at a flower shop/florist and 13 percent at an online floral shop/service. This pattern generally held true across the generations and more than eight out of 10 shoppers were satisfied with these outlets. We also know from our research that across all generations quality/freshness is the No. 1 factor of importance to floral shoppers, followed by pricing, variety and service/advice.

Let’s take a closer look at each generation:

• Baby boomers. Born between 1946 and 1964, boomers are a primary purchaser of floral products, with higher percentages of boomers purchasing at least every two weeks. Boomers also spend significantly more on floral than Gen X and millennials, with 30 percent indicating an annual spend of $150 or more. Boomers purchase a higher percentage of cut flowers and artificial flowers, but purchase less flower bouquets, flower arrangements and wildflowers. The reasons boomers purchase flowers and floral products are as a gift for others, to celebrate special occasions of other people and to decorate their home. While the vast majority mostly purchases flowers for others, when asked why they don’t purchase for themselves, more than half of boomers respond that they never considered it. Finally, boomers give higher “very satisfied” marks to the supermarket versus the other generations.

• Gen X.Between 35 and 50 years of age in 2015, Gen X is a smaller generation in terms of size relative to boomers and millennials, but Gen Xers are in their primary family years, making them an attractive target market. Nearly half purchase floral products three or four times per year, and an additional 25 percent purchase once per month or more often. Although not as strong as Boomers in floral spending, 19 percent of Gen Xers indicate an annual spend of $150 or more and 26 percent spend $50-$99 annually. Besides the top three places all shoppers purchase floral, home improvement stores also resonate with these shoppers more than other generations and the products that appeal more to this generation are flower arrangements and wildflowers. In addition, some top choices are cut flowers and flower bouquets and Gen X has the highest percentage of shoppers indicating that they buy as a gift for others (74 percent). Among those not purchasing flowers for themselves, slightly less than half had never considered it and 36 percent indicated they were not interested in flowers.

• Millennials. Millennials, born between 1981 and 1997, were 18 to 34 years old in 2015. This generation buys floral the least often (62 percent three or four times per year or less) and spends less (48 percent spend under $50 annually) than any other generation. While they purchase floral at the same locations as the other generations, one unique fact is that they spend more at farmers markets than any of the others. Millennials purchase flower bouquets at a higher rate than other generations but buy less cut flowers. While millennials share some of the same reasons for purchasing floral products as the other generations, a higher percentage of this generation purchases floral products to “celebrate their own special occasions.” Finally, among those who do not purchase for themselves, millennials indicate that they are not interested in flowers (40 percent) and that flowers are too expensive (35 percent).

So what do these generational differences mean for the future of floral? In the near term, boomers, and to a somewhat lesser degree Gen X, will continue to represent frequent floral purchasers who spend more. Boomers, in particular, value floral and are key purchasers today. As noted above, boomers are also satisfied shoppers, especially with the supermarket channel, and primarily purchase floral for others.

Over the long term, however, a successful future for the floral channel depends on creating an appealing floral culture for millennials. This generation doesn’t view floral the same way as other generations and buys less, less often. Although spending money on floral products may be an issue for millennials, it is troubling that a high percentage of millennials, who do not purchase floral for themselves, indicate that they are simply not interested in flowers.

Based on the findings of this research, strategies must be developed to generate more floral interest among millennials, so look for ways to help this generation understand and embrace floral. Focus on the experiential elements like farmers markets, understand that floral bouquets are their go-to item, and help them celebrate their own special occasions with floral.

If successful, we can continue to create a compelling future for the floral channel as new generations come of age and we can encourage their interest to bloom.

Brian Numainville is principal at the Retail Feedback Group in Minneapolis. He can be contacted at [email protected].