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Consumer cut flower preferences revealed


February 19, 2010
By Amanda Ryder


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RoseNEWS HIGHLIGHT

Consumer cut flower preferences revealed
An article in the January 2010 issue of HortScience looked at consumer colour
preferences for cut flowers and specifically compared Mother's Day selections to other events like anniversaries and birthdays.

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Feb. 19, 2010 – An article in the January 2010 issue of HortScience looked at consumer colour
preferences for cut flowers and specifically compared Mother's Day selections to other events like anniversaries and birthdays.

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The researchers found that men and women differed in their cut flower colour preferences but this is also influenced by demographics and by the occasion. For the purpose of the study, flowers were grouped into six categories: blue/purple, red/bronze, peach/pink, white, yellow and other. The highest percentage of flowers purchased were red/bronze with 34 per cent and the lowest were yellow with 10 per cent. The other category accounted for less than five per cent of purchases.

When it came to colour by occasion, both men and women were more likely to buy red/bronze flowers for an anniversary and peach/pink flowers for Mother's Day. Between 1992 to 2005, women were less likely to purchase peach/pink flowers and men were less likely to buy red/bronze flowers over time. Overall demand for blue/purple and yellow flower colours increased over time, whereas the demand for other flower hues decreased over time.

The study also found that the combination of flower type and colour can also deliver a certain message. One example they provided was that three red roses say "I love you" as well as "I apologize."


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