Dedicated Marketing Initiative
Plant retailers will be pleased to learn that there is a dedicated marketing in initiative in place for summer 2021.
This is designed to help drive sales of pelargoniums and increase consumer engagement with this seasonal favourite.
Pelargonium for Europe (PfE)
Pelargonium for Europe (PfE) is working to change the way that pelargoniums are perceived by bringing them to the masses and highlighting their many unique and pleasing characteristics.
This will also help to shine a light on the thriving European horticulture sector and its world-leading production and breeding programmes. The ultimate aim is to encourage more producers and retailers to optimise the opportunities afforded by pelargoniums and to increase sales of these much-loved blooms.
Reflection of Poinsetta Sector
The long-term growth expectations for the pelargonium market are expected to mirror that of the poinsettia market, which has been heavily supported by Stars for Europe (SfE), PfE’s sister marketing initiative, for 20 years.
Latest data from SfE shows that consumption of poinsettias amongst the younger target market of Family/Career Builders (age 25-29) increased by 170% in 2019 compared to 2014-2017 while their spend on general flowering houseplants only increased by 30%.
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