As is now standard practice, we present a wide range of studies and analyses of sales figures from the online platform lubera.com, operated by our sister company Lubera, at the major events - the IPM at the beginning of the year and the Lubera Days in the middle of the fruit season. This year, the focus was on analyses of the natural demand for fruit, berry and vegetable plants. This resulted in 6 theses, which we discussed intensively with all interested parties at the recent IPM.
These theses are as follows:
- the demand for outdoor plants in general collapses significantly from the customer age of 70. This means that the population of potential buyers will become smaller and smaller over the next 25 years.
- sales efforts must be focussed on the younger groups of buyers.
- besides houseplants (buyers aged 20-30), edible plants are the ideal and most popular entry-level offer for garden beginners.
- approx. 30-40 percent of demand for edible plants does not occur in early spring, but in summer and autumn. The supply in the stationary trade is insufficient here.
- Consumers' price sensitivity is very noticeable, which is reflected in higher sales of smaller plants as well as special offers and bundle deals.
- In addition to standard sizes, smaller plant sizes and solitary plants are also in demand. For suitable species (e.g. blueberries), smaller plant sizes and solitary plants can account for 50 per cent of sales in addition to standard sizes.
