Half of Scandinavians think that cut flowers brighten up life

Decor

Plant trends

In a troubled world and with less money in their wallets, consumers are looking for small bright spots in everyday life, known as "The Lipstick Effect". Instead of renewing their home with major renovations or expensive furniture, they are updating their homes with fresh flowers and new plants to get a sense of everyday luxury. Plantagen is now expanding its range of cut flowers with more affordable options.

Interest in cut flowers has increased over the past four years and nearly half of Scandinavians believe that cut flowers are a great way to brighten up everyday life, as shown in the report Plant Trends 2024 produced by Plantagen in collaboration with HUI Research for the thirteenth consecutive year. "We are expanding our range and price ranges for cut flowers, where customers should always feel that they can afford to treat themselves to something. The assortment ranges from pre-made bouquets to roses and tulips, and bunches so that you can compose your own bouquet - something for everyone, simply put," says Johan Tordenheim, category manager for indoor plants at Plantagen. The increased interest in cut flowers could be linked to "The Lipstick Effect," an economic theory that consumers continue to treat themselves to luxurious products that are slightly lower in price during a recession. Instead of buying expensive designer clothes or a new sofa, they treat themselves to a lipstick or cut flowers.

Cut flowers in season and grow your own

The range of cut flowers at the plantation is in season and available in almost all stores. Growing your own cut flowers is also popular. The trend is called "Slow Flowers," a concept where locally grown summer flowers in season are used, including by growing summer flowers and perennials from seeds to create their own bouquets. Many people want bulbous plants like daffodils, narcissus, and tulips for spring and flowers like cosmos, zinnia, dahlias, and black-eyed susans to pick in the summer. Our employees are happy to help with planning so that you as a customer can have the most delightful summer bouquet," Johan Tordenheim concludes.

How to successfully care for your cut flowers - step by step

Protect your cut flowers on the way home when it's cold - wrap them in paper so they don't freezeCut at an angle. Make new angled cuts at the bottom of the stem with a sharp knife. Tulips can be cut straight across. If they are cut, the flowers' ability to absorb water decreases.Warm and cold water in the right amounts. Fill two-thirds of the vase with warm water for flowers with hard stems, such as roses, and one-third with cold water for flowers with soft stems like tulips. Remove leaves that fall into the water to reduce the risk of bacteria.Don't forget the plant food. Use the Chrysal plant food that comes with each bouquet when you buy cut flowers from Plantagen. With it, the flowers will be stronger and last much longer without wilting.

Important to refill water. Change the water and refill every other day, tulips are thirsty and may need to be refilled more often.

Placement

Avoid placing the flowers in direct sunlight, near a heater, or close to fruit. If possible, you can place them cool overnight, preferably on the balcony.

About Plant Trends 2024

Since 2012, Plantagen has been producing the annual Plant Trends report. The report is based on a consumer survey about plants and gardening, as well as interviews with a variety of experts in the areas that the trends cover. The consumer survey has a nationally representative sample of 1,019 respondents in Sweden. In 2024, the report focusing on plant trends will be released at four different times throughout the year, with a focus on four different themes:

Indoor Trends - Starting the year with plants
Outdoor Trends - Everyone can grow
Autumn Trends - Best time to plant
Christmas Trends - The power of plants during the holiday season

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Decor

Plant trends