The Declining Birthrate, Aging Population, and Consumption Trends Among Flower Buyers

「9月の記録的な長雨の影響により、消費者の購買行動が鈍化し、花き需要は弱含みで推移いたしました。」

「Flowers are highly discretionary products, and needs vary by generation and situation. Weddings, funerals and other ceremonial occasions have become smaller since the end of the pandemic, and the consumption structure has changed. The decline in disposable income resulting from rising prices has also had an impact. Meanwhile, consumption among younger people, symbolized by “oshi flowers,” is trending upward.」

「In the floral industry, consumers showed less inclination to purchase flowers as price revisions for everyday necessities took effect, and demand struggled amid the impact of extreme summer heat.」

「In the floral industry, the number of weddings is declining, including as a result of later marriages, due to the declining birth rate and aging population, while the number of funerals is trending upward. Both became smaller in scale during the pandemic, and that trend has continued without recovery. Personal consumption was approximately 4% weaker than in the previous fiscal year, but consumption trends among people under 30 grew stronger and spending came to exceed that of people in their 30s and 40s.」

「In the floral industry, large-scale ceremonies declined as weddings, funerals and other ceremonial occasions became more diverse, but flowers grew in popularity and needs increased. Although the intense heat led some consumers to refrain from purchasing because of concerns about vase life, purchases by younger people in their teens and 20s increased and a lifestyle with flowers became more widespread.」

「In the floral industry, demand recovered as the number of weddings, funerals and other ceremonial occasions returned, while demand for floral arrangements at brand shops, hotels and restaurants, as well as demand for gifts, increased. Although mass retailers tended to struggle with sales as consumers became more inclined to economize, specialty stores that were evolving into curated shops saw younger people in their teens and 20s begin purchasing flowers habitually.」

「In the floriculture industry, consumers' preference for saving strengthened and the frequency of purchases of flowers and greenery tended to decline. At the same time, growing interest in the SDGs has led to a trend, particularly among younger generations, toward more people enjoying a lifestyle with flowers and greenery on a daily basis, indicating a change in perceptions of the value of purchasing flowers and greenery.」

「In the floral industry, the concentration of postponed weddings held over from the previous year's pandemic has ended, while funerals have become established as smaller-scale occasions and their number increased from the previous year. Both returned to pre-pandemic levels. In personal demand, consumers appeared increasingly price-sensitive amid continued inflation, but home-use demand established during the pandemic remained resilient, and flowers in affordable price ranges sold well.」

「In the floral industry, various types of business-use demand that had been postponed during the COVID-19 pandemic, including weddings, have settled down and are moving back toward normal levels, while wholesale prices have shifted toward levels driven mainly by household demand. Although the continued rise in prices raised concerns about weaker consumer sentiment toward flowers as discretionary goods, home-use demand established during the pandemic remained firm. Although people are expected to spend more time away from home in the future because of longer trips and similar activities, the impact is expected to be temporary.」

「Demand for home use, including arrangements, gardening and foliage plants, remained firm. Event demand recovered as people had more opportunities to go out, and demand for weddings surged to pre-pandemic levels. Funerals and memorial services have become established as smaller-scale occasions with fewer attendees, so while spending has not returned to pre-pandemic levels, the number of occasions has recovered to those levels.」

「As market conditions indicate, demand was firm, with household and office demand increasing amid the COVID-19 pandemic and the focus on the SDGs. Demand for events, gifts and weddings, funerals and other ceremonial occasions also became active as people sought to return to normal daily life, although the scale of such occasions declined while their number increased.」

「In the floral industry, demand for flowers has increased as weddings, funerals, sporting events and various other events that had been curtailed during COVID-19 gradually resumed. In addition, home-use demand has remained stable across all age groups, as people regard a lifestyle with flowers and greenery at home as essential for addressing environmental issues and maintaining their mental health.」

「In the floriculture industry, demand recovered as wedding receptions that had been suspended during the COVID-19 pandemic resumed and events increased. In addition, household demand, the foundation of flower consumption, remains solid, while internet and subscription-based sales channels have opened up new demand among younger people. Overall demand has increased from pre-COVID levels.」

「Weddings, funerals and other ceremonial occasions remain small in scale, and demand for event displays and floral arrangements at hotels and restaurants remains subdued. However, demand for foliage plants and branches has expanded as people seek to make their offices and homes more comfortable with greenery, and demand for home use, with people decorating their living spaces with flowers and greenery, has continued to grow steadily across all age groups.」

「From October onward, commercial demand for weddings, funerals and other ceremonies, which had stagnated, also recovered, while individual demand, which had increased during the prolonged COVID-19 pandemic, remained firm.」

「In the floriculture industry, individual demand remained firm as prolonged stay-at-home conditions during the COVID-19 pandemic heightened interest in living with plants nearby, while growing awareness of environmental issues focused attention on the importance and benefits of greenery.」

「In the floriculture industry, demand for weddings, funerals and other ceremonies remained sluggish due to repeated declarations of a state of emergency and the issuance of priority preventive measures, although signs of recovery emerged. Individual demand was strong, while the industry association's "Okuléte gommen" campaign proved effective, particularly increasing the number of people buying flowers as gifts. Purchasing flowers through subscriptions has also become established. Consumer behavior is shifting toward experience-based consumption, particularly among younger people, and household and individual demand are expected to remain firm.」

「In the floriculture industry, commercial demand showed signs of recovery as wedding receptions and events gradually resumed, but their scale continued to shrink and conditions remained challenging. Meanwhile, as people increasingly refrained from going out and spent more time at home, household demand was rising. In particular, because many people spent the year-end and New Year holidays at home, household demand was stronger than usual.」

「In the floral industry, business-use flowers remained in a difficult situation due to the decline in wedding receptions, funerals and events, but demand for home use increased as people spent more time at home, and flowers sold well at supermarkets and home-improvement stores.」

「In April, when a state of emergency was declared, opportunities to use flowers, including weddings, funerals and events, fell sharply, and April sales declined to approximately half the level of the previous year.」

「Because flowers are highly preference-driven products, it is difficult to predict consumption trends by age group in a society with a declining birthrate and an aging population.」

「It also led to weaker consumer sentiment, with seasonal products failing to sell when they would normally be expected to sell.」

「Meanwhile, another challenge emerged as market conditions for single white chrysanthemums, which accounted for the largest share of sales during the Heisei era, increasingly fell into a slump.」

「Because flowers are highly preference-driven products, it is difficult to predict consumption trends by age group in a society with a declining birthrate and an aging population.」

「Personal consumption remained sluggish.」

「However, the trend toward smaller weddings, funerals and other ceremonial occasions continued. In addition, at Mother's Day, one of the floral industry's major events, sales struggled as carnations and roses, traditionally popular products, accounted for a relatively smaller share of demand amid increasingly diverse consumer needs.」

「However, the balance between supply and demand for chrysanthemums, long a core cut-flower product, was disrupted by the contraction and diversification of ceremonial occasions, lifestyle changes, and other factors that reduced demand for funeral flowers, repeatedly causing a major deterioration in overall market conditions.」

「However, demand for chrysanthemums, which account for slightly more than 30% of cut flowers, declined. In funeral flowers, consumers increasingly began displaying flowers favored by the deceased or themselves, as well as seasonal flowers, while the reduced scale and diversification of funeral services often resulted in chrysanthemums being sold at low prices. Chrysanthemums had determined overall cut-flower market conditions for many years, so market conditions for cut flowers as a whole were particularly depressed in April and July.」

「Under these economic conditions, our group's sales fell below the previous year's level as demand for funeral flowers declined with the contraction and decline of ceremonial occasions and changes in consumers' lifestyles. Prices for chrysanthemums, which had driven market conditions, fell and consequently pushed down prices for cut flowers overall.」

「Looking ahead, we believe that challenging economic conditions will continue, due not only to unfavorable weather but also to population aging and decline.」

「Because flowers are highly preference-driven products, it is difficult to predict consumption trends by age group in a society with a declining birthrate and an aging population.」