The revenue that growers realized via FloraHolland for 2016 increased with of 3,8% to more than 4,6 billion euro. The revenue developments of the past few years have hovered around 1%. The revenue increase last year is due to higher prices. The total supply decreased by 0.7%, while the prices rose on average by 4%.
The revenue between 5 and 31 December 2016 (period 13) was 14.4% lower than in period 13 of 2015. This period had 19 auction days, in contrast to 22 auction days in 2015, so it was already evident that the level of 2015 would not be realized in 2016. Three fewer auction days correspond to €53 million less revenue, according the auction.
The Christmas sales followed almost identically the pattern of Christmas sales in 2015. Due to the staggered weeks, more was sold this year in week 50 and less in week 51. On balance, there was little difference between the two years.
The supply declined more strongly than the revenue, down by 17%. Partly as a result, the average price of the total supply rose to 43.4 cent per item for flowers and plants, the highest average price ever for period 13.
Revenue decline for flowers and plants
The revenue of cut flowers decreased in period 13 by 14% because of the three fewer auction days in December. The supply dropped by 17%, and the average price rose by 4%. The drop-in supply was spread over the entire range of the assortment.
The revenue of houseplants also declined by 16% because 19% fewer items were supplied. The average price rose by 3%. Here, too, the drop-in supply was spread over the entire range of the assortment.
Finally, the revenue of garden plants decreased by 14%. The supply dropped by 19%, and the average price rose by 7%. It was striking that the supply of Helleborus increased by 30%. The average price of this product dropped by 21%.
Share of direct trade increased
For cut flowers, in 2016 the share of direct trade rose by 1.8%-point to 34.3%. For houseplants, the increase amounted to 1%-point to end at 79.4%. And for garden plants, the increase was 2.7%-point up to 67.4%. In 2016, 51.4% of the total revenue was realized through direct trade. In 2015, this was just above 50%.
