2. All over the world !
"Hydrangeas have so many winning
attributes, it's hard to imagine an easier
group of plants to grow, or any other
flowering shrubs capable of providing
so vibrant colour for so long a season »
Glyn Church - Woodleigh Nursery in New Zealand, where he grows an extensive range of hydrangeas.
Corinne Mallet – Hydrangea – portraits of hydrangeas
3. Past
1.Hydrangeas have been present in different
geographical areas for centuries.
1. Historical background and map conquest
3.Specificities according to production areas
5.Stagnation and revival
7. Indoor – Outdoor uses
5. Revival at the turn of the century
The hydrangea has been valued for centuries as a decorative plant, it is
part of the culture of all continents. As such, it is bound to remain
active in all markets.
The last two decades of the 20th century have noticed a slight decrease
in demand. But the new varieties have aroused the interest of
consumers.
The characteristics promoted by marketing operations
concerted between the main producing actors will certainly give
these plants a prominent place in all markets.
6. Since the last two decades in USA
Hydrangeas, particularly H. macrophylla, have gained in
popularity and number. In the US, the Endless Summer®
variety injected excitement and hope into the genus.
Since 2000, numerous varieties are being patented, among
them a majority of European and Asian pot-plant cultivars.
Interest has also grown over the native American species :
Arborescens and Quercifolia. New forms of these types are
being created each year.
7. Indoor/outdoor trends since 2000
Indoor/Outdoor Trend : the art of putting the garden inside
the home, or the living room in the garden.
Hydrangeas have a lot of winning attributes that allow
them to follow this trend
The trends are oriented towards natural materials for indoor
space and gardens. Decorators like to play with colours.
And for this aspect as well is the hydrangea in its element.
All forms of hydrangea are suitable for current trends.
8. Present
The current market of hydrangeas
Production of pot plants worldwide
Trade flows between the different areas of production
Particularities related to production areas
(investigation between January and June with producers)
9. 115 Million a year worldwide
63 Million
26 Million 3 Million
17 Million
1,5 Million
1,5 Million
2 Million
13. Particularities of the European market
The different actors of production and breeding in Europe
are increasingly compelled to work together. However, the
level of interdependence is not the same across countries.
The pooling of resources is in progress in Northern Europe,
less marked in Southern Europe (Promotion organization)
To overcome the current economic difficulties, three main
strategic actions are essential :
Marketing survey of consumer expectations
Varietal innovation and diversification to answer these expectations
Different promotional activities adapted to the targeted market
14. Evolution of the European production
The industrialization process of production is increasing in
Northern Europe.
This is what causes the pressure on prices : the demand is
increasing more slowly than the supply
There will continue to be corporate mergers
15. The American market : 40 M.
Since the release of The Endless Summer
Collection in 2004, the sales of hydrangeas have
increased.
Thanks to marketing actions, the sale of
macrophylla and paniculata have improved, with
a breakthrough of arborescens.
Hydrangeas are one of the few genus that can
grow in the various environments of the USA (zone
3 to 9)
Hydrangeas are raised in various forms : pot
plants, garden shrubs, fresh and dried flowers
17. Evolution in Asia : 22 Million
There are few figures available for Asian countries. The estimated
production amounted to 17 million, most of them from China and
South Korea. Their productions are growing rapidly in quantity
and range.
Japan is the only country to have published figures, 3 million pot
plants a year.
Growers in Australia and New Zealand (2 M.) distinguish
themselves by a wide range of different species.
18. Future
What are the expected changes ?
Consumers
Distributors
Growers
Breeders
Expected evolution of the Hydrangea market
19. The different uses of hydrangeas
The separation between the uses of different species is not easy.
Many forms, many colours are now available, and they can be used for
several purposes.
The challenge is to help consumers and professionals understand the
different options.
Uses :
Houseplant
Cut flowers, dried flowers
Celebration decor (weddings, events)
Floral patio, balcony, terrace
Flowering gardens and public green spaces
21. Back in fashion !
Hydrangeas are back in fashion after being ignored for
decades.
From formal shrub in courtyards to visual highlight of
woodlands.
You can enjoy hydrangeas in a big pot on the terrace or in a
very little size on your dining table.
Few plants are so diverse in range and colour, and have such
a long shelf life.
22. What consumers expect
o Seductive colours, originality, trendy
o Sustainable Development-adequate, proof of origin
o Identifiable price/quality ratio
o Weather resistance : cold / heat, lack or excess of water
o A long shelf life
o Multi-functional products (interior decoration, terrace,
balcony, cut flowers, dried flowers, garden)
o Simplicity of implementation and maintenance
25. What landscape workers expect
o Adaptability to multiple constraints of plantation,
o Resistance to cold weather / heat,
o Easy to plant and maintain, labour saving,
o Less water, less fertilizer and fewer pesticides,
o Availability of advice and training.
26. What distributors expect
o Seductive colours, originality, differentiation,
o A wide range of product,
o Easy maintenance,
o Resistance to storage and shelving conditions,
o Additional services, advice, marketing suggestions, a story to
tell,
o Price/quality level in accordance with his market segment.
27. What growers expect
o Labour saving,
o Little or no growth regulator, and no sticks,
o Less energy, less water, less fertilizer and fewer pesticides,
o Resistance to cold weather / heat,
o A plant that can be used in different packagings and forms,
o Resistance to logistical conditions.
28. It’s a real challenge for breeders !
o Breeders have done a remarkable job over the last twenty
years
o They have to consider more and more what the users need
o Breeders must share the resources, in order to enjoy all the
biological progress and technological innovations.
29. The evolution of the Hydrangea market
The prospect for Hydrangeas markets are positive.
The current recessionary period will only have a minute
influence on the overall development in progress since 2000.
A growth of 2 to 3% per annum can reasonably be expected.
This will represent an average of 25% over 10 years.
30. Conclusion
The growth of the hydrangea variety makes the best case for
a good exploitation of a promising potential.
This was made possible thanks to :
the communication between all the actors
the sharing of knowledge, and soon of means
your enthusiasm and passion for this plant
31. Acknowledgment and references
Company : MAFFUCCI PIANTE
AGRIOM MALINGE HORTICULTURE
BAILEY NURSERIES MINIER PELLENS
BOOS PEPINIERE DE LA THYLE
CHAUVIN DIFFUSION PEPINIERES RENAULT
DE EEUWIGE LENTE SENTIER
DE STADSWEIDEN SICAMUS PRODUCTION
ENDLESS SUMMER SONNEVELD HYDRANGEA
FA GCA VAN SANTEN SONNEVILLE Guido
FOREVE & EVER STEINIGER HORTENSIEN
HBA HEUGER BLUMEN VAN DE SANDE HORTENSIA BV
HORTENSIA FRANCE PRODUCTION VAN DIJK
HORTEVE BREEDING VAN KLAVEREN PLANT
HOVARIA – HOFSTEDE VAN SCHIE Sjaak
HYDRANGEA WORLD VOLLERING CV
KERISNEL (plusieurs producteur) VON DEM BROCKE
KLOEVER L de VOS
KOLSTER BV YOU AND ME
KÖTTERHEINRICH
TAKAMATSU & Co http://www.hydrangeaworld.com
http:// www.floradania.dk
http///www.hortensias.org
Belgische Hydrangeaverening (Hydrangeum) vzw http://www.kolster.nl/
University of Tennessee – Hydrangea Production http://www.flowercouncil.org
http://www.floraholland.com
Portraits of hydrangea – Corinne Mallet – Edition Ulmer http://www.hydrangeabreeders.nl/avance.htm
Complete Hydrangeas – Glyn Church – Firefly Books http://www.americanhydrangeasociety.org
32. Thank you for your attention
Brand WAGENAAR
medioflor@wanadoo.fr
http://www.medioflor.com
Notes de l'éditeur
30/06/12 Welcome Ladies and Gentlemen This afternoon I will talk to you about the evolution of hydrangea markets. Today I have been working on this presentation for so long, that my brain look like a hydrangea mop head now.
30/06/12 This remark comes from the other side of our planet, where Glyn Church grows hydrangeas.
30/06/12 We will first take a look on the past.
30/06/12 Hydrangeas have been cultivated in western gardens since the first American species were brought to England in the 1730s. Hydrangea macrophylla, the common, big-leaf hydrangea has been known by gardeners from its native land of Japan for hundreds of years and grown in many forms. In Western Europe, the large-leaved Hydrangea macrophylla intrigued the French plant breeders at the turn of the last century. A few growers, like Lemoine, Mouillère, and Cayeux began raising new seedlings and charming the consumers with the beauty of pot plants in full bloom, in France it was a symbol of « religious day and Mother's Day. » In the late twentieth century came a renewed interest in lacecap forms of Hydrangea macrophylla, and European breeders produced an exceptional range of colors in this wild floral form. Interest has also grown over the native American species Arborescens and Quercifolia and new forms of these types are being born in the hands of collectors and breeders each year.
30/06/12
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30/06/12 Indoor/ Outdoor : to live in harmony with Nature, to live at home as if we were in a garden. there are plants, leaves, wood or dried flowers around and in the house, variations of green, copper, brown and golden, romantic colors or hard colors.
30/06/12 This is the result of an investigation that took place between January and June with producers.
30/06/12 As a result of our research, we found that the worldwide production amounted to 128 million a year (more or less). It is difficult to have an exact number because in most of the countries, there are no figures available .
30/06/12 Here you have the figures for the European production. The three top countries produce more than 70% of the total amount.
30/06/12 In France, most of the production is concentrated in this same region of Angers where you are now.
30/06/12 As cuttings, dormant plants and of course as finished products. The form depends on the agreement between the actors.
30/06/12 The implementation of these stratégies requires important financial means. Even the Dutch production may not be able to reach the desired level of performance although it represents one third of the European production. Nevertheless European countries will have to cooperate for basic research and generic promotion, this will significantly increase the demand. There is a commission for promoting the hydrangea in Holland for 10 years now, since 3 years German producers Belgian and French joined the commission, which greatly increases its effectiveness.
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30/06/12 Macrophylla - Since 2004 The Endless Summer Collection - All Summer Beauty – Nikko – BlueCityline - Let’s Dance – Mystical - Hovaria Kaleidoscpe – Everlasting - For Ever & Ever - Glowing Embers – Pia Paniculata : Limelight - Pink Diamond – Grandiflora - Little Lime - Little Lamb - Vanilla Strawberry - White Diamonds - Tickled Pink - Bobo Quick Fire – Tardiva Arborescens – Annabelle – Incrediball - BountyBella - Anna (pink) – Invincibelle - Spirit (pink)
30/06/12 extensive range of hydrangeas. Gardeners in colder regions, who could not grow these brilliant bloomers, now have many choices available. Today there are new super-hardy, dwarf and compact varieties; new colors; and new forms of these satisfying plants. In the previous slide, I talk about zones. With the new species, hydrangeas conquer more and more of the blue and yellow zones.
30/06/12 Japan. The average pot size is 15 cm and producers generally plant 2 cuttings per pot.
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30/06/12 Hydrangeas are moving from tradition to innovation. The last speaker of this afternoon will elaborate on this subject.
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30/06/12 The colours represented in this selection reflect the new trends for the upcoming Spring/Summer season : A few raw and bright colours, soft and romantic colours, mixed colours with a touch of green It is also possible to play whith the seasonal changes in colour of the stem en leaves
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30/06/12 Automatisation, no sticks (the ability to branch),