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Cut flower auction sales revenue in the Netherlands 2018-2020

As of April 2020, the cut flowers auction sales value in the Netherlands amounted to approximately 99 million euros. This was the lowest sales value in April since measurements started in 2010, and a revenue loss of nearly 120 million euros compared to February, before the coronavirus crisis. The highest revenue in the period 2018-2020 was registered in February 2020, when the total sales were roughly 217 million euros. Concerning the cut flower auction sales volume in March 2020, the total sales volume was roughly 534 million. This was a decrease compared to the same month in the previous year, when the value amounted to approximately 763 million.

Price cut flowers highest in November

Regarding the average price of cut flowers sold in auctions in the Netherlands, December 2019 was regarded as the month with the highest average price of 37 eurocent per flower. Cut flowers had the lowest value in April 2020 with an auction value of 18 eurocents per flower. One of the best-known flower auctions in the Netherlands is Royal FloraHolland. The total revenue of Royal FloraHolland was roughly 4.8 billion euros in 2019.

Flowers with highest sales value in action were roses

Examining the revenue of cut flower sales by type of Royal FloraHolland, roses were the leading cut flower in 2018 with a sales value of 707 million euros. The chrysanthemum was sold for a total of 325 million euros, whereas the tulip’s sales value amounted to approximately 260 million euros.

Cut flower auction sales revenue in the Netherlands from January 2018 to November 2020

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Release date

December 2020



Survey time period

May 2018 to November 2020

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